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professional services marketing

Brad Entwistle

Brad Entwistle is founder and Managing Director of imageseven. For more than 25 years he has led the imageseven team on a crusade to lift schools’ brands and reveal the true value they deliver to students and their families. When he is not working with schools on their marketing strategy, Brad sits on the boards of two national not-for-profits and enjoys looking at antique maps.

Recent Posts

What is the place of technology in your firm's marketing?

Posted by Brad Entwistle on Tue, Mar 29, 2016

I’m sorry. I should have written this article two years ago, but I wasn’t ready to. Probably more truthfully, I couldn’t find the words to explain the disturbing facts (at least to some) that professional services marketing has changed so much.

In almost every discipline you can identify fads, trends, meta-trends and tectonic shifts in the fundamentals. Professional services marketing is going through a tectonic shift in the fundamentals. Unfortunately, most leaders still believe it’s all just a fad. It’s not.

Yes, once again I’m talking about marketing technology, or Martech. Previously, I discussed how you might approach this new era of marketing on a practical level. In this article, I want to take you on a journey and reform your thinking about the place of technology in your firm's marketing.

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Topics: Inbound marketing, imageseven, Communication, Marcom, Professional services marketing, PSM, Content marketing

Is your firm at risk of becoming irrelevant?

Posted by Brad Entwistle on Thu, Mar 17, 2016

Your firm is doomed to a future wandering in the wastelands of irrelevance if you do not embrace the trend toward marketing technology.

It’s a big statement. But I’m happy for you to quote me. (Better to stand for something than nothing)

Back in 2012, global technology research firm Gartner released a report that shook the corporate technology world. Researcher Laura McLellan predicted that by 2017 Chief Marketing Officers (CMO) in big business would be spending more on technology than their Chief Information Officer (CIO) colleagues. We are halfway there and there is no reason to doubt the prediction will come to pass on schedule. 

But what does that mean for you?

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Topics: Inbound marketing, imageseven, Communication, Marcom, Professional services marketing, PSM, Content marketing, Content marketing distribution

What is the real value of social media followers?

Posted by Brad Entwistle on Tue, Mar 15, 2016

The trend of ‘following’ and ‘liking’ has developed radically since the increasing growth of social media. By asking members to ‘like’ your company’s page on social media, or ‘follow’ you, they are gaining access to special content and information that they may not otherwise be able to access, but what is the real value of social media followers?

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Topics: Inbound marketing, Social media, Online marketing, Professional services marketing, PSM

Do we need to communicate at all?

Posted by Brad Entwistle on Fri, Mar 11, 2016

In a recent podcast, Andrew and I discussed a recent imageseven blog entitled Is your professional services firm missing out on online leads? where we outline the need for firms to plan their communications. The issue came to our attention again when a prospect received 72 communications in one week.

So today we ask, how do we, as a professional services firm, really engage with clients and prospects without bombarding them?

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Topics: Email marketing, imageseven, Communication, Marcom, Professional services marketing, PSM

What kind of communication can change a person's behaviour?

Posted by Brad Entwistle on Thu, Mar 10, 2016

In this blog post we look at communication and the point at which it can change a person's behaviour ...

People are more likely to change in response to a combination of new experiences and communications, than in response to communication alone.
Experienced professional services leaders the world over recognise this. It is generally true that people who are successful at influencing the behaviour of others start by looking for ways of changing the circumstances or the environment of their audience. They recognise that people tend to act habitually and that those habits are unlikely to change unless the environment of the communication also changes.

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Topics: imageseven, Branding, Communication, Strategy, Management, Internal communication, Public relations, Professional services marketing, PSM

7 steps to effectively managing your marketer(s)

Posted by Brad Entwistle on Sat, Feb 20, 2016

Being a professional services marketing professional is a frustrating job.

Stop and think about it from a marketer’s point-of-view for a moment. How many other jobs are there where your professional skill represents perhaps just one percent – maybe less – of the workplace. Even more challenging is that your boss rarely has any professional training or experience in your field, and yet is the sole arbiter of your role performance.

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Topics: imageseven, Communication, Marcom, Professional services marketing, PSM

How to become a better leader

Posted by Brad Entwistle on Thu, Feb 18, 2016

A client recently asked me how he could improve his performance to become a better leader, better communicator, and possibly a better marketer of his firm.

I had this advice for him ...

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Topics: imageseven, Communication, Marcom, Internal communication, Public relations, Professional services marketing, PSM

What is a luxury brand and what defines it?

Posted by Brad Entwistle on Tue, Feb 16, 2016

I’ve spent a good part of Christmas and the New Year thinking about luxury. What is a luxury brand and what defines it? What name would I put forward to a client for a new luxury brand?

Luxury is essentially of no use, physiologically unnecessary, and yet more psychologically vital than ever before. The late 90s and early 2000s saw the dawn of a new kind of luxury. Luxury that people dreamed about and purchased as well.

Luxury purchases today can break with the traditional logic of selling through conservative boutique operations and relies on the luxury ‘drug' - that is, its exclusivity.

Outside the well-known luxury brands of perfume, automobile and timepieces (not a watch, but a timepiece) we’ve entered an era of mass exclusivity. Everyday items carrying previously exclusive brands are within the reach of the majority of the population.

The spell of a luxury purchase is its power to give people an idealised image of themselves whenever they own it or are even around it.

What does this mean for you?

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Topics: imageseven, Branding, Communication, Positioning, Marcom, Professional services marketing, PSM

How to approach the unknown in professional services marketing

Posted by Brad Entwistle on Sat, Feb 13, 2016

At some point in everyone's career, we have to work on a project, or in an industry that we know nothing about, and therefore aren't sure how to approach it. Unlike the more generic industry segments of construction, finance, education or transport, these are so specific that no one outside a few individuals involved understand the details.

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Topics: Communication, Strategy, Positioning, Management, Professional services marketing, PSM

What is your ‘big picture’ strategy for your marketing?

Posted by Brad Entwistle on Thu, Feb 11, 2016

We are moving into a new era of professional services marketing. The buying journey of your prospect is no longer a straight line. They can, and do, locate information online, compare pricing, read and make social recommendations about prospective firms ... all before you even know they are in the marketplace. Increasingly, unless you make their final shortlist you won’t even know they were looking.

I make a call for professional services firms to look afresh at their marketing function. 

Read More

Topics: Inbound marketing, imageseven, Communication, Marcom, Professional services marketing, PSM, Content marketing, Content marketing distribution, Marketing automation

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