Is anything unmentionable on social media?

Social Media Marketing
Mentions are a cornerstone of social media so take the time to use them, and take care to get them right. A mention - identified...

Valuable content: The buck stops with you

Professional services marketers are responsible for the value of their firm's content
I recently wrote a piece for Lawyers Weekly, a legal publication in Australasia, in which I compared two articles about the same court decision to illustrate...

How to convert wins to wons* (or dollars)

Winning a tender is relatively easy. Converting it into revenue is what's hard.
You won a big tender. Well done, you. Still, it’s unlikely yours was the only firm appointed so what’s your plan to convert your...

Want to be an employer of choice? Treat your staff as...

To become an employer of choice, treat your staff as you do your clients
Every B2B business aspires to be recognised for its client service. Many organisations say they are, whether or not that’s true. If you’ve worked in...

Key account management is mission critical for professional services firms

Key account management should be mission critical for professional services firms
It's a business truth that all clients are not equal. Some are transactional; others relationship-based. Some are price sensitive; others value-driven. A key account strategy...

Compare the Pair: Do clients read your legal updates?

If you're forging a career in law firm marketing you must make a meaningful contribution.
Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...

Are you an aspiring thought leader? Here’s a lesson in content...

To take your content from good to great you must put some thought into it
Thought leadership. In professional services marketing, it’s the most valuable form of content. If your firm employs or engages marketing practitioners, the chances are it’s...

Want to be a thought leader? Here are the practicalities

Thought leadership status takes time and effort to achieve - it's a cumulative endeavour. If you aspire to be recognised as a thought leader, consider your...

How to cultivate and sustain partnership relationships

How to cultivate and sustain partnership relationships with your clients
Earlier this month iSentia announced King Content, Australia’s largest content marketing agency, would close its doors due to poor financial performance. Mumbrella’s Tim Burrowes speculated...

Hello affiliate marketing. Goodbye declaration of independence.

Hello affiliate marketing; goodbye independence
The cardinal rule of affiliate marketing is that the commercial relationship is obviously identifiable - clearly and conspicuously. If only marketers knew that to...