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professional services marketing

Why are long tail keywords important for your firm?

Posted by Sarah Millinson on Tue, Aug 29, 2017

What are long tail keywords?
Long tail keywords form part of the broader umbrella of Search Engine Optimisation and should be a focus of your firm, as they help you to target your desired audience at a cheaper cost.

Long tail keywords are keyword phrases, usually three to five words in length that an audience would specifically search for online. They are more precise than ‘short tail terms’ as these terms tend to be very short and general to capture a wider audience. Long tail keywords target less people but are more specific and engaging as they reveal more of the searcher's intent.

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Topics: Inbound marketing, imageseven, SEO, Branding, Communication, Online marketing, Copywriting, Positioning, Podcast, Marcom, Digital marketing, Professional services marketing, PSM, Digital communication trends, Content marketing, Messaging, Professional services, Blogging

4 ways to update your marketing personas

Posted by Geoffrey Macadaeg on Tue, Aug 01, 2017

It’s been years since you developed your marketing personas, and they have served you very well as the foundation of your online marketing strategy. However, during your annual review you begin to realise that some of your marketing initiatives are starting to miss their objectives and the growth rate of your leads is starting to dwindle. You try to figure out the problem and you find out why you keep missing the mark: your targets are moving. Simply put, your marketing personas are evolving.

Personas are supposed to reflect your prospects’ personalities, tendencies, and behavior, all of which constantly change over time. For example, what may be important to your prospects in a particular point in time may not matter anymore after a few years. Additionally, your prospects don’t live in a vacuum – there are people, objects, and events that can alter their daily interactions, even with your firm.

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Topics: B2B, Inbound marketing, imageseven, Communication, Strategy, Online marketing, Marcom, Digital marketing, Professional services marketing, PSM, Creating buyer personas, Digital communication trends, Content marketing, Messaging, Professional services

How to manage a crisis at your firm

Posted by Vanessa Reside on Tue, Jun 13, 2017

Life is unpredictable. There are no two days that are the same and we can never be certain what is around the corner. We need to prepare for the worst while we hope for the best!

In terms of crisis management, this means having a plan. Something you can rely on when the unpredictable occurs.

With this in mind, let’s look at the definition of crisis?

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Topics: imageseven, Communication, Strategy, Crisis management, Issue management, Management, Marcom, Relationship marketing, Public relations, Leadership, Communications support program, Professional services marketing, PSM, Messaging, Professional services

How to connect emotionally with your audience through messaging

Posted by Laura Sheahan on Thu, May 11, 2017

Managing Directors and CEOs of listed corporations alike must be able to articulate their brand story. One of the primary ways we make sense of our world, and our place in it, is through stories. The same is true of brands. Brand stories give meaning to who we are and what we do.

Far from being a window dressing, they are key business drivers. Ultimately, it is your brand story that helps you to articulate your point of difference – the ‘why’ behind a prospect's critical decision to choose your firm over another.

Developing key messaging that articulates your firm's brand story will help to correctly and consistently position your firm in the marketplace. Key messages help employees and advocates for your firm to ‘speak with one voice’, both internally and externally.

A Key Message Guide is a valuable tool for harnessing the power of your communications. Most firms are familiar with the use of a Style Guide – a manual showing exactly how and when to use the firm's visual assets such as logos, corporate typefaces and colours. A Key Message Guide can be thought of in a similar way, except it’s the reference point for your messages … the ideas, stories and values that constitute your brand.

Words and images have been the go-to ‘gadgets’ in every marketer’s toolkit since marketing was invented. Nothing much has changed from this perspective. But with advances in digital marketing, it has become more difficult than ever to break through the noise. Brands need stories that are well crafted and memorable.

Here's how to connect emotionally with your audience through messaging:

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

How your firm can escape a crisis

Posted by Geoffrey Macadaeg on Wed, Mar 22, 2017

All firms are vulnerable to a crisis, no matter how hard they may try to avoid it. It may begin internally from disgruntled employees, from the unethical tactics of your competition, or from unsatisfied clients. Wherever and whenever a crisis may appear, it’s always good to be prepared and address the crisis quickly to restore client goodwill and retain your firm’s reputation.

We often hear of horror stories of firms going through a crisis, and while some of them are doomed to fail, others skillfully escape from a crisis by publicly acknowledging the situation and craftily changing public opinion through a campaign. These firms are able to deal with the issues at hand due to a prompt and extensive assessment of the situation, a well-planned and actionable recovery strategy, and effective communication with clients. 

Here's how your firm can escape a crisis:

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Topics: imageseven, Communication, Strategy, Crisis management, Issue management, Management, Marcom, Relationship marketing, Public relations, Leadership, Communications support program, Professional services marketing, PSM, Messaging, Professional services

Branded merchandise: how to make free stuff work for your firm

Posted by Brock Ashton on Tue, Mar 21, 2017

Branded merchandise can be a double-edged sword; on one hand you have a promotional item that can easily generate brand awareness and on the other, you risk wasting funds on a product that doesn’t align with your firm’s mission or the needs of your target audience. So just how can you ensure your branded merchandise provides a solid return on investment?

I remember attending O-Week during my first year of university and being slightly overwhelmed with all the stalls set up by clubs and societies, local businesses and not-for-profit organisations. One of the stalls was manned by a mental health foundation who were distributing stress balls to students.

At the time I didn’t really think anything of it – it was just a little yellow ball with a company logo and a website URL. It wasn’t until my first exam period rolled around that I started to use the stress ball and it became an extension of my left hand while my right was busy working on study notes.

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Topics: B2B, imageseven, Branding, Communication, Marcom, Visual identity, Professional services marketing, PSM, Messaging

Do you engage your staff as brand influencers to do a great job?

Posted by Vanessa Reside on Fri, Mar 03, 2017

Brand influencers are the staff and clients who advocate for you. They promote your expertise and provide trusted information about your business. They influence people’s thoughts and feelings, therefore acting as your brand influencers and loyal ambassadors.

How often do you sit down and think about your brand influencers?

Who are they?

Do you actively engage your staff as brand influencers?

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Topics: Social media, imageseven, Branding, Communication, Online marketing, Marcom, Internal communication, Relationship marketing, Social media marketing, Professional services marketing, Digital communication trends, Messaging

How to use the right tone of voice in marketing your firm

Posted by Vanessa Klomp on Wed, Mar 01, 2017

Every singer has their own unique tone when they sing, but it might not necessarily be music to the listener’s ears. It’s only when the person singing knows their audience and performs with them specifically in mind that they hit the right note and it resonates, leaving a lasting impression.

Like singers, a firm needs to know how to use the right tone of voice in marketing to its audience – clients – to leave a good impression. This is where the right tone of voice for your firm’s brand comes into play.

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Topics: B2B, Inbound marketing, imageseven, Branding, Communication, Online marketing, Positioning, Marcom, Professional services marketing, PSM, Content marketing, Messaging, Professional services

How to stand out from the ever-increasing digital crowd

Posted by Vanessa Klomp on Sat, Jan 28, 2017

It’s a fact: we live in a digital age. Everyone is promoting their business or themselves online. We are saturated with endless digital communication. The competition to attract attention is fierce and it will only become more challenging. So, the question is often asked: how do you stand out from the ever-increasing digital crowd?

Here are a few tips to help you:
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Topics: B2B, Inbound marketing, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Professional services marketing, PSM, Content marketing, Messaging, Professional services, Blogging, Storytelling

Effectively communicate your firm's story

Posted by Brock Ashton on Tue, Sep 13, 2016

One of the best lessons I’ve learnt in my career to date, is this: facts tell; stories sell.

A throwback to my days as a retail manager, this adage was something I lived by, and is something I still remember when crafting the next marketing message for my client.

Facts tell; stories sell.

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

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