Upgrade Your Website to Develop a Measurable Market Advantage What strategies should professional service firms adopt to market their expertise? What impact do online leads have on the bottom line? Where should a firm place premium content? What can a firm do to minimize overt marketing? In this article, Dr. Lee Frederiksen of Hinge Marketing shares six strategies to improve your website, drive traffic, and successfully convert leads.
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Shift Your Investment Effort How much should a high-growth firm invest in marketing? What techniques or investments pay off more—traditional or social marketing? What should a high-growth marketing firm expect from these investments? How do results differ from firms that are not growing? How do high-growth firms differ from other firms? In this article, Dr. Frederiksen answers these and other questions.
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Charles Green has posted an interesting thought-piece over at the Trusted Advisor site: When clients don’t buy what a CPA firm is selling, it’s unlikely that they don’t want what you’re selling. More likely it’s that they’re not buying how the service is being sold. For example, a potential client is talking with several accounting firms about a significant assignment. One firm has expertise in that area and understands the client’s issues, and the meeting goes well. The firm bids competitively, recognizing the value of potential future work. The final presentation is a hit, but another firm gets the engagement.…