For many professional services executives the traditional strategic marketing process can feel inadequate. After all, many of the classic models were developed for advertising-driven consumer products. Professional services are quite different in their nature and how they are marketed.

In decades past, you had a limited number of channels to pick from, such as advertising, direct marketing and in-person networking. Today, you have all of those great options plus a whole new universe of online tactics — blogging, websites, web analytics, online video, webinars, email, pay- per-click, mobile marketing and many more. That’s a lot to wrap your head around!

This Marketing Planning Guide for Professional Services Firms will introduce you to a process tailored to the realities of modern professional services firms.

This easy to read guide is organized into four sections and it covers such topics as:

• Strategic Marketing Planning
• When Should You Start Planning?
• Who Should Be Involved?
• Establishing a Foundation
• How Much Should You Spend on Marketing?
• Marketing Tactics
• Offline and Online Marketing
• The Rhythm of Marketing Planning
• Planning your Content Marketing
• Meaningful Metrics

 

This guide is complementary and is available for download now.