PROFESSIONAL SERVICES
MARKETING NEWS

Gain Value From Your Website November 14, 2018

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… Read more

The Value of Testing Marketing Technology November 1, 2018

Are you using marketing technology that is aligned with your marketing strategy? Leah Spielman, marketing consultant at Ingenuity Marketing Group, shares the importance of using… Read more

Developing your Niche October 21, 2018

Speaking your Way into Niche Development If you look at the history of any firm that dominates a niche market, you will often find this… Read more

Testimonials build brand confidence October 9, 2018

How to Make Testimonials Part of Your Marketing Strategy Most professional service marketers have heard the old adage, “People buy with emotion and justify their… Read more

Gain Recognition for your Niche September 24, 2018

10 Ideas to Maximize Your Niche Marketing Strategy You’ve identified your niche market, now how do you gain more exposure to that audience? Perhaps you… Read more

Four Steps to Take to Align your Brand Across Multiple Markets September 18, 2018

Is your firm struggling in other markets? Does your brand awareness seem to fall flat in some markets but thrive in others? Dawn Wagenaar, principal… Read more

Niche Marketing Strategy Must Go Deeper Than Before September 17, 2018

How to Grow Your Niche Market As your firm becomes known for a niche industry or service, you rise above the competition and are hired… Read more

What Makes You Unique August 29, 2018

How Your Brand Positioning Affects Your Firm After working with professionals for many years, we’ve heard a lot of the same promises. Most firms claim… Read more

Rebranding? Tips for Brand Positioning and Roll-out August 15, 2018

Is your brand muddied by years of neglect or “remodeling” by a few industrious staff? You know, the niche leader who adjusts a logo for… Read more

Five Design Tips for SEO-Friendly Web Design August 9, 2018

Is your new website designed for search engine optimization? Robert Wasiluk, design consultant at Ingenuity Marketing Group, shares five design tips to consider for SEO-friendly… Read more

Brand positioning
that gets noticed July 18, 2018

Go beyond visual representation when rolling out your brand. When most people think about their brand, they think only of the logo and the visual… Read more

Three Reasons to Update Your Brand Identity July 13, 2018

Your brand positioning, identity and logo are significant tools in a successful branding strategy. In this video, Ingenuity Marketing Group design consultant Robert Wasiluk explains… Read more

Three Niche Marketing Hacks to Reach More Leads June 7, 2018

A niche marketing strategy can help your professional services firm understand your target client’s pains and desires. In doing so, you will reach a targeted… Read more

Dividing and Conquering Professional Service Marketing Tactics May 9, 2018

When we are first invited to discuss marketing with most service firms, they immediately think we will be talking about advertising. Sometimes we do.… Read more

Four Ways to Enhance
Client Service April 27, 2018

The number one reason that clients leave a professional service firm is that they don’t feel valued, and therefore don’t perceive value from the relationship.… Read more

Give Your Inbound Marketing Blog a Makeover April 26, 2018

Make your blog the star of your content marketing strategy again Nobody wants you to sell to them. Buyers want information — quickly, 24/7 and… Read more

Upcoming Updates to Google, WordPress and Facebook April 25, 2018

Are you up-to-date on the latest Google, Facebook and WordPress changes? Virginia McCoy, lead SEO and social media consultant, discusses what changes are coming… Read more

Are you the only rainmaker? April 12, 2018

Increase Leads Through Content Marketing After years of working with professional service firms, we know that only a small percentage of your people will bring… Read more

Is your Content Marketing Worth the Time and Trouble? March 22, 2018

Tips to Make Professional Content Interesting and Memorable for Leads Content is king, except when no one reads it. If you want people to read… Read more

How to Prioritize Business Anniversary Marketing March 13, 2018

Create brand loyalty and promote longevity A big anniversary is approaching. The number doesn’t matter as much as the nagging feeling that you should do… Read more

How Referral Engine Optimization (REO) Supports Business Development March 13, 2018

Every time we talk to a partner for the first time at a law firm or engineering firm or CPA firm or fill-in-the-blank firm, we… Read more

Four Reasons to Update WordPress Sites March 8, 2018

When a website goes down, it impacts your security, your reputation and new business revenue. Lead Design Consultant Robert Wasiluk puts on his technical hat… Read more

Create Media Buzz – Ghostwriting for a ‘Boring’ Industry March 7, 2018

Targeted Content Marketing Strategy Gets Media Attention Buzz – an atmosphere of excitement or activity. Social media is the dominant communicator of buzz today for… Read more

How to Write Terrific Articles for Your Firm Newsletter February 28, 2018

“We want to start a newsletter because our industry associations say it is a good way to stay in front of people.” We hear… Read more

How to Identify and Prepare Your Firm’s Next Partner February 15, 2018

How should professional service firm partners identify and prepare their future partners? Principal Dawn Wagenaar provides five ways to help emerging leaders develop the mindset… Read more

What’s your firm’s story? February 13, 2018

Think about a time when you came through for a client. What challenge were they experiencing? What solution did you provide? How did you… Read more

8 Steps to Succeed at Niche Partnership Marketing February 12, 2018

At Super Bowl LII, the makers of Doritos and Mountain Dew partnered up on dueling commercials while asking fans to share their own lip-sync performances… Read more

Key Metrics to Track in Google Analytics February 8, 2018

Which metrics should your professional service firm track in Google Analytics? Virginia McCoy explains these key metrics and provides recommended goals for website performance. By… Read more

Top 10 Professional Services Marketing Trends for 2018 January 23, 2018

A new year is upon us, and as you look ahead for marketing planning for 2018, Ingenuity has done the trend research for you! We’ve… Read more

Tips for Remote Workers January 8, 2018

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… Read more

Visual Considerations in Branding December 18, 2017

What are some important considerations when you’re developing your visual brand? Robert Wasiluk, lead design consultant, provides four design tips to help with your visual… Read more

3 Best Practices for Partnering with a Marketing Agency December 1, 2017

Leah Spielman, marketing consultant, shares three best practices for creating successful, collaborative partnerships with your marketing agency. Clearly defining each role Keeping the communication open… Read more

Professional Services Social Media FAQs November 20, 2017

Virginia McCoy, communications consultant at Ingenuity Marketing Group, answers a few professional services social media frequently asked questions including: How often should I post on… Read more

Business Development Tips November 2, 2017

Most sales leads are lost due to the lack of follow-up, so business development efforts must be done often. Dawn Wagenaar, principal and senior marketing… Read more

What is a professional ghostwriter? November 1, 2017

Christine Nelson, senior communications consultant, shares exactly what a ghostwriter is and how hiring a ghostwriter can convert leads. Plus, learn how ghostwriting and content… Read more

This Tool Radically Improves Accounting Firm Business Development September 23, 2017

Recently, we gained a wonderful opportunity to go on retainer with a mid-sized CPA firm we knew about, but hadn’t yet had the chance to… Read more

This One Tool Adds Real Data to Professional Business Development September 18, 2017

Over the years working with engineering and construction services firms, we have learned a few things about the characteristics of our buyers. They like facts… Read more

These Six Questions Can Help You Start the Conversation September 12, 2017

Do They Deserve To Work With You? It happens every day. Firms across the country are chasing clients who don’t deserve to work with them.… Read more

HOW TO DIRECT PROSPECT AND CLIENT ATTENTION ONLINE July 26, 2017

When talking to independent public accounting leaders across the country, we hear these two concerns the most often: not enough rainmakers and long buying cycles.… Read more

Be Irresistible Online: How to Get Accounting Referrals to Call You July 26, 2017

Referrals are the most common way for accounting firms to get new business. After all, when looking for a strategic partner like an accounting firm,… Read more

This One Big Thing Gets Accounting Referrals to Contact You July 26, 2017

A great accounting referral has just arrived on your website’s home page. What is that first impression after 5 seconds of scrolling? Can your visitors… Read more

Navigating the
Jungle of Big Data June 22, 2017

At the Association for Accounting Marketing (AAM) Summit at AICPA ENGAGE, we asked attendees to help us navigate the jungle of big data at our… Read more

Why a Noisy Internet Disrupts Accounting Marketing and What To Do About It June 16, 2017

We’ve all done it. We start to research something online, and then get distracted by an interesting link — and then another — that makes… Read more

B2B Marketing Strategy Requires SMART Research June 10, 2017

Use small research projects to improve referrals and communicate value According to a recent informal poll of professional service marketers, we found that they spend… Read more

Why Social Selling Should Be Part of Your Succession Plan May 16, 2017

Automation tools have made it easier than ever to communicate regularly with your audience through social channels. You can schedule the posts a month ahead… Read more

The secret to connecting in an online world March 23, 2017

One word you might see a lot of in marketing circles is “authenticity” – usually touted as the secret to succeeding online with prospects. But… Read more

Three Ways to Build Trust March 1, 2017

Trust is a huge factor in client buying decisions. Rachel Gold, communications consultant and online trust strategist, offers three ways that professionals can build trust… Read more

CPA Firm Sets New Course
of Trust February 21, 2017

At the time Ingenuity started working with the leadership team at Rudler, PSC, this mid-sized CPA firm’s managing shareholder already anticipated a longer tenure before… Read more

Be the Trusted Consultant February 15, 2017

Brand Positioning Strategies Kit Yarrow in her book “Decoding the New Consumer Mind” describes recent shifts that are changing how and who we trust when… Read more

6 Ways to Strengthen
Your Firm* January 16, 2017

* Without Getting Off Your Couch We’re far enough into the year that you might be regretting some resolutions such as getting fit — or… Read more

Balancing Age-Old Values with Today’s Business Ways November 9, 2016

The Cat in the Hat. Charlotte’s Web. The Harry Potter series. The Three Little Pigs. Which of these is your childhood favorite? Parents are often… Read more

Social Media: It’s Not Just for Millennials October 28, 2016

It’s no secret that Millennials are currently America’s largest generation – taking over the title held by Baby Boomers for many years. Millennials, defined as… Read more

What is Your Website Personality? September 23, 2016

If you think your website doesn’t have a personality, think again. Each website is unique and represents your brand and how you do business. What is your… Read more

Website angst: Ask these questions when comparing vendors September 16, 2016

In today’s day and age, a quality and functional website is a must-have for your business. If you’re looking to re-do or update your business website,… Read more

Our Top 5 Favorite Articles from August September 1, 2016

What have you been reading, watching and listening to throughout August? We rounded up our favorite articles, videos and posts over the past month. Enjoy!… Read more

7 Tips for Writing Winning Proposals August 26, 2016

Writing a proposal can be a daunting, but very important, task. In order to win new business, your proposals need to be great. We’ve helped… Read more

Networking for Introverts August 16, 2016

[avatar user=”wendy” size=”thumbnail” align=”left” link=”file” /] Are you an introvert who dreads going to networking events? In this video Wendy Nemitz Founder of Ingenuity Marketing… Read more

Our Top 5 Favorite Articles from July August 1, 2016

What have you been reading, watching or listening to by the pool this summer? Here are our top content picks from July. Why Should Firm… Read more

Why should firm leaders be on social media? July 20, 2016

If you’re a leader in an accounting or engineering firm, you might feel that you don’t have time to be on social media. Maybe you… Read more

Build it… but will they? July 13, 2016

By Wendy Nemitz, Founder of Ingenuity Marketing Group A very valued team member at Ingenuity got a great offer from EY and took it. Having… Read more

Ingenuity wins awards
in accounting, AEC June 20, 2016

We’re proud of all of the work we do, but now and then we’re recognized by industry organizations for outstanding projects. Read about our most… Read more

The five kinds of content your firm needs June 16, 2016

Often in accounting marketing and A/E/C marketing, firms have created some content but aren’t sure how to use it. You might be wondering if you… Read more

Our Top 5 Favorite Articles this Month June 1, 2016

What are you reading, watching or listening to? From an explanation of marketing titles to a study on Millennial buyers, here are Ingenuity’s top content… Read more

What do marketing titles mean? May 16, 2016

Have you ever wondered about the difference between a marketing coordinator and a marketing director? Wendy Nemitz Founder of Ingenuity Marketing Group explains the various… Read more

I Hate to Close May 12, 2016

By Wendy Nemitz, Founder of Ingenuity Marketing Group Closing a sale is simple. You wouldn’t know it from how much energy most professional service providers… Read more

Our Top 5 Favorite Articles this Month May 5, 2016

What are you reading, watching or listening to? From how to use personas to managing multiple offices, here are Ingenuity’s top content picks for April:… Read more

Three reasons to use personas in professional services marketing April 19, 2016

In this video, Christine Nelson of Ingenuity Marketing Group talks about what a persona is. Plus she details how they impact your sales process and… Read more

Our Top 5 Favorite Articles in March April 6, 2016

We came across a lot of great content in March, but we boiled our findings down to the five pieces below. Find out why content… Read more

Why should firm leaders be on social media? March 31, 2016

If you’re a leader in an accounting or engineering firm, you might feel that you don’t have time to be on social media. Maybe you… Read more

4 surprising recruiting tips from recent hires March 30, 2016

By Virginia McCoy, Ingenuity Marketing Group Your strategy for recruiting the best talent needs to change. That’s what we learned when speaking to some recent… Read more

How to know when you need a new logo March 25, 2016

Your logo is a key part of your brand positioning, especially if you’re in professional services with a long sales cycle and complex services. In… Read more

THE TRUTH ABOUT WHY PEOPLE BUY March 17, 2016

By Christine Nelson Customers don’t buy with logic alone. They will first test their interest in your product or service with feelings. Do they “like”… Read more

Five Articles You Need to Read March 2, 2016

From attracting top talent to successful content marketing, here are Ingenuity’s top reads from February: 3 Unusual Hacks to Dramatically Up Your LinkedIn Game Get tips… Read more

10 Signs Your Client is Cheating on You February 24, 2016

Do you have a client who keeps cancelling meetings? When you do meet, do they seem preoccupied? These could be signs that your client is… Read more

Firms Share Their Biggest Recruitment Strategy Mistakes January 15, 2016

What is the biggest brand mistake in your firm’s recruitment strategy? We asked this question in a recent AAM (Association for Accounting Marketing) High webinar… Read more

Top 10 Uses for the Leftover Marketing Budget December 3, 2015

We are counting down to the end of 2015. Marketers and partners are busy planning for 2016, but may have a few marketing dollars left… Read more

How to use your brand for recruiting and retention September 24, 2015

Why Google Can’t Find Your Website July 29, 2015

Did you know 6o percent of all online traffic goes through mobile devices such as smartphones and tablets*? Google noticed the increasing number of mobile… Read more

Five Habits of Competitive Firms July 29, 2015

If you are reading this as the principal or partner of a firm, you know your days are numbered. You are either mid-career or late… Read more

How Prospects Research Professional Service Firms April 17, 2015

Why Your Firm’s Website Has to be Mobile-Friendly March 31, 2015

Google recently announced two major updates to how it ranks mobile search results. Pay attention, this could affect your existing website or app. Read more

What Your Competitors Know That You Don’t March 4, 2015

Accounting firms and engineering firms often call us when they see a competitor suddenly showing up in their market space and winning bids seemingly “out… Read more

Sales Questions that Seal the Deal March 4, 2015

Rainmakers know that business is built on relationships. They are always looking for the win-win with prospects and clients. They set goals, but they are… Read more

Two Things That Turn off Top Recruits March 4, 2015

First impressions matter. In a recent survey in Accounting Today, young staffers at several accounting firms overwhelmingly agreed that they chose their firm based on… Read more

No One Knows Why Your Firm is Awesome: When Branding Doesn’t Solve Growth Challenges March 4, 2015

Your brand is done. Your website is done. Your pipeline is still slow. What do you do now? Over the last 10 years, one of… Read more

Minnesota Business (Real) Power 50 February 26, 2015

Wendy Nemitz Founder of Ingenuity Marketing Group was recently nominated to the 2015 (Real) Power 50 list by Minnesota Business Magazine. In honor of Throwback… Read more

How to direct prospect and client attention November 25, 2014

In two recent articles, we touched on the importance of simplifying the buying process and ensuring that you have emotional messages at every stage of… Read more

Tap into personal value to drive action and build trust November 13, 2014

“Strong B2B branding drives customers’ willingness to consider, purchase, and pay a premium for a supplier.” The quote above comes from the CEB Marketing Leadership… Read more

How buying decisions are really made October 30, 2014

“Although we’d never admit it, partly because we’re unlikely to be aware of it, most of our purchase decisions are driven by unconscious cues.” –… Read more

Why innovation is more important than ever October 15, 2014

Innovation builds trust. This doesn’t mean that your company needs to be constantly innovating your services and processes if that’s not part of your core… Read more

How to Survive a Content-nado October 2, 2014

The amount of content created on a daily basis is mind-blowing and mere mortals just can’t keep up. Whether you call it “content shock,” “attention… Read more

Five Reasons This Attorney Worked With a Ghostwriter September 25, 2014

Jim Komondy has practiced law for 12 years as a litigator and general counsel to business owners. His main focus is serving clients, but he… Read more

Business Valuation Expert Chooses Ghostwriting to Gain Market Visibility September 18, 2014

Erik Konicki is a certified valuation analyst (CVA) and certified fraud examiner (CFE) with one of the largest, locally owned, independent public accounting firms in… Read more

Five Reasons to Hire a Ghostwriter That Won’t Scare You September 11, 2014

I’m no stranger to confession. I was raised Catholic, but some things go beyond reciting a few Hail Marys. I have a secret only known… Read more

Top 7 Tips for Stress-Free Marketing August 15, 2014

To keep you from feeling burned out and producing stale ideas, we’ve put together this list of stress-free marketing tips. Follow these if you want… Read more

3 Ways to Improve E-blast Open Rates August 12, 2014

>>3 Ways to Improve E-blast Open Rates Read more

Brand Drama: 5 Ways People Buy With Emotion August 12, 2014

People make buying decisions based on logic right? Actually, they justify their decisions with logic, but keep service providers based on emotion. Consumer intelligence consultancy,… Read more

Event Planning August 7, 2014

This post is brought to you by the awesome Jennifer Munyer of the Minnesota Chamber of Commerce As summer approaches we are all busy planning… Read more

How to Get Your Employees to Use Social Media for Business Development July 10, 2014

Social media is an underutilized tool (and a gold mine) for business development. While it may not have the answers to every problem, it… Read more

Six Reputation Builders June 3, 2014

These items should be on your reputation bucket list to improve your visibility and credibility as a professional. 1. Write an article for your target… Read more

Three SEO Terms You Should Know June 3, 2014

Google keeps changing! Unfortunately, few SEO companies provide a comprehensive strategy that helps you not only rank better on Google, but also attract the right… Read more

Trending Then/Use Now! INFOGRAPHICS June 3, 2014

Infographics have been around for a while, but they are only a great solution if you have lots of data to share and limited time… Read more

Do They Deserve to Work With You? Qualify Your Next Best Client June 3, 2014

Chances are, you’re thinking about attracting new business. We’re not mind readers. We’re just thinking about this, too. Where will the next lead come from?… Read more

PROFESSIONAL SERVICES MARKETING NEWS

PROFESSIONAL SERVICES
MARKETING NEWS