How Media Relations Efforts Can Help Your Firm Succeed

Craig Dunkley Media Relations, Thought Leadership Marketing Leave a Comment

Benefits of Working with the Media Investing in a media relations effort is hard work, but worth it.  Building—and leveraging—good relationships with the media, particularly the trade and business press, can be extremely helpful in boosting awareness of a professional services firm or business-to-business enterprise.  It can also help build a position of thought leadership.  If you’re helping your key …

Conference, Trade Show

Conferences and Trade Shows: Making Them Pay

Craig Dunkley Marketing Management, Thought Leadership Marketing Leave a Comment

Have you ever heard statements like these about conferences and trade shows?… “We don’t expect to get much out of exhibiting at conferences. We mainly do it just to get the name out there.” “We kind of need to be at that conference. We don’t get many leads from it, but if we don’t exhibit there, then our customers and competitors will …

Thought Leadership Tactics III: Speaking Engagements

Craig Dunkley Thought Leadership Marketing Leave a Comment

Delivering speaking engagements can provide the same basic benefits as publishing articles, but offers the potential for significantly more.  It’s more personal, is a highly effective way to build credibility, and can provide tremendous lead generation benefits if managed properly. It also requires more work than publishing and can be much more expensive.  So, as with everything in life, there …

Thought Leadership Tactics II: White Papers

Craig Dunkley Thought Leadership Marketing Leave a Comment

In an earlier post, we covered how getting articles published can be a powerful component in your firm’s content marketing / thought leadership plan.  Here, we take a closer look at the published article’s slightly less glamorous—but potentially more useful—cousin, the white paper. White papers are similar to published articles, except that they are not published in third-party journals.  Typically, …

Top 15 Clichéd Marketing Images Used by Professional Services Firms

Craig Dunkley Other Leave a Comment

Recently, I conducted a competitive analysis for a client.  For part of the analysis, I reviewed the positioning strategies, key messages, and marketing images used by a range of professional services firms.  This exercise reminded me how professional services firms often use extremely clichéd images in their marketing materials.  So, I thought it would be fun to create a list …

Thought Leadership Tactics I: Getting Your Articles Published

Craig Dunkley Thought Leadership Marketing Leave a Comment

Implementing a comprehensive thought leadership plan takes a lot of work and a high degree of skill.  To do it successfully requires skills in writing, editing, salesmanship, networking, negotiation, and marketing.  Over the next few articles, we’ll outline some best practices for the most common tactics in a thought leadership plan.  Today, we outline how to get articles published in …

Building a Thought Leadership Plan

Craig Dunkley Thought Leadership Marketing Leave a Comment

In a previous article, we discussed how important thought leadership marketing is to professional services firms.  It builds credibility and can provide a real sales advantage.  Here, we explore how to build a Thought Leadership Plan. A good plan will guide your efforts in creating and distributing content.  The thought leadership plan should be a key component of the overall …

Building a Marketing Plan

Craig Dunkley Marketing Planning Leave a Comment

Over the years, I’ve seen a wide range of corporate marketing plans for professional services firms and business-to-business companies.  Needless to say, the quality was highly variable.  Believe it or not, at least one marketing plan consisted of one or two slides in a PowerPoint document that said something lame like this: Marketing will help the company grow by 42% …

Building a Brand, Part II: Developing the Brand Strategy

Craig Dunkley Brand Strategy Leave a Comment

In a previous article, we defined the concept of a market position and discussed how a strong market position is the foundation of any successful brand strategy.  But how is a brand strategy developed?  What does the overall process look like and what are the key steps?  In this article, we’ll address those questions. The following process is most applicable …

Building a Brand, Part I: Positioning & Key Messages

Craig Dunkley Brand Strategy Leave a Comment

Presumably, your company is not the only one of its kind.  Unless you have a monopoly in your market (which is highly unlikely), then you face competitors.  Even if you don’t see or think about them often, your competitors have a real impact on your business, and it’s not a positive one. To land new customers, your company must stand …