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Professional Services Marketing Digest

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The Big Bang Theory of Content Marketing

Posted by Alan Vitberg

Feb 26, 2016 1:12:27 PM

Develop a Content Strategy Built on Repurposing and You’ll Spend Less Time and Get More Results

It was a really, really good week for one of our clients.

We took 5 old, dusty topical articles that were lying dormant on their website, packaged them into an eBook to use as an offer for lead generation, wrote and published supportive SEO optimized blog posts, promoted it with every single digital asset on hand from LinkedIn to email, and consulted on additional content tactics to generate follow up sales opportunities.
 

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

Aligning Your Firm’s Online Marketing Strategy to the Middle of the Sales Funnel

Posted by Alan Vitberg

Feb 26, 2016 1:10:08 PM

Part 3 of our series on ways that marketing a CPA firm becomes more effective using an online sales funnel.

In the past few blog posts, we’ve tackled the idea of how an online sales funnel applies to CPA firm marketing, as well as for other professional service firms. In Part 1, we introduced the concept of the sales funnel, in Part 2 we discussed TOFU – the Top of the Funnel; and today in Part 3, we’re going to add another term to your growing marketing lexicon: MOFU, or Middle of the funnel marketing.

The concept behind using a sales funnel to build your digital marketing strategy is fairly simple: you start by using educational, non-advertorial offers for thought leadership to fill the top of the sales pipeline.

Then over time using lead nurturing strategies and tactics delivered though marketing automation, you deliver increasingly advertorial content to strengthen the relationship until the point in time when the prospect is not so much thinking about how to solve a problem as they thinking about whether or not you’re the right firm to solve that problem.

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

5.4 Billion Degrees F of Digital Lead Generation Fusion

Posted by Alan Vitberg

Feb 26, 2016 12:02:32 PM

Leads Never Stop Once You Get Your Lead Gen Fusion Reactor Started... But It’s Not Easy!

Who doesn’t think that the premise and promise of fusion energy isn’t thrilling?

There was a great article in a recent issue of Time magazine (“A Star is Born;” Vol. 186, No. 18, 2015) about the future of fusion energy. With private, entrepreneurial companies reaching new milestones at a fast and furious pace, it’s hard not to come to the conclusion that it’s now not a matter of how, but when. Of course, that “when” is a pretty big deal, and it will be interesting to see what comes first: Fusion or Chelsea Clinton’s run for President.

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Topics: content marketing, lead generation, marketing strategies and tactics

7 Hats CPA Firm Marketers Need to Wear to Get Partners and SMEs Blogging

Posted by Alan Vitberg

Feb 26, 2016 11:59:59 AM

The secret sauce to blogging: maximize commitment + minimize partners’ responsibilities

“Why of course I’ll write a 600 word blog once a week and promote it like crazy!” said the partner to the marketer ..... NEVER.
 
Regardless of all of the positives that come from regularly blogging, like customer acquisition, the truth is that it’s still not as high a priority for partners and subject matter experts as firm marketers wish it to be. So maybe it’s time to rethink your firm’s approach to blogging which could mean rethinking your role and responsibilities as the firm’s marketer.
 

Your Job is Getting a Whole Lot Harder

We see a lot of energy and enthusiasm by marketers because of all of the new marketing opportunities presented by inbound marketing and content marketing. At the same time we know how frustrating your job can be given the twin challenges of moving your firm’s marketing efforts in the right direction and the snail’s pace of adoption by firm management and partners.
 
When it comes to blogging, one of the ways to resolve that frustration is to take a lot of responsibilities off of your partners’ plate, particularly in terms of writing. At the same time, that means putting more responsibilities on your plate, and the need to wear more hats, like these:

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

The Top 10 Content Marketing Woes for CPA and Other Professional Services Firms

Posted by Alan Vitberg

Feb 26, 2016 11:41:43 AM

We’re fiddlin’ faster but the song remains the same.

You are not alone.

Across the vast universe of accounting and other professional service marketing efforts, it sometimes helps to know that the head banging pain you’re experiencing in trying to do the right things for your firm is shared. Now that may not be much of a consolation, especially if your noggin is overloaded with bumps, but slowly and surely there will be a time when your firm makes the jump to a vibrant and productive content marketing program.

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Topics: content marketing, inbound marketing

How to Stop C-Suiters from Grimacing When Pitching for a New or Upgraded Website

Posted by Alan Vitberg

Feb 26, 2016 10:26:20 AM

Spoiler alert: talk about 3 ways that your company’s website is going to convert visitors into leads and sales

Somewhere between getting proposals and quotes for a new website for your company and the roll of antacids you’ll be gobbling after you make your budget pitch to the C Suite, you’ll need to develop a strong message about the ROI you hope to achieve.
 
It’s not about “hits” (you’re in trouble right off the bat if they start talking about this concept that went out of use a decade ago), keywords you want to rank on (nobody can tell anymore), visitors to the site, or engagement stats like bounce rates or pages per visit.

If you want to talk ROI, you need to be talking about turning the website into a lead generation dynamo and how you’ll use the site to acquire leads that can then be nurtured into sales.
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Topics: content marketing, lead generation, inbound marketing, professional services marketing

5 Stellar Tips for Building a Killer Professional Services Content Marketing Program

Posted by Alan Vitberg

Feb 23, 2016 4:16:19 PM

Turning Your Accounting or Consulting Firm’s Thought Leadership Into Leads

I recently participated in a discussion about content marketing in professional services in the Professional Services Executive Forum LinkedIn group.

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Topics: content marketing, inbound marketing

6 Hot Tips to Get More Mojo From Blogging

Posted by Alan Vitberg

Feb 23, 2016 10:21:38 AM

Better Posts = More Mileage for Your Professional Service Firm’s Inbound Marketing Program

Here’s the plain truth: content marketing is becoming a critical part of any accounting, consulting or A/E/C firm’s marketing program, and blogging is a critical part of content marketing. But this post isn’t about why you should blog, or how to write a blog (see our offer for a white paper on this topic… Partner’s Guide to Blogging Made Easy... it’s about how to write a great blog!)

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Topics: content marketing, blogging best practices, CPA Firm Marketing

Move Fast. Break Things.

Posted by Alan Vitberg

Feb 22, 2016 8:56:18 AM

Lessons From Facebook’s Culture for Professional Service Marketing Programs

I was reading an article in FORTUNE the other day called “Inside Facebook – How Does the Social Media Giant Really Work?” (March 19, 2012) when I came across a line that stopped me cold.

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Topics: content marketing, professional services marketing

The 3 Most Shocking Oddities of CPA Firm Marketing!!

Posted by Alan Vitberg

Feb 22, 2016 8:53:39 AM

Are Firm Marketing Directors and Managing Partners Working Out of the Same Marketing Playbook?

The answer to this question: sort of...  One of the areas we investigated in our recent Survey of CPA Firm Best Lead Generation Practices was to see if – and where – differences existed between Managing Partners and CPA firm marketing directors when it came to lead generation. 

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Topics: content 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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