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Twice weekly articles to help SMB business owners and managers use an integrated marketing strategy to drive revenue growth

    

5 Pillars For Your Professional Services Marketing Strategy

Posted by John Beveridge

Feb 24, 2015, 6:00 PM

It's a great time for selling professional services. The down economy of the past five years has caused many businesses to outsource non-core business functions like accounting, legal, marketing and insurance so that they can concentrate on their primary business mission. The constantly increasing cost of hiring employees and associated regulation has accelerated the trend of outsourcing non-core business functions.

At the same time, economic green shoots seem to be sprouting. There is conflicting economic data on the strength of the recovery, but my sense on the ground is that businesses are increasingly willing to spend money on professional services. Many professionals services are a must - think accounting, legal and tax planning. From my perspective, it seems that businesses are more willing to spend money on things like marketing and management consulting than they have been over the past five years.

So the question is: what's your plan? How are you going to develop a healthy pipeline that will generate the revenue you need? Here are 5 pillars for your professional services marketing strategy.

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The Ultimate Professional Services Buyer Persona Cheat Sheet

Posted by John Beveridge

Feb 16, 2015, 10:14 AM

One of the first things I learned when I started my business was that it was a fool's errand to be all things to all people. I didn't come up with this gem in a strategic planning session. Like most things I've learned, I kind of stumbled on to it. I asked my first few clients, "Why did you choose to do business with me?" The answer was always, "You know my business." The reason I knew their business was that I had spent 25 years in it prior to starting my company (the professional services industry, specifically management consulting.)

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Focus Your Social Media Marketing Strategy

Posted by John Beveridge

Feb 10, 2015, 4:14 PM

Social media, much like content marketing, has reached the point of diminishing returns. We're all bombarded with constant marketing messages and many of us are learning to tune them out. Remember the good old days when you could just relax without the blue lights flashing, buzzers beeping and bells ringing from your smartphone's constant cacophony of anxiety? 

It's becoming increasingly difficult for businesses to reach potential buyers due to the sheer volume of NOISE that clutters the internet and social media. Already frazzled buyers are seeking solace by unsubscribing from email subscriptions and unfollowing social media profiles. Smart businesses like unroll.me are making it easy for buyers to ignore marketing messages by giving them tools to filter their email inboxes. What's a business trying to make a buck to do?

Simple - focus your social media marketing strategy to provide quality content to a tightly focused targeted audience. I know, easier said than done.


Focus your social media marketing strategy to provide quality content to a tightly focused target audience CLICK TO TWEET

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Why Content Marketing is for Much More than Just Lead Generation

Posted by Ian Brodie

Feb 4, 2015, 10:34 AM

Today's post is from Ian Brodie. Ian Brodie works with consultants, coaches and other professionals to help them get more clients. He's known for his expertise in online marketing and was recently named as one of the "Top 50 Global Thought Leaders in Marketing and Sales" by Top Sales World magazine, and one of the "Top 25 Global Influencers in Sales and Sales and Sales Management" by OpenView Labs.

His #1 Amazon bestselling book, Email Persuasion, teaches business owners and professionals how to captivate and engage their audience, build authority and generate more sales with email marketing. For a free copy of his "21 Word Email That Can Get You More Clients" click here.


 As a consultant, you know that your clients hire you for one primary reason. You get the job if and only if they're confident that you'll be able to help them get the results they're looking for.

But behind that simple phrase lies a complex decision. You may tell them how good you are at what you do and promise to hit their deadlines and deliver the benefits: but you would say that, wouldn't you?

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The Content Marketing Dilemma: Quality or Quantity

Posted by John Beveridge

Jan 27, 2015, 2:50 PM


I am a huge fan of TrackMaven. Their competitive intelligence software for digital marketers is as good as it gets and they consistently produce some of the best data-based content marketing research available. They recently published a new eBook called The Content Marketing Paradox: Is More Content Really Better? It's a must-read for content marketers.

TrackMaven analyzed over 13.8 million pieces of content to answer the question, "Is more content better?" Their data confirms an intuition I've had for some time now. In the past few years, inbound marketers (like me) have preached the gospel that more content will get more traffic to your site. Companies across the world answered the clarion call and there has been a virtual flood of content unleashed. 

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A Breakdown Of The Social Media Sales Funnel

Posted by Ivan Serrano

Jan 21, 2015, 11:53 AM

In the past, businesses just needed to place advertisements on TV and magazines to convert people into customers. Today traditional ads are no longer the best way to reach people as 92 percent of consumers trust peer recommendations and word-of-mouth over all other forms of advertising. The rise of social media and the Internet in general has affected the way businesses and consumers interact with each other.

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3 Easy Ways To Sell Professional Services

Posted by John Beveridge

Jan 18, 2015, 8:00 PM


In professional services selling, relationships are the key to success. You need to nurture the relationships you have and constantly develop new ones in order to have a consistent, scalable cash flow. Many professional services firms are great at nurturing existing relationships, but struggle developing new ones. 

The key to developing new relationships with qualified leads is to give them the right information at the right time. Content marketing is a natural for professional services firms. Professional services buyers turn to web search queries when they start their quest for information.

Getting found when they search for information on the problems you solve is essential to filling your sales funnel with potential new business relationships. But inbound marketing alone isn't enough to have a predictable revenue stream for professional services firms.

Here are 3 easy ways to sell professional services.

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What Should You Expect From Your Business Blog?

Posted by John Beveridge

Jan 12, 2015, 8:00 PM

As more and more companies jump on the content marketing bandwagon, expectations often are mismatched with reality. Most of the people I work with are CEOs of technology companies and professional services firms - they expect to see results fast. That shouldn't be surprising. They wouldn't be where they were if they didn't push hard for results.

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Boost Your B2B Marketing With Google+

Posted by Ivan Serrano

Jan 7, 2015, 9:00 PM

Despite a rocky beginning, Google+ has grown significantly in the past years and now is the second largest social media network with over 500 million active monthly users. While its numbers continue to climb steadily, there are still many marketers who have yet to embrace it as an effective tool for B2B marketing. In fact, only 39 percent of B2B marketers use Google+ to reach out to interact with current and potential customers. If you are daunted by the task of learning yet another new social platform consider this: 70 percent of brands now have a presence on Google+. There's no better time to get started on Google+ than now and the following steps can help you increase your follower base.

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3 B2B SEO Marketing Tips to Grow Your Revenue

Posted by John Beveridge

Jan 5, 2015, 6:00 PM

If you've been in the online marketing game for a while, you probably remember a time when the mere mention of SEO was enough to send people running for the hills. It wasn't the fault of SEO as a concept, though. The problem was the SEO tactics that worked best at the time also happened to lead to really bad websites. Who could forget classics like “content that's 50 percent keywords,” or “landing pages that lead nowhere”?

Of course, it didn't take search companies long to wise up, and tighten the process they used to rank pages. That was the beginning of “good SEO,” which doesn't make you choose between a high ranking and a legible website. For the most part, those early days and the myths that came with them are way in the rear-view. SEO is not only a respected tool these days, it's vital for B2B marketing. SEO is still constantly evolving though, and that means there are always new myths popping up to replace the old ones.

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High_Res_Portrait_for_NVTCJohn Beveridge is the President and Founder of Rapidan Strategies, an Inbound Marketing Agency and Certified HubSpot Partner located in Fairfax, VA. Prior to founding Rapidan Strategies, John spent 25 years as a management consultant and specializes in helping professional services and technology firms grow rapidly with inbound marketing strategies. John is a Social Media Today contributor and currently serves as the Vice Chair for the Northern Virginia Technology Council's Business Development, Marketing and Sales Committee

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