How to Grow a Professional Services firm with a marketing system

Are you a consultant, advisor, accountant, attorney, or the like?

Your #1 marketing goal is to build trust as an expert in your field – locally or nationally. Sure, you want more clients, but trust is how you build your brand as the obvious choice in your market. Trust can sometimes feel like the hardest thing of all to build.

But here’s the good news. All you really need is a proven marketing system.

Below are the 7 foundational elements of an effective professional services marketing system

Create a core message and strategy of difference

When you sell a service, something akin to air, finding a way to stand out in the mind of your ideal clients, something that differentiates your business from every other business that seems to provide the same services as you, is hard work, but it might be the most important discovery you can make.

To help discover the perfect strategy for your business we’ll:

  • Define more ideal clients using what you know about your current clients
  • Discover the characteristics of your most profitable clients that already refer
  • Interview your current clients to discover the problems you really solve for them
  • Scan your reviews to find even more clues about what your clients think
  • Create a core message that targets the problems your ideal clients want to solve

Marketing lives and dies by developing "Strategy Before Tactics" - We think this step is so important that we start every engagement here with something we call Strategy First - In fact, this can be a stand alone engagement that leads into the following implementation steps. Click to see full Strategy First details.


Build a website that converts and demonstrates your expertise

No matter what a business sells today your website is the hub of your marketing. It must be able to tell you and guide your prospects to take the actions that turns them into clients. To do this effectively, there are certain elements that every small business website must have.

To help you build a website that drives growth we’ll:

  • Design a site structure and flow that engages visitors
  • Create and feature your core message to help you stand out
  • Feature your ideal clients to help prospects know they are in the right place
  • Build the content for your core web pages and SEO plan
  • Add case studies, accomplishments, and testimonials that help build trust
  • Tell the full story of your services and mission
  • Build a compelling buyer’s journey to help move visitors to act

Some sites we've worked on recently for our professional services clients

Relationship Impact - Click image to visit

Adoption & Beyond - Click image to visit

The Money  Nerve - Click image to visit

Create a content platform to further amplify your status as an expert

To help you build a content platform we’ll:

  • Audit, organize, and refresh your existing content
  • Map out a calendar of themes for you to draw from
  • Identify and design highly optimized content hub pages
  • Integrate video content for trust-building and engagement
  • Explore the addition of audio content such as a podcast
  • Look to add webinars, speaking, contributing, and publishing to the mix

Master everyday SEO to help prospects discover your message

People turn to search engines when they want to find something. In fact, that’s the top way many businesses get noticed today. And, showing up on page one of Google is a nice trust builder as well. If you’re not showing up in organic listings you are at a disadvantage. SEO isn’t that complicated, but it must be done in a strategic manner, integrated with your content and website structure.

To help you create an everyday SEO plan we’ll:

  • Create a website structure built for Google
  • Optimize all of your current pages
  • Use highly optimized hub pages to help Google know you are an expert
  • Look for opportunities to feature your content on high-profile sites
  • Routinely look to schedule you as a guest on podcasts
  • Acquire links back to your content from related websites

Use social media to create awareness, engagement and sharing

Social media platforms offer many new ways to create awareness for your business, but they can also be a distraction if you don’t have a plan to use them strategically. Millions turn to social media sites every day so tapping this behavior is key.

To help you get the most from your social media we’ll:

  • Tune-up your profiles on Facebook, LinkedIn, Twitter, and Instagram
  • Create a plan to focus the right message on the right plan
  • Teach you how to capture those personal brand moments that create engagement
  • Integrate your content, sharing, and paid social efforts
  • Look for opportunities to engage other influencers online

Create awareness and meetings with paid search and paid social

Pay-per-click advertising or paid search as it is called today offers some tremendous benefits. It’s also a place where you can potentially waste a great deal of money. That’s why it’s so important that you work with a marketing professional who understands how to implement effective online ad campaigns that are aligned with your overall strategy.

To help you get the most from your online adverting efforts we’ll:

  • Create targeted audiences based on your ideal client
  • Look for low-cost opportunities to create awareness for your content
  • Create funnels that build trust with interested prospects
  • Create and test ads and campaigns focused generating leads and meetings

Access real-time reporting to see what’s working and what’s not

The rise of digital marketing gives us more ways to collect and track data than ever. We can now know what the exact return on just about any campaign is, but we can also get flooded with useless data. The key is to establish a handful of useful metrics and use them to help inform marketing decisions.

To help you get the most from your overall marketing efforts we’ll:

  • Help you construct a Lifetime Customer Value metric
  • Develop conversion goals around your marketing campaigns
  • Create a reporting dashboard so you can monitor the progress of your marketing
  • Install tracking tools that allow you to see where your best leads come from

The real beauty of a proven marketing system is that it can expand and mature just as your business expands and matures.


Are you a consultant, advisor, accountant, attorney, or the like?

 Your #1 marketing goal is to build trust as an expert in your field – locally or nationally. Sure, you want more clients, but trust is how you build your brand as the obvious choice in your market. Trust can sometimes feel like the hardest thing of all to build.

 But here’s the good news. All you really need is a proven marketing system.

Below are the 7 foundational elements of an effective professional services marketing system

Create a core message and strategy of difference

When you sell a service, something akin to air, finding a way to stand out in the mind of your ideal clients, something that differentiates your business from every other business that seems to provide the same services as you, is hard work, but it might be the most important discovery you can make.

To help discover the perfect strategy for your business we’ll:

  • Define more ideal clients using what you know about your current clients
  • Discover the characteristics of your most profitable clients that already refer
  • Interview your current clients to discover the problems you really solve for them
  • Scan your reviews to find even more clues about what your clients think
  • Create a core message that targets the problems your ideal clients want to solve

Marketing lives and dies by developing "Strategy Before Tactics" - We think this step is so important that we start every engagement here with something we call Strategy First - In fact, this can be a stand alone engagement that leads into the following implementation steps. Click to see full Strategy First details.


Build a website that converts and demonstrates your expertise

No matter what a business sells today your website is the hub of your marketing. It must be able to tell you and guide your prospects to take the actions that turns them into clients. To do this effectively, there are certain elements that every small business website must have.

To help you build a website that drives growth we’ll:

  • Design a site structure and flow that engages visitors
  • Create and feature your core message to help you stand out
  • Feature your ideal clients to help prospects know they are in the right place
  • Build the content for your core web pages and SEO plan
  • Add case studies, accomplishments, and testimonials that help build trust
  • Tell the full story of your services and mission
  • Build a compelling buyer’s journey to help move visitors to act

Some sites we've worked on recently for our professional services clients

Relationship Impact - Click image to visit

Adoption & Beyond - Click image to visit

The Money  Nerve - Click image to visit

Create a content platform to further amplify your status as an expert

To help you build a content platform we’ll:

  • Audit, organize, and refresh your existing content
  • Map out a calendar of themes for you to draw from
  • Identify and design highly optimized content hub pages
  • Integrate video content for trust-building and engagement
  • Explore the addition of audio content such as a podcast
  • Look to add webinars, speaking, contributing, and publishing to the mix

Master everyday SEO to help prospects discover your message

People turn to search engines when they want to find something. In fact, that’s the top way many businesses get noticed today. And, showing up on page one of Google is a nice trust builder as well. If you’re not showing up in organic listings you are at a disadvantage. SEO isn’t that complicated, but it must be done in a strategic manner, integrated with your content and website structure.

To help you create an everyday SEO plan we’ll:

  • Create a website structure built for Google
  • Optimize all of your current pages
  • Use highly optimized hub pages to help Google know you are an expert
  • Look for opportunities to feature your content on high-profile sites
  • Routinely look to schedule you as a guest on podcasts
  • Acquire links back to your content from related websites

Use social media to create awareness, engagement and sharing

Social media platforms offer many new ways to create awareness for your business, but they can also be a distraction if you don’t have a plan to use them strategically. Millions turn to social media sites every day so tapping this behavior is key.

To help you get the most from your social media we’ll

  • Tune-up your profiles on Facebook, LinkedIn, Twitter, and Instagram
  • Create a plan to focus the right message on the right plan
  • Teach you how to capture those personal brand moments that create engagement
  • Integrate your content, sharing, and paid social efforts
  • Look for opportunities to engage other influencers online

Create awareness and meetings with paid search and paid social

Pay-per-click advertising or paid search as it is called today offers some tremendous benefits. It’s also a place where you can potentially waste a great deal of money. That’s why it’s so important that you work with a marketing professional who understands how to implement effective online ad campaigns that are aligned with your overall strategy.

To help you get the most from your online adverting efforts we’ll:

  • Create targeted audiences based on your ideal client
  • Look for low-cost opportunities to create awareness for your content
  • Create funnels that build trust with interested prospects
  • Create and test ads and campaigns focused generating leads and meetings

Access real-time reporting to see what’s working and what’s not

The rise of digital marketing gives us more ways to collect and track data than ever. We can now know what the exact return on just about any campaign is, but we can also get flooded with useless data. The key is to establish a handful of useful metrics and use them to help inform marketing decisions.

To help you get the most from your overall marketing efforts we’ll:

  • Help you construct a Lifetime Customer Value metric
  • Develop conversion goals around your marketing campaigns
  • Create a reporting dashboard so you can monitor the progress of your marketing
  • Install tracking tools that allow you to see where your best leads come from

The real beauty of a proven marketing system is that it can expand and mature just as your business expands and matures.


Are you a consultant, advisor, accountant, attorney, or the like?

 Your #1 marketing goal is to build trust as an expert in your field – locally or nationally. Sure, you want more clients, but trust is how you build your brand as the obvious choice in your market. Trust can sometimes feel like the hardest thing of all to build.

But here’s the good news. All you really need is a proven marketing system.

Below are the 7 foundational elements of an effective professional services marketing system

Create a core message and strategy of difference

When you sell a service, something akin to air, finding a way to stand out in the mind of your ideal clients, something that differentiates your business from every other business that seems to provide the same services as you, is hard work, but it might be the most important discovery you can make.

To help discover the perfect strategy for your business we’ll:

  • Define more ideal clients using what you know about your current clients
  • Discover the characteristics of your most profitable clients that already refer
  • Interview your current clients to discover the problems you really solve for them
  • Scan your reviews to find even more clues about what your clients think
  • Create a core message that targets the problems your ideal clients want to solve

Marketing lives and dies by developing "Strategy Before Tactics" - We think this step is so important that we start every engagement here with something we call Strategy First - In fact, this can be a stand alone engagement that leads into the following implementation steps. Click to see full Strategy First details.


Build a website that converts and demonstrates your expertise

No matter what a business sells today your website is the hub of your marketing. It must be able to tell you and guide your prospects to take the actions that turns them into clients. To do this effectively, there are certain elements that every small business website must have.

To help you build a website that drives growth we’ll:

  • Design a site structure and flow that engages visitors
  • Create and feature your core message to help you stand out
  • Feature your ideal clients to help prospects know they are in the right place
  • Build the content for your core web pages and SEO plan
  • Add case studies, accomplishments, and testimonials that help build trust
  • Tell the full story of your services and mission
  • Build a compelling buyer’s journey to help move visitors to act

Some sites we've worked on recently for our professional services clients

Relationship Impact - Click image to visit

Adoption & Beyond - Click image to visit

The Money  Nerve - Click image to visit

Create a content platform to further amplify your status as an expert

To help you build a content platform we’ll:

  • Audit, organize, and refresh your existing content
  • Map out a calendar of themes for you to draw from
  • Identify and design highly optimized content hub pages
  • Integrate video content for trust-building and engagement
  • Explore the addition of audio content such as a podcast
  • Look to add webinars, speaking, contributing, and publishing to the mix

Master everyday SEO to help prospects discover your message

People turn to search engines when they want to find something. In fact, that’s the top way many businesses get noticed today. And, showing up on page one of Google is a nice trust builder as well. If you’re not showing up in organic listings you are at a disadvantage. SEO isn’t that complicated, but it must be done in a strategic manner, integrated with your content and website structure.

To help you create an everyday SEO plan we’ll:

  • Create a website structure built for Google
  • Optimize all of your current pages
  • Use highly optimized hub pages to help Google know you are an expert
  • Look for opportunities to feature your content on high-profile sites
  • Routinely look to schedule you as a guest on podcasts
  • Acquire links back to your content from related websites

Use social media to create awareness, engagement and sharing

Social media platforms offer many new ways to create awareness for your business, but they can also be a distraction if you don’t have a plan to use them strategically. Millions turn to social media sites every day so tapping this behavior is key.

To help you get the most from your social media we’ll:

  • Tune-up your profiles on Facebook, LinkedIn, Twitter, and Instagram
  • Create a plan to focus the right message on the right plan
  • Teach you how to capture those personal brand moments that create engagement
  • Integrate your content, sharing, and paid social efforts
  • Look for opportunities to engage other influencers online

Create awareness and meetings with paid search and paid social

Pay-per-click advertising or paid search as it is called today offers some tremendous benefits. It’s also a place where you can potentially waste a great deal of money. That’s why it’s so important that you work with a marketing professional who understands how to implement effective online ad campaigns that are aligned with your overall strategy.

To help you get the most from your online adverting efforts we’ll:

  • Create targeted audiences based on your ideal client
  • Look for low-cost opportunities to create awareness for your content
  • Create funnels that build trust with interested prospects
  • Create and test ads and campaigns focused generating leads and meetings

Access real-time reporting to see what’s working and what’s not

The rise of digital marketing gives us more ways to collect and track data than ever. We can now know what the exact return on just about any campaign is, but we can also get flooded with useless data. The key is to establish a handful of useful metrics and use them to help inform marketing decisions.

To help you get the most from your overall marketing efforts we’ll:

  • Help you construct a Lifetime Customer Value metric
  • Develop conversion goals around your marketing campaigns
  • Create a reporting dashboard so you can monitor the progress of your marketing
  • Install tracking tools that allow you to see where your best leads come from

The real beauty of a proven marketing system is that it can expand and mature just as your business expands and matures.

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How to Be a Better You

https://traffic.libsyn.com/secure/ducttape/Brant_Menswar.mp3Subscribe: Apple Podcasts | Android | RSS Marketing Podcast with Brant Menswar In this episode of the Duct Tape Marketing

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