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Professional Services Marketing Digest

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This CPA Firm is Hitting It Out of the Park

Posted by Alan Vitberg

Aug 2, 2016 9:00:00 AM

The Benefits of Aligning Marketing, Subject Matter Experts, and Business Development Resources

I think the next frontier in professional services marketing and business development is going to come in the arena of alignment between marketing, business development, and subject matter experts.

Some firms are making enormous strides in creating a closed loop marketing-subject matter expertise-sales process. The results of getting everyone on the same page, marching to the beat of the same drummer, toward an agreed upon set of new business objectives can have a big payoff in terms of getting more visibility, leads, and new clients or engagements.

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Topics: inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing

Are Your Firm’s Marketers Tough Enough to Get More Marketing from Niche Practice Leaders?

Posted by Alan Vitberg

Jul 19, 2016 9:00:00 AM

It takes a tough professional service firm marketer to ask niche practice leaders tough questions.

In last week’s blog, I presented 6 questions that niche practice leaders could bring to the table when discussing niche marketing plans with marketers. They covered topics like strategies and tactics for getting the niche more visibility and generating leads, measuring results, and marketing processes.

To make sure that the universe is kept in balance, this week’s blog is devoted to tough questions that professional service firm marketing directors and CMOs could be asking the niche practice leaders they’re dealing with.

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Topics: inbound marketing, alanvitberg, niche marketing, professional services marketing

Are Your Niche Practice Leaders Tough Enough to Get Better Results from Their Marketing Spend?

Posted by Alan Vitberg

Jul 12, 2016 8:00:00 AM

It takes a curious partner asking tough questions to do the tough job of aligning niche marketing and sales efforts.

I know the meaning of tough.

It just happened last week when instead of smoking a very expensive cut of meat in my brand new smoker for 6 hours like the recipe called for, I kind of forgot, and 17 hours later, discovered I had created a meat hockey puck.

Rookie mistake.

Not only was the meat tough, so too was the look I got from Janice and the rest of my family when they found out their dinner choices had gone from “Spicy Sweet Apple Wood Smoked Always a Crowd Pleaser Brisket” to a choice of bologna on white bread with yellow mustard or a bowl of Cheerios.

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Topics: lead generation, inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing

The Changing Landscape of Professional Services Marketing

Posted by Alan Vitberg

Apr 21, 2016 10:00:00 AM

Today, about 80% of us go online daily and conduct a search. We’re served up information by a search engine whose job it is to rank search results by relevancy, using a proprietary algorithm whose mysteries are a continual source of speculation by pundits whose sole job is to try to figure out how those formulas work. (Note: outside of a handful of people, nobody really knows how they work.) 

If you’re searching online, then so are your prospects, clients and competitors. Those firms that can win the game of online marketing with its myriad ever changing manifestations are going to be the firms that will earn more brand awareness, generate more leads and new business, and see a greater ROI from their investment in marketing. 

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Topics: inbound marketing, alanvitberg, professional services

9 Components of Lead Generation for Professional Service Companies

Posted by Alan Vitberg

Apr 7, 2016 10:00:00 AM

In order to convert someone from a prospect to a lead, they must take an action to make contact with your firm — so you can gather their contact information and follow up with them later. This can come in the form of requesting a whitepaper you’ve developed, filling out the “Contact Us” form on your website, or even handing you a business card after you’ve made a presentation. A lead is not a name in your database or from some sort of telemarketing list — it's someone who has expressed an interest in what you do.

There’s an important reason to use this definition if you're taking advantage of a marketing analytics software: most software programs build their metrics and conversion statistics around this use of the term.

In the inbound marketing world, a “lead generation campaign” is a series of integrated strategies and tactics, built around an offer that brings prospects to a landing page on your website. The landing page contains a form where the prospect must provide their contact information in order to get the offer.

Here are the nine components of lead generation:

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Topics: lead generation, alanvitberg, professional services

Six Fundamental Components Professional Services Firms Can Use to Get Found Online

Posted by Alan Vitberg

Apr 5, 2016 10:00:00 AM

In today’s marketing environment, it is imperative that you show up on the first page of search engine rankings because the first 10 results on a search engine page get 90% of the click-thrus, and of these, the first three organic rankings get the most clicks.

The “hub” of inbound marketing is a firm’s SEO optimized website, which needs to be much more than just an online brochure.

Getting found first is the first step in generating more traffic to your website and converting site visitors to leads. One of the best kept secrets of CPA and consulting firms with successful websites is that they’re built upon best inbound marketing practices. A site that’s not built upon best inbound marketing practices is nothing more than an online brochure—and that just won’t cut it in today’s world where websites need to be lead generation dynamos.

There are six fundamental components of getting found first by businesses searching online for information or a solution to their issues or pains.

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Topics: SEO, inbound marketing, alanvitberg, professional services

True or False: Too Many of Your Partners Are Reluctant Rainmakers

Posted by Alan Vitberg

Nov 7, 2011 3:00:00 PM

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Topics: CPA Firm Marketing, Law Firm Markeitng, alanvitberg, Professional Services Firm Marketing, Consulting Firm Marketing

LeadG2’s Professional Services Team specializes in online marketing for CPA, consulting, recruiting, staffing, and other professional services firms. Contact us here or call Dean Moothart at (407) 913-7091 to talk about how you can get more visibility, leads, and new business for your firm or niche practice.

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