It’s 5.22PM Tuesday February 4th and I’m sitting in the RACV Club in Bourke Street Melbourne. I’ve just logged out of Infusionsoft* having reviewed and updated the details of the 9 people that subscribed in the last 12 hours to our “11 Steps” lead magnet. Oh and I’m drinking green tea, a single malt scotch…
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A No Bullsh#t guide to Marketing Professional Services in a B2B Environment
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Beyond Google: The no bullsh#t guide to digital lead generation
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The NO BULLSH#T guide to professional services websites
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The NO BULLSH#T guide to BRANDING a professional service firm
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Highly targeted positioning to claim an area of expertise, backed by a strong perspective and communicated through an influential content marketing programme.
Are you going to be “too busy” again this year?
I’m always asking clients and prospective clients have you done this or done that like you said you would. Ready to start the project? Looked at that proposal? Thought about your positioning or lacklustre marketing efforts? Written that content yet? Read what I sent you? … etc And often the answer is that old chestnut,…
How NOT to market a professional services firm
I spend a lot of time talking about what’s wrong with the state of professional services firms marketing and thought to myself is there a better way to get the message across? The fundamental issues I continually raise are; Lack of differentiation Service attributes ahead of expertise Over emphasis on brand and wordsmithing Firm first,…
Common traits of our most successful clients
In the beginning, accumulating 1,000’s of followers is something we didn’t consciously set out to do (not that I recall anyway). But along the way we have created our own tribe of some sorts, of both engaged followers and many clients (p.s. we still have room for more). That’s why I thought it might be…
Four professional service market segments you need to be ‘aware’ of…
There are many ways to dissect and segment the professional services market, but for me, there are 4 segments that sit above all of them. It starts with two segments, those who are ready to buy and those who are not ready to buy what you have to offer. We can then divide these two…
How should a large professional services firm approach digital marketing?
We often get asked, how we apply our approach to digital marketing within large professional services firms. The question arises because we make no secret of the fact that the real power and opportunity in digital marketing is when it is highly targeted, underpinned by a narrow position, clearly defined personas, and very targeted messaging….
Meet DEB – The digitally empowered buyer
What is the greatest impact the internet has had on business? It has completely destroyed some business models and created many more but in my humble opinion its most far reaching impact is that it has given birth to this monster. DEB – The digitally empowered buyer. Take a minute to meet DEB and understand…
Professional Services greatest marketing challenge – differentiation.
By far the greatest challenge I see with professional services firms from a marketing perspective is their ability (or lack thereof) to differentiate from their competitors. Differentiation is a marketing 101 concept so why do so many struggle with it? Unfortunately, most firms are victims of poor differentiation due to their own willingness to adopt…
10 big mistakes professional service firms make with their online marketing
Yes you’ve heard it all before but online marketing is a different kettle of fish and the rate of change while exciting can be daunting. Before you worry about your new website or whether you should be on Twitter there are some fundamentals to get right. After working with and in the professional services industry…
How to win me as a value priced lifetime legal or accounting client
For many of you, myself and my business are an ideal client, guaranteed low maintenance and somewhere in the 5 figures p.a. bracket and 6 figure lifetime value. I am a 20 year business owner with 2 other partners, family structures, SMSF and somewhat detailed business requirements for commercial contracts. I have an existing 10…
Are you dribbling all over your clients?
I spend a lot of my time talking to professional service firms, reviewing their marketing collateral and in particular their websites. One glaring recurring theme I see is that everyone is trying to differentiate themselves on exactly the same things. Of course, if every firm’s differentiators are the same, then they aren’t differentiators no matter…
Why fish and chips are the real reason you need referrals
I’ve spent a lot of time thinking about why word of mouth is still the main source of leads for so many firms. Back in the days before electronics let alone the internet, word of mouth was the only way to find help, so why do we still rely on it so heavily? From a…
Every clients dirty little secret
Yes, your clients all have a secret – they would rather not have to buy what you are selling. In an ideal world, they would prefer it if they didn’t need you. All things being equal they would prefer that the problem they needed you for didn’t exist or they could resolve it on their…
5 key things a professional services firm can learn from gun Aussie retailer Cotton On
Being a Geelong boy it was great to read a recent article in The Age newspaper about Geelong based retailer Cotton On and how they mastered the middle market. For those of you that don’t know Cotton On started in a car boot in 1991 and “… housed just 40 staff in its headquarters 10 years ago. It now…
Would you work at your firm if you were 20 years younger?
At the expense of declaring my age I can tell you that when I first started work as a trainee accountant many moons ago none of the following existed; Personal computers Fax machines Email Mobile phones Websites The internet!! And you could even smoke at your desk! Sometimes I think we forget how much the…
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…
