Articles for Accounting Channel Vendors

Going Retro: Traditional marketing tactics worth exploring in our digital world
By Jennifer Marsnik

If you’re looking for something new for your marketing mix, why not consider something ... old?

Yes, it’s 2017, and yes, we live in a digital world – a world filled with artificial intelligence, social media, mobile apps and, of course, the cybersecurity threats that come with all things digital. But amid all the online channels, email marketing, webinars and data-driven campaign options there remain some old-fashioned marketing strategies and tactics still actively applied. And the reason is simple: Experienced marketers continue to employ some traditional channels because while they may not be sexy, they still produce results.


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What’s the state of your nation?
By Tanya Amyote

What happens when you realize you’re six months into that shiny new year, and those goals that seemed so doable in January, now seem so far out of reach? How do you assess your progress to date? How do you get back on track and still meet those goals, with six months gone?
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Eight Tips for Successful Analyst Briefings
By Vicki LaBrosse

For technology firms, analyst briefings are an important part of the communications, public relations and analyst relations strategy. Keeping the analysts that advise your customers up to date on your company and products is essential. A surprising number of startups and even well-established firms are unfamiliar with the briefing process. Analysts are influential and having a successful briefing is key. Here are some tips to make the most out of your analyst briefings.
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Robots Will Soon Do Your Taxes
By Megan Miller

Those of us involved in technology marketing strategy and communications are struggling to understand what the true impact of AI will be on our respective companies and clients, and on the technology-based products and services they provide. Will new AI applications in legal research, contracts management or e-discovery fundamentally change the value proposition? How can we convince fearful legal workers that AI technology can enhance their roles, not eliminate them? How can marketers and communications teams effectively educate prospects and customers on the nature of AI?
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The Development and Care of Thought Leaders ... And How It Gives You the Marketing Advantage
By Melanie Brenneman

It’s time to double down on thought leadership. No matter the mode of communication, fresh and visionary topics will gain greater traction than recycled ideas.
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Are You Planning to Fail?
By Jennifer Marsnik

Benjamin Franklin is credited with the quote, “If you fail to plan, you are planning to fail.” This philosophy may be applied to any number of things in life, but it certainly holds true in business. Most companies understand the importance of planning and are disciplined at annual budgeting. At the very least, they have a basic vision for their future and good intentions of mapping out a plan for how to get there. But for many small and even medium-size companies, the formal process of strategic planning – particularly around their public relations and marketing efforts – doesn’t go much further.
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Personal Best: 5 Tips for Stronger Marketing Results in 2017
By Megan Miller

Like a pro sports competition, successful marketing is a test of energy, agility and strategy. Meeting or beating a personal best is more likely achievable when you are well fueled, strong and flexible. It’s a numbers game - results in the form of engagement, leads and revenue determine the winner. Here are 5 ‘workout’ tips to keep you in top form for 2017.
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Client Testimonials: The Rainbow Unicorn of the Service Industry
By Cindy Kremer Moen

From starting small to finding the right opportunities, here are seven ideas to help get you started and keep you going in your search for the rainbow unicorn known as client testimonials.
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Passive Content is so Passé
By Megan Miller

In the digital age, where posts are limited to 140 characters and conversations may contain more emojis than text, attention spans have shortened. A study by Microsoft Corporation has found that the average human attention span has decreased from twelve seconds to eight seconds over a decade.
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Build Organizational Empathy Through Personas
By Kim Tidwell

Is your business empathic? If like me, you’ve read Joel Bakan’s 2003 book The Corporation, you may have a bleak perspective on the answer to that question. In his book, Bakan lays out a very compelling case that corporations are, by their very nature, psychopathic. So, can a business truly be empathic?
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The Surge in Subscription- based Outlets
By Vicki LaBrosse

Trending now... How many times a day do you see those words pop up on your social media feeds? You click on the link, eager to read the latest news, only to find that you are locked out. How frustrating! It’s all the more so when you are the author of that article. You are unable to access your own content. What do you do?
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Where's Waldo? Three Ways to Find Your Voice in a Cluttered News Landscape
By Doreen Clark

Your company wants to announce a new product, talk about a new hire, gain attention for a speaking event or be featured for a recent acquisition. The news hits the wire, but the silence is deafening. What went wrong? The reality is that the PR landscape has changed and gaining the attention of media in a cluttered news landscape can be as difficult as finding Waldo in a sea of red-striped shirts.
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#TwitterForBusiness
By Megan Miller

Is your firm or company on Twitter? Can you explain your Twitter strategy and the metrics you use to measure success in two sentences? If your history with Twitter is short, or if you are taxed for resources, you may simply have a public face on Twitter, without the longer-term vision required to be successful.
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The Art of Marketing with Rifle-like Precision
By Leslie Garrett, PhD

Marketing should never be a crapshoot. Blindly spending your marketing budget repeating an initiative that has not proven to result in deals closed is reckless. To attain rifle-like precision with marketing, there are three areas you must have a deep understanding of.
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Tired of Time-Consuming, Unproductive Meetings? Try These Rules.
By Melanie Brenneman

Meetings are called for the best of intentions: Let’s get together. We’ll hash out situations face to face and come to a consensus. But many meetings morph into calendar hogs with unclear purposes or unmeasurable results. They increase stress, strain deadlines and cut into productivity. Here are the basic guidelines I recommend for conducting productive, efficient and respectful meetings.
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From Awareness to Engagement: Brand Management in the Social Age
By Jennifer Marsnik

Today’s digital world offers opportunities for promoting your brand that we couldn’t have imagined a few decades ago. But those same opportunities can quickly turn to challenges and even risks. Effective branding is increasingly critical in the digital age. Now more than ever, exceptional discipline and keen attention to detail are required to ensure your brand delivers on its promise across an ever-expanding variety of touch points.
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Top 10 Marketing Resolutions for 2016
By Cindy Kremer Moen

Did you know that 45 percent of Americans usually make New Year’s resolutions? Based on that statistic, there’s a good chance you did too. Most people make personal resolutions, but I encourage you to make marketing resolutions this year, in addition to the personal goals you may have set. Here are the top 10 personal resolutions that people make in the United States, and corresponding resolutions to consider for your marketing plan.
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CX and Your Website: The 8-Second Rule
By Kim Tidwell

Are you familiar with the term customer experience (CX)? Not just for app developers or folks operating on the fringes of innovation, CX is a pervasive value system that will affect your company’s success. So what exactly is CX?
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Content Marketing - Tips for Building an Achievable Plan
By Megan Miller

The customer journey we hear so much about is not a cab ride from point A to point B. It is a circuitous route – a scenic tour, if you will – during which individuals gather data to inform a future action or decision. Think of content marketing as taking a customer on that journey.
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Does Your CEO See the Strategic Value of Marketing?
By Megan Miller

Effective marketing leaders today are fluent in metrics, analytics and spreadsheets. The Internet and increasingly available marketing automation tools support the growing emphasis on marketing as a science rather than an art. But still, many marketing leaders struggle to find the right metrics that will get them credibility with the CEO and CFO for important strategic decisions.
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PR as a Communication Tool: Use a Scalpel, Not a Hatchet
By Vicki LaBrosse

An effective press release is more than an SEO tool. The original intent of a press release, before the Internet era, was to gain credible media coverage from reputable media outlets. If you write and distribute press releases with only SEO in mind, you risk missing out on valuable publicity. The decline of press releases as SEO bait refocuses us on the original purpose of PR: telling a newsworthy story to the media. Link-stuffed releases were a blunt instrument; targeted PR is a scalpel.
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Tank Tops, Mobile Obsession and Stinking Hangovers: Booth Behaviors to Avoid at Trade Shows
By Melanie Brenneman

A trade show represents a significant amount of time spent strategizing and planning as well as a good chunk of change. Your booth is your physical presence at a show, one that is subject to the whole concept of “first impressions.” It’s also an investment that falls into the hands of whoever happens to be at the booth. It can take only one or two bad habits from booth staffers to tank all that meticulous work.
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8 Important Truths That Can Come from Customer Surveys
By Leslie Garrett, PhD

We have all taken surveys, yet so many practitioners never think about using a survey as a marketing tool. Survey results grease the wheels of business services invention. The data you can gather from a well-crafted survey will feed your business with the intelligence you need to make smart service offering decisions. Here are eight good reasons why every firm should survey their customers.
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Advertising Lessons from Mad Men
By Jennifer Marsnik

This month marks the end of AMC’s iconic period drama, Mad Men. In its seven seasons, the award-winning series offered an examination of 1960s American culture through its representation of the “golden age” of advertising. Much has changed on Madison Avenue and in boardrooms throughout the country since that time, and not just because so few of us partake in daytime office- drinking with our colleagues today. But in some ways, Mad Men offers thoughtful insights for modern advertising.
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Can You See It? Four tips for adding visual marketing to your strategy
By Cindy Moen

You’re a busy professional assaulted by messages all day long. Images break through the clutter. We can communicate more information faster with images than with text. How – and why – should you add visuals to your marketing strategy?
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Make the Most of Your Trade Shows
By Nicolle Martin

For most companies, the cost of sponsoring events is a large percentage of their overall marketing budget. For that reason, it’s important to make sure every possible opportunity they generate is maximized. Yet studies show that 80 percent of companies do not effectively follow up with leads they receive while sponsoring an event. This represents a huge number of lost opportunities.Here are a few tips on how you can make sure this isn’t happening to your company.
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Get in the Content Marketing Mindset with these Three Exercises
By Kim Tidwell

Content marketing is not just a buzz phrase; it is a fundamental shift in how we market our businesses and sell our products. Rather than interrupting our customers by trying to reach them at various points in their lives through traditional marketing, content marketing seeks to put relevant and engaging information in front of our customers as they embark on researching and buying our products and services online.
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Three Tips for Getting the Most from Sponsorship Dollars
By Josie Johnson

There is no shortage of sponsorship programs designed to part marketers from their money. With so many options, how do you choose? Then once you choose, how do you maximize the benefits of your sponsorships?
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The Role of Growth Hacking in Marketing Strategy
By Megan Miller

Today’s front-runners in marketing are focused on the evolving digital world: web, mobile and social media marketing. The term ‘Growth Hacker’ has sprung up in the last couple of years to describe a person with a unique combination of skills – an innate ability to understand target consumers, marketing messages and campaigns, combined with a strong aptitude for web technologies, social media, and marketing automation tools.
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Next-Level Marketing: Tips and Trends to Take B2B Marketing Up a Notch in 2015
By Vicki LaBrosse

You understand the critical impact marketing has on your business. No matter what you’re doing, there comes a time when you are going to want to take things up a notch. So how do you push your efforts to the next level? As you are thinking about marketing planning and budget allocation for 2015, consider these B2B marketing trends and tips in your planning process.
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The Cornerstones of an Effective Email Marketing Campaign
By Leslie Garrett, PhD

Email marketing is becoming more challenging due to the volume of messages people are getting today. Breaking through the clutter of what might be 100 email messages received in one day is no easy task. Sending email marketing messages to a qualified target that 1) get opened and read, and 2) move the target to take action is a worthy goal to work toward.
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Internal Communications Failures That Can Flat-Line Your Marketing Campaigns
By Melanie Brenneman

You have the most amazing marketing year planned. It has been immaculately researched, budgeted for and planned. It employs creative imagery and succinct, relevant and engaging messages and calls to action. So why is it tanking before you even launch it? Oftentimes, if you are facing internal pushback or a lack of company awareness, the culprit can be internal communications. Here are four ways not prioritizing internal communications can impale your campaigns.
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Native Advertising: Trick or Treat?
By Jennifer Marsnik

John Oliver, host of HBO’s Last Week Tonight with John Oliver, recently criticized the practice of native advertising, arguing that it blurs the lines between editorial and advertising – often referred to as “church and state” in the world of journalism. Oliver’s assertion that native advertising compromises the integrity of a free press is not without merit, but was his overall conclusion about its value entirely fair?
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Bringing Corporate Giving into Your Public Relations Plan
By Cindy Moen

While most business owners do not set out to build a company with the sole purpose of charitable giving, many feel the pull of corporate responsibility and philanthropy. When done discerningly, corporate philanthropy can be part of a successful public relations program.
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Market Segmentation: The Afterlife
By Doreen Clark

For years, market segmentation, in the form of large and fairly non-personal groups, has been common practice for organizations and marketing teams. Data, or the analytics of data, has made it possible to remove the generic grouping and to look, with fresh eyes, at the person on the other end as a person, rather than as part of a bundle. If you understand the person, engagement will likely be higher.
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Make a Big Impact on a Small Budget
By Vicki LaBrosse

It is no secret that marketing is a crucial factor in the success or failure of a business, but when budgets get tight, companies somehow rationalize marketing cutbacks. Of course, any successful marketing strategy requires money. Effective marketing is not cheap, but there are strategies you can implement for little or no cost.
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In the Market for a New Booth?
By Dr. Leslie Garrett

Consider these tips and helpful hints as you investigate ordering a new booth for your next event.
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Demonstrate Expertise with Bylined Articles
By Jennifer Marsnik

Promoting thought leadership can be among the most affordable and impactful strategies in creating fresh leads, nurturing existing leads and even converting new sales. And one of the best ways to demonstrate your expertise is by writing bylined articles.
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Seriously. Why didn't you read my e-mail?
By Melanie Brenneman

With the multitude of marketing tools available to companies these days, email is still a solid contender for businesses trying to engage – and grow sales opportunities – with legal professionals. But that first step to success is often the hardest to broach – getting the email opened on the receiving end. There have been multiple studies into open rates, looking at topics such as best content, best length and best symbols to avoid. Here are three reasons why your open rates might not be ideal.
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Keeping Your Cool in a Crisis
By Cindy Moen

A top executive just quit and went to a competitor. Your company accidentally handed over a different client’s data. Someone was able to hack your network and obtain client information. These situations are all crises, no matter the level of severity or the number of people they affect. Now is not the time to cross your fingers and hope the problem goes away on its own. By being proactive, you can ensure that the damage that might have happened from a crisis will be contained. What should you do instead of crawling under your desk and hiding?
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The Importance of Key Messaging
By Nicolle Martin

Key messaging is an adept way to ensure that you are sending a consistent message about your company and the offerings you provide. First, let’s look at what a key message is.
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Five Tips for Building Effective Relationships with the Media
By Doreen Clark

Technology has made the potential for relationship-building so easy that it is hard. Is it possible that we now presume that if we click “send” they will come? They will follow us? They will share our news? It is just as possible they will ignore our message. Why? Though we have the tools for media outreach, the basic skills may have been lost in the shuffle.
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Are You Making the Most of LinkedIn?
By Vicki LaBrosse

If you have not integrated LinkedIn into your marketing and sales strategy, what are you waiting for? As of September 2013, LinkedIn reported that it has more than 225 million members in over 200 countries and territories.

Since its launch in 2003, LinkedIn has diversified its business model to include other channels that seem like a logical adaptation to the application such as LinkedIn For Recruiters, For Job Seekers and For Sales Professionals.
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Why Would Google “Sunset” Organic Search?
By Josie Johnson

You have probably seen the articles, including a recent one in Inc. magazine, asserting that Google is killing organic search. There are some compelling arguments that the search giant is indeed placing revenue-generating AdWords ahead of free, organic search. After all, why would Google not want to drive more people to invest in AdWords when organic search is ineffective or hard to measure? This particular article and many others focus on the slow takeover that ads are staging on search page real estate.
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Beyond Brochures
By Jennifer Marsnik

Now more than ever, organizations must find creative and compelling ways to tell their story and engage potential clients in a way that leaves them wanting to learn more. People are inundated with media and messages today through channels that did not exist just a generation ago.
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10 Lead Generation Tactics for Exhibitors
By Dr. Leslie Garrett

Lead generation tactics can range from spur of the moment safety-net initiatives thought-up out of necessity to well-planned and strategic initiatives that require preparation and pre-event marketing months in advance of the event. Regardless of the tactic, getting prospects to the booth is one aspect, having a well-trained booth staff who can engage them in conversation or a demonstration is another.
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Knowledge Is Power
By Vicki LaBrosse

Information is the heart of business today, and one of the best ways to keep your finger on the pulse of your company is to gather feedback from your customer base. Surveys are one of the primary vehicles for collecting information and gaining valuable insight into your business. Follow these simple steps to create a meaningful survey that produces useful results.
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10-Tips-for-Creating-Winning-Press-Releases
By Erin Jones

If you want to get your company noticed, in a hurry, press releases are one of the most effective ways to achieve rapid results – but only when they are well crafted and executed flawlessly. Follow these 10 tips and you’ll be amazed at the website traffic, leads and sales that can result from this public relations mainstay.
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Don't Let Marketing Leads Wither on the Vine!
By Josie Johnson

When the CEO asks about marketing, the question is “how has the investment in marketing contributed to revenue?” Even though they are critical elements to success and can’t take a backseat, all the beautiful websites and brochures, prolific article placements and spot-on branding strategies in the world will not justify your budget or get you more money. You need leads. And you need those leads to lead to something! That is where a lead nurturing strategy comes into play.
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Avoid the All-You-Can-Eat Social Media Buffet
By Melanie Brenneman

Competitive eating fascinates me. It is not so much the fact that contestants eat so much, but rather the thought that the successful ones put into the process. For example, take Nathan's Famous July 4 International Hot Dog-Eating Contest. The contestants may look like they are cramming hotdogs into their pie holes faster than mustard comes out of a bottle, but they are also soaking the buns in water to make them easier to swallow or using the Solomon Method to down those weenies faster than the eater beside them.
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If You Build It, They Will Come
By Cindy Kremer Moen

Whether you are a new entrepreneur or a business owner who has just never taken the time, creating a marketing plan may seem like a daunting task. There really are only a few steps, though, for generating a simple plan that will make the most of every marketing dollar.
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Dos and Don’ts for Media Interviews
By Nicolle Martin

“I thought I was off the record!” When speaking with a reporter, you should never assume you are off the record. So, how can you avoid ever having to say those words to anyone after an article has been published about your company? Here are a few tips to help you get ready next time you are being interviewed by a member of the media.
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How to Make the Most of Your Event Investments
By Jennifer Marsnik

Like all marketing activities, investing in events can yield terrific results – but can also be a waste of time and money when not well-planned and executed. There are many reasons some events deliver a good return on investment (ROI) and others do not. While external factors may occasionally determine an event’s outcome, most often we control our own success or failure.
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Top 10 Tips to Enhance Your Website for Google Search
By Leslie Garrett

Let’s face it, not everyone can be a star when it comes to creating a website that is visually appealing and ranks high in the search engines. Improving your website for Google search is not about designing with the latest whiz-bang glitz and glam, it is just plain smart business.
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Be More than a Super-marketing-hero
By Amy Juers

Marketing spending among B2B companies certainly underwent wild fluctuations during the 2008-2010 time period. Not only did spending change, but tactics changed as well. With online marketing on the rise, should marketers maintain a balanced approach with the budgets they created and deployed?
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Marketing and PR Social Networking Best Practices
By Amy Juers
Published by The National Law Review on natlawreview.com

When should your team get involved in social networking marketing tactics, and which sites offer the most appropriate venue to shorten the sales cycle? Many marketing departments are still holding back on this initiative for good reason, it is practically impossible to manage what you do not understand.
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Get the Competitive Edge
Published by the Editors of LegalTechBase.com

Edge Legal Marketing is the largest marketing and public relations agency that specifically supports companies who provide technologies and services to the legal industry. Their unique background puts Edge Legal Marketing in a superior position to understand the differing needs of law firms; the differing practice areas of attorneys and paralegals; that corporate counsel at Fortune 500 companies have different priorities than those in smaller corporations; and that law firm CTOs, partners, IT professionals, firm administrators, paralegals and legal secretaries must be reached in ways that show a full understanding of both their pressures and responsibilities.
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Public Relations in Litigation Support
Joe Howie
Published by ALSPonline.org

We try to cover all aspects of litigation support in ALSP Update, and public relations (PR) is one important aspect that often goes on largely behind-the-scenes. This article describes what PR is, how it fits with advertising, marketing and sales and provides a look at some of the PR agencies operating in the litigation support market. If you're associated with a vendor or law firm, this may be of interest to you to help promote your organization's services. In any event, it will hopefully shed some insight into how much the content you read came to be written.
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