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Purpose of Marketing

O poder da imagem

Investir na própria imagem é construir uma identidade visual em harmonia com quem somos e o que queremos expressar, e tem um impacto significativo na forma como nos relacionamos com amigos, familiares, colegas de trabalho. Bom mesmo é perceber que o espelho começa a nos refletir melhor.

O trabalho de consultoria de imagem e estilo consiste em identificar e adequar às suas necessidades pessoais e/ou profissionais para que sua imagem seja o reflexo do seu estilo e personalidade. É muito mais do que aprender a vestir-se bem, ela te ensina a transmitir quem você realmente é através de roupas, acessórios, estilo e comportamento.

Acima de tudo, é um processo de autoconhecimento e entendimento da imagem e de tudo que a envolve, tendo como resultado um visual bem coordenado além de aumentar sua autoconfiança, autoestima e credibilidade.

A imagem é a ferramenta de comunicação e marketing pessoal mais poderosa que nós temos, pois comunica nossos valores, personalidade, credibilidade. Mas se não estiver de acordo, pode trazer em algumas ocasiões, impressões diversas das quais queremos passar. 

Por isso cuidar da nossa imagem é fundamental. Precisamos ter em mente o que queremos transmitir, lembrando sempre que nos comunicamos muito mais do imaginamos através de nossa imagem.

Estilo 360 graus

www.estilo360graus.com.br

What Every Managing Partner Needs to Know About Your Firm’s Website

Many Managing Partners have traditionally thought of websites as a necessary evil. According to this view, your firm’s website is required to explain what you do, but it doesn’t add much value. Think glorified brochure.

The goal for these decision-makers was to make their websites acceptable. But many firms didn’t (or still don’t) view the site as an investment that would really help them grow their firms.

Unfortunately, this attitude can cause your firm to miss out on crucial opportunities, and fall well behind the competition. The fact is, for a modern professional services firm, a website is one of the most important investments you can make when it comes to generating new business and driving your firm forward.

Here are some key points every Managing Partner needs to consider.

1. A website attracts new business.

Often, people take a narrow perspective of their website’s capability to attract new clients. They assume that their visitors will only be folks who are searching for their firm through a search engine. It’s not uncommon to hear these decision-makers say, “None of our clients would Google for a firm.”

Of course, how you think clients search for information and how they actually behave can be two different matters entirely.

Research shows that many firms get leads through their website. In fact, a recent study of 500 professional services firms found that 77% of firms generate leads online. Further, the more online leads they generate the faster they grow..

The numbers show that professional services buyers are searching online, and they’re making extensive use of providers’ websites. And the research-based lessons don’t stop there.

Referrals represent a major lead source for many firms. If you do get leads from referrals, some of our most recent research shows that having an informative, modern website helps stimulate more referrals through generating more awareness of your firm’s expertise. Speaking of expertise…

2. A search optimized website demonstrates your expertise.

When buyers purchase professional services, they’re ultimately buying expertise. It’s a critical component of any professional services engagement. But how do you demonstrate the expertise your firm possesses in a credible, relevant way?

The problem is that such demonstrations are difficult when you simply meet someone socially. Anyone can claim to be an expert, and even a provider’s past engagements may say more about their relationships than their expertise.

But a website full of helpful educational content puts your expertise on display, demonstrating to your audience what you know and how you think about problems. And they will check out your website. Our recent research shows that 80% of potential clients do exactly that.

This approach is much more elegant than saying that you’re an expert. Instead, you’re showing it. The power of this technique has driven the rise of content marketing. 

A search engine optimized website isn’t just a digital billboard for your firm – it provides online visibility for your expertise itself. Not all buyers will be searching for your firm by name, or searching for your general type of business.

Many will be looking for solutions to a specific problem. If you create a website rich with educational content on the challenges that matter to them, they will find you through the issues you deal with and the nature of your expertise, not just your name.

3. Your website can keep you from being ruled out. (Or get you ruled out faster.)

An important fact to remember about referrals – if your referral gets ruled out of consideration at an early stage, then it was wasted effort. Many providers claim that if they can get in a room with a referral, they can demonstrate their services’ value and close the deal.

But half the time, referred firms don’t get the chance. Our research on 523 professional services firms shows that 51.9% of respondents have ruled out referrals before speaking with them. If you buy professional services, chances are that you have too. 

As we’ve seen above, a wide majority of buyers check you out through your website. So it shouldn’t be a surprise that it figures into buyers’ decisions about which firms to consider. Take a look at firms’ reasons for ruling out a referral:

Figure 1. Why Buyers Rule Out Referrals

An “unimpressive website” ranks as the fourth most common reason referrals get ruled out. Poor quality content also plays a major role, according to over 23% of respondents. A dated or uninformative website that seems more focused on promotion than the needs of clients can easily send buyers looking elsewhere.

The key take-away? A bad website kills referrals.

By contrast, a clear, informative, and contemporary website helps referrals count, so you don’t get cut out of the running before you can talk to your potential new clients.

4. Your website shows visitors what league you’re in.

Look at that chart again. There is another response that is important to highlight here – “They looked like they weren’t in our league.”

Are you a serious player or are you an amateur? Your website goes a long way toward answering that question for first-time visitors.

Indeed, your website is the first and sometimes the most significant impression you will make on many potential buyers. It reflects your level of sophistication. If you haven’t put much effort into your site, visitors will question your credibility.

It’s an important point to stress – your website is not a billboard, but a hub to which your audiences will return again and again for solutions to their challenges. That’s great for building your reputation and your relationship with your audience, but to achieve these goals, your site has to be equipped to support rich content and drive new business.

5. Your site conveys your culture.

Let’s return once more to the chart above. Note the number three reason buyers rule out referrals, “They didn’t seem to be a good cultural fit with my firm.”

Buyers want to feel comfortable working with you – perhaps over the long term. To feel this way, they need to understand your culture, and your website is a major key to this understanding.

Your site is an opportunity to easily communicate your firm’s values and problem-solving approach through copy, educational content, and videos about your firm.

This ability to communicate your culture is also important in recruiting. Our research on professional services marketing priorities in 2015 shows that recruiting is a top priority of a lot of firms. A website that conveys your culture clearly makes it easy for top talent to feel comfortable joining your team.

The Bottom Line

If you’re wanting to grow, it’s important to move past a traditional view of websites. A website is about more than image or necessity – it goes right to the heart of your business.

Our research shows that firms generating 40% or more of their leads online grow the fastest and are most profitable. The lesson is clear – your website is an investment in the future of your business.

In order to lead your firm forward, it’s important to have a contemporary website that can serve as the center of your marketing efforts. From educational content to social media, your site will help share your expertise and generate new leads.

Given the many roles and abilities of a firm’s website, you could argue that it’s even more important than your office — more people will likely be seeing it, and it will shape your business for years to come.

- See more at: http://www.hingemarketing.com/blog/story/what-every-managing-partner-needs-to-know-about-your-professional-serv#sthash.ppR0H0hB.dpuf

12 Marketing Techniques to Increase Your Firm’s Visibility

We’ve officially crossed this year’s halfway mark, and it’s time to check in on the marketing strategy you created at the beginning of 2015. Has web traffic increased? Are you seeing more conversions and leads? Is your firm closing more new business?


It may be time to adjust your strategy or incorporate additional marketing techniques to drive your firm forward. In our experiences with clients, we’ve found that a mix of both online and offline techniques create a winning combination for increasing a professional services firm’s visibility.

Here are 12 online and offline marketing techniques that can increase your visibility—and help your firm grow:

1. A High Performance Website

80% of buyers will visit your website before deciding to contact you. Your website should not only be polished and professional, but a place for you to showcase your thought leadership with educational content. A consistently updated blog allows your firm’s experts to contribute educational content that speaks to prospects’ issues and challenges.
And having content and offers that allow visitors to more deeply engage with your firm will help to generate leads and appeal to middle and late-stage prospects.

2. Online Search and Search Engine Optimization (SEO)

Having educational content on your website is a good start, but you’ll need to make sure that content can be found. Your content should be optimized with keywords to help amplify your content and boost its rankings in search results. Optimize your website pages, blog posts, and other content landing pages.
SEE ALSO: SEO and Professional Services Marketing: What Every CEO Should Know 
Use keywords that are relevant to your content, and beware of “keyword stuffing” or putting keywords that are not natural or don’t make sense in your writing. As a good rule, write for your audience first. Write for Google second.

3. Social Media

Social media is the online, modern day version of networking. It’s another essential tool to drive engagement and promote your content. Here are a few best practices to get it right:

• Use the 80/20 rule and share 80% of other firms’ content and 20% of your own.
• Only commit to the number of channels you can consistently keep up with. Start small. For professional services firms, we’ve found that LinkedIn and Twitter are the most effective platforms to utilize.
• Your social media posts should deliver value, not just include links.
• Using pertinent hashtags on Twitter, Google+, and Facebook will help your content get found.

4. Media and Blogger Outreach

Media and blogger outreach will demonstrate your expertise to a wider audience. Research publications including blogs, newsletters, and online publications that your target audience reads. Reach out to the Editor with a suggested piece of content to contribute that highlights your expertise and that will matter to their readership.
The article should be an original piece that is purely educational and doesn’t push your service offerings. Editors are wary of content that is too self-promotional.

5. Webinars and Educational Events

Webinars are another medium to connect with your audience. Remember that people learn differently. Some will prefer to listen to a webinar and others will prefer to read articles. Webinars have the added benefit of interaction with your audience by being able to answer questions and take comments.
Consider having two people from the firm cover a topic to provide different perspectives. This is also a great tool to use if you are trying to reach a larger audience as webinars have no geographical restrictions. Start with one webinar (and don’t forget to promote on social media!) and then make tweaks as you learn what content your audience is craving.

6. Speaking Engagements

Just like online content, speaking engagements should focus on educating clients and prospects. Start small by researching local events and organizations that serve the markets you want to reach. You can also reach out to any professional associations you or your firm is a member of to see if there are any upcoming speaking opportunities.
As you grow, consider adding a speaking engagement page to your website with relevant biographies and information related to the speakers and their topics. Connect with relevant industry events or conferences within your target market to inquire about other speaking engagements. Keep in mind that a number of bigger events are booked well in advance, so plan ahead if you are interested in speaking.

7. Conferences and Trade Shows

If your firm has not had the opportunity to have speakers at a large event, it can still be worthwhile to attend conferences and trade shows where your target audience will be attending as well. This will help to get some brand exposure, and meet new potential clients.
While you are at the event, make sure you are promoting your firm on social media by tweeting relevant pictures and information and utilizing the conference hashtag, if there is one. You can increase your firm’s visibility by writing and posting a follow-up blog post about what your team learned at the event.

8. Networking Events

While it is a more traditional marketing technique, joining and attending networking events will also help to increase your firm’s visibility and connections. But make the most of that time! Bring related information, such as business cards with your firm’s newest guide and your contact information.
You’ll quickly learn what makes the most sense for your firm to attend, and which don’t. Be strategic, and consider having key firm personnel rotate events, or spread out a few among them so you can reap the benefits of exposure while not bogging one person down with a lot of out-of-office time.

9. Downloadable Educational Content

This can include research reports, guides, whitepapers, or eBooks. Our research found that a book or eBook is the tool with the greatest impact on a Visible Expert’s brand. Downloadable content should be an integral part of your content marketing strategy.
Most people are willing to provide some personal information (like their name and e-mail address) in exchange for good quality educational content. In return, you can nurture those contacts to becoming leads for your firm.

10. Email Marketing

Having a mix of educational and sales related emails will help to nurture prospects into becoming clients. Ideas for your email marketing campaigns include:

• Industry trends or news
• Upcoming webinars or other events
• New pieces of content that you’ve released
• A roundup of blog posts that’d be of interest to your subscribers

And don’t be afraid to send out a hard offer every once in a while (depending on the amount of emails you send). These could offer contacts a free consultation or a complimentary trial of a service.

11. Partnership Marketing

If you already have some partners in a similar space, consider leveraging those for collaborations. This is not like a typical business partnership, but more to assist with marketing activities.
An example would be to do an email exchange where you can send out an email on behalf of the other organization in exchange for them sending out an educational email on your behalf. You could also do a joint webinar with your partners, and share in promoting to get as many registrants as possible.

12. Physical Collateral

Not to be overlooked, physical collateral can still help your firm’s visibility. Polished collateral and creative collateral that stands out can go a long way. For example, if you have an upcoming networking event, consider creating mini cards that have a link to your recent guide for people to download.
Utilizing these 12 techniques will help boost your professional services firm’s visibility.

- See more at: http://www.hingemarketing.com/blog/story/12-marketing-techniques-to-increase-your-firms-visibility#sthash.8WCHjwe8.dpuf

Must Have: Social media for law firm

A arte de conectar

Marketing clássico x Marketing digital

A transição da arrogância.

As vezes eu me pergunto em qual momento da carreira a pessoa deixa de ser um bom profissional e passa a ser um profissional bom e arrogante.

Como acontece essa transição?

Quem ensina? os pais? a vida acadêmica? o colega de trabalho? ou o dinheiro?

Em qual momento uma pessoa decide agir com superioridade e falsidade por mera sensação de bem-estar? Foi apenas um impulso e um caso isolado (afinal somos humanos) ou é uma escolha consciente?

Imagine uma time line ulta rápida, mostrando a vida de um estudante, que se torna um universitário, que estuda muito e passa no exame da OAB, consegue um estágio em um escritório de advocacia, depois é efetivado, passa a ser advogado 1, advogado 2, advogado 3 e depois de algumas casas numéricas se torna sócio.

Seria esse o momento em que a arrogância abraça essa pessoa? ou é uma questão de carater?

Arrogância está cada vez mais fora de moda. É antiquada demais. Mas infelizmente circula livre, leve e solta pelos corredores.

Não seja um multiplicador dessa caracteristica. Não diga que seu terno é muito caro para carregar um caderno debaixo do braço. Não diga que a fragrância que colocaram no borrifador é cheiro de pobre. Não jogue a caneta na recepcionista. Não pergunte para um subordinado se ele sabe quanto vale a sua hora ou se ele sabe quanto voce fatura para o escritório. Não, não, não.

Seja, antes de tudo, um bom ser humano. 

Reveja seus conceitos.