Services Marketing

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• 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
• Marketing Challenge: Getting Product Salespeople to Sell ServicesHank Stroll
  This week, how do you train product salespeople to sell services? Here are three steps.
  Marketing Challenges, Marketing Smarter, Sales, Services Marketing
• Marketing When YOU Are the ProductAbhay Padgaonkar
  Marketing professionals widely use the 4 Ps for marketing a product. But how do you market yourself when YOU are the product? How do you make your own accomplishments believable?
  Creativity, Job Search, Marketing Inspiration, Services Marketing
• The Seven Deadly Sins of Marketing Professional Services OnlineDoug Stern
  Selling intangibles is hard work. Putting together a successful Web site that peddles intangibles is even harder. Here's a look at the top sins that many professional services sites—maybe most—commit... along ...
  Marketing Tips, Services Marketing, Web Copy, Website Design, Websites
• Five Goals of Effective Chief Marketing OfficersSuzanne Lowe
  The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into ...
  Chief Marketing Officer, Collaboration, Economic Crisis, Marketing Smarter, Metrics, Recession, Services Marketing
• Generating Leads, Brand, Relationships, and Trust at the Same TimeMike Schultz
  Relationships. Trust. Delivery of superb value. These are core ingredients of a successful service firm. Talk to 100 service firm marketers and leaders, and they'll all tell you (and most ...
  Ad Copy, Brand Awareness, Services Marketing, Value Propositions
• Marketing Challenge: How to Sell ServicesHank Stroll
  How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its ...
  Creativity, Customer Service, Marketing Challenges, Product Marketing, Sales, Services Marketing
• Four Factors That Distinguish Services MarketingCynthia Coldren
  It's been called "selling the invisible"—delivering intangible services as a core "product" offering. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, ...
  Case Studies, Customer Engagement, Customer Relationships, Marketing Tips, Services Marketing, Word-of-Mouth
• Account Management as a Marketing Investment: A Lesson From the AirlinesMike McLaughlin
  From the time you book an airline flight until that plane lands, your pecking order in the airline's customer hierarchy determines your travel experience. To the airlines, all customers are ...
  Marketing Tips, Referrals, Segmentation, Services Marketing
• The Four Myths of Professional Services MarketingMike McLaughlin
  For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients ...
  Referrals, Services Marketing, Web Copy, Website Design, Word-of-Mouth
• Marketing Challenge: Bundling ServicesHank Stroll
  This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately. Does it make sense for service businesses ...
  Marketing Challenges, Sales, Services Marketing
• Why Not Guarantee Professional Services?Mike McLaughlin
  Professional services marketing literature is full of claims about the quality of offerings and dedication to client results. Without a guarantee to back up those words, though, clients just perceive ...
  Marketing Smarter, Services Marketing, Writing
• Get Ready for Retail TheaterLisa Johnson
  Two years ago, Maytag created an innovative experiential marketing strategy, whereby prospective customers would take their new, top-of-the-line appliances for an interactive "test-drive." Successful retail spaces create a full sensory experience. ...
  Customer Engagement, Customer Experience, Product Marketing, Services Marketing
• Services Marketing Is Moving Online—Are You?Mike Schultz
  Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing ...
  Advertising, Brand Awareness, Online Marketing, Services Marketing, Websites, White Papers
• Six Strategies to Get Paid What You're WorthMike McLaughlin
  Clients and consultants alike usually dread fee discussions. Here are six strategies to help you preserve your profit margins and your client relationships as you work through pricing discussions.
  Collaboration, Marketing Tips, Pricing, Services Marketing