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Posts Tagged ‘marketing professional services’

What Does Your Logo Say About Your Business?

Posted by advantagemarketing on December 6, 2016

logos and branding

Your logo is the visual image of your company. Is it time to refresh yours to better reflect your company’s brand?

When I start developing a marketing program for a new client, the first thing we tackle is branding. This often means creating or updating their firm’s logo. Here’s what I tell new clients about branding…

Your company logo is the cornerstone of your branding. It is a visual reminder of everything your firm stands for. Some elements of a good logo, according to Duct Tape Marketing:

  • It has lasting value – trendy logos don’t hold up over time. Make sure your logo will stay iconic and reliable even if the design of your website changes.

 

  • It is distinct – some amount of uniqueness, as long as it doesn’t confuse, is valuable. A distinct logo will stand out among a crowd of dull ones and generate more sales.

 

  • It appeals to your target audience – if your target market is partial to blue, then it doesn’t matter that you’re not. Your design should consider what your audience values first.

 

  • It supports your core message – if you’re trying to communicate your low, low prices, then your logo should support that image. Your customers should be able to understand the heart of your company philosophy just by looking at your logo.

 

  • It is legible – This seems pretty obvious, but many people use typefaces and images that can’t be printed or carried to a large sign. Your logo should clearly identify your company, and it can’t do that if people don’t understand it.

Test Your Logo

I advise clients to get several outside opinions, preferably from clients or prospects, before selecting a final logo design and using it on their email templates, letterhead and website, etc. This helps ensure that the logo is effectively communicating their brand message to the target audience.

Don’t skip this crucial step! When we tested a lighthouse-themed logo for an HR client, for example, we discovered it did not resonate with the senior executives who were his clients. This valuable insight caused us to take the logo concept in a different direction, resulting in design that better reflected the value these executives received from my client’s work.

The Takeaway

A logo should be more than eye-catching, it should represent your company’s brand and appeal to your target audience. If your current logo hasn’t kept up with how your firm’s brand has evolved, then it’s probably time to update it.

 

Posted in B2B marketing, Marketing, Professional service firm marketing, small business, Traditional marketing | Tagged: , , , , , | Leave a Comment »

Top 7 Best Marketing Reads For The Fall

Posted by advantagemarketing on September 8, 2016

Read any good marketing books lately? Here are 7 that you won’t want to miss.

  1. Duct Tape Marketing

    As a small business owner, you are really in the business of marketing.  The problem for most small business owners is that they suffer from “marketing idea of the week” syndrome instead of implementing a systematic approach to the problem of small business marketing. In Duct Tape Marketing, renowned Small Business Marketing guru John Jantsch shows you how to develop and execute a marketing plan that will give your business the life and longevity you knew you could have when you made that decision to go out on your own. Buy It Now

  2. Professional Services Marketing

    Written by  John E. Doerr, Mike Schultz, and Lee Frederiksen, Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development. The book covers five key areas that are critical for firms that want to grow and become more profitable. It includes real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. Buy It Now

  3. RESULTS!

    RESULTS! is based on years of experience and learned knowledge and is a powerful business tool. It contains the top tips and insights for getting results in your own business from 17 seasoned business experts, including marketing strategist Loraine Kasprzak. Their mission is to inspire more business owners, entrepreneurs, managers, and salespeople to achieve the results they want, so they can lead the life they desire. Buy It Now

  4. To Sell Is Human

    To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it’s no longer “Always Be Closing”), explains why extraverts don’t make the best salespeople, and shows how giving people an “off-ramp” for their actions can matter more than actually changing their minds. Buy It Now

  5. Content Inc.

    In Content Inc., one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience. Notice a shift? Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds. Buy It Now
  6. Buyer Personas

    Buyer Personas is the marketer’s actionable guide to learning what your buyer wants and how they make decisions. Written by Adele Revella, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and more. Buy It Now

  7. Content Chemistry

    The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. Buy It Now

 

What marketing books can you suggest as worthwhile reads?

Posted in Book marketing, Business, content marketing, Marketing, Marketing Strategy, Professional service firm marketing, small business, Traditional marketing | Tagged: , , , , , , | Leave a Comment »

Social Media Metrics that Matter

Posted by advantagemarketing on October 14, 2014

social media metrics

Using the right metrics lets you track your social media campaigns and measure them against your business goals

My professional service firm and small business clients often ask me which social media metrics they should track. They often think that if they get a lot of Facebook “Likes” then their social media campaign was a success. Then they are surprised when “Likes” don’t turn into increased sales.

Hootsuite, a social relationship platform company, noted in a recent blog post that choosing the right social media metric can be a daunting task. They point out that social media can be used to achieve any one or more of these business goals:

  • Increasing customer engagement
  • Growing sales
  • Building brand awareness

Each of these goals has a different set of metrics associated with it. So, if you start by establishing your goal, you can then select the appropriate social media metrics as key performance indicators (KPIs).

Increasing customer engagement, for instance, requires that you track metrics for social media engagement. These include Likes, Shares, Comments, Retweets, Mentions, and Favorites.

If your goal is to grow sales by increasing customer acquisition on your website, then you will want to pay attention to URL clicks and traffic to your website from social media. URL clicks can be tracked by using a shortened URL such as the HootSuite default shortener. Bitly provides a similar tracking capability.

Traffic to your site can be captured using Google Analytics, which your webmaster should have already installed on your site. If not, get him or her to do it immediately – you’re letting valuable insights slip through the cracks.

Building brand awareness requires that you track Follower growth rate, percent change in Followers, Twitter Sentiment, Reach by region, and Clicks by region. Shares and Retweets can also be tracked.

Hootsuite and Bitly are two of many tools that can be used to track social media metrics and both offer free and paid options. This blog post has a good list of free and paid tools for tracking social media campaign metrics.

 

Which social media metrics have you found most useful? Tell us in this post’s Comments section.

Posted in Business, Marketing, Professional service firm marketing, small business, social media metrics | Tagged: , , , , , , , | Leave a Comment »

How to Become the Expert People Want to Hire

Posted by advantagemarketing on October 7, 2014

content marketing

Your prospects will stick around when you give them the information resources they need to solve problems

Prospects Can’t Resist Sticky Content

When you give your prospects information that guides them to a problem solution – that’s sticky content!

When you use sticky content effectively, you become the expert people want to hire.

The Sticky Content Plan can help small businesses, consulting firms, and professional service firms build the information resources that bring customers to your door!

You get:

  • A 3-month content plan to rev up your sticky content creation
  • An analysis and suggested improvements for the “stickiness” of your website and two social media accounts.
  • An evaluation of your company’s brand messaging – does it compel people to stick around (and hire you)?

A $1,500 Value – Only $999!

Get Your Sticky Content Plan

Posted in B2B marketing, Business, content marketing, lead generation, Marketing, Marketing plans, Marketing Strategy, Professional service firm marketing, small business, Thought leadership | Tagged: , , , , , , , , , | Leave a Comment »

Growing Your Consulting Practice

Posted by advantagemarketing on September 25, 2014

Growing a Consulting PracticeIf you run your own consulting practice then read “Growing Your Engineering Consulting Practice” from Chemical Engineering Progress magazine for practical advice from established, successful consultants.

Smart moves for your consulting practice

While the article was written for chemical engineers who run consulting firms, it can help any professional who wants to grow their consulting firm. You’ll find out why it’s important to:

  • Delegate so you can focus on growth
  • Align your growth plans with your company’s philosophy
  • Tell a compelling story about your company’s brand
  • And more!

Is your consulting practice in growth mode? Tell us about your successes and challenges in the Comments section!

Need help growing your consulting practice? The experts at Advantage Marketing will review your consulting practice and provide advice you can use immediately. Contact us today!

Posted in brand building, Business, Chemical Engineer, Consulting, Management, Marketing, Professional service firm marketing | Tagged: , , , , , , , , , , , , , , | Leave a Comment »

Leveraging Social Media – an AEC Professionals Circle Program

Posted by advantagemarketing on April 2, 2014

AEC New JerseyAEC Professionals Circle New Jersey is offering a program on social media and its potential to bring your company business. The event is called “Leveraging Social Media and Technology to Build Your Business,” and I’m so pleased that Advantage Marketing is teaming with AEC NJ as an event sponsor!

AEC Professionals Circle is a New Jersey-based organization that provides educational and networking opportunities to Architects, Engineers and Contractors.

The event will be held on Tuesday, April 8, and offers two 3-hour working sessions plus a lunch and evening networking. The folks at New Millennium Millwork are hosting the event at their Riverdale, New Jersey, facility. Frank Morales, Sandler Coach & Mentor, is the presenter and he’ll be doing a deep dive into LinkedIn and all the strategies and techniques that you can use to grow your personal network and prospect for business.

At Advantage Marketing, we’re known for helping our professional services clients craft content that positions them as the experts people want to hire, so I’m doubly excited to be premiering our Sticky Content Plan at this event. The Sticky Content Plan helps our clients build the information resources that bring customers to their doors. (You’ll be finding out more about the Sticky Content Plan in upcoming posts.)

We’ll also be running a fun social media quiz and offering prizes. We’ll be selling our guide, “Turn Your Practice into a Client Magnet” – which will soon be available online.

If you’re an architect, engineer, or contractor here in New Jersey, and you haven’t yet been to an AEC Professionals Circle event, this is the one to attend! AEC’s founder Shallon Gammon of Guiding Graphics, shared these top 10 reasons why this is a not-to-be-missed event:

10. Earn one CEU Credit while networking with decision-makers.

9. Learn HOW to build your network—online and in person.

8. Learn how to post your 30 second Elevator Pitch ONLINE.

7. Demystify Social Media channels and decide which one(s) will bring in new business.

6. Learn how you can have all of your documents, quotes, estimates, specifications, client information, and more for all of your projects with you, at all times.

5. Leverage your LinkedIn profile to promote your personal “brand” and proactively prospect.

4. Systematize attending networking events and consistently set and achieve realistic goals.

3. Find the right vendors to outsource services you’re not an expert on.

2. Acquire new customers through online recommendations, postings and word-of-mouth.

1. Learn how you can empower your friends, clients, prospects, and business associates to consistently give you referrals.

Here are the links to register:

RSVP for a Session: http://conta.cc/1fXBLLj

RSVP for the Social Event only: http://conta.cc/1cQF08r

Hope I see you there!

 

 

Posted in Business, content marketing, lead generation, LinkedIn, Marketing, Networking, personal branding, Professional service firm marketing, small business, Social media marketing, Thought leadership, Word of mouth marketing | Tagged: , , , , , , , , , , , , , , , , | Leave a Comment »

Lead Generation and Trade Show Marketing for an IT Client

Posted by advantagemarketing on March 11, 2014

lead generation

Aujas, our California, New Jersey and India-based client, needed a lead generation and brand building strategy for the IBM Pulse conference and exhibit at the end of February. Teaming with their practice heads around the globe, Advantage Marketing brainstormed and developed their messaging, and then created display signage and service briefs to support their brand and promote their services.

We also ran Twitter and LinkedIn campaigns to promote their show presence. Aujas garnered well over 50 leads and lots of positive attention for their brand.

Thanks to Guiding Graphics for the design work and Graphic Marketing Group for printing – most of which was completed during one blizzard or another this February!

Need help with lead generation and brand strategies for trade shows or other marketing campaigns? Contact us for a complimentary initial consultation.

Posted in B2B marketing, brand building, Business, Consulting, lead generation, LinkedIn, Marketing, Marketing Strategy, Professional service firm marketing, trade shows, Traditional marketing, Twitter | Tagged: , , , , , , , , , , , , , , | Leave a Comment »

Don’t Miss Out: Read Our 7 Top Posts from 2013

Posted by advantagemarketing on December 15, 2013

most popular marketing posts

Did you miss these top posts for 2013? It’s not too late to check them out!

Did you miss any of our best posts during 2013?

You can catch up here – these seven posts were particularly popular with Marketing Advantage readers.

(And we’d love to know what your favorite Marketing Advantage post was in 2013. Just leave a quick comment below to tell us.)

7 Ideas for Attracting Customers

I gave a talk recently to the Just Think B.I.G., Bernardsville, NJ, group about marketing tactics that attract customers. Many of the women business owners present knew their product or service really well, but didn’t always know how to attract the attention of prospective customers.

Marketing is all about getting people to know, like and then trust you. There are many ways to do this; here are the seven ideas I spoke about… Read more

23 Sales and Marketing Ideas for 2013

At a recent Executive Exchange Inc. meeting, business owners talked about how they will boost their sales and marketing efforts in 2013. Here are some ideas that were discussed… Read more

How to Market Your Business with an eBook

Less expensive than producing a “traditional” book, electronic books (or “eBooks”) exist in various formats, including MS Word files, Adobe Acrobat pdf files (one of the most popular formats) and HTML files (which can be read using a web browser). You might even consider converting your book to the ePub format, which is becoming a standard for e-readers… Read more

Does Social Media Fit in Your Professional Services Marketing Plan?
“How can we use social media?”

That’s a question I often get from partners and owners of professional service firms. They think social media is something they should be paying attention to, yet they are unsure where to start, or even if they should start, using it.

For retailers and other businesses that market products entirely to consumers, social media marketing – through Facebook, Twitter or even YouTube – has become accepted practice. It lets them to get closer to their customers, provide better service and earn positive word of mouth.  But what about professional service firms? Is there value for you in social networking? If so, which of the many social media tools is relevant for you? Read more

How Professional Service Firms Can Get Started in Social Media

In my last post, I wrote about how social media can help professional service firms become thought leaders for their target clients. I also talked about how to choose the most relevant social media for your firm.

Here’s a simple framework for fitting social media into your firm’s marketing plan. Think of three interactive segments that build on each other to benefit your practice: tried and true tactics, conscious outreach, and cutting edge tactics. With this framework in mind, you can choose the tactics from each segment that fit your firm’s culture, level of marketing expertise, and target market… Read more

15 Tips for Creating Engaging Content

Content rules. Whether you’re tweeting, writing blog posts, or contributing to a LinkedIn group discussion, it is content that drives conversations and connects your professional services firm to its social network. But creating content that your audience will want to read can be challenging. à Read more

29 Marketing Tactics for Building Know, Like, Trust – and Try

Is summer a quiet time for your business? Then it’s time to rev up your lead generation machine! Put one or more of these proven marketing tactics to work now and start getting prospects to KNOW, LIKE, and TRUST your business and TRY your products or services.

Remember: marketing is all about making selling easier – if not almost unneeded. Effective marketing eliminates the need for that pushy selling that so many of us dislike. That’s what these tactics can do for you… Read more

Have we left one of your favorites off? Drop us a comment, below and let us know which one!

Posted in B2B marketing, Business, Marketing, Professional service firm marketing, sales and marketing, small business, social media and phishing, Social media marketing, Traditional marketing | Tagged: , , , , , , , , | Leave a Comment »

WSJ Social Media Insights Apply to Consultants Too

Posted by advantagemarketing on December 2, 2013

social media for consultants

Consultants can benefit from these social media tips as reported in the WSJ’s Small Business Report

Today’s Wall Street Journal Small Business Report offered some excellent social media advice that consultants can apply to marketing their own practices:

  1. Be genuine. Don’t hire someone to speak for YOU. Although it’s fine to have someone post your updates, the posts should reflect your viewpoint and who you are. People respond to authenticity.
  2. Stop being a social media bore. Engage your audience by devising social media posts that are NOT all about you. Talk about a recent successful client engagement – without revealing sensitive client information, of course – or discuss timely news and events that are relevant to your consulting specialty.
  3. Have a few social media strategies. I advise my consulting clients on this all the time and WSJ experts agree: not every prospect or client is on the same social media channel. Your job is to find out which social media tool you can use to capture your target audience’s attention.
  4. Don’t let social media become your entire plan. Although everyone seems to be talking about using social media, it really is just one of the marketing and advertising tools you need to promote your consulting practice. Your marketing strategy should take into account the members of your target audience who use social media and may look for you there, as well as target audience members who may hear of you in other ways.
  5. Don’t let social media take over your business schedule. It’s easy to waste time on social media, especially if you’re new to it. Delegation is key! Find someone who can take on the day-to-day tasks, so that you can focus elsewhere. Set a fixed time each week to review your postings so you know what’s being done.
  6. Don’t try to do everything at once. Start with the social media channels you are most comfortable with, and where you will most likely find your best consulting clients. Once you have mastered that channel, start adding others.

Read more of the WSJ Experts’ advice.

Do you need help integrating social media into your firm’s marketing? Let’s talk! Sign up for a complimentary marketing assessment to get started.

Other posts you might be interested in:

Does Social Media Fit into Your Professional Service Firm’s Marketing Plan?

How Consulting Firms Are Tweeting, Using Social Media

Posted in B2B marketing, Business, Consulting, Marketing, Marketing Strategy, Professional service firm marketing, small business, Social media marketing | Tagged: , , , , , , , , | Leave a Comment »

November Is Now Small Business Month

Posted by advantagemarketing on November 12, 2013

Infusionsoft Thrive 365

Small businesses can get free resources to support their growth during Small Business Month.

You’ve probably heard of Small Business Saturday…it’s the day dedicated to supporting local small businesses by giving them the attention they need and deserve. The movement, started by American Express, has inspired thousands of Americans to shop local small businesses on the Saturday after Thanksgiving. Small Business Saturday has had a big impact on small businesses since its inception. Last year, for instance, consumers spent an estimated $5.5 billion dollars with local retailers on that one day.

Amex isn’t the only one looking out for small businesses. Infusionsoft, a software company known for its dedication to small businesses, is doing something really big too. They’re naming November “Small Business Month”. And they’re backing it up with all kinds of giveaways throughout the month, starting with the Thrive 365 Movement.

Any type of small business – business-to-business firms, retailers, professional service firms, etc. – can participate in Thrive 365. When you join, you’ll get exclusive access to educational success kits, interactive tools, and special offers—all designed to help you succeed this month and beyond.

Here’s a sneak peak at some of the free resources you’ll get:

  • Whiteboard Videos
  • E-Books
  • Webinar Recordings
  • Campaign Templates
  • Case Studies
  • Expert Interviews
  • Interactive Worksheets
  • More!

There are also all sorts of promotions and special offers, so check out the Thrive 365 page at www.Infusionsoft.com/Thrive.

Posted in Business, Marketing, Marketing automation, Professional service firm marketing, small business, Traditional marketing | Tagged: , , , , , , , , , , , | Leave a Comment »

 
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