Marketing Craftmanship

SEPTEMBER 8, 2023

Adoption of a few simple marketing principles applied by successful professional services firms in other disciplines – including financial services, accounting, architecture, engineering, and management consulting – can drive consistent engagement with existing and new clients for any law firm or practitioner.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. This service is free, but does not provide a comprehensive view of everything that’s being said.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

FEBRUARY 24, 2016

According to the State of Digital & Content Marketing Survey – produced by the management consulting firm, Zeughauser Group – in-house legal counsel are reading blogs less frequently, and valuing blog content less highly than they did 3 years ago. Your blog content is not optimized. You don’t merchandize your blog content.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue. Slice and dice for additional ROI.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

AUGUST 14, 2015

Take advantage of Search Engine Optimization (SEO) tactics. Not require a user name and password to gain access to white papers or other content that showcases your firm’s intellectual capital. will be ready to make decisions, your firm must create an internal discipline and content to remind them of: Your existence.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. Website effectiveness requires ongoing attention to visitor traffic analytics and search engine optimization. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

FEBRUARY 16, 2013

The key is to showcase the media exposure in a relevant context (you may need to create this), to make the media placement secondary to the underlying content (such as the reasons why your CEO was profiled in Inc.) Rank graphics over content, in terms of impact – Most people are surface readers.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100