Do you know what comes up when people search online for your name or the name of your professional practice? Online reputations are becoming an increasing concern, a trend that has particular relevance to service oriented industries, where reputation is essentially what you are selling. The good news is that you can, to a certain […]
Keyword – Definition
Keyword – Definition Within the context of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), a keyword is a term that is selected for use on a website because it is expected to match the term used to search for related information.A keyphrase is a group of keywords that are used as a string.Keyword […]
Target Market – Definition
Target Market – Definition A target market is a group of prospective clients deemed to be your desired growth market.Defining your target market involves generating insight as to age, gender, income, employment, special interest, purchasing behaviour, perception and location. Target Market – Examples There are three ways to select a target market: Undifferentiated – everyone […]
Marketing Definitions
Toronto Marketing Blog has published definitions for the following essential marketing terms, all within the specific context of marketing the professional practice: Backlink – Definition Call to Action – Definition Communication Strategy – Definition Marketing Plan – Definition Marketing Strategy – Definition Niche Market – Definition Point of Difference – Definition Positioning Statement – Definition […]
Communication Strategy – Definition
Communication Strategy – Definition A communication strategic plan is a method of communicating your firm’s unique and valued difference by way of compelling copy and graphic design. In the context of a professional services firm, such as an architect’s, engineer’s, dentist’s or accountant’s office, a communication strategy is focused on enlisting trust based on expertise, […]
Marketing Professional Service Firms with Online Video – Q & A with VMG Cinematic
Online video offers professional service firms the opportunity to engage with desired growth markets in a manner previously monopolized by television. Leveraged correctly, online video can maximize the benefits of seminars, workshops, interviews and consults that your firm already offers. Online video intensifies the online experience without the cost or commercial dimension of television.But, as […]
Who is on LinkedIn?
If you are a professional considering the benefits of social media marketing, you might find the following statistics on LinkedIn user demographics interesting. Highlights from the LinkedIn Demographic Data Jun 08 slide show: Average age: 41 Household income: $109,703 Male: 64% College graduate / post graduate: 80.1% Business decision maker: 49% 48.3% are middle management, […]
The Tagline: A Hidden Gem in the Branding Toolbox
Despite the emerging importance of brand image and identity in the professional sector, a golden opportunity may still be sitting in your branding toolbox collecting dust. The tagline. What’s a tagline? A short descriptive phrase, often accompanying your logo, which communicates the personality associated with your professional practice. An original and relevant tagline grants you […]
Winning in the Recession – An Article Series
Nobody knows exactly how long it will endure, but one thing is for certain, a number of Canadian professional practices will emerge as winners in the recession. The question is, which ones? What distinguishes these Architects, Engineers, Interior Designers, Dentists, Veterinarians, Optometrists, Naturopaths, Chiropractors, Accountants, Lawyers and other professional practices from their peers? Winning […]
Winning in the Recession – Employ New Leadership Models
Let’s continue with our series, Winning in the Recession – A Primer for Canadian Professional Practices, by building on the tenth essential: Employ new leadership models that nurture talent, not seniority. Canada’s leadership guru, Henry Mintzberg, ponders on the shift to new leadership models that focus on creativity, ethics, trust and, in particular, empowerment: […]
