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professional services marketing

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 boost your firm's marketing with customer feedback

Posted by Tess Palmyre on Sat, Apr 01, 2017

The fastest way to lose a customer is to treat them badly. In fact, over 70 percent of people say they leave a company because of how they were treated. So it’s safe to say that using feedback to improve customer experience is important. But do you know how to get the most mileage out of the gold nuggets gained from customer feedback?

Here are some practical tips on how to boost your firm's marketing with customer feedback.

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Topics: B2B, imageseven, Communication, Marcom, Relationship marketing, Customer service, Professional services marketing, PSM, 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

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 stay relevant to your firm's audience

Posted by Tess Palmyre on Thu, Mar 02, 2017

We get so caught up in promoting ourselves that it’s easy to forget about the audience we need to connect with.

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Topics: B2B, imageseven, Branding, Relationship marketing, Customer service, Professional services marketing, PSM, Professional services

High morale and brand strength: is there a link?

Posted by Tess Palmyre on Thu, Feb 02, 2017

The short answer is yes; your staffs' high morale is directly linked to the strength of your brand. We place so much importance on external branding, but what about the strength of our internal brands?

Imagine your firm as a theatre production. There is a front-of-house component; in other words, what your audience sees. Then there’s the backstage crew. Now they’re just as important, and a huge part of ensuring that the performance goes ahead without a hitch. Keeping both the visible and invisible teams happy (high morale) is crucial to a successful production (brand strength).

Analogies aside, here are six reasons why high morale is absolutely vital to your brand’s strength and overall success.

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Topics: B2B, imageseven, Branding, Relationship marketing, Culture, Customer service, Professional services marketing, PSM

Discover how to nurture prospective clients

Posted by Vanessa Klomp on Tue, Aug 02, 2016

Earlier this year I bought a new car. I don’t know about you, but I don’t like to be pushed too quickly into buying something, particularly a ‘bigger’ item, like a car.

So when I read that an estimated 50 percent of leads who are qualified to buy are not ready to purchase, it immediately resonated with me (Gleanster Research). If you phone these leads and push them into making a decision straightaway, you’ll most probably lose them.

The same can be applied to professional services firms. So, as a professional services marketer, you don’t want to overwhelm a prospect with too much information or push them into making a decision when they aren’t ready.

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

How to actively manage your brand's reputation

Posted by Laura Sheahan on Sat, Jan 16, 2016

Previously known as PR and word-of-mouth marketing, brand reputation management (BRM) has been around for decades! However, the landscape in which it operates has changed fundamentally since then. Instant user-generated feedback via review networks and social media platforms is now commonplace, and means new challenges and opportunities for every firm in appealing to prospects.

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Topics: B2B, SEO, Branding, Strategy, Relationship marketing, Public relations

How to communicate with your target audience

Posted by Laura Sheahan on Thu, Jan 14, 2016

The days of communicating the same message day after day to a blanket audience through advertising have been greatly reduced due to technology. It has disrupted how established professional services firms interact with their clients, and exactly how and when they interact with a brand – be it Internet, TV, radio, mobile, or print.

So, how now do professional services firms create integrated marketing communications campaigns that will reach their target audience to get their message heard?

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Topics: B2B, Branding, Communication, Relationship marketing

Getting time-poor execs to a ‘pitch event’

Posted by Vanessa Klomp on Thu, Dec 03, 2015

Getting your message through to a busy executive is difficult at the best of times. Getting them to attend an on-site sales demonstration or ‘pitch event’ is nearly impossible.

Sometimes it’s difficult to take your product or service to your customer. It might be a high-end apartment development or specialised mining equipment. Video and images help, but they won’t make the sale.

The task becomes even harder when the audience isn’t the buyer, but the referrer, such as real estate agents or accountants.

Here’s a few ideas ...

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Topics: B2B, Lead generation, Inbound marketing, Communication, Marcom, Relationship marketing

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