Insights and Resources

A range of downloadable guides and blog articles designed to help you on your professional services marketing journey.

Resources

Insights

  • Articles and insights on the importance of finding and clearly articulating a differentiated market position
  • Articles and insights on marketing campaigns and activities that raise the profile of your firm and attract the best clients and talent
  • Bring your customer facing channels and brand up to the required standard both visually and functionally.
How we use personas to design a content marketing strategy

How we use personas to design a content marketing strategy

Developing personas is one of the most critical pieces of work we undertake while developing a content marketing strategy. If something isn’t quite firing in your marketing, chances are there’s something in the persona that has been missed. They give you a clear picture of your target audience by personifying their characteristics, buying motivators and…

By Conal McClure
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Pain points – how to target what they don’t know

Pain points – how to target what they don’t know

In marketing B2B professional services, pain is usually the motivator pushing people to buy whatever it is you are selling. The more you can draw it to the surface of your target audience and decrease their tolerance to put up with it, the more successful you’ll be at triggering and moving them along the buyer’s…

By Conal McClure
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Ever thought you’re flushing marketing dollars down the toilet?

Ever thought you’re flushing marketing dollars down the toilet?

Rebrands, SEO, new websites, social media, magazine ads, billboards, brochures, golf days, entertainment, sponsorship’s etc etc etc………. How much have you spent on this stuff over the years? Did any of it work and if so can you prove it with real data? … or put another way which is just as worrying… Can anyone…

By Jim Thompson
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Don’t you dare rip me off

Don’t you dare rip me off

Hey if you want my email address so you can put me in your sales funnel then that’s fine I don’t mind, I know how the world works, but just make sure you give me something of equal value in return. My email address and more importantly my time is worth a lot to me…

By Jim Thompson
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The marketing metrics even the CEO might care about

The marketing metrics even the CEO might care about

Most firms with a significant marketing function expect some kind of marketing report tabled at the board meeting each month? If you are a marketer preparing this report, do you ever feel it’s just a box ticking exercise? Perhaps the only reaction you get is a “please explain” from the CEO when the visits to…

By Conal McClure
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Navigation analytics for content marketers

Navigation analytics for content marketers

In my article “The marketing metrics even the CEO might care about” I introduced the idea that a well-structured approach to analytics should be built around three tiers, with each tier providing a distinct view or purpose. I also suggested that analytics should be designed to support the marketing strategy and relying on just what…

By Conal McClure
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Reduce the analytics fog. Try my Activity Summary Report

Reduce the analytics fog. Try my Activity Summary Report

Activity-based metrics sit in tier 2 of my metrics hierarchy. Check out my article that explains my approach to metric tiers – “Metrics even the CEO may care about”. I suggested an approach to thinking about metrics as falling into one of three tiers. To recap, tier 1 is for navigation. These steer the marketing…

By Conal McClure
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Google AdWords for law firms – does it work?

Google AdWords for law firms – does it work?

Unless you’ve been living under a rock for the last decade you’ve probably heard of Google AdWords and you might even have a good idea of how it works. Unfortunately, like all things in the digital marketing space, everyone has some idea on how to use these advertising channels. Google and Facebook have done such…

By Fraser Baker
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My tips for writing blog articles

My tips for writing blog articles

The 2 biggest problems my clients seem to have are; Overcoming the fear of going narrow Writing content I’ll explain later, but problem number 1 is intrinsically linked to problem number 2. In the past 5 years, I’ve written about 200 articles and 4 e-books which I think is a pretty good output for an…

By Jim Thompson
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How to establish trust with someone you’ve never met

How to establish trust with someone you’ve never met

I often say to clients no one really knows if you’re any good at what you do until they start working with you, do they? They typically agree, but then I respond with, well no that is not always true, there is a way to establish trust before you work with someone, or even before…

By Jim Thompson
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Digital marketing is your ultimate reality check – can you handle the truth?

Be prepared – the truth can hurt. One of the great things about digital marketing is that allows you to quite easily put your brand and offering right under the noses of the people you want as clients and the ability to measure their level of interest. When the initial level of interest is low…

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Offline or Digital? Yellow Pages or SEO? Why you’re asking the wrong questions!

If you’ve ever been a regular Yellow Pages advertiser, the dilemma to renew your listing each year doesn’t get any easier. We’ve all been there! I’m tipping the results aren’t the no-brainer you wish it was! If you decide to sign on for another 12 months, it will be with some very real sense of…

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How to generate more referrals via digital marketing

According to a 2014 ALPMA & JMA joint survey approximately 70% of Australian law firms see increasing their number of referrals and recommendations as a very important part of their future growth strategy. Conversely approximately 60% of the same firms see digital lead generation as an unimportant part of their future growth strategy and only 10% view it as…

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I don’t need a GP, I’ve got Doctor Google!

When did you last visit your GP without already having self diagnosed what was wrong with you via good old Doctor Google? Think about it, I realise now that rather than just describing symptoms so my doctor can do a diagnosis I tend to tell him what I think I already have. It must drive…

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Why promoting awards you have won actually puts me off as a buyer

I don’t know about you but that’s how I feel particularly if they are peer/industry judged. I’m honestly happy for you that you entered and won but it makes no difference to me as a buyer, in fact, it turns me off. Why? I think the image above says it all but there are a…

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The NO BS Digital Marketing Guide to Attract New & Higher Value Clients to Your Firm

  • Lack Of Differentiation

    The #1 obstacle professional service firms face trying to market their firms.
  • Shake The Status Quo

    The enemy of all firms trying to extract new clients from an incumbent.
  • Attract & Convert The Unaware

    Win business from those who need you, don't know it and aren't even looking for you.
  • How To Build A Scalable Marketing Machine

    Dial up or down to regulate the inflow of new leads.
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