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KScope Marketing

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Start looking at ways to get your message across to people. If you put all your time into Twitter or Facebook, you might be missing out on a bigger picture. Look at all your options and find ways for your content to stand out and be different than all of the rest of the content out there.
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Google is coming out with a huge announcement regarding mobile-friendly websites. There is also a lot of mobile usage information pointing to the use of mobile to access search engines, make purchase…
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How do you use social media to add value to existing initiatives in your practice/firm?

How can you best use social media in a professional services firm?

Two questions I’m regularly asked by BD and marketing professionals working in professional services firms are:

“How do we best use social media?”

And

“How do we find the time for it?”

I can totally relate to these. Social media can feel like one more thing to add into your already busy day.

A great way to start is to think about how one, or a combination, of these tools could increase the effectiveness of an existing initiative or make it quicker or easier for you to achieve a specific objective.

Here’s an example:

What we did

When I was marketing manager in a law firm, one of our corporate practice’s goals was to build more and stronger relationships at board level, both to generate work at that level and to raise the firm’s profile to ensure board members would be comfortable should management decide to hire the firm.

As a result, we held a corporate governance symposium and invited numerous ‘captains of industry’ along.

Following the session, one of our partners drafted a White Paper largely based on discussion and feedback at the event, which was given to all Board Members on our database as well as specific journalists.

What could we have done if we were doing it all over again today?

It was a great initiative and it worked well for the firm. However, if that was today, we could have done so much more such as:

>Used LinkedIn to identify other key company directors to invite
>Used Twitter, LinkedIn etc. to help with the research
>Invited people through the platforms or run promoted/sponsored content informing them about the event that would appear in their newsfeed/stream.
>Offered the Whitepaper as a download through our team’s individual accounts, our company page and via promoted/sponsored updates. >The whitepaper could possibly have been offered as gated content company directors could download in return for signing up to a ‘Board Table’ newsletter (allowing us to keep in touch with them on an ongoing basis).
>Published a summary of the whitepaper to our blog or website and directly to LinkedIn and then promoted this in relevant groups asking a question to drive discussion.
>Interviewed the relevant partners and put together a video and audio, which could be posted on YouTube, iTunes etc. and shared via social networks. Alternatively we could have held a Google+ Hangout or Hangout on Air.
>Used LinkedIn and Twitter to identify and reach out to relevant journalists.
>Sent a summary of the whitepaper to journalists and company directors – social networks would have made this process easier because we could have used tools such as Inmail to send it to those people who were previously unknown to the firm along with a smart intro setting out why we were sending it and the benefit to the other person of reading it.
>Set up a LinkedIn group for corporate governance issues and invited people to sign up for it at the event – via tablets they could log into.
>Live tweeted from the event.
>Set up a Corporate Governance tweet chat – if we found sufficient directors were using the tool and/or a regular forum to discuss issues e.g. via a Google+ hangout.

The point is, this initiative was incredibly successful, but it could have been even more so had we been able to use social tools as part of our tactics. At the very least, a LinkedIn group would have enabled the firm to sustain the momentum over the long term.

So, rather than thinking of social media as an additional task, think about how you can use it to make your job easier and improve a particular outcome. I guarantee it will be worth it.
Two questions I’m regularly asked by BD and marketing professionals working in professional services firms are:“How do we best use social media?”And“How do we find the time for it?”I can totally relate to these. Social media can feel like one more thing to add into your already busy day.A great way to start is to think about how one, or a combination, of these tools could increase the effectiveness of an existing initiative or make it quicker or ...
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There is so much information that is the same old news. Start talking about a new approach, a new idea, a closer look at a process. Have an opinion and even if people disagree, at least you know they are reading your material.
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Today, I think content can make a difference in your marketing. If it didn’t I would stop tomorrow. It seems everyone believes content is king and as a result there is a lot of less than stellar co…
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Whether it’s an internal employee referral program, or an external client referral program, a B2B business stands to gain tremendously when implementing referrals for the business. With the basic science of the different kinds of referral programs laid out, how likely is your business to implement a referral program?
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When seeking a new solution for a business need, initial steps often include seeking out the recommendations of colleagues and individuals in the relevant industry. Client referrals can be a powerful…
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By creating great email content with demonstrated value that you can deliver on the go, you will earn the attention of prospective clients.
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The data shows that while content written by influencers enjoyed about 20,000 more views than non-influencers, surprisingly, more than half of the top 250 posts were written by non-influencers. In fact, of the four pieces in our analysis with more than a million views, only one (#4) was written by an influencer.
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Distributing compelling long-form content on LinkedIn can be a powerful way to build your company’s brand, showcase products, demonstrate thought leadership, and boost your own career.
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For our customers, we’ve seen time and again that when marketing and IT collaborate based on common business objectives, implementations and the overall project success rate are dramatically better.
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Your website is the backbone to your online presence, but your website visitors are the ones who ensures the need for your website. Focus on how you can continuously improve user interaction on your site by testing new opportunities and learning from the data collected through the tools you’ve deployed on your site. Doing this will set your website up to achieve its objectives and serve a purpose to your company’s growth.
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Have you seen your website engagement go down? Not sure how to attract new customers and reduce your website’s bounce rate? When you focus on improving the way people interact with your website, yo…
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We’ve all read business books espousing many different tried and true sales and business development techniques. But I’ve always believed in challenging conventional wisdom in any area of business, including sales. And, while I’m not claiming my firm’s invented any of the following seven tips, I do think you’ll find one or two you’ve never thought of
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Put aside the old advice you've read in business books and try some unconventional techniques to boost your company's sales and business development efforts.
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So fix the problem, and fix it quickly
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Something has happened in your client relationship, and it's broken. Maybe you missed a major deadline, maybe something was said that shouldn't have been, maybe there was a major error in a deliverable. Maybe it was actually your client who did something wrong. It actually doesn't really matter ...
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What if you could keep your job, score awesome word-of-mouth for your brand, and turn some of your content production over to someone else?

Spending efforts on brand ambassador networks are where many marketers are seeing their most epic outreach marketing results. Such is the case with Bhakti Chai, this month’s case study of marketing done well.
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Starting and maintaining your business blog takes time and effort, but it’s well worth your attention. Your blog is a great way to show your personality and engage your fans. It’s a great way to build your authority and share your expertise too.
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Business blogging isn’t as easy as it may sound. It can be tough to come up with topics to discuss, a challenge to find ways to make things interesting and nearly impossible to find an hour of your…
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Have them in circles
60 people
Toby Marshall's profile photo
RE/MAX Ability Plus: Shannon Gilbert REALTOR's profile photo
ralph kooi's profile photo
Conventus Law's profile photo
Fiona Latham-Cannon's profile photo
DI VIESTO Holiday Homes Rental - Dubai's profile photo
MMM Training Solutions's profile photo
Linda Coles's profile photo
Octavian Neguletu's profile photo
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Professional services marketing and business development that gets results
Introduction
Helping professional services firms to retain and grow existing clients and attract more of their ideal clients.