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Professional Services Marketing Digest

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How Professional Service Firm Managing Partners Can Make Marketing a Revenue Center

Posted by Alan Vitberg

Jul 26, 2017 9:00:00 AM

Across all different kinds of businesses, momentum has been building for turning marketing departments and functions into revenue centers instead of merely being a cost center.  

CEOs are moving away from employing Chief Marketing Officers and instead, are hiring Chief Growth Officers, they’re demanding accountability, they want documented results showing ROI, they’re capitalizing on the availability of easily collected and accessible data, they’re looking to decompartmentalize marketing and sales functions... and whole lot more.

Is your accounting, law, consulting, or staffing firm making this transition, or is it business as usual?

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Topics: professional services marketing, CPA Firm Marketing, Consulting Firm Marketing, staffing agency marketing, growth strategies for a staffing agency

Get Curious to Get More Top Line Growth for Your Professional Service Firm

Posted by Alan Vitberg

May 24, 2016 7:31:58 AM

We don’t need any more marketing,” said the partner.

As I was waiting in the coffee shop the other day to meet with a lead from a referral I got, I reviewed my pre-meeting notes. Just by looking at their website, I had a number of insights and recommendations ready for discussion.

We exchanged a few pleasantries, played the “who do you know” game, talked about the chances of the Bills this year (optimistically), and then turned to the marketing discussion.

The conversation went something like this:

Me: “So, I appreciate the chance to talk about marketing with you. What are some of the marketing and business development challenges you’re facing when it comes to growing your practice?”

Contact: “We don’t need any more marketing.”

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Topics: Professional Services Firm Marketing, CPA Firm Marketing, Consulting Firm Marketing

Helping Partners Sell More, Better, and Faster

Posted by Alan Vitberg

Mar 29, 2016 9:16:00 AM

Marketing/Business Development Alignment in CPA, Consulting, and Other Professional Services Firms

Our wives dragged me and my friend Greg kicking and screaming to the movies the other day, where we ended up paying a ridiculous sum of money to see a romantic comedy that frankly, I would not bother with even when it enters the realm of “free movies.”

(But then again, I’ll be paying a cable bill for the privilege of getting it “free,” so. Hmmmm...)

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Topics: CPA Firm Marketing, Consulting Firm Marketing

Marketing Guidance Managing Partners of Tomorrow Will Give to Rising Stars

Posted by Alan Vitberg

Mar 3, 2016 9:21:53 AM

Creating the rainmaking champions of tomorrow

At some point in the future, hopefully in a galaxy that’s not too far away, the Managing Partner of a CPA, consulting, staffing, or other type of professional service firm will gather the rising stars of the firm for a serious talk about marketing.

Using the combined power of their iPhone 84 brain implants, they’ll create a hologram that turns the conference room into a virtual clearing in a forest where sitting alone at a blazing campfire, the firm’s MP is waiting.

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Topics: CPA Firm Marketing, Professional Services Firm Marketing, Consulting Firm Marketing

Inbound Marketing Tips for Getting Business from a New Law, Regulation or Standard

Posted by Alan Vitberg

Feb 26, 2016 11:21:41 AM

8 Best Practices for Capitalizing on a New Opportunity Coming from Regulatory Change

Surf's up!!

That’s what my mentor used to say whenever the Federal Government started the process of bringing a new regulation to life.

He implanted the vision of all of us in the marketing department sitting on a surfboard, looking out to sea, and waiting for a swell indicating that it was time to start paddling like crazy to catch the wave. Of course, catching the wave and riding it to shore meant hundreds of thousands of dollars in new consulting fees for the firm.

As a Managing Partner or niche practice leader, you should love new law, regulations, codes or standards as it means that you’ve been given the opportunity to put together a program that will serve to both retain current clients and attract new ones.
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Topics: CPA Firm Marketing, marketing strategies and tactics, Consulting Firm Marketing, professional services marketing

How Much Should You Budget for Inbound Marketing?

Posted by Alan Vitberg

Feb 26, 2016 11:04:38 AM

The Death Knell for Branded Pizza Cutters

I want you to notice something right up front.
I didn’t title this blog post “how much does inbound marketing cost” because if I did, I’d be drummed out of the inbound marketing industry and stripped of my inbound marketing epaulets, all recorded for posterity on YouTube.
Inbound marketing is all about return on investment, built on a foundation of quantifiable goals and objectives, and strategies and tactics for solving marketing problems like getting more website traffic, converting website visitors to leads and nurturing leads to sales.
It’s a lot more than just a line item on the firm’s budget and P&L. 

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

How to Get Your CPA Firm on the Path to Inbound Marketing

Posted by Alan Vitberg

Feb 26, 2016 11:01:00 AM

4 Questions to put on your next marketing/management committee agenda

I read a story in our local paper about a teacher that was embarking on a bike journey from the State of Washington to Maine this summer to help raise his student’s awareness of environmental issues.
He gave up 3 summer jobs; crowd funded a $1400 kitty, bought some camping equipment, and borrowed a bike for his adventure.
It seems that the longest bike ride he had attempted to date was a round trip of about 80 miles.
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Topics: inbound marketing, CPA Firm Marketing, marketing strategies and tactics, Consulting Firm Marketing, professional services marketing

How to Write a Killer Case Study that Turns Prospects into Clients

Posted by Alan Vitberg

Feb 16, 2016 12:52:24 PM

CPA, Consulting, AEC and Other Professional Service Firms Can Use Case Studies to Strut Their Stuff and Still Not Be “Salesy”

One of the key pieces for the content marketing strategy of any professional service firm needs to be engaging, well written case studies. A well done case study is a bridge between non advertorial top of the funnel educational content, and bottom of the funnel sales activities.

Case studies are an opportunity to showcase the thought leadership of the firm, niche teams, or partners. They serve to document and demonstrate experience and expertise relative to the types of issues or problems that the firm’s prospects might have. Good case studies play an important role in the "get found first" objectives of inbound marketing, because they’re written with search engine optimization in mind.

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Topics: content marketing, CPA Firm Marketing, Consulting Firm Marketing, professional services marketing

10 Reasons Why Inbound Marketing is Perfect for Marketing Consulting Services

Posted by Alan Vitberg

Feb 16, 2016 12:49:39 PM

Is it Time to Shake Up the Way You Market Your Consulting Firm or Practice?

I’ve been thinking about your consulting firm.

It’s probably small (less than 25 people), provides a niche service or serves a niche market, and was built upon the industry or technical expertise of its founders. It may be a standalone business or a niche practice tucked inside of a larger organization like a CPA firm.

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Topics: business development, inbound marketing, Professional Services Firm Marketing, Consulting Firm Marketing, professional services marketing

Three Sniff Tests to See if Your CPA or Consulting Firm’s Website is Rotten

Posted by Alan Vitberg

Feb 16, 2016 12:45:47 PM

A Great Website Delivers a Great User Experience

Day in and day out, we review accounting, consulting and other professional services websites. I’m looking for websites that are really have all cylinders firing for capturing eyeballs, and those that give site visitors a great site experience. Ultimately, I’m looking for how effectively – and convincingly – these sites are converting eyeballs into leads, because after all, that’s what a website should be designed to do.

So I did a little experiment with our “bellwether” firms the other day- those CPA firms in the Top 100 and 200 that I monitor for their inbound marketing prowess - to look at their sites from a visitor’s perspective.

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Topics: content marketing, CPA Firm Marketing, 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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