Services Marketing

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• The Biggest Leakage in a SaaS Marketing Funnel and How to Fix ItEd King
  SaaS companies can ensure nurturing and upsell campaigns are consistently successful across the entire buyer's journey, from initial contact through the trial/freemium phase to after commitment. Here's how.
  Data, Lead Generation, Lead Nurturing, Marketing Automation, Marketing Strategy, Sales, Services Marketing, Technology
• How to Prevent Churn and Retain Customers of Online ServicesChris Cheney
  Customer churn is a normal part of doing business. The reasons customers leave you are diverse, but they fall in two categories: voluntary and involuntary. Understanding the differences between the ...
  Content, Customer Loyalty, Customer Relationships, Customer Retention, Publishing, Services Marketing, Web Content
• Seven Ways Newsletter Marketing Still Works for Professional Services ProvidersSteve Klinghoffer
  Marketing rules and tactics for professional services providers (accountants, attorneys, physicians, dentists...) are often different from those for product or service marketers. Here's how newsletters work exceptionally well for professional ...
  Content, Content Marketing, Email, Newsletters, Services Marketing
• Three Ways Services Firms and Marketing Agencies Can Counteract Revenue LossKae Kronthaler-Williams
  Lost revenue among professional services firms (including marketing agencies) averages 5%. Most factors contributing to it are often preventable. Here's a look at three ways to prevent revenue loss.
  Data, Management, Marketing Operations, Services Marketing, Time Management
• How to Write and Respond to RFPs: Some Best-PracticesRichard Simms
  Painful as they may seem, requests for proposals are a B2B fact of life. They help you establish successful partnerships in an age of tight budgets and fierce competition for ...
  B2B Marketing, Hiring Outside Resources, Sales, Services Marketing, Writing
• How a Growing Franchise Builds Its Brand Through Local MarketingSanket Patel
  National brands looking to capitalize on the "buying local" trend often rely on local affiliates—franchisees, dealers, etc.—to carry their marketing message to audiences. Here's how one franchise has been doing ...
  B2C, Local Marketing, Marketing Strategy, Services Marketing
• Seven Tips to Optimally Organize Your Pricing Page for ConversionsDimitar Stojanov
  You'll learn how to optimally display products or services on your pricing page, get your customers to choose the product you suggest, and use incentives and bonuses to increase conversion.
  Customer Behavior, E-Commerce, Landing Pages, Pricing, Product Marketing, Retail Marketing, Services Marketing, Testimonials, Website Design, Websites, Writing
• How to Write Killer Services Descriptions: Five Mistakes and Their FixesGillian Vallee
  How a business presents its services to potential customers is of paramount importance. And you may get just one shot at it...
  Content, Lead Generation, Print Collateral, Sales, Services Marketing, Web Content, Writing
• How Klout Can Guide Your Online Marketing StrategyNicholas A. Kosar
  If you are a services professional of any kind, or you market for a services firm, here are five steps to take to improve you influence and the ROI of ...
  Career Management, Content, Content Marketing, Customer Acquisition, Customer Relationships, Inbound Marketing, Sales, Services Marketing, Social Media
• Content Marketing Strategies: Tear Down Geographic Barriers to SalesSylvia Montgomery
  In professional services, relationships and referrals are the anchor of business development. In the past, those referrals were driven by geographic proximity. Today, conducting business from afar is the new ...
  Content, Content Marketing, Content Strategy, Inbound Marketing, Lead Generation, Lead Nurturing, Location-Based Marketing, Sales, Services Marketing
• How to Use LinkedIn to Promote Your Professional Services (Article 3 of 3)Nicholas A. Kosar
  In this, the third of three articles focusing on how the professions—lawyers, consultants, accountants, etc.—can effectively market using new/digital media, I focus on LinkedIn.
  Career Management, Customer Acquisition, Lead Generation, LinkedIn, Sales, Services Marketing, Social Media, Social Networking
• Marketing the Professions 'Hors d'Oeuvre' Style (Article 2 of 3)Nicholas A. Kosar
  Two characteristics are a mark of successful digital marketing: keeping your outreach in bite-size portions, and marketing with a personal touch.
  Content, Content Marketing, Customer Acquisition, Customer Communications, Digital Marketing, Inbound Marketing, Online Marketing, Services Marketing, Social Media, Writing
• The New Normal in Professional Services Marketing (Article 1 of 3)Nicholas A. Kosar
  Professional services marketing is not normally known for early adoption of cutting-edge techniques, likely because its role tends to revolve around reducing risk for clients. But the world has changed, ...
  Digital Marketing, Marketing Strategy, New Media, Services Marketing, Social Media
• How to Create Your Hourly Rate for Digital Marketing ServicesRob Eleveld
  The good news is that you don't need an MBA and you needn't have taken an accounting class to figure out the basics of your cost structure and an associated ...
  Career Management, Customer Acquisition, Digital Marketing, Management, Marketing Operations, Pricing, Sales, Services Marketing, Testimonials
• Why You Should Make Follow-Up a Priority: Six Questions and Five TipsRebecca Wilson
  What is it that regularly blows apart business development efforts and causes marketing to fail? The lack of follow up. Yes, it can be uncomfortable to do for professionals, but ...
  Customer Acquisition, Customer Engagement, Customer Relationships, Lead Nurturing, Sales, Services Marketing
• Reducing Your Rates: How Low Should You Go?Kate Toon
  You send a great proposal, but now the client says your costs are too high. Should you reduce your rates to win the job, or should you stick to your ...
  Brand Positioning, Career Management, Copywriting, Customer Acquisition, Customer Behavior, Customer Relationships, Marketing Smarter, Pricing, Services Marketing, Writing
• 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, Technology, Twitter, White Papers
• 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