Category: blog
How personal should you get on LinkedIn?
Scroll through your LinkedIn feed, and you’ll see personal stories about family, health and private struggles. Things people wouldn’t have shared publicly a few years ago are now common. Some of it is meaningful and works, but some feels a little too much. Part of what’s driving this shift is the recognition that we bring our whole selves to our work, including our personality, our beliefs and how we show up every day. So, it makes sense that LinkedIn content has become more personal. (more…)
How content helps prospects know, like and trust you
Most professional service firms think they have a visibility problem. If only more people were aware of them, they would get more business. But visibility alone doesn’t get you hired. Familiarity does. People hire those they know, like and trust, and you can help prospects see you in that way with the right content. (more…)
Do you know where your leads come from? Probably not.
A while back, I had a client who was thrilled to get a call from a new prospect who said, “I found you on Google.” I was skeptical. He had almost no marketing in place, digital or otherwise, since we just started working together. When I ran sample searches, his name and website didn’t appear anywhere meaningful. That raised an important question: Was Google really the source? (more…)
Top marketing trends small firms need to know
How do professional service firms bring in business? Word of mouth and referrals will always be at the top of the list, especially for small firms, but they’re no longer enough. Firms need a multi-pronged approach to ensure they get the attention and calls to keep their business healthy and growing.
Here are 6 marketing trends to help you stand out and stay competitive. (more…)
Want more clients? Start by answering their questions
Look at many professional service firms’ websites and you’ll see the same pattern: lists of services, credentials, and plenty of “we” statements. We specialize in this. We have years of experience. We’re experts in…
The problem? That’s not what potential clients are looking for. They come to you because they have a problem to solve, a goal to achieve or a concern keeping them up at night. If your marketing doesn’t speak directly to those questions, they’ll quickly move on to someone who does. (more…)
Is your website working for you? 10 things to check now.
Your website isn’t just a digital brochure. It’s a powerful tool for building credibility, attracting clients and staying top of mind with your network. But just like any tool, it needs regular attention to stay effective. Your website should reflect your current expertise and make it easy for prospective clients to understand who you are, what you do and why they should trust you. (more…)
What’s missing from your business growth strategy?
Are you using both marketing and business development strategies to grow your business? Too often, professionals and business owners focus on one and neglect the other, when they actually work best together. (more…)
Filling your content pipeline when there’s no big news
If an item hits the news that’s directly relevant to your clients, then you want to weigh in. When you post a blog, share commentary on LinkedIn, or send an email about the issue while it’s still fresh, you position yourself as a trusted expert who’s paying attention to what your clients and prospects care about. But what if there’s nothing “newsworthy” or relevant to what you do or you don’t have time to comment? You can’t just stop sharing content. That’s where evergreen content comes in. It keeps your pipeline going so you get the best marketing results. (more…)
How to get more visibility with less time and effort
Content is one of the most effective ways to market your expertise. When you share useful, relevant information, you show people what you know, how you think and why they should trust you. However, creating content takes time and effort. To make it worthwhile, you can’t just use content once. That’s where “Create Once, Publish Everywhere” (or COPE) comes in. It’s a smart, efficient way to increase your visibility and stay top of mind with the people you want to reach with less time and effort and better results.
