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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

How to improve your brand recall through images

Posted by Vanessa Reside on Thu, Aug 17, 2017

In the fast paced and highly visual world we live, recognisable, trustworthy and meaningful visuals have a huge impact on your firm’s brand.

People don’t always have time to stop and read about your firm; they want to know who you are at first glance. They snack on your stories and information, wanting instant knowledge of your message.

Research indicates that people recall 80 percent of what they see and hear, compared to just 20 percent of what they read and hear. It has also been noted that articles containing relevant images have 94 percent more total views than articles without images.

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Topics: B2B, Social media, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Social media marketing, Professional services marketing, PSM, Digital communication trends, Content marketing

Essential social media guidelines for your firm

Posted by Tess Palmyre on Tue, Aug 15, 2017

A few months ago, I wrote a blog on how to approach social media for your firm — but we barely scratched the surface. This month, let’s look at some practical but essential social media guidelines for your firm.

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Topics: B2B, Social media, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Social media marketing, Professional services marketing, PSM, Digital communication trends, Content marketing

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

Three outstanding online marketing tools [podcast]

Posted by Laura Sheahan on Fri, Jul 14, 2017

Insights into the world of professional services marketing, presented by Brad Entwistle. Brad and Brendan Schneider, Director of Advancement at Sewickley Academy, Pittsburgh, discuss the video benchmarks to be aware of; the latest global internet trends; the role of a Net Promotor Score at your firm; Brendan’s top three online marketing tools; the new podcast from The Scots College, Sydney; and behavioural data and how it should be used.

 

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

The latest martech trends [podcast]

Posted by Laura Sheahan on Fri, Jun 30, 2017

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss current content marketing trends; marketing content audits; the latest martech trends to consider; the importance of the brief; using content for departments other than marketing; and the place of serendipity in the world of digital marketing.

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

The ultimate social media cheat sheet for firms

Posted by Tess Palmyre on Tue, Jun 20, 2017

Look no further, this is your ultimate guide to navigating the social ecosystem. Okay it’s really just scraping the surface but it will give you a good grounding so you feel confident to face the book (ah thank you).

This is a rundown of how to approach Facebook, Twitter and LinkedIn for your firm’s marketing. Read on for the ultimate social media cheat sheet for firms.

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Topics: B2B, Social media, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Social media marketing, Professional services marketing, PSM, Digital communication trends, Content marketing

Who is responsible for customer service? [podcast]

Posted by Laura Sheahan on Fri, Jun 16, 2017

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss who is responsible for customer service; the evolution of inbound content; the role of SEO and how it fits in with what your audience wants; visual identity; an informative piece of content marketing from Deloitte; and the schools funding debate.

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

How to add value to your firm’s brand identity on social media

Posted by Sarah Millinson on Thu, Jun 01, 2017

What is brand identity?
Brand identity captures how your brand is perceived by your customers and why they are motivated to choose your product or service. Your brand identity is represented in all the cleverly considered details: font, logo, brand colours, tone, newsletter layout or social media imagery. All these aspects speak to your customer, and give insight into your brand values and personality to confirm that you align with your audience’s values.

What you exhibit on your social media channels should reflect your brand’s persona and be consistent with all other marketing activity. Social media, after all is an extension of your website.

Let’s hone in on the elements that will add value to your firm’s brand identity on social media:

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Topics: B2B, Social media, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Social media marketing, Professional services marketing, PSM, Digital communication trends, Content marketing

The role of influencer marketing [podcast]

Posted by Laura Sheahan on Wed, May 31, 2017

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss the role of influencer marketing for your firm and how it can be a great addition to your content marketing strategy; the difference between marketing content and content marketing; interview Peter Ion, Lead Creative at imageseven, on visual identity and branding; a Heineken advertisement that brings people together the right way, not the Pepsi way; an old book by Google titled, “The Zero Moment of Truth.”

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

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