Maximizing the impact of online marketing

Because most professional services firms exist to help their clients reduce risk and navigate an uncertain future, they tend to approach the world of online or digital marketing with some caution. Here are four tips for maximizing the impact of online marketing.
December 05, 2013 |
Steven Burns

Because most professional services firms exist to help their clients reduce risk and navigate an uncertain future, they tend to approach the world of online or digital marketing with some caution. 

A recent blog post in the MarketingProfs online marketing community provides guidance for firms that are skeptical about the value of emerging marketing platforms.   

“For professions meant to provide stability to clients, tweeting and commenting in an online mosh pit are not activities that come naturally,” author Nicholas Kosar writes. “Rather, marketers in these professions are far more likely to hear skepticism than excitement within their firms about using new digital marketing tools.”

Kosar advocates adopting a campaign-focused marketing program instead of one that relies on short-term tactics such as blast e-mails.

“The main point here is that unless an email is opened, it is gone forever, often passing unnoticed through cluttered in-boxes and then off the bottom edge of the computer or smartphone screen in a matter of minutes,” he writes. “What's more, to open a PDF attachment requires a double-click – not a single-click or tap – and in this day and age, such things matter.”

He offers four tips for maximizing the impact of online marketing:

1. Make use of each URL—Each segment of content you produce should have a home on a website or blog, with a distinct URL that can be promoted in other digital communications. 

2. Tweet – regularly and over time—Each URL can be tweeted regularly over the course of a week or two using various messages (each with unique editorial content), to reach a broader audience and increase the probability that people will see – and retweet – it.

3. Make use of personal networks—Every professional should engage on LinkedIn, which is an ideal network to share URLs with an audience already connected in a professional relationship with you or your firm. 

4. Your blogs are not the same as your websites—The content on your website should also be re-channeled through blogs that are directed to specific target audiences. Statistics show that blog content earns more media mentions than website or blast e-mail content.

Read more from the MarketingProfs blog.

Editor's Note: This is sponsored content. Text and images were provided by the sponsor company.

Steven Burns | The Business Behind Design

Steven Burns, FAIA, spent 14 years managing the firm Burns + Beyerl Architects, during that time the firm’s earnings grew at an average rate of 24% per year. After creating ArchiOffice®, the intelligent office, project management and time tracking solution for architectural firms, Steve took his management expertise to BQE Software, where he is refining their business strategy and product development.

Related Blogs

Why employee advocacy is key to social media success
December 07, 2015 | Building Team | The Business Behind Design

Employee advocacy is key to boosting social media engagement, and employee advocacy is about more than just...

5 ways to bring data into marketing and business development
November 30, 2015 | Building Team | The Business Behind Design

Here are five ways to use data to enhance the client acquisition process

The benefits of selling your firm to employees

Other benefits of selling a firm to employees is the opportunity to mentor the next generation of employees and providing your clients with continuity. Photo: Flickr/401kcalculator.org

November 17, 2015 | Building Team | The Business Behind Design

One business advisor recommends professional services businesses to develop a group of employees who are wi...

November 02, 2015 | Building Team | The Business Behind Design

Hiring for culture fit doesn’t mean hiring people who are all the same

August 25, 2015 | Building Team | The Business Behind Design

By analyzing the “benchmark firms” selected from its annual surveys, PSMJ has identified several characteri...

Understanding the values and aspirations of millennials

Only 28 percent of millennials believe that their organization is taking full advantage of their skills, research from Deloitte revealed.

August 20, 2015 | Building Team | The Business Behind Design

A recent LinkedIn workplace survey revealed that millennials (defined as individuals aged 18–24) are quite...

How to improve project planning
August 11, 2015 | Building Team | The Business Behind Design

A recent research project revealed that more than 75 percent of project owners have no consistent method fo...

According to research by talent management firm Development Dimensions International, 89% of leaders with strong interaction skills have more engaged teams. Photo: Sebastiaan ter Burg/Flickr

July 10, 2015 | Building Team | The Business Behind Design

Much of what’s written about employee engagement focuses on how leaders can help their employees become mor...

How to earn respect as a leader
June 18, 2015 | The Business Behind Design

Employees will give you minimum effort if the only reason they respect you is for your authority

Add new comment

Your Information
Your Comment

Filtered HTML

  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <blockquote> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Refresh Type the characters you see in this picture. Type the characters you see in the picture; if you can't read them, submit the form and a new image will be generated. Not case sensitive.  Switch to audio verification.
Overlay Init