Professional services marketing experts talk about the online strategies they're using.

1. The Latest Greatest
Online Strategies
Presented by:
Ingenuity &
Friends
© 2012 Ingenuity Marketing Group, LLC

2. Rachel Gold
Words/ Online/ Creation
• MFA in Writing
• Communications Consultant for
Ingenuity Marketing Group
• Former journalist
• Published author
• Marketing and PR since 1999
• Social Media pragmatist
• Winner of multiple awards for
marketing content
• Brand strategist who excels at listening
for key differentiators
© 2012 Ingenuity Marketing Group, LLC

3. Your Name Here
[Other bio slides to be added]
© 2012 Ingenuity Marketing Group, LLC

4. Ingenuity Marketing Group focuses exclusively on the people of
professional services. We help them clarify and deliver their value through
marketing strategy, media positioning, training and coaching.
Get clear. Be brilliant. Drive opportunity.
Our services connect you to the right prospects, the right media and the right
talent. Whether you need a persuasive, lead-generating website, compelling
brochures and direct mail, or a program to build a rainmaking culture, we
deliver the ideas, content and design that communicates you – brilliantly.
© 2012 Ingenuity Marketing Group, LLC

5. What is your biggest online
success story?
© 2012 Ingenuity Marketing Group, LLC

6. What do we need to pay
attention to?
© 2012 Ingenuity Marketing Group, LLC

7. Growth of Social Media
Social Network Site Use Growth
% of online adults, 2005-2011
Pew Research: 65% of
Source: Pew Internet & American Life Project adult internet users now
use a social networking
site – up from 8% in
2005.
On a typical day, 43%
of online adults use
social networking –
compared to 61% using
email and 59% search
engines.
© 2012 Ingenuity Marketing Group, LLC

8. 20%
20% of Facebook users have
purchased something because of ads
or comments they saw there.
Ipsos http://ipsos-na.com/news-polls/
© 2012 Ingenuity Marketing Group, LLC

9. Business is happening on LinkedIn
© 2012 Ingenuity Marketing Group, LLC

10. What can we ignore?
© 2012 Ingenuity Marketing Group, LLC

11. 57/78%
THE MORE POSTS PER DAY, When
a brand posts twice a day, those posts
only receive 57% of the likes and 78%
of the comments per post.
TRACK SOCIAL http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-
frequently-to-post/
© 2012 Ingenuity Marketing Group, LLC

12. How do you convince skeptical
partners to try new tactics?
© 2012 Ingenuity Marketing Group, LLC

13. What objectives should you
focus on online?
© 2012 Ingenuity Marketing Group, LLC

14. Top content tactics that firms use to attract leads:
• Article posting (79%)
• Case studies (58%)
• Videos (52%)
• White papers (51%)
• Webinars (46%)
• Microsites (31%)
[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the
Content Marketing Institute and MarketingProfs]
© 2012 Ingenuity Marketing Group, LLC

15. Top content tactics that firms use to woo leads:
• Social media (74%)
• Blogs (65%)
• eNewsletters (63%)
• In-person events (56%)
[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the
Content Marketing Institute and MarketingProfs]
© 2012 Ingenuity Marketing Group, LLC

16. How do you generate all that
content?
How do you sustain and
curate it?
© 2012 Ingenuity Marketing Group, LLC

17. What are you personal practices?
How do you stay sane?
© 2012 Ingenuity Marketing Group, LLC

18. Measurements
Firms are using the following ways to measure
results:
• Increased Web traffic (58%)
• Sales lead quality/sales accepted leads (49%)
• Direct sales (41%)
• Qualitative feedback from customers (40%)
• SEO ranking (40%)
[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the
Content Marketing Institute and MarketingProfs.]
© 2012 Ingenuity Marketing Group, LLC

19. What did you have to give up in the
firm to gain this level of knowledge
about online marketing?
© 2012 Ingenuity Marketing Group, LLC

20. Educational Tools/Content Marketing Example
InGenius Review: our free
bimonthly newsletter
about professional service
marketing.
Available via email and
from our website.
© 2012 Ingenuity Marketing Group, LLC

21. Thank You, Panelists and Attendees!
Connect with us:
Rachel Gold: rachel@ingenuitymarketing.com
http://www.linkedin.com/in/rachelgold
Wendy Nemitz: : wendy@ingenuitymarketing.com
www.ingenuitymarketing.com
© 2012 Ingenuity Marketing Group, LLC