Biggest marketing takeaways for small firms

How can small firms improve their marketing? Earlier this month, I joined a panel discussion on marketing at the Long Island Tax Professionals Symposium sharing tips on how small firms can successfully market their practice. Regardless of what kind of professional service firm you have, the same rules apply – firms must clearly differentiate themselves, be consistent in their marketing and focus on building relationships. (more…)

12 ways to stay top of mind with your referral sources

For professional services firms, referrals will always be a significant way to get new business. However, you can’t get a referral if you don’t stay top of mind with your referral sources. The trick is to promote yourself using a mix of marketing channels. You never know what type of marketing your contacts may see so you want to be visible in lots of different ways. (more…)

How to maximize your email newsletter

Email newsletters are a valuable marketing tool with numerous benefits. Yet there are many firms that don’t send one out or, if they do, fail to leverage it in the right ways. Often firms think that no one really pays attention to emails anymore. However, despite the fact that we all get lots of emails, studies still show that email newsletters are an effective marketing channel. (more…)

6 things you need to know for more successful blogging

Do you have a blog or want to start one? Blogging has many proven benefits as an integral part of your marketing strategy. However, if you want to be more successful at it (no matter how you define success), you need to consider these 6 fundamental questions. (more…)

11 free or low cost tools to improve your marketing

Marketing doesn’t have to cost a fortune. There are a lot of free and low cost tools available, which are especially useful for smaller firms with basic needs.

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7 tips for effectively marketing your niche

Developing a niche is a great way to attract clients and build a distinctive brand for your firm. It differentiates you and your marketing will be more successful and effective because you are focused on your unique expertise and who you want to attract. (more…)

Top 10 Marketing Tips for 2017

Successful marketing is tough. There isn’t a magic bullet, but there are tactics that can help you succeed. We’ve created a list of some of our favorite tips to take you into the new year (more…)

How to build an online presence

Are you concerned about your online presence? Earlier this month I spoke on a panel about Building an Online Presence, hosted by the Organizational Development (more…)

7 tips for more effective blog writing for your business

Man's hands over white laptop

Are you a good writer? Even if you’re not the best, you can still write an effective blog post. In fact, blogs are a more forgiving format than most other writing. You set the length, tone and style. But there are best practices you should follow to improve your blog writing in order to better market your business.

1. Start strong. Your first paragraph should clearly and concisely tell readers what you are going to talk about and why it’s important (i.e. how it benefits them). You want to give them a reason to keep reading so don’t bury the lead. Sadly people’s attention spans keep getting shorter. According to Microsoft we’re now at 8 seconds so you have to get to the point quickly if you want to get them to continue reading.

2. Use the same terminology as your target audience. Speak to them in their own language. Generally you shouldn’t talk to potential clients the way you would talk to your colleagues or referral sources. Using the right tone and wording not only will make your content more readable and interesting, but you will be proving that you can relate to your audience.

3. Break up the text. A big block of text can be harder to write and put off readers. Lists, bullets, headings and other strategies can help you organize and discuss your topic in a more readable and compelling way. And dividing the text visually enables readers to more easily scan and understand the points you’re making.

4. Incorporate stories. This is a great way to demonstrate how you help people solve their problems. Provide case studies and examples to let your audience see that you are dealing with others like them. They also personalize your work as well as your content. It’s more interesting to read a story, than a bunch of facts. And you can omit confidential/identifying facts without sacrificing the value of your story.

5. Keep it simple. Yes you’re an expert and have lots of amazing information to share, but you will confuse and overwhelm readers with too much information. You want to help readers spot the important issues and gain some understanding, not provide a step by step guide to solving their problems. If you have that much to say, then write multiple blog posts and link them to each other so readers who are interested in more information can keep reading.

6. Write it and then put it aside. It’s very hard to look at your work objectively right after you’ve completed a draft. I build into my writing schedule extra time to review what I wrote the next day so I can edit and proof more effectively.

7. Include a call to action. What do you want readers to do after reading your blog? Contact you? Sign up for something? Make sure to have a clear next step for the reader. You’re using the blog to help your marketing so you want to encourage people to continue to engage with you in some way.

Keep these tips in mind the next time you’re writing a blog post. To read more writing tips, see 5 dos to help you create content that your audience wants to read and 5 things not to do if you want people to read your content.

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