- Is Your Thought Leadership Strategy a Waste of Time? - By Michael McLaughlin
- Getting Through to Your Buyers' Crocodile Brains - A RainToday Podcast with Oren Klaff
- 3 Pricing Strategies that Hurt Your Business - By Eric Rudolf
- Wrestling with the Ethics of Marketing? 7 Rules to Consider - By Janet Kyle Altman
- PR Maven Turns Free Services into a 6-Figure Business - A RainToday Case Study by M. Sharon Baker
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Is Your Thought Leadership Strategy a Waste of Time? - By Michael McLaughlin, Contributing Editor
Thought leadership has become all the rage for service professionals to help them stand out in crowded markets. Unfortunately, many of their thought leadership marketing strategies fall flat. They are squandering precious resources on a strategy designed to fail. That does not mean it's a hopeless endeavor. You can fix the problem by asking the right questions as you design your strategy. Click here to continue.
Boost Your Thought Leadership Efforts
Product Feature
Social Networking for Professional Services: How to Add Social Media to Your Networking Plan
This comprehensive how-to guide includes:
- 4 mini-cases of professional services firms (accounting, consulting, law, and marketing) and how they are using social media to provide you with ideas and inspiration
- Overviews of 11 social networking tools (LinkedIn, Facebook, Twitter, blogs, podcasts, social bookmarking, and more) and examples of how other professional services firms are using these tools
- Step-by-step instructions and tips to get you started using each of the social networking tools
- Annotated examples and screenshots of professional service firms and individual profiles that exemplify best practices
- RainToday recommendations on which social media tools you should consider--with pros and cons of each
Download the Guide
Getting Through to Your Buyers' Crocodile Brains - A RainToday Podcast with Oren Klaff
Want buyers to pay attention to you? Then you need to change how you communicate with them. You cannot give a lengthy, analytical presentation and expect to get through to your buyers' crocodile brains, where defenses are high and thought processes are limited. Listen as Oren Klaff, author of Pitch Anything, explains the six rules for communicating with crocodile brains, how to take control of meetings, and how to attract buyers to you. Click here to listen.
3 Pricing Strategies that Hurt Your Business - By Eric Rudolf
When it comes to pricing your services, it's easy to get lost in the maze of pricing strategies. Pick the wrong method and you can see sales drop as customers turn to your competitors. In this article, which is part one of a two-article series, Eric Rudolf explores three pricing strategies you should stay away from. Click here to continue.
Get the Fees You Deserve
Wrestling with the Ethics of Marketing? 7 Rules to Consider - By Janet Kyle Altman
Ethics and integrity are critical in professional services marketing. Your goal is to build trust with buyers, which you cannot do if you lie or act unprofessionally. Take time to develop rules so you have a code of conduct to consult when someone suggests a move that crosses the ethical line. Click here to continue.
PR Maven Turns Free Services into a 6-Figure Business - A RainToday Case Study by M. Sharon Baker
Nancy Juetten, founder of Main Street Media Savvy, realized she spent too much time having coffee or tea and giving away free publicity advice to prospects who ultimately could not afford her services. Rather than looking for ways to halt such requests, Juetten used that information to reinvent her business. The move helped Main Street Media Savvy thrive and become a six-figure business despite the recession. Click here to continue.
Product Feature
Marketing and Sales Funnel Analysis Excel Tool
This tool will help you:
- Plan your revenue
- Justify your lead generation budget and efforts
- Determine where you need to invest your marketing dollars (whether it be sales training, lead generation, customer referral programs, etc.)
- Calculate the lifetime revenue of your customers
- Establish your metrics (average revenue per customer, close ratios, client loyalty, etc.)
- Forecast ROI for both individual marketing campaigns and your overall marketing plan
- Create real and meaningful new client generation goals
Download the Tool
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