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Professional Services Marketing Digest

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What Marketers Need from Partners and Biz Developers to Get Record Top Line Growth

Posted by Alan Vitberg

Feb 15, 2017 9:01:00 AM

12 Simple Actions that Will Make Any Professional Service Firm a Competitive Dynamo

I had a very interesting talk with a Chief Marketing Officer at a medium sized CPA firm last week when the topic of the responsibilities and accountability partners and business developers have to the marketing department came up.

“It seems,” he said, “That we’re always being used reactively, rather than proactively. That makes us order takers and button pushers rather than having a seat at the Executive Committee level to discuss goals and strategy”

“Between the two of us, I’m not even sure the partners know how much more we can contribute than writing proposals or updating bios or creating sales sheets.”

Hmmm… seems like I’ve heard this 2 or 3 (hundred) times before.

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Topics: lead generation, inbound marketing, professional services marketing

The Strange Relationship Between the PATH Act and Badminton at the 2016 Olympics

Posted by Alan Vitberg

Aug 17, 2016 9:00:00 AM

The Gold Medal for World Class Marketing Goes to…

I’m officially an Olympics junkie.

I knew I might have a problem when I told Janice that I couldn’t wait for the 8:00 am live feed stream to begin so I could find out who was going to win the Group A Women’s Badminton Double Group Play Stage A match between Misaki Matsutomo and Ayaka Takahashi of Japan and Puttita Supajirakul and Sapsiree Taerattanachai of Thailand. 

I got one of those raised eyebrows and a “Whatever, Dear” look, and even though I was prepared to tell her about the world’s record for the fastest badminton smash ever recorded (253.5 mph, if you must know), I thought it better to keep silent rather than be an ongoing source for her amusement.

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Topics: lead generation, CPA Firm 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 Top Challenges of Lead Generation

Posted by Alan Vitberg

May 26, 2016 8:00:00 AM

If lead generation was easy everyone would be doing it, right? The fact of the matter is that firms face a number of challenges when it comes to lead generation, from issues of quality and quantity of leads to having the right type of  content at the right time of the relationship with a prospect. Couple these challenges with barriers firms are facing with their lead gen programs like lack or resources, and you get a recipe for inactivity, abandonment or ignorance of lead generation.

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Topics: lead generation, professional services

10 “Must Haves” for Online Lead Generation

Posted by Alan Vitberg

May 12, 2016 8:53:46 AM

Online lead generation has become one of the most popular ways for companies to attract new leads and to get a better understanding of who is on the website and what they are interested in. However, setting up a successful online lead generation program requires a set of essential components. If your firm is interested in starting an online lead generation program, it’s important to understand what steps are required in order to begin generating and capturing leads.

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Topics: lead generation, professional services marketing

The 3 Types of Lead Generation Offers for Professional Service Firms

Posted by Alan Vitberg

May 5, 2016 8:00:00 AM

By now, you probably know that standard calls-to-action on your website like “Contact Us” or “Subscribe to Our Newsletter” just aren’t enough to get the most value out of your website. You need a variety of different offers convert a visitor into a lead who can then be converted into a client. One of the key rules of thumb for B2B is that most people who come to your website immediately ready to make a purchase. They want to do their research first. That’s especially true for professional services like accounting, consulting, and A/E/C. But different visitors are at different stages in their research. While some visitors may be looking for general information, others may be closer to looking for a solution to an issue or problem they have—and a firm to solve that problem. So what we need to do is address each stage of the sales funnel with quality offers that provide visitors what they may want to have at each stage of the buying process.

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Topics: lead generation, professional services marketing

5 Sources of Leads Your CPA (or Other Professional Service) Firm Can Use Right Now

Posted by Alan Vitberg

Apr 26, 2016 9:55:00 AM

Is there “one best way?” The answer is …

Lessons Learned From Generating 6000 Plus LeadsIn my career, I have helped my employers and my clients generate tens of thousands of leads using a wide variety of strategies and tactics. Just a quick side note: none of these involved cold calling or dialing for dollars—they all had their roots in identifying, reaching, and motivating prospects to take action, ranging from sponsoring award programs to conducting surveys, and a lot more.

Looking back over all of those leads, I’ve created 5 categories for their sources. You may have used (or are using) one or more of these right now:

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Topics: lead generation, CPA Firm Marketing, Professional Services Firm Marketing

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

Get Creative With Your Lead Generation Campaigns

Posted by Alan Vitberg

Feb 29, 2016 7:58:06 AM

10 Questions You Can Use For Your Next Lead Generation Campaign

Rain Today and ITSMA recently did a study looking at the top lead generation challenges for B2B firms. My observation is that these issues represent a mix of right and left brain challenges, and that lead generation for CPA, consulting, financial services and law firms requires a “just right” combination of right/left brain creativity in order to be successful.

(A quick definition from Answers.com: The right brain of the brain focuses on the visual, and processes information in an intuitive and simultaneous way, looking first at the whole picture then the details. The focus of the left brain is verbal, processing information in an analytical and sequential way, looking first at the pieces then putting them together to get the whole.)

Too often, I see attempts at lead generation overbalanced to one side of the other.

For example, I’ve seen great opportunities around great technical issues packaged and promoted in such a boring way that it makes me wish that the offer be accompanied by a pillow so I can take a quick snooze (too much left brain). Or, I see lead generation campaigns that have an overemphasis on production values – too much sizzle – that turns me off because the sizzle hurts the credibility of the offer and makes me want to reach for my sunglasses (too much right brain).

Lead generation campaigns for professional services firms involve a process that starts with identifying the opportunity that a campaign can be built around, to securing leads, to converting those leads to an engagement. Each step in this process requires creativity – whether it’s executing the right brain/visual pieces of the campaign or the left brain selecting, weaving and integrating the marketing infrastructure of the firm to accommodate the campaign’s outbound and inbound lead acquisition and conversion tactics.

Here’s a mix of 10 different questions you can use for your next lead generation campaign that can help you assess whether you are getting that right/left brain balance that will help you get to your lead gen and ROI objectives:

  1. Did you select a hot topic or issue to build the lead generation campaign around?
  2. For the center of the campaign, have you selected the right type of device (i.e. a white paper, webinar, special event, etc.) to deliver secure leads?
  3. Have you titled the device in a way that makes it a “gotta have” piece of information?
  4. Is the production of the device done professionally and reflective of your firm’s brand?
  5. Have you considered all of the outbound tactical opportunities to reach eyeballs?
  6. Is your outbound promotional strategy designed and funded for ROI?
  7. Is your outbound copy clever, compelling and designed to cut through the clutter?
  8. Are your on-site promotional strategies and tactics clever and compelling?
  9. Is your landing page designed to convert an eyeball into a lead?
  10. Do you have processes in place for nurturing a lead to an engagement?

Have you seen a great lead generation campaign recently? Leave a comment below and share your observations on what made it great and why?

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Topics: lead generation, professional services marketing

3 Basic/Must-Have Question Types for Surveys Used for Lead Generation

Posted by Alan Vitberg

Feb 26, 2016 1:20:22 PM

How CPA, consulting and other professional service firms can use surveys for lead generation – Part III

Amusement park rides for $.25 and kiddie ice cream cones for a buck. (I kid you not!)

We read about Olcott Beach Carousel Park – a little jewel on the shore of Lake Ontario, about a 90-minute drive away, and thought it would be a great way to spend an afternoon with our granddaughter.

So we decided to check it out. It was one of those perfect 80 degree days, made better by a cooling breeze coming off of the lake and a waiting time to get on a ride of about 45 seconds. Six rides painstakingly and beautifully restored, and here was the kicker: you had to be less than 3-years-old to go on the rides.

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Topics: lead generation, 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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