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.

Author: Sylvia Montgomery, CPSM A Senior Partner and the head of Hinge’s A/E/C practice, Sylvia collects many shoes and wears many hats. When she’s not traveling around the country for speaking engagements or client meetings, you will find Sylvia creating marketing and branding strategies for clients, supervising her A/E/C team, developing new business, or working on her personal brand. With a 20+ year career spanning visual communications, strategy, and marketing, and over a decade working in the A/E/C sector, Sylvia brings a creative, business-focused approach to her client engagements.