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Christine Nelson of Ingenuity Marketing on designing great logos.

Why Great Logos Start With This Research

When you are creating a brand, merging with another company, or rebranding, what do you need to consider when coming up with your logo? Start out by asking yourself what your company or your brand stand for. How can you convey those feelings and emotions into a logo? Who is your competition and what do their logos look like?

Set yourself apart from the competitors by creating a logo that tells your brand story, excites customers and is recognizable in all formats (digital, print and on logo wear).  

Check out Christine’s video to learn more about creating a logo that reflects your brand and tells your story.

After this food for thought, do you think your brand needs a refresh? Learn more about creative rebranding tips here.

If you prefer to read this content, the video transcript is below.

When you need to refresh or create a new logo, it may be a standalone logo OR it needs to be part of a logo family.

Your logo needs to be fresh for today, but also resonate in the future.

A logo should make sense to the audience and tell them a story about your business.

Great logos do these things. They are fresh, emotional and they tell a story.

To achieve a great logo, I’m going to share the research we use here at Ingenuity. You can do this too!

Explore your competition. How can you make your logo stand out from their logos?

Also, check your state for any restrictions on logos. In some states professional services company names, and therefore their logos, have stricter design limitations.

A big piece of logo research is your brand story. Without a clear brand story, it is harder to design a great logo. Include your core values, differentiators, founding story and business purpose in this research.

Another tip. Make sure that your new logo will look just as crisp and vibrant in digital formats as it will in print, on your logo wear and on signage. Logo color choices, font size and style are important areas of research and decision-making. Color choices and clarity should also observe ADA guidelines so that when your logo goes on a website, it’s visible and clear.

These are just a few areas of branding research to help you design a great new logo. When you do your homework on your logo, it makes marketing much easier, too.

Reach out if you have any questions about brand positioning and logo design. It’s what we do!


Robert Wasiluk, of Ingenuity Marketing cover for his vlog on secrets to impactful ads- the future of print advertising

Secrets to Impactful Ads – The Future of Print Advertising


While many companies are now focusing solely on digital ads, they are missing a big opportunity for professional services marketing and accounting advertising.

It’s print ads!

By establishing your brand through unique messaging, original imagery and proper placement of your logo, you can create lasting and memorable advertisements that get noticed.

Set yourself apart from your competitors by perfecting the print ad campaign along with your digital ad strategy. Watch Robert’s video to learn more about professional services ad campaigns and accounting advertising.

Yoga for an accounting advertising ad? This ad campaign shared the message that advisors were flexible for the unexpected, and it served the firm well during the pandemic when everyone needed to breathe and work together.

If you prefer to read this content, the video transcript is below.

When you’re working on your next ad campaign, you may be looking for some inspiration to keep your ads fresh.

Here are some tips to make your next print ad campaign a success:

  1. Keep it simple

Did you see Coca-Cola’s ad when they wanted to win over the new non-alcoholic sub-market? They didn’t need to say all of that in their ad; they didn’t use any words at all.

The familiarity we have with their typeface, along with the lemon peel says it all. This is Coca-Cola with lemon. Enough said.

  1. Always use eye-catching imagery

Use high-res images. Try to use original imagery when you can, so your audience ties your image to your brand. Play on the unexpected. Surprise your audience.

  1. Be Collaborative

At Ingenuity we work very collaboratively on ad campaigns. We can create a concept that’s clever and addresses your pain points to help you reach your next best clients!

Contact Ingenuity for more ad concepting ideas, tips and tricks.


NEXT ARTICLE: Best practices for a digital ad campaign




Christine Nelson, Communications Consultant with Ingenuity Marketing

Digital Marketing Lead Generation Tools – How to Get in on Online Ads


Are you wondering how to get in on the retargeting wagon? One of the most widely used lead generation tools is digital ads. Whether you’re on Google or Bing, you’ve seen ads follow you around online once you’ve browsed similar sites.

And they work!

Make sure your digital marketing includes digital ads, email capture and a solid content calendar and you are setting yourself to land more leads than your competition.

Watch Christine’s video to hear more.


If you prefer to read this content, the video transcript is below.

I love shopping in person, but I also get tired of it after about three hours. The options are just overwhelming.

Online shopping is convenient, but it’s also limited by my shopping history because of search algorithms. I don’t see everything available to me like in a real store. This includes professional services firms.

Because I do a lot of research for my clients, I will visit engineering firm sites, accounting firms law firms and professional associations. I choose the results on the first page and I don’t look further, but when I see ads pop up after I visit these websites, it reminds me that these firms are really smart. How else are they going to thank me for visiting their website?

Search engines control what visitors find. Even when someone finds your site, you only have a few seconds to grab their attention. Here’s what you can do about it:

  • Create fresh content
  • Use strategic digital ads
  • Collect their email

You will get exponentially more visitors to your site combining fresh content with digital ads. It’s the new reality. But once they arrive, you have to capture their email.

If you have questions about lead generation tools, digital marketing or you want us to manage your online ads, send us a message. We are here to get eyes on your brand and feet in the door.

Shannon Bohnen, Digital Communications Consultant at Ingenuity Marketing Group.

Inbound Marketing: Think Like a Buyer


We recommend performing keyword research, looking at projected search volumes and competitor metrics then digging into your verticals extensively to find the right keywords for your target audience.

Search engine optimization is a great place to start.

Watch this video to learn how to use the right keywords to drive the right people to your website using inbound marketing and SEO.

Do you want the right website visitors? I am offering an SEO analysis right now at a discounted rate to help your website attract better business leads. Just send me your email in the box below!


    If you prefer to read this content, the video transcript is below.

    When I think about search engine optimization, I think about two things first. I think about how visitors search for services, and I think about how search engines offer matching results.

    The art of search engine optimization is to make sure that your website is ranking for the right types of keywords.

    If you are an association, a keyword such as “membership” may not work. You might get visitors searching for gym memberships.

    If you are a professional services firm, you probably want to target your service areas and industries rather than generic keywords such as “professional services.”

    Basically, think like a buyer when building your keyword list. But then, you have to monitor who is coming to your site. Are they the right visitors who could become clients?

    Just as important for SEO is what you want visitors to do when they arrive at your site. You have just a few seconds to grab their interest and help them see that you have what they need. Make sure that each page focuses on the visitor and requests an action. They should sign up. Download something. Or contact you. 

    Robert Wasulik, Design Consultant at Ingenuity Marketing

    How to Deter Website Hacks

    Whether you’re stepping into a new marketing director role or you’re a seasoned business owner, your digital marketing strategy should include regular website security updates.

    Your website is your lead generation tool, your CRM portal and brand billboard. When you focus solely on content and appearance, you leave yourself open to spam and cyber-attacks, which could bring down your site in an instant.

    That’s why website security should be on your priority list. Update your plugins regularly and protect your website from hacks.

    Watch this video for Robert’s tips to keep your website healthy and keep your digital marketing strategy on track.

    If you prefer to read this content, the video transcript is below.

    I have built out a few websites in the past year, and one of the big things I stress with clients is to maintain their plug-in, theme and security updates on their websites.

    Some clients assume that their web host keeps their website up-to-date. That is not a guarantee. If your website host does not specifically state that this is part of the service, it’s up to you as the website owner to do it regularly.

    Without regular updates, your site is vulnerable to spam and content hacks. That means your website could be blocked as a security risk by search engines, and it may even crash.

    Don’t let that happen. In addition to maintaining your site plug-ins, security certificates and website theme, you want to monitor your search analytics and email capture forms for suspicious activity. Make sure that online marketing can occur 24/7 without the risk of turning away qualified leads.

    If you need help reviewing your site for security as well as search optimization, contact us for an SEO analysis. We have a special rate to offer you if you apply now, just fill out the contact box below!

      How to Develop a Brand Strategy: Write Poetry

      Christine Nelson is a veteran writer. She worked as a journalist before joining Ingenuity Marketing as our lead communications consultant and she knows how to write a good hook.

      When you’re Googling “how to develop a brand strategy” and you’re wondering what the secret is that will tie all of your brand imagery, logos, colors website and content together… the answer is the writing!

      Christine says your tagline should read like a line of poetry. Keep it short and snappy. Your words should move your audience.

      You only have a few seconds to reel them in.

      If you prefer to read this content, the video transcript is below.

      When I’m trying to tell a story in the fewest words possible, I write poetry. You might not think poetry fits with professional services marketing, but it does.

      Branding messages and taglines are like poetry. When you think of Nike’s “Just Do It” tagline, it uses the fewest words possible to describe everyday athletes who get themselves up, and work out one more time, one more day, one more mile. It’s an emotional ethic that permeates their products and that’s why it lasts.

      When you build your branding messages, don’t settle for words like “quality” and “responsiveness.” Try on different words like “catalyst” or “presence.” When you have just a few seconds to get interest, every word matters. It’s an art.

      Bonus! Here is Christine’s favorite poem: “Jabberwocky” by Lewis Carrol:

      ’Twas brillig, and the slithy toves
      Did gyre and gimble in the wabe;
      All mimsy were the borogoves,
      And the mome raths outgrabe.

      “Beware the Jabberwock, my son!
      The jaws that bite, the claws that catch!
      Beware the Jubjub bird, and shun
      The frumious Bandersnatch!”

      He took his vorpal sword in hand:
      Long time the manxome foe he sought—
      So rested he by the Tumtum tree,
      And stood awhile in thought.

      And as in uffish thought he stood,
      The Jabberwock, with eyes of flame,
      Came whiffling through the tulgey wood,
      And burbled as it came!

      One, two! One, two! And through and through
      The vorpal blade went snicker-snack!
      He left it dead, and with its head
      He went galumphing back.

      “And hast thou slain the Jabberwock?
      Come to my arms, my beamish boy!
      O frabjous day! Callooh! Callay!”
      He chortled in his joy.

      ’Twas brillig, and the slithy toves
      Did gyre and gimble in the wabe;
      All mimsy were the borogoves,
      And the mome raths outgrabe.

      When you’re wondering how to develop a brand strategy and you need the perfect messaging to go with it, we’re here to help. Show your clients why you are the right fit for them in as concise and poetic a form as possible. Contact us to get started, today.

      Should I include Keyword Analysis in my Marketing Plan?

      Whether you’re in construction, finance, engineering, architecture or law, keyword analysis should play a central role in your marketing plan.

      Do you know what your clients want? Are their search queries in alignment with your target keywords? When your marketing plan reinforces your keyword strategy, you can be sure you’re giving your clients the information they want, and expect to receive, when visiting your site.

      Watch this video for tips on keeping your keywords fresh and accurate so your brand stays at the top of Google search, from Ingenuity Marketing Digital Communications Consultant Shannon Bohnen.

      If you prefer to read this content, the video transcript is below.

      When I work on website keyword research for clients, I need to understand who they are trying to attract to their site. For example, a construction firm may only want commercial projects, so I would not include a keyword like “home building” that may attract visitors who want their dream home built.

      Choosing keywords is a science and an art. At the end of the day, you need the right keywords to boost your ranking on search engines like Google. Here is my advice with keywords to get the right visitors to your site:

      • Limit the keywords you want to rank for. Maybe 5-7 keywords in any major service category is a good place to start.
      • Use your keywords in your website content.
      • Review your keyword performance quarterly.
        • Which keywords are getting visitors to your website?
        • Are they the right visitors?
      • Research keywords annually to add to your list or to replace ineffective keywords.

      If you need help with your keyword search and analysis, give us a call here at Ingenuity. We build digital lead strategies specifically for professional services and associations.

      Or you can sign up for our digital audit analysis right on this page. Just say yes to success!

      Get My Digital Analysis

      The New Way of Marketing for Associations: Bring it Online

      What is the secret to gaining new members and retaining current members? Here are a couple of tips for marketing for associations.

      Invite potential members for virtual coffee. Get to know them and in turn they will get to know you and the benefits they’ll receive by becoming a member of your organization.

      Expand your reach by hosting a virtual tradeshow. How can you make sure it’s a success? Watch our video for Dawn’s ideas on keeping attendees engaged throughout the event.

      Do you need a solid strategy custom-built for your niche? Learn more about our marketing for associations services.

      If you prefer to read this content, the video transcript is below:

      Here are two other ideas that kind of link together. It’s about going virtual.

      You can set up virtual coffee meetings with potential members, and send them a coffee card to sweeten the deal.

      Or, expand your reach from traditional conference or tradeshow and optimize virtual events. Take questions prior to the event to ensure livelier engagement. Book virtual “rooms” for small group discussion.



      Virtual Business Development Ideas: Five Tips for Follow-ups

      Add this to your pool of virtual business development ideas: follow-up!

      We know, it’s a lot to ask. Your time is valuable. But the truth is, if you spend 15-30 minutes a week following up with leads, you are bridging the gap and reinforcing the connection.

      Ingenuity Marketing principal Dawn Wagenaar is the queen of virtual business development ideas. She attends the conferences, schedules the coffee dates and makes time for her clients – and leads – and ensures everyone is on the same page.

      Her advice: make time for your leads. Then they’ll make time for you.

      If you prefer to read this content, the video transcript is below.

      One of things I hear most often from prospects is “Dawn, you are always so good about following up!” It seems so simple but, I can’t tell you how many coaching calls I have been on with partners and managers and they have not done the follow-up that was needed. I even hear this in in pipeline meetings.

      If you don’t follow up, you are leaving to chance your opportunity to win the sale.

      You have to do the work in order to get the results. Here are five tips that will help you with your follow up.

      1. Put time on your calendar – even 15 to 30 minutes a week will improve your chances at new business.

      2. Shut your office door so there are no interruptions. If you don’t have an office, find a quiet space with no interruptions.

      3. If you ask a client when you should follow up and they tell you an exact date, be sure to follow through on the date given.

      4. Start developing a personal relationship – ask how they are doing, or bring up a personal detail or work-related question to get to know them better.  This makes them want to get to know you, which in turn builds the relationship.

      5. Don’t be afraid to pick up the phone. More than likely you will be leaving a voicemail anyway, but they will hear your voice and interest.

      I know this takes time, but it is not as much time as you think. It shows the prospects that you care and that you want them as a client.

      Do you want more leads? I am offering a digital audit analysis for a limited time that will help you attract more business. Just click the link below!

       I WANT LEADS!


      Lead Generation Tools & Referral Pain Points

      Referrals can be the lifeblood of your marketing funnel. You can try all of the new lead generation tools, year after year, and find none of them quite performs like the one or two referrals you receive on occasion.

      But, how do you get more referrals for your firm? Here is one piece of advice: Tailor your messaging to speak to the person who’s reading, watching or listening to it.

      Without personalization, your content can get lost in a sea of a thousand voices vying for your clients’ attention. To leave an impact, you need to get personal. This will help make your brand even more memorable.

      Then, you can add a steady stream of referrals to your list of lead generation tools that actually work for you.

      If you prefer to read this content, the video transcript is below.

      First of all, you need to get really clear on whom you want to attract as new clients.

      If you understand their pains, interests and desires, you can develop a lead strategy that is personalized.

      Personalization is the most important piece of attracting digital clients. Nobody has time anymore to pay attention to generic content, ads or events that don’t relate to their needs.

      Once you have identified your target prospect, take that information to create content that addresses their pains, interests and desires. It’s not enough to make content industry-focused. Make it people-focused.

      When you’re looking for the latest lead generation tools, please reach out to us at Ingenuity. We’ve done the research, we’ve tested the process and we know what works for firms big and small. Get referrals, today. Contact us to help land your next big fish.