Further, many professionals still hold the mistaken belief that the only way to generate new client leads is through referrals and networking. Hello… the world is changing! A new model of business development is already generating significant flows of qualified leads for many professional services firms. 

What is Online Lead Generation?

Online lead generation is a collection of online tactics designed to draw interest and ultimately business development conversations to your business. There are a vast number of online tactics that your team can deploy, many of which we will cover in this post. The key to effective online lead generation is a deep understanding of your target audience’s interests and more importantly, pain points. When those are fully understood, it becomes more clear which strategies you should focus on.

Online Lead Generation Techniques that Work

Like traditional lead generation, the new model is founded on demonstrating expertise and building trusting relationships — but these goals are accomplished online. While online marketing will continue to evolve, here are ten proven lead generation techniques that are working for professional services firms today.

1) Search Engine Optimization

Many potential clients want to learn how to solve the challenges they face. If a prospect is even remotely computer literate (and these days what executive doesn’t have a computer or a smart phone?) one of the first things they do is Google their question, problem or issue. Search Engine Optimization (SEO) gives you the tools to match qualified clients with your online content. And if you play your cards right, you’ll end up on their short list when they are looking to purchase services.

2) Pay Per Click Advertising

Another proven way to get on your prospects’ radar is to buy your way onto search engine results pages for relevant keywords. This technique gives you greater control over the keywords with which you want to be associated. As the name implies you only pay when someone clicks on your link. Many times, Pay-Per-Click (PPC) leads are of higher quality because the potential client is often searching for a specific solution. In addition, PPC is completely trackable and typically less expensive than traditional print advertising. That’s an attractive combination.

3) Lead Generating Website

Most professional services websites are not designed to generate leads. As a matter of fact many are almost “anti-lead generators.” Jargon-filled, firm-centric website abound in the professional services — and they are completely passive and unhelpful. If visitors do not understand what you do or what problems you can solve for them, they will go elsewhere. Contrast this with a lead generating website that is designed to make it easy for clients to understand your value proposition, download valuable information and request a proposal. The impact on online lead generation can be dramatic.

4) Online Networking

I could have called this technique “social media,” but I wanted to make a point. The essence of social media is not which platform you choose. It’s the quality and reach of the networking you do. While the style of interaction may vary greatly from Twitter to LinkedIn to Facebook, it is still about making the right connections with the right people. Online networking can produce the reputation and referrals associated with traditional business networking. Expect to get results in proportion to the level of your investment of time and attention.

5) Webinars

A webinar is the online equivalent of a seminar or other educational event. The lead generating webinar is typically offered free of charge. Because it requires registration, you can collect basic information on a session’s attendees. Like its offline cousin, a webinar should be educational — not a thinly-veiled sales pitch. The key to a successful webinar is to select topics that are of great interest and value to your ideal target client. Over time, attendees come to trust your firm and will be likely to consider you when they have a relevant need.

6) Industry Research Reports

A proven online lead generating strategy is to offer executive summaries or full research reports on the industries you serve. You benefit in two ways. First, these documents are an excellent lead generator. Second, they boost your credibility and strengthen you online brand. Be sure your research topics are of exceptional interest to your target client group. In addition, these research studies can be an excellent vehicle for partnering with a trade association or a noncompeting firm to reduce your marketing cost and increase your credibility.

7) Online Marketing Videos

Video is everywhere today, and for good reason. It is an ideal marketing medium for professional services firms. Nothing builds credibility like a flagship client explaining how your firm solved their problem. It’s almost like automating the referral process. Video can be used to present your firm, explain complex services or introduce your team. In each of these roles, video can play an important lead generating and lead nurturing function.

8) White Papers or e-Books

One of the most common online lead generating techniques, white papers can establish credibility and generate qualified leads. You can offer the white paper on your website (either available free or behind a registration screen), or you can distribute it through third-party services. White papers also make great pay-per-click offers. A variation on the white paper is the e-book. Typically longer than a white paper, it serves a similar function. If you e-book goes into great depth on a subject, it can generate a great deal of buzz and establish your reputation.

9) E-newsletter

If your e-newsletter offers high-quality, educational content, you can generate a significant number of new leads when people sign up. And your e-newsletter is a great way to nurture the existing leads on your list. Many firms also use e-newsletters to announce new services and make specific offers. To build your subscriber list, offer a free e-newsletter subscription on your website or in your email signature block. Just remember, the better your content, the more people will read it and remember  you — and the less likely it will be deemed spam.

10) Blogging

I left blogging for last because of its unique role in online lead generation. To be honest, blogs don’t generate a lot of direct leads. But blogging is probably the most effective driver of leads to your website. Because a blog allows you to create a wide range of keyword-laden content that can be found in the search engines, it can draw a lot of qualified prospects to your website (this assumes that you host your blog on your website — which I strongly recommend). You can further promote your blog posts on Twitter, LinkedIn and Facebook. Without a blog, your SEO efforts will be handicapped.

These ten online lead generation techniques alone could become the cornerstone of a robust marketing plan. Add in traditional marketing tactics, such as face-to-face networking and tradeshow marketing (if appropriate), and you have a formidable strategy for building preference in the marketplace. Online marketing and traditional marketing make a powerful combination.

Free Resource

The Lead Generating Website Guide

Learn More

The post 10 Online Lead Generation Techniques for Professional Services appeared first on Hinge Marketing.

How Much Will it Cost?

That’s the new first question that professional services firms are asking about online video.  It wasn’t always that way.

The question used to be “Why would I want to?” or “How would I use it?”  But with the explosion of online video the questions “Why?” and “How?” no longer come up very often.  The benefits and uses are becoming self-evident.

The correct answer to the cost question is always… “it depends.”  Let’s look at what drives online video cost and how to develop an appropriate budget for your needs.

Download Video Quick Tips

What Drives the Cost of Online Video?

There are three basic factors that drive productions costs.  These factors eventually get reflected in dozens of small budget decisions that impact the quality of the final product.

• Time. The more time that is spent in pre-production planning, scripting, location scouting, shooting, special effects and editing the better the final product will be.  Adding more people to the production team also increases the total time spent on the project.  More time, from more people, equals more money.
• Talent. The greater the talent of the people working on the project, the better it will be.  In online video production, as with most things in life, talented and experienced people tend to cost more.
• Tools. You can produce a video with your cell phone.  Or you can use a high-end camera with a professional lighting kit and sophisticated post-production motion graphics and animation.  Sophisticated tools and the top-level professionals who know how to use them add cost.

Taking these cost drivers into account we can identify five distinct levels of quality and cost.

Five Levels of Online Video Quality and Cost

1 – Amateur

Description – The do-it-yourself approach using basic consumer video equipment and self-taught talent. Think YouTube.

• Benefits – Fast and inexpensive
• Risks – The results often look amateurish and can erode credibility if you’re not careful.
• Best Uses – Internal training and personal blogs.
• Cost for 1-2 Minute Video – Free, once you have the basic gear (and these days, who doesn’t?).

2 – Semi-Pro 

Description – Requires someone with some experience or training using somewhat more sophisticated tools (e.g., prosumer camera and video editing software).  Talent level is variable and time commitment is often low.  Think part-time wedding photographer or hobbyist.

• Benefits – Better quality and very affordable.
• Risks – Wide variations in quality.  Often boring to watch.
• Best Uses – Video blog posts, capturing educational events, internal training.
• Cost for 1-2 Minute Video – $1,500 – $3,000 

3 – Professional

Description – Solid professional team using professional tools and average level of time.  Think typical corporate online video.

• Benefits – Predictable quality that conveys basic credibility.  No apologies needed.
• Risks – May not be exceptional or stand out from the growing crowd.
• Best Uses – Case studies, profiles, service or process descriptions, recruiting video.
• Cost for 1-2 Minute Video – $5,000 – $20,000

4 – Premium

Description– Add top-level talent, high-end tools (such as motion graphics, high-end cameras, a studio) and more time to the mix to elevate a professional production to something exceptional.  Use this production level to tell a compelling story and capture maximum attention.  Think “Wow!”

• Benefits – A ‘stand out’ piece.  This is the kind of video that generates buzz, sets you apart and wins awards.
• Risks – Greater cost means you must have confidence in the team and their ability to produce the quality you seek.
• Best Uses – Signature pieces such as overview videos, credibility-building case studies, recruiting videos or service introductions.
• Cost for 1-2 Minute Video – $25,000 – $50,000

5 – Hollywood

Description– Top level, top talent, no-compromises approach.  Think ultra-premium movie trailer, Superbowl.

• Benefits – Competitive at the highest level.  Suitable for the largest global firms.
• Risks – In view of the costs, you must be clear and certain of the need.
• Best Uses– High-end advertising or compelling signature piece for a firm.
• Cost for 1-2 Minute Video – $100,000 – $1,000,000 plus

Selecting the Appropriate Budget Level

Before you can set a budget for online video you need to clarify what you want to accomplish and determine what resources you have available to you.

For instance, do you want to increase credibility, build your brand, attract new clients or recruit new staff?  Do you have an interesting story to tell?  For these types of tasks, you’ll typically need professional or premium level of quality to get a satisfying end product.  If your firm has sufficient resources and wishes to compete at the highest level, a top-drawer studio production will tell your story with incomparable style and class.

If you are simply conveying information to an interested audience, the professional level is often sufficient without sacrificing credibility.

Smaller firms or independent practitioners with limited budgets may have to accept lower production values, but even at these levels video can provide real impact.

As you make decisions about video, be realistic about your expectations.  Do not expect to pay a semi-pro rate and get a professional product.

How to Get What You Pay For

If you haven’t been involved in a video production before, it’s natural to feel a little daunted by the process. Here are a few tips to get the most out of the experience.

First, be sure you know what you are trying to accomplish. One of the biggest reasons a project falls short of expectations is that the client (in this case, you) can’t decide what they want and keeps moving the target during production.  This adds cost and erodes quality.

Next, choose your video producer carefully.  Look at their past work to make sure it is compatible with what you want.  Have them show you pieces that have budgets similar to yours.  Make sure they know your industry and understand marketing — not just video production.  If your producer simply shoots video without understanding the broader context, your product may miss the point.

Download Video Quick Tips

Finally, be available to supply the resources that the producer needs.  This can include everything from access to people, locations, relevant logos and photography to the prompt review of concepts, scripts and rough edits.

Most video producers want to produce a good product.  Help make it easier for them and you will benefit.

The post What Is the Cost of Video Production for the Web? appeared first on Hinge Marketing.

As you consider your online presence, you need to think about adding a video to your overall strategy. But the challenges are real. Quality video production can be more expensive and take more time to create. In this video, Karl Feldman gives you a few tips on successfully adding video to your online presence.

Transcription: 

Let’s consider video strategy today and how it fits in your overall online presence. Video is a great way to beef up your firm’s online visibility. We know from our research that it is second only to Google as a search engine with over three billion searches happening per month. It’s also a go-to for educational content. Think about it in your personal life, how many times you need to figure out how to do something, YouTube is always the answer.

So, the one challenge that stands in our way is, it can be a little more challenging to produce than writing say, a blog post, or finding some cool images to work with on your website. So, with that in mind, one of the first things that we recommend is balance your production method. Look for modular opportunities. Can you shoot multiple things on one location? Can you bring in mobile phones to help supplement your shooting strategy?

Second, be clear. Get right to the point. People don’t have time to listen to a nice intro. They want to get right to what they’re trying to learn about.

And lastly, consider the social multiplier. Once you invest in making video content, use social media to blast that out to the masses and really multiply your impact for effort.

If you’d like to learn more, please check out hingeuniversity.com.

The post Considering Video Strategy for Your Online Presence [Video] appeared first on Hinge Marketing.

Have you jumped on the video content bandwagon yet? Well, it is time. Video is continuing to grow in popularity.

Why video?

The simple fact that YouTube is now second only to Google (its parent company) for online searches should be reason enough to start up the video camera. But here are a few other statistics that are pretty compelling:

• 75% of executives watch work-related videos on business websites at least once a week [Source: Forbes].
• 59% of executive would watch a video rather than read text if both are available [Source: Forbes]
• 65% of executives visit a vendor’s site after watching a video [Source: Forbes].
• Internet users spend 88% more time on your website if there is a video [Source: Mist Media]
• Videos are predicted to comprise 74% of all Internet traffic in 2017 [Source: Invodo]
• When the word “video” is used in the subject line of an email, the open rate increased by 19% and click through rate increased by 65% [Source: Syndacast].

The simple truth is that video converts better than any other medium. So let’s take a look at one kind of video content companies are developing: vlogs.

What is a Vlog?

Vlogs are a visual version of a blog. They offer an alternative way to share your content, instruct and interact with your audience. Vlogs can be produced by professional video companies, but they don’t have to be. That is because vlogs are not commercial quality spots. It is the information that you are imparting that is the focus of attention. Generally only a few minutes long, they feature a subject matter expert talking in an engaging way about a topic of interest.

You should use video to capture your audience through experiences they otherwise would not be able to have. For example, use video as a form of show and tell, to give a tour, or dive deeper into a complex subject.  Vlogs can have audio over video footage, slides and graphs, or even presentations you’ve created.

What to Vlog about?

Think about your written blogs. Are some topics better explained or covered in video? The visual experience of a vlog can often help convey meaning better than the written word.

SEE ALSO:Super Tools for Your Content Marketing Plan: Video and Webinars

Where to post your Vlog?

Start off posting your video blogs your company’s website, then consider hosting it elsewhere.

YouTube is still the go-to site for video. Videos can be posted on YouTube and shared as you would other blog content. Aspire to have a subscriber base in YouTube as you would to your blog. Remember to cross pollinate. Encourage subscribers to your blog to also subscribe to your YouTube channel.

Another video platform to consider a fee-based Vimeo account. Vimeo is considered a great vlogging website because you get away from the excess clutter found on YouTube—no cute kitten videos, no video advertisements. But keep in mind, Vimeo doesn’t have as large an audience.

Over time you will build a credible following on whatever video platform you use.

Where ever you decide to host your video, remember to use keywords in the title and description, have your video optimized for multiple devices and make it easy to share on social media.

Are Vlogs a good B2B choice?

The answer is yes.

B2B buyers consider video as among the most useful content for making work-related purchases. So, if you have not yet added a vlog or video content to your website, social media or other hosted website, like YouTube, now is the time.

So get started. Identify a great topic, write a script, shoot and edit your video, and post. Remember, video is highly shareable content, so don’t be shy when encouraging others to share.

Additional Resources

• Download Hinge’s Content Marketing Guide for Professional Services Firms for tips on creating content that builds credibility and demonstrates expertise.
• Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.

How Hinge Can Help

Content marketing is at the heart of Hinge’s flagship Visible Expert℠ program. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.

The post Why You Shouldn’t Miss Out on Video Content Marketing appeared first on Hinge Marketing.

Whether you’ve started video marketing at your own firm or are considering it, the obstacle you’re likely facing is a lack of budget for video. What many don’t realize though is that video marketing can be implemented effectively on even the tightest budgets.

SEE ALSO: The Cost of Video Production for the Web

Here are a few things to keep in mind to help video marketing work for your B2B firm:

Create a plan

Pre-production planning is frequently overlooked. B2B firms that are new to video production often operate under the assumption that a loose outline is sufficient preparation. However, this often leads to a chaotic shoot and once you start editing, you realize you don’t have enough quality footage. This either results in a reshoot, wasting time and money, or a weak final product.

Your team should develop a clear, exhaustive plan well in advance that includes the bare minimum:

• The objectives of the video
• An outline – beginning, middle, and end
• A detailed script
• A list of the necessary equipment
• A schedule for the shoot

If you start your planning in advance, you may even be able to gather the footage necessary to create multiple videos in just one shoot.

Do not move the camera

Nothing screams “amateur home video” like a shaky camera. Use a tripod whenever possible. You can find inexpensive options here. Keeping the shot steady and stable lets viewers focus on the content within the frame, allowing the subjects to communicate their messages more effectively.

Resist the temptation to zoom in and out within a shot. Unless you’re a seasoned camera operator with an extremely steady hand, it looks extremely unprofessional and weakens the quality of the footage. If you want to be closer or further from the subject, simply do so in another take do and you can determine which looks best in post-production.

Mix it up

B2B videos often tend to consist of businessmen and women dressed professionally in an office setting. Although this is sometimes the most appropriate and practical option, a video consisting only of a talking head can be very dull. This is where the pre-production planning we discussed earlier comes in. Make sure your plan incorporates multiple options for B-Roll to intercut with the your main footage to make your video more engaging.

After the Shoot

Incorporate graphics

Graphics can help liven up a mundane subject and communicate the message of the video in a more visually dynamic manner. For example, instead of showing your CEO explaining how your consulting firm helped one of its clients increase its profits, show this to your audience by adding an animated graph that illustrates the growth of the client’s numbers.

Seem too complex? If programs like Adobe AfterEffects or Presenter aren’t in your wheelhouse, try one of these free simple tools that will help you develop animated videos that you can insert into your video.

Include a call-to-action

If someone has watched your video in its entirety, they have just demonstrated interest in your content – don’t squander this opportunity to include a call-to-action to deepen the engagement. Some options you may consider are:

• Other relevant content (i.e. a guide, book, or webinar that is related to the video)
• Your social media profiles
• Another video
• Your website
• “Contact Us” form
• Blog or newsletter sign-up

Optimize for search

If you are hosting your video on your own website, carry out the same steps you would to optimize any web page. Ensure the user experience is seamless – the video loads quickly, it can be viewed on various devices, and it’s available in multiple formats. Include social sharing buttons so viewers can quickly share with their networks.

If you are hosting your video on a site like YouTube or Vimeo, use keywords in the title and description, and add the appropriate tags.

Video is a powerful tool in B2B marketing. Use these tips as a starting point for implementing this tactic into your firm’s strategy.

Additional Resources

• Learn about the most effective online marketing strategies to generate leads in our Online Marketing for Professional Services book.
• Download Hinge’s Content Marketing Guide for Professional Services Firms for tips on creating content that builds credibility and demonstrates expertise.
• Download a free copy of our SEO Guide for Professional Services to create an SEO plan to make your firm easily found online.

How Hinge Can Help

Hinge has developed a comprehensive plan, The Visible Firm℠  to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.  

The post B2B Video Marketing Tips appeared first on Hinge Marketing.

Content marketing layers content upon content

With content marketing, think of your content as layers. You need content that will entice readers to your website. Once there they find additional content that will keep them coming back for more.

Blog posts, articles and videos that share valuable—or motivating—information will drive people to your website.  Premium pieces like executive guides, webinars, reports, white papers, etc., serve more as a repository of educational content and opportunities for greater engagement. These build your credibility and, over time, convert visitors to prospects and prospects to clients.

This post discusses two highly effective marketing tools: video and webinars. Neither type of content is explicitly required for a content marketing program. But, when done effectively, videos and webinars boost web traffic and may speed the conversion from prospect to customer.

Many firms are reluctant to invest in these extra efforts because they’re not sure how to pull them off effectively or where they fit in the sales funnel.

Video casts a wider net

Different types of content serve different points in the sales funnel.

Think of the top of the funnel content as a big fishing net pulling people to your website. Easy to access and consume, content at this level shouldn’t be kept behind a registration form or require your web visitors to exchange their email address in order to read the content or watch the video.  While a consistently updated and on-point blog is the foundation of your content program and will fill the top of your funnel, strategically mixing in some video can improve your results.

Turn to video when your firm needs to convey emotion or communicate your brand story.  Complex concepts that can be difficult to convey in succinct web copy are often perfect for video. Firm overview videos are a valuable addition to your websites homepage because they nicely capture your firm’s services, positioning and culture in a way that motivates prospects to learn more about you.

According to statistics provided by Hubspot, a whopping 81% of people share their brand video on their website. A few other compelling metrics from the same source tell us that

• 75% of business executives watch business related videos at least weekly, and
• 54% of senior executives share work-related videos with their colleagues.

Video is also a great way to promote your firm’s special projects or community outreach initiatives.  Testimonial and how-to videos can be valuable assets, as well.  Just remember, video alone probably won’t convert prospects to clients, but it is effective in bringing people to your website where the conversion work can be handled by your longer-form, middle-of-the-funnel content.

SEE ALSO: What Every Managing Partner Needs to Know About Content Marketing

Webinars introduce you to your prospects

The natural extension of your blog is to demonstrate your expertise in content that is valuable enough for a prospect to exchange their email address for.  Things like executive guides, reports, books, and webinars are all effective middle-of-the funnel pieces that encourage engagement.

Of these, webinars present the best opportunity to actually interact with your prospective customers.  Whether you are on your own, or you sponsor a webinar with a colleague or a partner firm, webinars encourage discussion and reduce barriers to conversion.  They also give your prospects the opportunity to hear from you directly, ask questions in real time, and gain a deeper understanding of how you can help them.

And the marketing benefits of a webinar live well past the recording date.

Make sure you include an offer at the end of the webinar for further engagement.  For instance, a webinar on “Key Features of a High Performing Website” could end with an offer for a complimentary website assessment.

As soon as possible after the webinar,  email the registrants with a link to download the slides. Not only is this a way to reconnect with the participants, it gives you access to those who registered but could not attend.  These are powerful conversion opportunities that drive deeper engagement or a request for a proposal.

Also consider publishing the transcript on your website as well as uploading the presentation slides to SlideShare.  Both of these measures will help it be found in a Google search, further widening your net.

Help prospects move down your funnel

Again, marketing video and webinars are not essential pieces of a content marketing program, but when used strategically, they can greatly enhance your efforts.

Use video to share the emotion of your brand’s story, and use webinars to demonstrate your expertise and abilities. Consider including one or both in this year’s content marketing program. They are sure to help move prospects from the top of your sales funnel to the bottom.

Additional Resources

• Download Hinge’s Content Marketing Guide for Professional Services Firms for tips on creating content that builds credibility and demonstrates expertise.
• Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
• Join us on LinkedIn for more insights and resources on content marketing.

How Hinge Can Help

Content marketing is at the heart of Hinge’s flagship Visible Expert℠ program. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights. 

The post Super Tools for Your Content Marketing Plan: Video and Webinars appeared first on Hinge Marketing.

Here are the top four trends for online marketing in 2016.

1. If a picture is worth a 1,000 words, then interactive content is priceless. Interactive content will play an increased role in 2016.  That means incorporating video, webinars and polls will be very important.  Interactive content can be incorporated into your website, blog posts and email.  Video made a splash in 2015 and will continue to dominate the online marketing space.  Important to note however, is that the actual subject of the content will be just as important as the type of interactive content.

Don’t just make a video for the sake of making a video.  Carefully scripted videos that provide great visuals will help catapult your message across the online space.  Same thing goes with webinars and polls. These should be meaningful, and targeted to your audiences who will be on the receiving end.

2. You have mail! The importance email marketing should have in an online marketing plan has been a hot topic for discussion over the last couple of years. I’m here to tell you that its importance is not declining, and in fact, it will play a major role in online marketing plans for 2016.

Email continues to prove its worthiness by having one of the highest return on investment costs among online marketing tactics, and that 73% of marketers say it’s a core tactic to their business (per SalesForce’s 2015 State of Marketing report). In 2016, email templates must be optimized to appear across devices- since half of all emails are opened on a mobile device. Make sure your messaging, including the subject line, are geared as precisely as possible to your audience so that the chances the email will be opened and clicked on are increased.

3. Be mobile and SEO ready. Most organizations work hard to establish and increase their domain authority and Search Engine rankings.  Having a keyword strategy is imperative to increasing your SEO ranking.  In 2016, mobile optimization will become more important than desktop optimization. Make sure your website is mobile optimized with a responsive design that has an aesthetic appeal on mobile devices and tablets.  If your website doesn’t appear properly on smaller screens, people won’t remain on your website.

According to Google, mobile searches surpassed desktop searches in 2015 and this tendency will continue in the coming year. When building your SEO strategy, take time to make sure you build your keyword strategy and goals across mobile devices.  Your desktop SEO strategy should not be abandoned in 2016 however; your mobile SEO strategy should just play more of a lead role.

And if your website is not yet mobile optimized, make sure it is! Search Engine algorithms take a well designed mobile website into consideration as part of their ranking factors.  Additionally, with more and more searches on mobile, you will want the traffic that visits your site to have an optimal experience.

SEE ALSO: 7 Lessons Every Managing Partner Needs to Learn For Better Marketing Results

4. Don’t be the anti-social wallflower. Strategic social media marketing will rise to a new level in 2016.  Professional services firms will often have social media accounts set-up, but we often find they are not leveraging their followers nor strategically planning what they are posting.

In 2016, your firm should have an entire social media strategy that offers a two-prong approach- first, your online social media marketing should work to build a relevant audience, “relevant” being the key word.  You could earn hundreds of followers but if they aren’t your target audience then the potential for conversions and new leads decreases dramatically.  Think about your primary, secondary and tertiary target audiences and plan to attract them.

The second part of your social media strategy should help you attract the right audience.  Take the time upfront to plan posts with the goal of increasing your firm’s visibility, solidifying subject matter expertise and attracting new business.  Your goals should be broken down into posts and content that you will share to achieve each objective.

The planned postings should be laid out in a content calendar whereby you can see which posts will go live when.  Your social media footprint will leave a lasting impression and as such, careful thinking and revisions should be done to ensure your firm is leaving the mark you desire.

Take stock now of these key online marketing trends and plan to incorporate them into your 2016 marketing efforts.  Reap the rewards of a well thought out and executed online marketing plan.

Additional Resources

• Learn about the most effective online marketing strategies to generate leads in our Online Marketing for Professional Services book.
• Download a free copy of our SEO Guide for Professional Services to create an SEO plan to make your firm easily found online.
• Our Lead Generating Website Guide details how your firm can generate qualified leads with its website.

How Hinge Can Help

Hinge has developed a comprehensive plan, The Visible Firm℠  to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.  

The post Top 4 Online Marketing Trends for 2016 appeared first on Hinge Marketing.

For relatively little cost, you can create an impressive video 
that speaks directly to your audience, telling your firm’s story through the mouths of your clients and/or your Visible Experts℠.

In addition to the top 3 reasons I share, here are several more ways in which video helps professional services firms:

• Establishes credibility
• Attracts employees
• Showcases client successes
• Describes your services
• Educates your audience
• Unleashes some personality

Learn how video should be used to become a Visible Expert in my blog post The Visible Expert and Online Video.

Discover how to produce and use video in my article What is the Cost of Video Production for the Web? and Hinge’s Content Marketing Guide for Professional Services Firms.

What benefits of video have I missed? Do you agree or disagree that video is valuable to firms? Please share your thoughts by submitting a comment below.

The post The Value of Video in Professional Services Firms appeared first on Hinge Marketing.

If you follow this blog, you’ve likely already learned a bit about basic costs of producing video for the web, and about the costs vs. benefits of video marketing. You’re likely thinking about starting a video marketing project or campaign of your own. You understand the costs and the potential benefits, but how do you get started?

To help you make the most of your efforts, here are seven video marketing tips to follow as you plan your project:

1. Focus on your target audience. All of your marketing efforts should be specific to your audience, and video is no different. Keep in mind your viewers’ common likes, dislikes, goals, challenges, and achievements.
2. Lead with the story. Content marketing is not about making a sales pitch. It’s about educating and telling stories. This is not an advertisement or a commercial. Keep the pitch subtle. What you’re selling in your video is not your services—it’s the story.
3. Have others to tell your story for you. Let interviews and case studies speak about you. Nothing you can say will be as impactful as what clients say about you. And to help you avoid getting too sales-pitchy, it’s a good idea to have folks other than clients speak about you. Your partners or industry experts and influencers can fill this role. They can speak directly to your expertise and position in the marketplace from an impartial perspective.
4. Be authentic. Whatever your firm’s identity, video is a great place to let your personality shine. Be funny, be smart, and be engaging—just as long as you’re true to your brand. The graphics, sounds, and music you use can speak volumes about who you are. Keep in mind, if you are NOT a whimsical, wacky workplace, don’t try to convey that. Your efforts will come across as insincere at best. Tell your story in your voice.
5. Be original. Nobody goes viral with a rip off. The web is full of copycats that can’t get off the ground. If you want to strike a chord with your audience, do it in your own way. Don’t jump on anybody’s bandwagon; make others wish they could jump on yours.
6. Demonstrate your services. While you’re not shooting a commercial, there’s nothing wrong with showing what you’re capable of—just keep the focus on the benefit to your clients. This is their story as much as it’s yours (if not more). Remember to keep these kinds of videos short and to the point. Plan on holding your audience’s attention for no more than a minute.
7. Include a call-to-action. Don’t hit your audience over the head with it, but give interested viewers an easy way to contact you or find out more about your firm. There’s even video production software that will enable you to insert a “hotspot” to click on that will link to your website.

Don’t underestimate the strength of your story. Instead, use these video marketing tips, along with all that the medium has to offer—music, engaging visuals, and sincere testimonials—to tell your story as powerfully as possible. However, be careful with trying to cram too much into one video. Shorter videos are good – and more of them is even better.

Keep in mind that these best practices are only big-picture strategies. There are still technical details and artistic choices to hammer out, some of which are best addressed by videographers and marketing professionals. However, hopefully this list will positively inform your choices as you begin your video marketing endeavors.

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A 2014 B2B Content Marketing report from The Content Marketing Institute, MarketingProfs and Brightcove, found that 93% of B2B marketers use content marketing. And under this content marketing umbrella falls online video, a format that 63% of respondents find effective.

Not convinced? Here are a few more statistics from a Forbes survey that enforce the value of online video for professional service firms:

• 65% of corporate executives have visited a vendor’s website after watching a video.
• 75% of executives surveyed said they watch work-related videos on business-related websites at least weekly.
• 51% of executives under 40 said they’ve made a business-related purchase after viewing a video.

Contrary to popular belief, online video marketing doesn’t have to be incredibly expensive or time consuming. In this post, we’ll discuss five simple tools your professional service firm can use to start creating online video today.

1. Flipagram

How often do you and/or your colleagues take pictures while attending conferences, tradeshows, or networking events? Flipagram is a mobile app that will allow you to string together these photos to create 15- or 30-second slideshows set to background music or narration. You can then share the finished video across social media channels including Instagram, Twitter, YouTube, Facebook and Pinterest.

Catalyst, a B2B brand strategy company, used Flipagram to highlight 2013 with its Instagram photos.

Flipagram videos are simple to create and easily shareable, two qualities we like to see (but can be rare) when creating content.

2. Vine

Use 6-second Vine videos to showcase company culture—give viewers a tour of the office, ask employees to explain their favorite part of the job, promote upcoming events or use these short-form videos to capture interoffice tomfoolery.

Philips, the lighting and electronics giant, used a Vine video to show off its beautiful office space and add a human element to the brand.

B2B Marketing took advantage of the video app and used it to remind viewers to buy tickets to its B2B Leaders Forum.

3. Video Blog Posts

Do you find yourself answering common questions from prospects or clients? Video blog posts are a way to address these questions in a creative, user-friendly way. They are a great forum for answering industry questions or giving a step-by-step instruction on how a process works.

You don’t necessarily need a professional camera or crew to produce helpful videos. Set up a smartphone or other high-quality recording device and walk prospects and clients through your service.

You also have the ability to give people a look inside your company with these videos. Have a few employees produce short clips in which they discuss the best part of working for your company or some of the perks your service offers. Adding this human element will enhance people’s perception of your professional service firm.

4. Google Hangouts

B2B companies are using Google Hangouts more and more to connect with their audiences. Hold a video conference in which you answer  questions about a given topic (which, of course, is related to a service you provide).

Follow Dell’s example. This B2B marketer brings together a few thought leaders in the space and encourages viewers to submit questions through G+ and Twitter using the #DellHangout hashtag.

Carla Froggatt of Steel City Marketing suggested B2B marketers use Hangouts for product demonstrations, client relations, market research, business meetings and video playback.

In addition, you can choose to record your Google Hangout sessions. These recordings can be synced to YouTube, shared across social media channels, uploaded to landing pages or even repurposed as a blog post.

5. Repurpose Case Studies for Video

Sometimes lengthy case studies can be overwhelming. An alternative approach to the written case study is repurposing your existing case studies for online video content. After all, satisfied clients are your best salespeople.

Allowing prospects to see how another firm used your service to grow their business and achieve success is invaluable. Start today and put together a slideshow of captivating images and text (or narrate the case study). Check out this example from MSP Digital Marketing:

For future video case studies, present testimonials and showcase how clients used your service to accomplish business objectives. Here is a great example from Intermec:

It has become essential for professional service firms to educate clients and prospects through content. Increasingly, business executives are turning to online video to influence purchase decisions – whether they realize it or not.  And producing a consistent stream of online video content will help you reach and engage these high-level decision makers. Remember, video doesn’t have to be over-the-top expensive or time consuming.

Review the five tools above and choose one to get started with. It doesn’t have to be perfect – just creating something will get the creative wheels turning and increase engagement with your audience. So what are you waiting for?

For more insights on online marketing, download our free book Online Marketing for Professional Services. Additionally, click here to learn about Hinge’s professional video production services.

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