Providing professional service firms with the power, tools and know-how to generate business online.

Digital marketing insights & tactics for professional services firms.

How should a generalist accounting firm approach digital marketing?

Well not by casting a net into the sea and hoping you find something edible among the by-catch. This is akin to trying to be found on the first page of Google under a search phrase something like “Accountants Melbourne” and hoping to attract a high quality client from among the “mum and dad” tax returners. […]

How should a generalist law firm approach digital marketing?

NOT WITH A SHOTGUN! Without doubt digital marketing is most effective when it is highly targeted at a narrow audience which creates obvious problems for large law firms with broad client bases. Understandably this is one reason why most firms marketing effort to date has been focused on the brand as it’s not practical or cost […]

Where have all the remarkable marketers gone?

Early in my career, I worked in marketing for an amazing company – a company that did great things. They were big, but they were innovative, industry leaders and were hungry for bigger and better.  They were a great company.  Which is why, in hindsight, it seems funny that this story includes them. You see […]

How owners and partners are letting their marketing teams down – the elephant in the room

What if I told you that your marketing team has decided not to go down the path they know your firm needs to go down because they know you will let them down? Trust me it happens and I have seen it too many times. One of the things I have learnt when it comes […]

Invest in a digital lead generation strategy and I will … SHOW YOU THE MONEYYYYYYY!!!!!

Hello. A few months ago I was invited to a launch of a new movie. There was quite a big build up weeks before it being released and much excitement on the actual night. There were huge expectations before the showing and as expected the movie was great. I went for a couple drinks with […]

Why marketers shouldn’t even ‘entertain’ the thought of hiring a creative agency.

Technology is making creative a commodity. Crowdsourcing websites such as Freelancer, 99 Designs, Fiverr and other similar online companies are revolutionising the way creative can be sourced and delivered and it’s only just begun. Whether it be graphic design, a new brand, website design, creative writing, slogans, illustration or even video animation. It can all […]

My vision for the 21st century professional services marketer

Traditionally for most professional service firms new business comes predominantly from networking and referrals. From this perspective the primary responsibility for lead generation lies with the Partners of the firm and not the marketing department. This is at odds with the traditional marketing / sales model where marketing is responsible for generating leads for the sales […]

25/08/2014 in Branding, Lead Generation

Entertainer or Lead Generator … who are you working with?

As you can see I’ve had a bit of fun here and I’m sure I will offend some people, however I feel comfortable in doing so as I was once an ‘entertainer’ myself. If you are currently working or propose to work with an ‘entertainer’ then you are living in the old world with them. […]

10 quick reasons why SEO has hair on it

Optimising your website for search engines is a given but spending money on an ongoing basis with an SEO “Practitioner” when you’re a professional services firm in the business of selling knowledge and expertise to other businesses has hair on it. Here’s 10 good reasons why… Google is continually trying to nullify “manufactured” SEO rankings […]

20 reasons to NOT get serious about digital lead generation

I’ll let you in on an important secret – most of your peers and competitors are asleep at the wheel! Yep in terms of digital lead generation Australian professional services firms are years behind other countries. Why? – I can only put it down to complacency driven by our relative immunity to the GFC – […]