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Professional Services Marketing Digest

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6 Actionable Ideas to Help CPA Firm Managing Partners Be Better Sales Managers

Posted by Laura MacPherson

Jun 16, 2016 8:00:00 AM

If you're a managing partner at a CPA firm, you've probably got sales management on your list of responsibilities. You likely direct, or at least contribute to, the sales strategy of your firm. And while this responsibility is essential, it's not usually something CPAs have been trained in. To help fill in the gaps, we're sharing six actionable ideas from The Center for Sales Strategy blog that you can put into practice today to improve your sales.

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Topics: Sales, professional services

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

20 Reasons Professional Services Firms Need Content Marketing

Posted by Alan Vitberg

May 19, 2016 8:00:00 AM

Content marketing is the art and science of converting the thought leadership of partners and subject matter experts into materials that can be published, promoted and shared. And when you get your content published, promoted and shared, you’re filling the top of your sales funnel with prospects that want to see or hear what you have to say.

If your accounting or consulting firm is looking for more ROI from their investment in marketing and business development you should be considering lead generation campaigns based around the thought leadership of your firm. This is known as “content marketing.”

While many professional services firms have been doing this in some fashion for quite a long time, new marketing thinking and tools like inbound marketing, social media, search engine optimization (SEO) and blogging are putting the need for a constant and consistent supply of fresh, relevant and interesting content at the front and center of new business efforts.

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Topics: content marketing, professional services

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

How You Can Use Thought Leadership to Attract Prospects

Posted by Laura MacPherson

Apr 7, 2016 10:00:00 AM

1. 12 Reasons Why Thought Leadership Levels the Playing Field for Smaller Consulting Firms and Niche Practices

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Topics: thought leadership, 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

Planning For The New Website – What Happens After the Launch?

Posted by Alan Vitberg

Feb 29, 2016 7:47:21 AM

10 recurring maintenance and support investments that will keep your website relevant.

If this is the year that  you’re finally going to bite the bullet and do a website redesign, start by taking a few relaxing deep breaths, find a mantra, get your meditation chops back up to speed, and just in case, load up on aspirins and antacids.

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Topics: websites, professional services

How CPA Firm Marketers Can Handle the Explosion of New Marketing Technologies

Posted by Alan Vitberg

Feb 29, 2016 7:41:22 AM

So Many New Marketing Technologies, So Little Time – It’s Like Trying to Drink Out of a Fire Hose

The other day, we were huddled around the conference table here at VLLC World Headquarters talking about new marketing technologies. As you’re probably aware, it’s an unwritten Law of the Universe that a brand new piece of marketing technology must be launched every fourteen minutes or so, and each must have some kind of “gee whiz” feature that marketers can’t live without.

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Topics: inbound marketing, professional services

How to Get Partners and Staff Into Content Marketing – 5 Strategies

Posted by Alan Vitberg

Feb 26, 2016 3:18:49 PM

5 Strategies That Will Get Your Professionals Committed to Publishing Their Lofty Thoughts

If you’re a marketer in a CPA, consulting or other professional services firm you know how important content is for your firm’s online marketing efforts. While you may be hip to the value of a good blog post, or a whitepaper that knocks it out of the box for lead generation, you may be finding that getting your partners and staff on board to keep your content inventory cupboard well stocked is, shall we politely say, a bit of a challenge?

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Topics: content marketing, inbound marketing, professional services

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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