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Marketing Professional Services: Lessons from the Retail Industry

Posted by Maureen Condon

I was recently picking up a cake in a local market and stood in line behind a mother and daughter. After they received their order, the daughter asked her mom if she wanted to grab the few other things they needed. The mother replied, “No, it’s too cold in here. I can’t think right now about what else we need.”

It reminded me of how I often feel in the supermarket where I shop regularly. It’s freezing in there! Even on the hottest summer days, I try to remember to wear a sweater so I can focus on what I’m buying and not on how cold I am. And on the days I forget, my shopping trips are very fast – grab what’s on my list and get out to warm up, no time for impulse buys or thinking through a recipe.

When you are not comfortable, it’s difficult to make decisions. The rule applies whether you are picking out produce or choosing the right mortgage. That’s why it’s so important to create the most comfortable buying environment for your prospects and clients when marketing professional services.

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Topics: B2B Marketing, Marketing Professional Services

How to Leverage Your Analytics: Expert Website Assessment Tips

Posted by Oren Smith

In today’s digital world, 99% of the time it’s your company website making that critical first impression on your prospective customers. Sure, you can update your navigation, integrate a more modern aesthetic, and blog your little heart out – but how do you know if your website is actually doing its job?

As marketers and business professionals, you’ve no doubt heard about the necessity of examining your analytics… But what does that really mean? Executing a truly informative website assessment can be a tricky process, and it’s important to know what metrics actually matter.

So to answer those quintessential questions about evaluating a company website, I got the L-D from Susan L-D, PMG Principal. Susan LaPlante-Dube’s formidable expertise and valuable insight in this area has helped so many of our clients boost their website performance in just a matter of months. Thinking about making changes to your own online marketing strategy? Check out some of Susan’s handy website assessment tips below!

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Topics: Measuring Marketing Results, Marketing Strategy and Planning

A Blast from the Past: How to Reengage Previous Clients

Posted by Susan LaPlante-Dube

Much of marketing is about laying a strong foundation for sales, bringing qualified leads to the door and staying connected and top of mind with your existing customers. However, there is one group that often gets neglected when developing a company's marketing plan – the past or inactive clients. We have found that these people can be an outstanding source of business!

Why are your past or inactive clients so valuable?

  • They know you and (hopefully) like you.
  • They understand your products and services and the value you provide.
  • They have paid you money in the past  and they may just do it again!
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Topics: Marketing Strategy and Planning, Relationship Marketing

5 Things Professional Services Companies Should Be Telling You

Posted by Alysa Wax

The significance of professional services companies is rarely discussed. Let’s face it – it’s not your typical dinner table topic of conversation. Yet, you would be hard-pressed to find any business that is not employing several of them.

Boiled down to a quick definition, professional services are services provided in the tertiary sector of the economy which call for specific training in the arts or sciences. Some professional services require licensing in order to practice, while others involve providing specialist support to businesses.

Small to large, most businesses have the need for various outside services. Accounting, advertising and marketing, consulting, IT, and legal are some of the most popular types, just to name a few. Our own professional services company (marketing) employs IT, legal and accounting firms. And many of our clients are professional services companies themselves! Needless to say, we've covered a lot of ground in this field.

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Topics: Marketing Professional Services

10 Tips for Piecing Together the LinkedIn Advertising Puzzle

Posted by Oren Smith

LinkedIn Advertising may seem intimidating at first, like a 1,000 piece puzzle you just don’t have time to get around to. But when you consider LinkedIn’s lead generation capabilities – 277% higher than those of Facebook and Twitter – you might just take a second look at your social media strategy.

Advertising on this network is characterized by very high impression rates and relatively low click-through rates. So make use of these 10 LinkedIn Advertising tips to get more bang for your buck. You’ll be completing that puzzle in no time!

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Topics: B2B Marketing, Social Media, Social Marketing, LinkedIn

The PMG Comic – The Life of a Copywriter

Posted by Oren Smith

As any busy marketer, CEO or business professional will likely tell you, writing effective website copy is a task easier said than done. In the spirit of recognizing all those articulate unsung wordsmiths out there, our team is excited to announce the arrival of our inaugural monthly PMG Comic! (And of course, we'd like to give a special thanks to the lovely Liz O'Neill for her obvious dedication to the cause.) 
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Topics: The PMG Comic

Marketing Professional Services During Holidays: Hot or Not?

Posted by Robyn Bradley

In case you missed this breaking news last month, the once-extremely popular online platform "Hot or Not" is BACK.

Its creators are releasing it as an app that “[e]ncourages people to vote on the most attractive (and least attractive) users, then gives users a popularity score and compiles a ‘Hot List’ to show in real-time where the most babelicious people are [in] each neighborhood.”

Two important points I want to make:

  1. It's not every day you see the word "babelicious" in one of our blog posts, people. 
  2. You can apply "hot or not" to so much more than physical beauty. Allow me to explain…

Let's take marketing professional services, for example. Now, let's up the ante: should you market your professional services during holidays, like the Fourth of July (which is when this post went live) or Christmas or Cow Appreciation Day (yup, a real thing) or some other holiday?

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Topics: B2B Marketing, Marketing Professional Services

Technical Writing Tips: The Seasoned Copywriter's Must-Read

Posted by Oren Smith

Steel shipping containers, corneal surgical instruments, lubricated ball bearings… not exactly your run-of-the-mill marketing topics. But just like any other firm demonstrating thought leadership within its industry, businesses who produce and sell these types of products need to create optimized educational and entertaining content in order to attract new customers online.

So how does that happen? Well, it’s not necessarily about making the unsexy sexy. Sometimes, that’s next to impossible… (unless lubricated ball bearings is your thing). It is, however, about making information interesting, understandable and valuable. Website copy, product descriptions, blog entries, social posts, eBooks and other downloadable resources all require a skilled technical copywriter in order to articulate the intended message to the target audience and start enticing prospective buyers.

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Topics: B2B Marketing, Content Marketing

Making the Case for Responsive Design

Posted by Liz O'Neill

Smartphones, PCs, tablets, even Internet-ready TVs – As consumers employ more devices with varied screen sizes in order to access the Web, marketers (and their site developers) are scrambling to keep up. Responsive design offers a single solution to this ever-evolving challenge.

Why invest in responsive web design? As HubSpot's Luke Summerfield explains:

  • 55% of social media consumption happens on a mobile device.
  • 36% of all emails are opened on smartphones or tablets.
  • In 2012, more than half of all local Internet searches were mobile-based.

Compelling, right? But let’s back up in case you’re not exactly sure what we’re talking about.

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Topics: Marketing Strategy and Planning, SEO

Can Facebook Be Every Company's Outsourced Marketing Department?

Posted by Alysa Wax

It’s no secret Facebook has become more and more aggressive with respect to its marketing push encouraging small business participation. Last week in Manhattan, the company roped in a whopping 850 attendees when it held its first installment of Facebook Fit, a new program designed to teach users how to leverage the various advertising opportunities the social media giant offers.

You may have even received a phone call from a Facebook salesperson – Much to my surprise, I was actually contacted multiple times! I always assumed Facebook to be way too busy to reach out to little me with a sales call… Maybe Mr. Zuckerburg allocated a bigger marketing budget? 

Rest assured, he would have good reason to do so. Currently, there are 30 million active small businesses on Facebook; one million are buying paid ads. Many SMBs are already relying heavily on Facebook to be their marketing hub – selling directly from their company page, running contests and promotions, and even utilizing the social platform as their primary web presence!

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Topics: Social Marketing, Facebook, Outsourced Marketing