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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 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 use brand insight to your advantage and build brand engagement

Posted by Sarah Millinson on Sat, Feb 25, 2017

What results pop up when you type your firm’s name or brand into Google? If you’ve optimised your SEO, the first result should be your website, followed by other content you’ve generated such as blogs or social media posts. What conversations are taking place online about your brand? Are you engaging in and driving the conversation? Have a well-considered SEO and content strategy to improve your Google ranking and ultimately direct people straight to your content.
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Topics: Social media, Website, imageseven, SEO, Branding, Communication, Strategy, Positioning, Marcom, Social media marketing, Professional services marketing, PSM, Content marketing, Google Analytics

Why key messaging is important for your firm

Posted by Shelley Garcia-Webb on Sat, Jul 23, 2016

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.

Business administrators 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.

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

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 are the attributes of a good name for a firm?

Posted by Brad Entwistle on Tue, Feb 09, 2016

What's in a name? A whole lot actually.

As a professional services firm owner, you should be aware that names have the power to make or break a firm. Here are the 10 attributes of a good name ...

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

Do you know what your clients and prospects care most about?

Posted by Brad Entwistle on Sat, Jan 23, 2016

Do you know what your firm's story is? Moreover, does your team know? The first step to successful branding is ensuring that what you say and who you believe you are, is also how the market perceives you. It is therefore imperative that you and your team are clear on what that is before communicating it to the outside world.

Of course, your brand message portrays the best possible image of your firm but just because you say it’s true, doesn’t make it true. We often lose sight of what our brand actually is and how our market perceives it to be.

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Topics: Branding, Positioning, Visual identity, Rebranding, Professional services marketing

How to master the digital word of mouth - social media

Posted by Brad Entwistle on Thu, Jan 21, 2016

Brands can be built — and destroyed — quicker than at any other time in history. Anyone with wi-fi, including your clients, can broadcast the latest ‘news’. Never before has there been such a range of media that can be used to communicate about your organisation so getting the right marcom mix is trickier than ever.

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Topics: B2B, Inbound marketing, Social media, Branding, Communication, Positioning

8 simple steps to becoming a thought leader

Posted by Vanessa Klomp on Thu, Sep 17, 2015

You may think that being a thought leader is well out of your reach. Wrong! Anyone can take the simple steps to become a thought leader. You only need to invest some time, it doesn’t just happen overnight.

“So, what are some ways I can become a thought leader?” I expect you will ask. Well, here are some thoughts on being a thought leader (pardon the pun!).

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

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