Professional Services Marketing

  1. Content Marketing Infographic

    Content marketing is an ever-evolving marketing practice area.  Although the idea of content marketing has been around for decades, the explosiveness of digital marketing has taken it to a whole new level.  The content marketing infographic below paints a present-day story of how producing content can help your brand find and win customers.  

  2. A Practical Content Marketing Example

    Many marketers are still coming around to the idea of content marketing and how it positively impacts both consumer preference, conversion and search engine optimization. To provide some illumination on the concept of content marketing as well as some simple context, let’s look at a practical example of how content marketing works. I was recently…

  3. Is Your Website…Different?

    Assume for a moment that your website is among the most (if not the most) visible representation of your company.  Are you confident that it is sending the right message to your audience? It very well might be.  It might be clearly communicating your message and presenting your products and services.  It might be attractive…

  4. Albert Einstein & Web Statistics

    “Not everything that can be counted counts.”  –Albert Einstein It is true that one of the great blessings of online marketing is the fact that so many things can be measured.  Tools like Google Analytics track hundreds of data points–how many visitors visit your site, what they click on, what sites refer them to you,…

  5. Measuring Web Site Performance: A 3-Step Approach

    Steven Covey is famous for, among other things, encouraging us to “begin with the end in mind.”  The concept, naturally, is to think about what you hope to accomplish from an undertaking before diving in.  Deciding what you want out of a business plan, exercise program, or even a business trip helps to elevate focus…

  6. Creating a Web Site Performance Scorecard

    Aside from having a Web site that is functional and attractive, savvy marketers are also interested in measuring Web site performance relative to business objectives.  This instrument is designed to help marketers identify, specify and measure Web site performance. This framework should be particularly useful to professional services firms that wish to identify areas of…

  7. Developing a Content Calendar for your Web Site

    If you really are interested in mastering the challenge of creating effective Web site content, one simple way to start is to develop a Web site content calendar or messaging schedule.  Magazines and newspapers have used editorial calendars for years to notify writers and advertisers what types of content would appear throughout a certain editorial…

  8. Content is King, but You Must Master It.

    A Web site’s content is critical to its success.  It is so important, actually, that the saying ‘content is king’ has become a cliche.  Whether your Web site sells machine parts or legal services, it is the content–not necessarily the design or layout–that drives much of its value in the eye of your users. Content…

  9. What You Should Expect from Your Web Site

    If your Web site is e-commerce driven and you would like to sell more, it can be quite easy to set goals and expectations for your Web site:  you simply want to move more units of whatever you are selling.  Consumers are growing increasingly comfortable with the idea of buying commodity products online.  As such,…

  10. (Really) Defining Your Audience

    One of the first (and most obvious) questions to talk about within Web project teams surrounds the nature of the target market.  Who is your audience?  You will find this question at the top of most questionnaires and planning briefs used by agencies because it’s extremely important.  If you don’t know the preferences of your…