The Four Pillars of Professional Services Marketing
Professional services firms have unique needs when it comes to marketing. Not only do they provide highly technical services that require a unique level of
Blog: Content Marketing
Split Personality: Marketing to Different Customer Segments on the Same Channels
Many companies offer a variety of products or services, often to different target customers. In that situation, the marketing messages and customer experience can easily
The Trust Factor in Marketing
The primary goal of marketing is to create and maintain a deep connection between the brand and the customer. This is achieved by understanding the
How to Get Employees to Help Write Blogs and Other Content
Many professional services firms and other knowledge-based organizations know that the strength of their brand lies in the expertise of their people. Getting those people
How Often Should Your Company Blog to Boost SEO – Some Contrarian Advice
Blogging and social media are core pillars of marketing. Not only do they help brands connect with clients, build brand awareness, and demonstrate brand value,
Guidelines for Developing Attention Grabbing Headlines
A few weeks ago we introduced you to the concept of AIDA, which is grabbing a customer’s attention, building interest, creating a strong desire for
The Value of Repetition in Marketing
Many times I have heard clients complain, “We tell our customers everything we do yet they are always surprised” either to learn about a particular
Marketing to the Four Main Personality Types
Even in a highly targeted customer segment, your customers are comprised of a variety of personality types, each with their own preferences and quirks and
What is AIDA? How Attention, Interest, Desire, and Action Serve as the Core Framework for All Marketing
Marketing doesn’t work by accident. It is built on a well-thought out framework developed with an understanding of human behavior. One of the building blocks
Segmentation Versus Personalization: What’s the Difference?
A core tenet of business is, the firms who do well are the ones who can communicate and deliver real value to customers. Often determining