The blog about small business marketing

Leadership for Consultants – the Client Expects to be Lead standard

What do we mean by... Leadership for Consultants – the Client Expects to be Lead? Simply, it is the most important concern affecting consultants – the client expects to be lead. Let me repeat myself; your client or customer expects to be lead. She/he is receiving so many market signals that it is difficult to make sense of all the traffic and noise. Questions like: Where should I be investing my marketing and advertising dollars for the best return? How can I cut costs and still maintain my market share and sustainability? How can I improve the quality of the leads on which my sales people need to focus? What are we doing that works, and what needs to be added or adjusted? Your clients look to ...

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How to Bring More Value to Your Clients standard

Do you know how to bring more value to your clients? Clients and/or customers make purchasing decisions based on numerous factors, but particularly through identifying value in their selection of products or services. Therefore, bringing value to your clients should be paramount in your thinking.  How does one do that, you may be asking. Let’s take a look at a simplified example. Pretend you have your favorite bakery in mind. This bakery is no different than the three other bakeries nearby. It offers almost exact products but you are loyal to them regardless of the fact that they are the furthest away, charge more, and you tell everyone you know how special they are to you. Why? You are loyal to them ...

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Just How Effective is Cold Calling Anyway? standard

Just How Effective is Cold Calling Anyway? Let’s be honest for a moment; no one likes cold calling. Cold calling was once the standard method of gaining new business for many industries, the number one lead generation technique, especially financial services. For everyone from the boiler room operations seeking donations to the New York Stock Exchange pitchmen, effective cold calling was the tried and true path to take towards lead generation and growing revenues. Those days are gone; what appears to be forever. The glory days of cold calling are over, replaced by the internet. Some people could not be happier. Even the term sounds contradictory; “Effective Cold Calling.” That seems akin to “Jumbo Shrimp” or “Military Intelligence.” It sounds that way. ...

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What Does the NJ Supreme Court and Inbound Marketing Have in Common? standard

What Does the NJ Supreme Court and Inbound Marketing Have in Common? If you follow the local industry news you know about the March 6, 2010 NJ Supreme Court unanimous decision on KPMG LLP’s previous Appellate Court negligence ruling. Big Win was the title of the article. Big Win indeed. What does the NJ Supreme Court have in common with inbound marketing? Not much other than the ruling. It’s the publication of the ruling that is now an integral part of the future of KPMG’s inbound marketing campaign. This wave of news across various media is PR (public relations- a critical facet of inbound marketing). I am sure KPMG LLP’s marketing department is celebrating even more than the principals of the company ...

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Direct Mail vs Digital Marketing Stats May Surprise You standard

Direct Mail vs Digital Marketing Stats May Surprise You. Both digital marketing and direct mail have their place in the world and come with their own advantages and disadvantages. But painting digital marketing as more ecologically friendly is actually a misconception. Here's what you should know about direct mail: A study from the U.S. Postal Service recorded that only 1.8% of household waste is from advertising direct mail messages and catalogues. Direct-mail accounts for only 2.4 percent of landfill waste 54.7 percent of all paper in the U.S. is currently recycled. The printing industry - and direct mail - actually saves trees. 60% of America's forested lands are in private hands. Growing trees is an INCENTIVE to keep the land rather than to sell it ...

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CPA’s and Financial Planners Must Market Differently standard

CPA's and Financial Planners Must Market Differently. It isn’t a question IF accounting firms, CPA’s and financial planners convert to internet marketing, it is more of a question of when. The traditional marketing model is broken, as people shy away from traditional marketing efforts like telemarketing, direct mail, television and radio advertising and other “old school” methods of customer acquisition. When was the last time you hosted a dinner event promising no-obligation value-packed workshop? What was the real cost-benefit you derived from this tactic? Accounting, CPA's, and financial planning firms that embrace innovation, creativity and non-traditional marketing moves experience better brand awareness, increased lead generation and lead to customer cycles that are measurably shorter than in years past. Customers and potential customers ...

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Is Blogging a Good Investment for Accountants? standard

Is Blogging a Good Investment for Accountants? Many of those in the accounting world assume that blogging is a platform mainly for those who are involved with Internet marketing as their main business. The truth is, many major companies have blogs, even those that are not directly involved in the technological field. Blogging can be a huge contributor to inbound marketing and new client development, even for those in the financial arena.describe the image ROI There are definite concerns regarding the return on investment, as with any marketing ploy. This is particularly true in the case of blogging, as the main resource needed is time, and we all know time is money. It can feel frustrating maintaining a blog without seeing any ...

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How do CPA’s Reach New Clients? standard

How do CPA's Reach New Clients? Accountants, CPA’s, financial services firms and financial consultants  live to “get found!” Those accounting firms that have already embraced inbound marketing are experiencing significant growth in lead generation, lead capture, internet marketing “buzz” and have differentiated themselves from their competitors in new client development. Let’s face it, the traditional model of marketing and advertising is broken. Prospective customers are sick of being “sold” and have switched to commercial free radio, use caller id, get their news online, DVR television programming to speed through commercials and have shunned traditional sales techniques. Now they search for products or services online. Those firms that embrace internet marketing are winning, leaving their out-dated competition in the dust. Through the use ...

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Is the customer always right? standard

Is the customer always right? Is there a bigger falsehood in the retail or service industry than "the customer is always right"? It is right up there on the international list of famous cliches with "I am Not A Crook", and "Everything is Under Control".  Once upon a time stores demanded sales associated be properly trained and versed in both product and client relations. Sadly, this is no longer the norm, National chain stores spend millions on sales development through advertising programs like television and newsprint, touting their great prices, wonderful selection, and great service. But when you get into the store is your experience really a satisfying one? Recently I an issue with a 6-month store-brand computer component and tried to return ...

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When is the best time to make sales calls? standard

One of the questions I am frequently asked is, "When is the best time to make sales calls?" I'm always hesitant to answer this question, simply because I despise cold calling and believe that anyone who tells you they enjoy cold calling is either a liar or a sales consultant. Yes, I never want to give prospectors and new business development pros a reason not to make calls. There are times when following up a referral or a target of opportunity requires a cold call. But I'm always afraid that if I mention times that are better than others people could interpret that to mean they should not make calls at those other times.Clock2 Finding the "good times" to reach high-level ...

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