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Video title slide for 3 Ways You Can Retain Talent Through Brand Positioning.

3 Ways to Retain Talent Through Brand Positioning

Recognizing the talents of your team can go a long way in retaining your best employees and recruiting new talent. In addition, happy employees are the key to great client service. In this video, hear from Dawn Wagenaar, Principal at Ingenuity Marketing Group, as she shares how brand positioning can help your professional services firm retain key employees.


BRAND POSITIONING CAN ALSO ENHANCE CLIENT SERVICE. READ MORE.


If you prefer to read the video transcript, you may find it below:

As a business owner, I know how important it is to recognize and promote the talents of my team. But with project management deadlines and business development, it can be easy to forget this important piece of talent retention — and recruitment.

Happy employees are the key to client service and recruitment. Here are a few ways to recognize them. These ideas will help you attract more great employees.

How about going social? Create some “meet the team” posts on your social media channels. Share a photo of an employee and talk about why this person is great. Choose employees by lottery or start by featuring your leaders.

A second idea is to include younger team members as authors or presenters. Use a ghostwriter or outsourced vendor to help them write a blog post or develop a video.   They might need some initial coaching or art direction, but it’s a great way to showcase your team’s diversity and personalities.

Here’s one more idea. Nominate them for awards. Some of your team members are doing amazing things inside and outside the office. Look for ways to nominate them for industry awards, community or business awards in your region. If you need help investigating your options, you can outsource this public relations task.

A great reputation attracts more talent! Recognize your employees, and word will get around!


 

Illustration of a diagram with connectors coming from a central gear

Four Ways Outsourcing Creates Opportunity for your Professional Services Firm

Illustration of a diagram with connectors coming from a central gearOne important quality in being a good leader is in knowing when to look beyond you and your team to fill the gaps in your firm’s marketing. Whether these gaps are time, resources or expertise, you get help where and when you need it most when you work with an outsourced marketing firm. You only have so many hours to use in a day and can only know so much about the fast-changing, best practices in marketing. How can you use e-mail to stay in front of your prospects and turn them into leads? What is the best social media strategy for your firm and within your target market? Outsourcing your marketing helps you solve these challenges and contributes to growth for your professional services firm.

Gain Skills and Expertise

An outsourced marketing firm can augment the skills of your team and fill any talent or knowledge gaps in your firm. To create good website copy, you need a digital copywriter who understands how to write compelling web copy that keeps your audience on your site. To get media exposure, you need a public relations specialist who understands journalism and how to get your press releases in front of the right person. An outsourced marketing agency can bridge this gap between what you know and what you need to know.

Accelerate Growth

When it comes to launching a new brand, developing a content strategy or conducting research, it is faster and more efficient to outsource the areas your team needs the support in. In these cases, time is critical and training someone on your team for what is needed or hiring a new employee would take too much time.

Perhaps your firm is observing rapid growth in a service or niche. If your team is already operating at maximum capacity or doesn’t have the expertise in the growing industry or niche, this is when outsourcing may be the most viable and efficient option for your firm.

Reduced Costs

Outsourcing provides some creative solutions for budgeting. Moving some of your marketing expenses from a fixed cost to a variable cost, allows you some flexibility with your budget, projects and campaigns. Firms are feeling the pains of reduced marketing budgets and the expectation to produce better results with fewer resources. This is where outsourcing your marketing can provide you with a higher level of results for projects through consultants at the top of their field.

Marketing Continuity

Recruiting, training and keeping employees can be costly and if they leave your firm, it can affect your marketing strategies. By outsourcing your marketing, you can receive continuity of services and peace-of-mind that your goals and objectives won’t be impacted by staffing challenges. The outsourced marketing agency takes on the burden of hiring and training staff, allowing you to focus on what needs to be done for your firm to grow.

A good outsourced marketing agency is ready to help you look like a rock star with your firm partners and leaders. Set a clear path to the next level of growth for your professional services firm with the support of Ingenuity’s growth and marketing consultants. 

GET STARTED WITH OUTSOURCING YOUR MARKETING TODAY!

Title for Four Ways to Attract Great Candidates

Four Ways to Attract Great Candidates

A firm’s greatest asset is its people. In today’s competitive talent market, there’s growing concern over recruitment and employee retention. We put together some easy ways you can communicate the culture and value of your firm to prospective and even current employees. In this video, Leah Spielman, marketing consultant, provides four ways you can attract great candidates to your professional services firm. Apply these concepts to help your firm stand out.

Gain insight into your firm’s culture and employee satisfaction through comprehensive research and employee surveys. Ingenuity can help!


Headshot of Christine Nelson, communications consultant at Ingenuity Marketing Group.

Three Steps to Delegate Effectively

As a leader, you want to develop your team but you’re dealing with important and urgent work and feel it’s easier and faster to do it yourself. But your firm won’t grow if you don’t delegate. Let’s say it this way: in order for your firm to grow, you need to delegate to future leaders.

In this video, Christine Nelson, communications consultant, shares a three-step process for delegation.

Contact Christine to obtain our graphic that illustrates
these delegation steps.


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Gain Value From Your Website

What role does your website play in marketing a professional service? A good website costs time and money. If you get all your new business from referral sources and satisfied clients, why should you invest in your website? Let us tell you.

What a business card was in the 90s, a website is now.
At a minimum, your website establishes that you are a “real” firm with solid expertise and a good team. Without a website, or with an outdated “90s brochure on the Web,” your prospects may mistake your firm for a smaller, weaker organization that does not move with the times. Old or missing information? You give an impression of disorganization and lack of attention to detail. You might even look too busy to take on more clients if you can’t get your website updated.

Our world of multiple referrals.
When an engineer, banker, lawyer or CPA gives a referral to another professional, they are more and more likely to refer more than one individual. Guess where the prospect goes when they have more than one referral to choose from? The Internet. For most professional service firms, the website’s primary strategy is to support referrals. The person with the best website — well-written, easy to navigate, mobile functionality, bios of leadership, clear strengths and differentiators, client testimonials — gets called first.

Bios are mission critical.
Leadership and team bios are almost always the first place people look to learn more about your firm online. Prospects are either searching for a specific person or determining if they might have good rapport with you. If your bio is stiff, full of dull achievements from years ago and your photo looks like you had it taken at the county license bureau, you will not get the first call. And if your bio isn’t even on your firm’s website? You just lost the race.

Your site sets up the prospect’s expectations.
If your website clearly gives your prospect the idea that you are up-to-date, savvy, interesting and have loads of expertise in the area where they need solutions, the expectation becomes that you are the “first choice.” If your website is ugly or even just basic, it sets up the expectation that you are the “B Squad.” 

Design and bells and whistles. 
While strategy should lead design, ugly design leads people to think your firm is bad. Average design leads to average expectations. Make sure your website looks good, is easy to navigate and a pleasant experience for users – these should be the least of your brand promises – that you are good, easy to work with and pleasant. Add an interesting blog, some podcasts, videos or interactive features and suddenly you are the market leader compared to most professional service firms. Have some outside people tell you about yourself based only on your website. Does anything about your website tell them you are interesting and experienced or do you give a generic impression? 

Your website is recruiting central.
Most people looking for jobs talk to their friends and look for jobs online. They are interested in your culture and how your website portrays the brand experience of your firm. A careers page that speaks to a youthful audience beyond benefits and job openings and “we’d like to meet you,” but instead portrays your firm as dynamic and interested in developing talent — that’s your goal.

Does your website need a review or refresh? Contact us.


Tips for Remote Workers

Many accounting and engineering firms offer remote work options to their employees as an added bonus in their benefits package. Ingenuity Marketing Group has enjoyed a flexible workplace since 2005 and have some tips to share with you. In this video, you will gain knowledge from our team about how to manage your schedule, communicate with your team and clients and make the most of your remote work capabilities.

Learn more about Ingenuity’s Training and Coaching services.


What Your Competitors Know That You Don’t

Illustration of runners crossing a finish lineAccounting firms and engineering firms often call us when they see a competitor suddenly showing up in their market space and winning bids seemingly “out of the blue.”

A closer look at the competition reveals that those firms have set up a strategy to target a certain buyer, market or industry and are now reaping the rewards of months of focused effort. They didn’t just show up. They’ve been there for a while.
Read more