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Professional Services Marketing Digest

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Lousy Database, Lousy Lead Generation Campaign!

Posted by Alan Vitberg

Feb 16, 2016 8:45:28 AM

Building a Quality List for Your Next Lead Generation Campaign

One of the key issues – and maybe the biggest hassle – for CPA, consulting, insurance and financial services firms is to build and maintain their database.

I ran across this post (“B2B Marketing: Building a Quality List”) from David Kirkpatrick in the MarketingSherpa Blog that I felt extremely worthwhile and a terrific companion to my earlier blog post, "Marketing Databases: Build and Maintain Your Most Valuable Marketing Asset"

Kirkpatrick writes, "Teleprospecting, email campaigns, drip marketing, lead nurturing — all of these marketing tactics have one very important element in common. Each one begins with a list, and the quality of the data in that list has a direct influence on the success of each tactic".


Here’s a summary of the key guidance from this posting:

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Topics: business development, lead generation, CPA Firm Marketing, marketing strategies and tactics, niche marketing

Are Professional Services Firms Really Ready for CRM?

Posted by Guest Blogger

Feb 11, 2016 12:03:25 PM

Today's post comes to us from Steve Chipman of LexNet Consulting Group. Lexnet Consulting Group offers a wide range of applications and specialized services related to CRM, email marketing and inbound marketing. We’re pleased to re-post this piece written by Steve Chipman and originally posted on their blog, CRMSwitch, that provides a terrific overview of why companies should invest in CRM.


 

At CRM Switch, being true to our brand, we mainly cover topics around switching from a contact manager or from an old CRM system to a new CRM system. However, there are many companies that have never implemented any kind of CRM system. People at these companies are wondering why their company should invest in CRM for the first time.

Here are five common organizational problems and a description of how CRM can solve these problems.

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Topics: business development, inbound marketing, CPA Firm Marketing, marketing strategies and tactics, Consulting Firm Marketing, professional services marketing

Has Digital Marketing for CPA and Other Professional Services Made Networking Obsolete?

Posted by Alan Vitberg

Feb 11, 2016 11:59:14 AM

Guidance for Helping Younger Partners and Rising Stars Be Better Networkers

The scene: It’s the post awards event mixer in a crowded, noisy room at the Hyatt. Hundreds of professionals and community leaders are walking around, holding a drink in one hand and balancing a plate of Swedish meatballs with the other. Susan, a rising star, bumps into Bill. 

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Topics: business development, marketing strategies and tactics

9 Hardline Truths Marketers Should Reveal to Partners About Lead Generation Campaigns

Posted by Alan Vitberg

Feb 9, 2016 11:31:41 AM

Guidance on Getting an Awesome Lead Generation Campaign for Your CPA or Consulting Firm Off the Ground

I got me one of those “AHA!!” moments the other day from a group of partners when I pitched a lead generation campaign to help them build their practice.

It was a Zen-like moment when they realized that they could complement their referrals and networking and build their practice with a new marketing strategy – a strategy built around using their thought leadership as the centerpiece of a lead generation campaign.

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Topics: business development, lead generation, CPA Firm Marketing, marketing strategies and tactics, professional services marketing

8 Line Items That Will Make Your CPA Firm Marketing Budget Work Harder Next Year

Posted by Alan Vitberg

Feb 9, 2016 11:27:45 AM

Re-Think and Shift Your Marketing Budget Priorities 

For many accounting and other professional services firms, it’s that time of year when marketing budgets are getting discussed and finalized … and slashed (once again) given all of the horrible news about the economy.

So now, more than ever before, it’s time to ask a couple of critical, fork in the road types of questions about your marketing program and its budget:

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Topics: business development, lead generation, inbound marketing, CPA Firm Marketing, marketing strategies and tactics, professional services marketing

How Much Does Inbound Marketing Cost for a Professional Service Firm?

Posted by Alan Vitberg

Feb 9, 2016 11:14:31 AM

Answer: It could be a lot less – or a lot more –than you think.

The other day I was talking to the marketing partner at a fairly good sized accounting firm about moving them into an inbound marketing strategy. We had gotten past all of the incredibly sound reasons and benefits of going inbound and then out came the inevitable question: how much does it cost?

“So, isn’t stuff like LinkedIn and Twitter free?” he opined (after all, I was talking to an auditor), “And can’t we just put our company brochure up on the website to generate leads? And our partners can write the blog and whitepapers to cut down costs. That doesn’t cost anything, right?”

Hoo, boy, I thought, it’s time for THE TALK.

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Topics: business development, marketing strategies and tactics, professional services marketing

How 10 Top 200 CPA Firms Marketed for New Biz from American Taxpayer Relief Act

Posted by Alan Vitberg

Feb 9, 2016 10:40:44 AM

An Analysis of the Good, the Bad and the Ugly of Lost Inbound Marketing Opportunities

Marketers love chaos because chaos breeds opportunity.

And nothing breeds opportunity better for CPA firm marketing opportunities than complicated, dramatic, cliff hanging changes to tax structures, right?  Put yourself into your client or prospects’ shoes for a moment and here’s a few descriptive ways to capture their mindset:  confused, angry, upset, concerned, miffed, anxiety ridden, etc.

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Topics: business development, inbound marketing, CPA Firm Marketing

Top Line Growth -New Rules, Roles & Responsibilities

Posted by Alan Vitberg

Feb 9, 2016 10:08:15 AM

New Rules for Professional Services Marketing  - Rule 2: Demand Accountability From Everyone

3rd in a series of posts about the transformations in CPA, law and consulting firm marketing

Given reductions in marketing budgets, fierce completion for new business, and new marketing technologies that make it easier than ever before to take clients from your competitors (or to have clients taken from you), CPA, law and consulting firm marketing efforts need to be re-engineered around new rules that are laser focused on delivering ROI.

In a previous posting (“Marketing as an investment”) I talked about the change in mindset that’s necessary for beginning the process of getting more ROI from marketing and business development. Today, I want to discuss Rule 2: demand accountability from everyone – marketers, business developers, managing partners, shareholders and subject matter experts.

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Topics: business development, content marketing, lead generation, marketing strategies and tactics, professional services marketing

Marketing “The 21st Century Audit”

Posted by Alan Vitberg

Feb 9, 2016 10:00:08 AM

New Business Strategies for CPA Firms

One of the most challenging marketing jobs faced by CPA firms is to market their audit services, but here’s an idea that originates in a front page story recently published in Accounting Today called “The 21st Century Audit” that designed for top line growth.

While the focus of Bill Carlini’s story was about the audit headaches that CPA firms confront in the face of new regulations, standards, technology and commotion, I’m a marketer - not an auditor (dammit, Jim!), so I have a different take. A “21st Century Audit” is  an opportunity for an accounting firm to do some creative marketing and re-positioning for promoting their audit practice in a differentiated way.  

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Topics: business development, CPA Firm Marketing, marketing strategies and tactics

6 Awesome Marketing Strategies and Tactics for Bios

Posted by Alan Vitberg

Feb 9, 2016 9:50:28 AM

State of the Art Bios Will Boost Your CPA, Consulting or Law Firm’s New Business

After you read this post, I want you to do three things.

First, check your analytics on page views. It’s likely that you’ll find that after your home page, the most visited pages on your website are bios. That’s a lot of eyeballs looking for information.

Next, take one of your typical bios and one from your competitors and do a comparison. It’s likely that they’re pretty similar in terms of content and feature the typical mug shot, a list of certifications, and so on.

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Topics: business development, content marketing, CPA Firm Marketing, marketing strategies and tactics, Consulting Firm Marketing, professional services 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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