Services Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

• Content Plays Critical Role Throughout Tech-Buying CycleLenna Garibian
  When making a major technology or security solution purchase, information technology decision-makers (ITDMs) download an average of nine content assets throughout the buying cycle, according to a report by IDG.
  B2B Marketing, Content Marketing, Email, Facebook, Google, LinkedIn, Mobile Marketing, Research Summaries, Services Marketing, Social Networking
• The Two Paths to Trust in Marketing Professional ServicesLee W. Frederiksen PhD, Sean T. McVey, et al.
  The most fundamental tenet of professional services marketing is trust. How can you expect potential clients to retain you if they don't trust you? You can't. Until recently, only one ...
  B2B Marketing, Content Marketing, Customer Acquisition, Customer Relationships, Lead Generation, Online Marketing, Sales, Services Marketing, Web Content
• B2B Marketers Moving Toward Online Content Strategies
  B2B marketers are moving away from traditional marketing tactics toward online content marketing: 82% now use content marketing in their programs, making it more popular than search marketing (70%), events ...
  B2B Marketing, Content, Marketing Strategy, Services Marketing
• Five Ways to Search-Optimize Your Images
  Ever wonder how much meaningful traffic or links could come your way if you search-optimized your images? The answer might be, More than you'd expect. So writes Michael Gray in a ...
  Google, Keywords, SEO, Services Marketing
• Four Ways to Search-Optimize Your Site Structure
  Just as fixing technical issues at your website is an important part of search engine optimization, notes Joost de Valk in a recent post at the Yoast blog, so, too, ...
  Keywords, Marketing Tips, Services Marketing
• Who Drives the Demand—A Critical Concept in Services Marketing StrategyMike Schultz
  There's no shortage of advice about which strategies work or don't work for services marketing. Yet they seem to conflict with each other regularly. So what's the scoop? Which ones ...
  Marketing Strategy, Marketing Tips, Sales, Services Marketing
• How to Develop a Successful Facebook PageMark Ivey
  Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business. Recent changes have improved their functionality. Check out the ...
  Brand Equity, Community, Facebook, Management, Marketing Tips, Services Marketing, Social Media, Twitter, Videos, Writing
• Case Study: How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%Kimberly Smith
  Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has ...
• Selling Professional Services? It's All About LeverageBarbara Bix
  Attracting—and ultimately closing—deals with new clients can take professional service providers anywhere between several months and several years. Since most firms rely on their partners and principals to bring in ...
  Customer Acquisition, Sales, Services Marketing, Thought Leadership
• The Problem of Defining Professional Services Marketing ExpertiseSuzanne Lowe
  It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in ...
  Creativity, Customer Experience, Customer Satisfaction, Services Marketing, Thought Leadership

Services Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Marketing Strategy for Colleges and Universities: 'Social Works' Author Michael Stoner Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Michael Stoner shares insights he gained from compiling 25 case studies in higher education marketing, and how marketers can build integrated marketing plans that maximize audience reach using traditional channels, social media, and emerging platforms.
  Instagram, Integrated Marketing, Marketing Communications, Marketing Smarts, Marketing Strategy, Online Marketing, Public Relations, Services Marketing, Social Media

Services Marketing: Online seminar broadcasts from the best minds in marketing

• How to Market Consulting and Professional ServicesBroadcast on 5/1/2008 with John Doerr
  How you market and sell consulting, technology and professional services differs substantially from how you market products. Generating leads, closing new business, and keeping existing clients happy and continuously buying your services requires a different outlook, different tactics, and different execution.
  Branding, Customer Acquisition, Customer Retention, Lead Generation, Marketing Strategy, Services Marketing