In this special edition, Brad interviews Jamie McKean from Automating You on marketing automation – is it right for your firm?

This week’s links:

Automating You

http://www.automatingyou.com/

In episode 35, Brad and Scully discuss an effective strategy used by successful high growth professional services firms. In addition, they examine how to gain better lead generation from LinkedIn; and the top five CPA marketing myths. This episode’s commonly asked professional services marketing question looks at how to achieve maximum productivity from your team. This week’s professional services marketing example: how the largest accounting firm in California, Armanino, took their marketing practices to the next level. The rants and raves segment looks at the trick that will double your content success.

This week’s links:

The high growth professional services firm: How some firms are able to grow in any market

http://www.hingemarketing.com/library/article/high_growth_professional_services_firm_how_some_firms_grow_in_any_market

Four steps to better B2B lead generation on LinkedIn

https://www.marketingmag.com.au/hubs-c/four-steps-better-b2b-lead-generation-linkedin/

Top 5 CPA marketing myths busted

http://www.hingemarketing.com/blog/story/top-5-cpa-marketing-myths

Is your team achieving maximum productivity?

http://info.imageseven.com.au/psm-blog/is-your-team-achieving-maximum-productivity

Accounting and CPA firm marketing best practices

http://www.modernmarketingpartners.com/accounting-firm-marketing-best-practices/

Accounting and CPA firm marketing: Case study

http://www.modernmarketingpartners.com/cloud-financials-marketing-case-study-1/

Armanino

http://www.armaninollp.com/

Additive and divisible content: the trick that’ll double your content success

https://contently.com/strategist/2016/01/26/additive-and-divisible-content-the-trick-thatll-double-your-content-success/

In this special episode of PSM, Brad welcomes back business author Joe Calloway, from Nashville, Tennessee. Joe is the author of many books, including Becoming a Category of One. Brad commences by pointing out that the book has a bit of a theme of overcoming inertia, deciding ‘let’s go’. Joe says that taking a deep breath and deciding to ‘let’s go’ is a turning point for many organisations and these pivotal moments take a degree of courage and risk.

Joe explains that a ‘category of one’ is the process of determining what it is that your company/your people do that you are willing and/or able to do that your competitors are not are willing or able to do? There is no template to differentiate yourself and there are any number of things that can differentiate you. The trick is not to fall into the trap of saying, “We know we are better than our competition”. It is better to think “my competitors are as good or better than I am, so what am I going to do to change that?”

Brad continues by pointing out that in his book Joe tackles one of the toughest questions, “What’s your story?”, and asks why it is so important. Joes says, it is getting in touch with everybody in an organisation, having an understanding of what’s really important ‘here’. A shared sense of purpose is a powerful thing. One of the key elements of having a clarity of purpose is the ability to articulate it and they discuss the use of appropriate language, the importance of saying what you mean. Joe strongly believes it is a leader’s responsibility to make it very clear to “remember who we are, remember what we are about” – the values and purpose.

Brad finishes by sharing the subtitle of Becoming a Category of One is ‘How Extraordinary Companies Transcend Commodity and Defy Comparison’ and asks Joe to focus on ‘transcending commodity’. Joe explains it is the age-old idea that most people and most companies, when doing business with other companies, don’t buy on price, but buy on value and perceived return on investment. The transcending commodity is having clarity about the value that you bring to your client and Joe gives some examples how this might be used in professional services firms. The better your understanding, the deeper your understanding of your client, the greater your competitive advantage.

This week’s links:

Joe Calloway – Author, Consultant and Speaker

http://joecalloway.com/

Blog

http://joecalloway.com/blog/

In this special episode of PSM, Brad speaks with social psychologist Dr Robert Cialdini. Dr Cialdini has spent over 30 years researching the psychology of influence and he is the most cited living social psychologist in the world today. He has also authored books that have become business standards and sold millions of copies, including Yes! 50 Scientifically Proven Ways to Be Persuasive and Influence: The Psychology of Persuasion. Brad begins by asking Dr Cialdini why businesses are so interested in the psychology of influence. They go on to discuss the consistent themes that have emerged in Dr Cialdini’s research across many years and the six weapons of influence he has identified. Brad concludes by asking Dr Cialdini why B2B communicators often seem to be behind their B2C cousins in crafting influential and persuasive communications, and if he has identified a pattern in the hundreds of studies he has conducted throughout his career.

This week’s links:

InfluenceAtWork.com

http://www.amazon.com/Robert-B.-Cialdini/e/B000AP9KKG

In episode 31, Brad and Scully discuss why good infographics are more than just pictures and numbers; the pros and cons of native advertising; the ultimate guide to SEO for content marketers; and news that digital marketing is now considered mainstream. This episode’s commonly asked professional services marketing question looks at how you can save five hours a week on social media. This week’s professional services marketing example: how a three-person architecture and interior design firm made significant progress in the social media world. The rants and raves segment looks at a useful tool that grades websites.

This week’s links:

Why good infographics are more than just pictures and numbers

https://contently.com/strategist/2015/11/25/why-good-infographics-are-more-than-just-pictures-and-numbers/

Native advertising: buzz, bollocks or brilliance?

https://www.marketingmag.com.au/hubs-c/native-advertising-buzz-bollocks-brilliance/

Last Week Tonight with John Oliver: Native advertising

https://www.youtube.com/watch?v=E_F5GxCwizc

The ultimate guide to SEO for content marketers

https://contently.com/strategist/2015/09/10/seo-e-book/

Digital marketing is mainstream

http://www.warc.com/LatestNews/News/Digital_marketing_is_mainstream.news?ID=35765

Gartner CMO spend survey 2015-2016: Digital marketing comes of age

http://images.gartnerformarketers.com/EloquaImages/clients/Gartner/%7B178d8a18-533e-48e4-b920-d577dbee9078%7D_SOURCE%5B11-11%5D.jpg

How I save 5 hours a week on social media

http://www.caylor-solutions.com/social-media-time-savings/

HPD Architecture: A study in social media for architects

http://www.hingemarketing.com/blog/story/hpd_architecture_a_study_in_social_media_for_architects

HPD Architecture

http://www.hpdarch.com/

Does your website make the grade?

http://cdn2.hubspot.net/hubfs/53/00-OFFERS-HIDDEN/Does_Your_Website_Make_the_Grade.pdf?t=1448411596275&__hstc=20629287.43c6444b5ddc9ba0402aff10365db324.1411600680092.1447639095651.1448413563750.54&__hssc=20629287.2.1448413563750&__hsfp=3405789373

In episode 30, Brad and Scully share nine tips to create dynamic email content and produce more effective email campaigns. In addition, they examine how privacy laws apply to firms; and discuss the announcement that Content Marketing Institute’s Chief Strategy Officer, Robert Rose, has accepted an advisory role for the University of Canberra’s world first Bachelor of Journalism majoring in Content Marketing. This episode’s commonly asked professional services marketing question looks at how podcasting can generate business for your firm. This week’s professional services marketing example: how CPA firm E Cohen and Company improved its revenue by four million USD using content marketing. The rants and raves segment looks at ten interesting marketing charts from 2015.

This week’s links:

9 ways dynamic content delivers for email marketers

https://emma.uberflip.com/h/i/165821664-9-ways-dynamic-content-delivers-for-email-marketers

Demystifying privacy laws: what’s your privacy policy?

https://www.marketingmag.com.au/hubs-c/demystifying-privacy-law-whats-privacy-policy/

Robert Rose accepts advisory role for the University of Canberra’s world first Bachelor of Journalism majoring in Content Marketing

http://www.contentgroup.com.au/robert-rose-accepts-advisory-role-for-the-university-of-canberras-world-first-bachelor-of-journalism-majoring-in-content-marketing/

How podcasting can do wonders for your firm

http://info.imageseven.com.au/psm-blog/how-podcasting-can-work-wonders-for-your-firm

Case Study: E Cohen and Company, CPAs

https://rawsoninternetmarketing.com/resources/case-study/

10 insightful marketing charts from 2015

http://www.convinceandconvert.com/digital-marketing/marketing-charts-2015/?mc_cid=67c99f2dee&mc_eid=6547331ac0/

In this special edition of PSM, Brad interviews Josh Miles, principal and founder of Indianapolis-based Miles Design, an, award-winning design firm specialising in brand strategy, corporate identity, and website design for professional services firms. In mid-2015 he joined Redwall Branding and Advertising to create a new branding firm, MilesHerndon. Topics covered include Josh’s book Bold Brand, the strategy behind a logo and how visual identity is only part of a firm’s brand.

Episode links:

Miles Design

http://www.milesdesign.com/

MilesHerndon

https://milesherndon.com/

Bold Brand: The new rules for differentiating, branding, and marketing your professional services firm

http://www.boldbrand.com/

In episode 28, Brad and Scully discuss adopting a more strategic, longer-term approach to video. In addition, they examine four automated emails you should be sending; and whether email messages are reaching inboxes. While this episode’s commonly asked professional services marketing question looks at how to manage reputation risk. This week’s professional services marketing example: a firm that successfully increased leads with a custom website. The rants and raves segment looks at a powerful, but simple podcast player for iPhone, iPad and Apple Watch.

This week’s links:

Video content strategy: Think long term

http://wallblog.co.uk/2015/11/05/video-content-strategy-think-long-term

The 4 automated emails you should be sending

https://emma.uberflip.com/h/i/147850948-the-4-automated-emails-you-should-be-sending

Email deliverability 2015: Are messages reaching inboxes?

http://www.marketingprofs.com/charts/2015/28649/email-deliverability-2015-are-messages-reaching-inboxes

You are only as good as your reputation

http://info.imageseven.com.au/psm-blog/you-are-only-as-good-as-your-reputation

Case Study: Scott J Sternberg & Associates, PA: Florida law firm increases leads with custom website, SEO, PPC and social media solution

http://www.lexisnexis.com/community/portal/lfmc/resourcepage.aspx?PostId=247941

Overcast: A powerful yet simple podcast player for iPhone, iPad, and Apple Watch

https://overcast.fm/

In episode 27, Brad and Scully discuss current content marketing industry trends; examine how to remarket to people who have previously visited your website; and who will succeed in the social media news race – Facebook, Twitter or Snapchat. This episode’s commonly asked professional services marketing question looks at if your brand is ready for an update. This week’s professional services marketing example: the Society for Marketing Professional Services’ fresh new look newsletter. The rants and raves segment looks at a very useful guide for marketing automation.

This week’s links:

State of content marketing: United Kingdom

https://contently.com/strategist/2015/10/07/state-of-content-marketing-united-kingdom/

Remarketing to people that have already visited your website

https://moz.com/blog/remarketing-to-people-that-have-already-visited-your-website-whiteboard-Friday

Facebook vs Twitter vs Snapchat: Who will win the news war?

https://www.linkedin.com/pulse/facebook-vs-twitter-snapchat-who-win-news-wars-ryan-holmes

12 signs it’s time to rebrand your business

http://www.ignytebrands.com/12-signs-its-time-to-rebrand-your-business/

Society for Marketing Professional Services (SMPS)

http://www.smps.org/

SMPS - Old newsletter

http://www.imageseven.com.au/wp-content/uploads/2015/10/SMPS_Old_look_newsletter.pdf

SMPS - New newsletter

http://www.imageseven.com.au/wp-content/uploads/2015/10/SMPS_New_look_newsletter.pdf

The definitive guide to marketing automation

https://www.quicksprout.com/the-definitive-guide-to-marketing-automation/?mc_cid=450fa2d183&mc_eid=6547331ac0/

In episode 26, Brad and Scully discuss the four key themes from the Content Marketing Institute and MarketingProfs’ 2015 B2B Content Marketing report. In addition, they examine why Twitter is dropping its 140 character limit to allow longer posts; and the 10th annual Shonky Awards for dubious claims and dodgy products. This episode’s commonly asked professional services marketing question looks at ways to include video in content marketing. This week’s professional services example: how an insurance company made a hit web series about taking risks. The rants and raves segment looks at Seth Godin’s excellent blog on marketing topics and a great video, The story of content: Rise of the new marketing.

This week’s links:

B2B content marketing report: 2016 benchmarks, budgets and trends

http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf

Twitter dropping its 140-character limit signals a new era in content marketing

https://contently.com/strategist/2015/09/30/twitter-dropping-its-140-character-limit-signals-a-new-era-in-content-marketing/

Twitter plans to go beyond its 140-character limit

http://recode.net/2015/09/29/twitter-plans-to-go-beyond-its-140-character-limit/

Brands named and shamed in awards that no marketer wants to win

https://www.marketingmag.com.au/news-c/brands-named-shamed-awards-no-marketer-wants-win/

11 ways to use video in your content marketing

http://contentmarketinginstitute.com/2015/10/use-video-content-marketing/

How an insurance company made a hit web series about taking risks

https://contently.com/strategist/2015/10/01/how-an-insurance-company-made-a-hit-web-series-about-taking-risks/

SUSDAT – Seth Godgin’s blog

http://sethgodin.typepad.com/seths_blog/2015/09/susdat.html

The story of content: Rise of the new marketing

http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/