Technology / Consulting CASE STORY
How a technology and consulting firm became more visible
Earnest & Associates (E&A) helps midmarket manufacturing and distribution companies improve their operational efficiency and bottom-line results by making the most of their ERP technology. In fact, their clients consider them an essential part of their success. When E&A reached out to Hinge, however, they simply weren’t very visible to their broader audience. Hinge tackled this challenge from three angles: their brand, marketing and Visible Expertise.
COMMUNICATOR AWARD WINNER
DAVEY AWARD WINNER
A trio of challenges
Despite their stellar reputation with clients, channel partners and other industry experts, Earnest & Associates was little known outside this circle. But their challenges didn’t end there. When they approached Hinge, they were strongly associated with a single ERP provider, which limited their appeal to businesses that used other platforms. At the same time, their advisory services and powerful proprietary software were not very visible.
Sharper positioning
Using our Visible Firm® methodology, Hinge conducted research designed to uncover a variety of perspectives, strengths, weaknesses and opportunities to improve the firm’s marketing performance. We used this information to articulate a new positioning strategy around helping their clients—specifically midmarket manufacturing and distribution businesses—improve their profitability. To support this claim, we provided specific language they could use to talk about their firm, describe its benefits and differentiate them from competitors. We emphasized their specialized software and strategic advisory expertise.
“Hinge not only made us look great, they’ve given us a sophisticated marketing system—and expert hands-on support—like we’ve never had before!”
A distinct software advantage
One key differentiator is the firm’s proprietary software. As specialists in customer stratification—a process of categorizing clients into different tiers by profitability—they developed custom software that delivers these insights. Hinge helped them articulate this advantage in a way that would resonate with prospects on their website and in their business collateral.
A different kind of marketing program
The firm’s previous marketing agency looked to E&A to make many important marketing decisions and do the heavy lifting. Hinge’s Visible Firm program was different. We not only provided a detailed analysis and action plan, we provided the guidance, recommendations and resources to carry it out. From strategy and mentoring to PR and social media support to writing and graphic design, we provided all the help they needed to reach new audiences and deliver a more relevant, engaging message.
A new website & a bold new look
E&A’s website is the cornerstone of their marketing machine, and it needed to be reconceived. We refined the site navigation to make it more intuitive. We also rewrote much of the site to convey their positioning clearly and simply. And we redesigned the website from top to bottom, introducing a bold new look—an identity dramatically different from their competition. We carried this look into the rest of their branded materials.
A new content-based foundation
Perhaps the most effective way to convey your expertise and expose your firm to new audiences is to produce a steady stream of high-quality educational content. With Hinge’s steady support, E&A dove right in. We identified a set of issues they should become known for. Then we helped them write on those issues. We also chased down valuable opportunities to speak at events and on podcasts.
Experts rise!
Every professional services firm is a collection of experts. And E&A was no different. We took a number of their experts through a comprehensive training program called The Visible Expert® to elevate their individual professional profiles and turn them into thought leaders. We also supported them on their journey, providing writing or editing services, social media training and support and ongoing analytics of their performance. Why go to this trouble? Visible Experts make their firms far more visible, desirable and valuable.
A firm on the move
What did all this activity achieve? E&A’s team now knows exactly how to talk about their firm and the many ways they are not only different from traditional ERP integrators, but better. They ranked in Google’s coveted “answer box” for the term customer stratification—tightly connecting them to a term that defines their expertise. Their award-winning website not only looks great, it delivers a steady flow of leads. Best of all, the program is delivering new clients and significant new revenues.
What we did
Visible Firm Program
- Brand Research
- Marketing Audit & Benchmarking
- Competitor Analysis
- Differentiators & Positioning
- Marketing Strategy
- Editorial Calendar
High-Performance Website
- Design
- Offer Strategy
- Search Engine Optimization
- Website Architecture
- UX Design
- Website Development
Marketing & PR Support
- Ongoing Mentoring, Training & Advisory
- Blog Writing
- Executive Guide Writing & Design
- Email Campaigns
- Speaking Outreach
- Podcast Outreach
- Publishing Outreach (Articles & Quotes)
- Digital Advertising
- Webinar Support
- Event Strategy
- Event Promotion
- Monthly Analytics Reporting
- Social Media Training
Visible Expert® Program
- Visible Expert Training
- Writing Support
- Implementation Support
- Analytics
