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professional services 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

How to use humour in blogs

Posted by Shelley Garcia-Webb on Tue, Jul 18, 2017

Humour is a human trait. Using humour in blogs can help personalise content and build trust. It can make reading your blog fun for your audience. Readers take just a few seconds to decide whether or not your content is useful. You don’t want to make reading your blog hard work – your content needs to be entertaining and engaging.

People have a natural inclination to be funny – humour can be used as a coping mechanism when feeling anxious and is a great way to form bonds. In writing, it is a way of humanising us. It can demonstrate that a writer’s opinion aligns with that of the reader. It is a way of building trust, can boost your brand equity and enhance the perception of authenticity. Often it can also provide a point of difference from your competition.

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Topics: Inbound marketing, imageseven, Communication, Strategy, Marcom, Professional services marketing, Professional services, Blogging

How to boost staff enthusiasm at your firm

Posted by Caitlin Quartermaine on Tue, Jul 11, 2017

It’s very common for firms to experience a mid-year slump in staff morale. The first half of the year can be incredibly busy with deadlines, projects, clients and events, and staff can be left feeling worn out and under-appreciated.

It has been proven that happy employees are more productive. Staff who feel valued and appreciated are also more likely to be loyal to your firm.

There are hundreds of ways you can boost staff enthusiasm at your firm. Here are our top 5 recommendations:

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Topics: imageseven, Communication, Strategy, Marcom, Culture, Leadership, Professional services marketing, PSM, 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

5 benefits your firm can get from Google Analytics

Posted by Delora Chi on Tue, May 30, 2017

Google analytics – it’s a powerful tool and one that is free at that. However, amongst the plethora of trackable metrics, from sessions to bounce rates, it becomes easy to lose your way and end up squandering resources and achieving nothing of value. Which metrics should your firm be tracking and how can you turn these into actionable insights?

Here are 5 benefits your firm can get from Google Analytics:

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Topics: Inbound marketing, imageseven, SEO, Communication, Strategy, Marcom, Professional services marketing, PSM, Content marketing, Professional services, Blogging, Google Analytics

6 simple ways to avoid your firm’s blog becoming a personal soapbox

Posted by Vanessa Reside on Sat, May 20, 2017

Have you ever used the phrase, ‘Get off your soapbox?’

People can be very ‘loud’ when they start talking or blogging about topics of interest. When this happens, it is human nature to ‘switch off,’ click or walk away.

With this is mind, we give you 6 simple ways to avoid your firm’s blog becoming a personal soapbox.

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Topics: Inbound marketing, imageseven, Communication, Strategy, Marcom, Professional services marketing, Professional services, Blogging

How to extend the blog reach of your firm

Posted by Sarah Millinson on Sat, May 06, 2017

So, you have finalised your firm’s content calendar, written great copy and published your blog post. Now it's time to wait for your followers to respond... but what's happening?

Why aren't you engaging more readers like you hope you would get?

The reason might be because your readers are bombarded with insightful blogs from many other firms every day. Your firm’s blog needs to be unique to stand out from the clutter.

Once you have informed, enlightened and amused your audience with your copy, follow these top tips on how to extend the blog reach of your firm:

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Topics: Inbound marketing, imageseven, Communication, Strategy, Professional services marketing, Professional services, Blogging

The ideal blog post frequency for your firm

Posted by Bart Caylor on Thu, Apr 27, 2017

If you want your blog to become the go-to source of information for your target audience, you must publish excellent content consistently. The quality of your content shows your expertise. The consistency of your content shows your trustworthiness.

You may know everything they need to know, but if you don’t deliver in a timely and consistent way, your audience will eventually leave you behind with all the other thousands of stagnant websites out there.

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Topics: Inbound marketing, imageseven, Communication, Strategy, Professional services marketing, Professional services, Blogging

How can regular training improve your staff's well-being?

Posted by Suzanne Willcock on Sun, Mar 26, 2017

A reliable barometer for the health of an economy and business confidence is how much organisations are spending on training. When the economy slows, discretionary spending – such as staff training – is the first area to take a hit. According to Forbes, corporate training in the US is soaring. Research in 2014 showed that corporate training in the year previous grew by 15 percent, following two years of accelerated spending. Clearly, the benefits of regular training for an organisation are improved business performance and profits, but what are the benefits of regular training for staff?

Money is rarely the main motivation for job satisfaction. In fact, a 2014 Fair Work Australia report revealed that employees were most satisfied when they had flexibility to balance work and non-work commitments, and the freedom to decide how to do their work. Likewise, regular training is a significant factor in staff satisfaction levels.

How can regular training improve your staff's well-being? Here are four proven ways your staff can benefit from regular training:

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Topics: imageseven, Communication, Strategy, Marcom, Culture, Leadership, 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

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