In this special episode of PSM, Brad interviews Jaci Burns, Managing Director of Sydney based marketing agency Market Expertise and columnist for Marketing magazine. Brad and Jaci discuss a blog that Jaci posted which contains research on professional services firms’ use of video. They review the findings, particularly mobile optimisation. They also talk about the importance of video use and how to best implement it.

This week’s links:

Market Expertise

http://marketexpertise.com.au/

May I talk to you about video?

http://marketexpertise.com.au/may-i-talk-to-you-about-video/

In episode 45, Brad and Scully discuss the psychology behind video and marketing. In addition, they examine the unusual relationship between social media and SEO; and the art of email personalisation. This episode’s commonly asked professional services marketing question looks at how to use inbound marketing to reach your niche market. This week’s professional services marketing example: architecture firm Woods Bagot’s outstanding website. The rants and raves segment looks at the owner of Daily Mail newspaper considering a bid for Yahoo.

This week’s links:

Web psychology and video: An interview with Nathalie Nahai

http://wistia.com/blog/interview-nathalie-nahai

How do you see me? video

https://www.youtube.com/watch?v=YhCEoL1pics

Understanding the unusual relationship between social media and SEO

https://contently.com/strategist/2016/03/31/understanding-unusual-relationship-social-media-seo/

Are pages from social media sites ranked differently? – Matt Cutts video

https://www.youtube.com/watch?v=udqtSM-6QbQ

‘Dear first name’ is not good enough

https://www.marketingmag.com.au/hubs-c/dear-first-name-is-not-good-enough-veronika-birnkammer-personalisation/

Stop talking to the masses and reach your niche

http://info.imageseven.com.au/psm-blog/stop-talking-to-the-masses-and-reach-your-niche

Woods Bagot

http://www.woodsbagot.com/

Daily Mail owner considering Yahoo bid

http://www.bbc.com/news/business-36011510

In this special episode of PSM, Brad interviews Ron Baker, founder of VeraSage Institute – a leading think-tank dedicated to educating professionals internationally. Ron is also the author of seven bestselling books and a radio talk show host. In this podcast, Brad and Ron discuss the benefits of value pricing compared to pricing by the billable hour, bearing in mind that pricing is the number one driver of profitability.

This week’s links:

VeraSage Institute

http://www.verasage.com/

Fixed fee pricing: Four years on, the momentum is growing – David Vilensky

www.imageseven.com.au/wp-content/uploads/2016/04/Fixed-Fee-Pricing-Four-Years-On-The-Momentum-is-Growing-Paper.pdf

In episode 43, Brad and Scully discuss that without good design, your content marketing will fail. In addition, they examine the implications of the fear economy; and Hinge’s 2016 study on high-growth professional services firms. This episode’s commonly asked professional services marketing question looks at the real value of social media followers. This week’s professional services marketing example: 100 year old architecture and engineering firm, Beardsley’s success in bringing clarity and renewal to its brand. The rants and raves segment looks at Publicis Groupe’s rollout of solution hubs to incorporate digital agencies.

This week’s links:

Ignore design at your peril

https://contently.com/strategist/2016/03/15/ignore-design-peril/

The fear economy – how will you adapt to survive?

https://www.marketingmag.com.au/hubs-c/fear-economy-will-adapt-survive/

2016 High growth study: Research summary

http://www.hingemarketing.com/library/article/2016-high-growth-study

Are you translating social media followers into something that matters?

http://info.imageseven.com.au/school-marketing-blog/are-you-translating-social-media-followers-into-something-that-matters

Case story: Beardsley – Bringing clarity and renewal to a venerable brand

http://www.hingemarketing.com/case-stories/story/Beardsley

Publicis Groupe continues transformation with Sapient Inside

http://www.campaignlive.co.uk/article/publicis-groupe-continues-transformation-sapient-inside/1388516

In this special episode of PSM, Brad interviews Joe Pulizzi, entrepreneur, speaker, author and podcaster on content marketing. Joe is founder of the Content Marketing Institute and author of the bestselling book Epic Content Marketing. In this podcast, Brad and Joe discuss the six key steps of content marketing and the topics within Joe’s new book Content Inc.

This week’s links:

Content Marketing Institute

http://contentmarketinginstitute.com/

Epic Content Marketing: How to tell a different story, break through clutter, and win more customers by marketing less

http://www.amazon.com/Epic-Content-Marketing-Different-Customers/dp/0071819894/ref=sr_1_1?ie=UTF8&qid=1378234334&sr=8-1&keywords=epic+content+marketing

Content Inc.

http://contentmarketinginstitute.com/content-inc/

In episode 41, Brad and Scully discuss a list of tools to find great content ideas. In addition, they examine a sensible social media checklist; and look at the similarities between modern branding and Tinder. This episode’s commonly asked professional services marketing question looks at the top ten marketing predictions for professional services firms. This week’s professional services marketing example: tracking website activity is invaluable. The rants and raves segment looks at future proofing your content rankings.

This week’s links:

Out of ideas? 13+ tools to spark content creation

http://contentmarketinginstitute.com/2016/03/tools-content-creation/

A sensible social media checklist for businesses [Infographic]

http://www.marketingprofs.com/chirp/2016/29488/a-sensible-social-media-checklist-for-businesses-infographic

New rules of engagement: how modern branding is much like Tinder

https://www.marketingmag.com.au/hubs-c/new-rules-engagement-modern-branding-much-like-tinder/

Our top 10 marcom predictions for professional services firms

http://info.imageseven.com.au/psm-blog/our-top-10-marcom-predictions-for-professional-services-firms

Website tracking is ‘invaluable’ to law firms

http://www.lawyersweekly.com.au/news/18117-website-tracking-is-invaluable-to-law-firms

Future-proof your content rankings with these SEO tips

http://contentmarketinginstitute.com/2016/03/future-content-rankings/

In this special episode of PSM, Brad interviews one of the world’s leading consultants and thinkers of how professional service firms market themselves, Tim Williams. Tim is the Founder and Managing Director of Ignition Consulting Group, Salt Lake City, and author of Positioning for Professionals. In this podcast he shares how to differentiate your firm to success.

This week’s links:

Ignition Consulting Group

http://www.ignitiongroup.com/

Positioning for professionals: How professional knowledge firms can differentiate their way to success

http://www.amazon.com/Positioning-Professionals-Professional-Knowledge-Differentiate/dp/0470587156/ref=sr_1_1?ie=UTF8&s=books&qid=1278747530&sr=1-1

In episode 39, Brad and Scully discuss three B2B pitfalls firms must avoid in 2016. In addition, they examine how a small firm became a finalist for its video series on a shoestring budget; and the launch of Dentsu Aegis Network’s new global business to business specialist agency, Interprise. This episode’s commonly asked professional services marketing question looks at the attributes of a good name for a firm. This week’s professional services marketing example: how accounting and business-consulting firm Cherry Bekaert rejuvenated its positioning and imaging to drive client growth. The rants and raves segment looks at how Apple took on the US government with content.

This week’s links:

B2B pitfalls – three things to avoid in 2016

https://www.marketingmag.com.au/hubs-c/b2b-pitfalls-three-things-avoid-2016/

Inside the making of a small business web series

https://contently.com/strategist/2015/11/23/inside-the-making-of-a-small-business-web-series/

The Principal – Epic fail with tinder

https://www.youtube.com/watch?v=jUiCTtJWGVM

The Principal – Big plans for the weekend

https://www.youtube.com/watch?v=suX0TEzbO5g

Dentsu Aegis launching new business to business agency Interprise in Sydney

http://mumbrella.com.au/dentsu-aegis-launch-new-sydney-agency-interprise-348956

What are the attributes of a good name for a firm?

http://info.imageseven.com.au/psm-blog/what-are-the-attributes-of-a-good-name-for-a-firm

Hinge Case story: Cherry Bekaert – Repositioned for growth

http://www.hingemarketing.com/case-stories/story/cherry_bekaert

Apple takes on the government with content

https://contently.com/strategist/2016/02/17/apple-takes-on-the-government-with-content/

In this special episode of PSM, Brad interviews Content Marketing Institute Chief Strategy Officer and author, Robert Rose, about the book he co-authored Experiences: The 7th Era of Marketing. Brad believes what Robert says will affect how you think about the future of your marketing.

This week’s links:

Robert Rose – Strategist, Author, Storyteller

http://www.robert-rose.com/

Experiences: The 7th Era of Marketing – Robert Rose and Carla Johnson

http://7theraofmarketing.com/

In episode 37, Brad and Scully discuss how colours influence people. In addition, they examine a well-produced, very unusual video from Slack; and what you need to know for performance marketing in 2016. This episode’s commonly asked professional services marketing question looks at the ‘big picture’ for your marketing strategy. This week’s professional services marketing example: how a firm dramatically grew its products and services. The rants and raves segment looks at two major changes made by Twitter.

This week’s links:

Infographic: How colours influence consumers

https://contently.com/strategist/2016/02/03/infographic-how-colors-influence-consumer

Wild animals inventing flying umbrellas? Yep, Slack's new video is whack

https://www.vidyard.com/blog/animals-flying-umbrellas-slacks-new-video/

Slack teams do amazing things: Animals – TV commercial

https://www.youtube.com/watch?v=x6sSa5NpqUI

Amazing teams: Animals – The bloopers

https://www.youtube.com/watch?v=a27YWiEeQ1w

The state of performance marketing: What you need to know for 2016

http://www.marketingprofs.com/opinions/2016/29328/the-state-of-performance-marketing-what-you-need-to-know-for-2016

What is your ‘big picture’ strategy for your marketing?

http://info.imageseven.com.au/psm-blog/what-is-your-big-picture-strategy-for-your-marketing

Dynamic Manufacturing Solutions

http://dynamicmfgs.com

Twitter puts video ads and top tweets at start of timelines

http://www.bbc.com/news/technology-35539868