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professional services marketing

Fiona Hood

As Brand Marketect, Fiona is responsible for imageseven’s corporate marketing communications and business systems. When she is not doing that she is exploring the great outdoors.

Recent Posts

Engage clients with stories [podcast]

Posted by Fiona Hood on Fri, Jul 08, 2016

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss how marketing is a love affair with customers; it’s time to rewrite the marketing rules on age and life stage; 64 online writing tools for writers, bloggers and authors; how to tell the story of your firm; Axway’s clever way to use LinkedIn; and why every election goes negative in the end.

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

Interview with Gabrielle Dolan – thought leadership [podcast]

Posted by Fiona Hood on Fri, Jul 01, 2016

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad interviews Gabrielle Dolan, a leading expert in business storytelling and thought leadership as a teacher, consultant, speaker and author. Currently running her own consultancy practice, her passion and expertise in this field has taken her all over Australia and beyond, working with firms such as NAB, Accenture, Telstra, ANZ and many other top 100 ASX listed companies. Gabrielle also works with organisations to help them gain the competitive edge with thought leadership. Brad and Gabrielle discuss how it helps win the war for talent, the race to the future and the battle for attention. They conclude by sharing how Professional Services Firms can start the journey toward thought leadership.

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

Streamline your digital marketing [podcast]

Posted by Fiona Hood on Fri, Jun 24, 2016

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss the value of advertising to the Australian economy and how to streamline your digital marketing. In addition, they examine scientific support for content marketing; and Microsoft’s purchase of LinkedIn. This episode’s commonly asked professional services marketing question looks at how to prepare your firm for marketing automation. This week’s professional services marketing example: How to become a CPA. The rants and raves segment looks at the growth of Monocles’ 24 hour digital radio station since its launch in 2011; and Media Watch’s great summary of the challenges facing the digital news landscape.

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

Interview with Lee Frederiksen – learning from high growth firms [podcast]

Posted by Fiona Hood on Fri, Jun 17, 2016

Brad interviews Lee Frederiksen, Research Director of Hinge Research Institute which is dedicated to studying high growth professional service firms and their clients. He has lectured around the globe on strategy, marketing and organisational management. He is also an author and co-author of various books based on his research, including The Visible Expert, Online Marketing for Professional Services, Spiraling Up and Inside the Buyer’s Brain. Brad and Lee discuss the key findings of the Institute’s 2016 High Growth Study. Professional services firms are evolving and changing rapidly so the Institute decided to commence an annual high growth study to track the changes. The 2016 study is based on two directions: concept of strategy and marketing techniques.

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

Creating a successful event [podcast]

Posted by Fiona Hood on Fri, Jun 10, 2016

Brad and Scully discuss putting marketing research in context and the process for good marketing research. In addition, they examine nine questions to ask before creating another social media account; and what it takes to reach the ‘tipping point’ for viral content. This episode’s commonly asked professional services marketing question looks at how to organise an event to remember. This week’s professional services marketing example: employer marketing and marketing to potential employees. The rants and raves segment looks at a host of new tools Instagram are releasing.

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

4 easy steps to create content [podcast]

Posted by Fiona Hood on Fri, Jun 03, 2016

Brad interviews Meghan Casey, Lead Content Strategist at Brain Traffic, a content strategy agency based in Minneapolis. Meghan also is a speaker, trainer and author of The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right. Brad and Meghan discuss what content is, how it suits professional services firms, why an editorial plan is required and the importance of strategy. Meghan concludes with a simple four step process for content strategy, using a firm as an example.

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

The key to successful marketing [podcast]

Posted by Fiona Hood on Fri, May 27, 2016

Brad and Scully discuss 4 secrets to building social media momentum. In addition, they examine the key to creating a successful marketing mix; and a fun online quiz is a good way to collect information. This episode’s commonly asked professional services marketing question looks at how to influence the single most powerful marketing tool – word of mouth. This week’s professional services marketing example: 17 inspiring Instagram video examples. The rants and raves segment looks at millions of hacked LinkedIn IDs advertised ‘for sale’.

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

Interview with John Chisholm – win clients with pricing [podcast]

Posted by Fiona Hood on Mon, May 23, 2016

Brad interviews John Chisholm, Managing Director of John Chisholm Consulting, an Australian consultancy firm in the business of growing and transforming professional services firms. As a third generation lawyer with over 25 years’ experience in law firms and law firm management, John now uses his breadth of expertise to help individuals and organisations become ‘firms of the future rather than firms of the past’. Brad and John discuss value pricing and how it is relevant and suitable for firms in Australia today.

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

Simplify your website forms [podcast]

Posted by Fiona Hood on Mon, May 16, 2016

Brad and Scully discuss the trend of social networking moving away from mass connection; the top 10 recommendations to simplify your website forms; how virtual reality will change business as we know it; 3 ways to incorporate scarcity into your marketing; NAB’s Federal Budget Hub; and the death of persuasion in advertising.

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

Interview with Sean D’Souza – how clients think [podcast]

Posted by Fiona Hood on Mon, May 09, 2016

In this special podcast, Brad interviews Sean D'Souza, marketing expert/strategist and founder of PyschoTactics. Brad and Sean discuss how clients think, and why they buy and why they don’t. Why do clients back away at the very last minute? They go on to talk about why a prospective client would ‘buy’ a service and how they reach a decision.

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

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