Every business needs a website. But not all websites are created equal. Many are designed and developed without a thorough understanding of the way people use websites to make buying decisions. In fact, the way your site is built can have a powerful impact on your business — for better or for worse. In this…
All businesses, agencies, and brands have to market themselves. It’s how they increase their brand awareness and gain customers. Marketing has been around for many years and it will be around for many years to come; but it is always changing. New platforms, methods, and tactics are introduced all the time. So let’s look at…
One of the main objectives of running a successful lead generation campaign (and one of the most important) is to do just that, generate leads. The campaign process involves classifying prospective customers and qualifying their probability to buy in advance of making a sales call. The purpose of lead generation can vary from driving sales leads to…
Does writing a case story feel like a bad trip to the dentist? You are not alone. Most professional services firms seem to struggle with them. Yet we all know that we should do more. They can be an important part of your content marketing strategy. If done well, they can attract new prospects and…
Sometimes it seems that every subject matter expert aspires to be a thought leader. And why not? It seems like a great thing to be, like a “trusted advisor” or a “team player.” But what does it actually mean to be a thought leader? How do you become one? Is it in fact a good…
Branding a professional services firm comes in two flavors: 1) rebranding an existing firm or service line, and 2) launching a new one. These two approaches to a brand launch are similar in overall process but distinct in their twists and turns. Brand Launch Defined Brand launch is the process of creating a professional services brand where…
At Hinge, we write and talk a lot about differentiation. That’s because setting your firm apart in the minds of your buyers is such an important piece of a successful brand strategy.  Yet most firms get it all wrong. They don’t understand that being different means being exposed and a little vulnerable. After all, to…
Have you ever wondered why certain individuals in your field rise out of nowhere to national prominence? These experts get all the media attention, deliver keynotes at top conferences and attract the best clients. Are these men and women just smarter than the rest of us? Or are they privy to some magical personal branding…
Any firm that wants to succeed needs a marketing plan. Without one, an organization has no systematic approach for promoting itself to potential clients. The alternative is a haphazard, start-and-stop, inefficient effort that wastes time and money — two valuable resources no professional services firm can afford to squander. However, the marketing planning process that…
Lee Frederiksen discusses the four key components for effective messaging architecture. Transcription Hi. Today, I wanna talk to you about why you should care about messaging architecture. Well, let’s start with: What is messaging architecture? Well, messaging architecture refers to a practical document that you put together that identifies your various audiences and what each…