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.

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