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How to Get Past Cold Calling

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Andrea Hewitt – Enjoy! 

Cold calling is proven to lead to high levels of anxiety for at least 40 percent of sales people during their careers. That’s why every company should strive to get to the point where they can stop relying completely on cold calling and finally see hot leads coming down the pipeline.

Unless you become a giant corporation, which is not the case for most companies, you’ll still be tracking down new clients through cold calls. It’s the perfect way to touch base with many potential customers that wouldn’t find you otherwise.

But how do you transition to less cold calling and more customers coming to you? Start with these four steps and you’re sure to see more hot leads coming your way:

1. Provide a great product or service

The easiest way to draw people to your brand is to have an incredible product or service to offer them. Find a need in whatever market you want to break into, and make something great to fill the void. You don’t always have to reinvent the wheel. Find something that needs to be updated and create a better version. If your product is good, people will talk about it and you’ll start to see positive feedback that could attract potential customers.

2. Network every chance you get

If you focus on a specific industry, get to trade shows and use the opportunity to spread the word about your products. If you’re trying to sell to a specific region, go to local festivals, gatherings, and any opportunity for you to mingle with community members and leaders. Hand out as many business cards as you can, then let the customers come to you. Utilize every opportunity to hit the pavement and you’ll be sure to build awareness of your brand.

3. Create an awesome web presence

One of the main ways you can drive leads to you is to have an incredible web presence. If it’s been a couple years since you built your site, create a more modern design. Think of your website like a book—people are judging it by the cover. You also need to make yourself search engine optimized (SEO). For example, if you own an ice cream shop in Duluth, Minnesota, when people search Google for “ice cream in Duluth,” you want to be the first result. Start increasing your SEO by conducting a site audit. This step will point out problem areas that you can work to fix so your site starts performing higher in the rankings.

4. Cultivate a good reputation

Build relationships with the movers and shakers in your industry. If there are publications that many of your potential customers read, contact them with well-written press releases about new products and updates. Or ask if you can write something for them to get your name out there, educate your audience and demonstrate your authority. If there are professional organizations or chambers of commerce that are trusted in your area, get in touch with head honchos and convince them your company deserves public attention. Getting those people on your side and talking about you will lead to more inquiries.

You’ll also create a stellar reputation by having solid customer service. If you consistently go above and beyond for your current customers, they’ll do word-of-mouth marketing for you by bragging to their friends and colleagues.

Once you’ve tackled these first four steps, you’ll be on your way to finding the balance you desire between cold calls and hot leads. This won’t happen overnight but if you take your time and take pride in your exceptional product or service, you’re destined to get where you want your business to go.

Andrea Hewitt Andrea Hewitt is a content writer at StorageAhead, a web marketing company. She spends most of her time writing blogs that help others grow their businesses. She loves tackling a variety of topics and if she’s unfamiliar with one, she’ll do hours and hours of research until she feels like she has enough authority to write about it.

 

5 Forgotten Offline Marketing Tactics

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Jayson DeMers – Enjoy!

With the rise in popularity of online marketing, many proven offline methods are simply forgotten when marketing campaigns are planned. Of course, online marketing is hugely important in today’s Internet-connected world, but offline engagement with customers still has unique and distinct value that shouldn’t be forgotten.

If you want to give your business a real marketing boost this year, start looking outside the box. Here are five forgotten offline marketing tactics that don’t require a big marketing budget.

1. Engage in offline guerrilla marketing

Guerrilla marketing is a generic term for the use of unconventional marketing strategies, and because online marketing channels are so narrowly structured, offline is the best arena to flex your small business’s guerrilla marketing muscle. So, starting now, ignore what you know about marketing channels, and let your inner child out to play.

Offline guerrilla marketing ideas:

  • Leave sticky notes in random places (bars, coffee shops).
  • Use chalk to advertise promotions on a sidewalk.
  • “Accidentally” leave a branded pen at the bank.
  • Donate branded bookmarks to your local library.
  • Use sticky notes to create temporary images on buildings, cars, etc.

2. Drop business cards

This is one offline guerrilla marketing strategy that I want to talk about specifically. It’s more of a necessity than an option. If you run a small business, you must have business cards and dole them out! Don’t just share them when you first meet someone new. Drop them everywhere.

Places to drop business cards:

  • Leave a business card with your tip at a restaurant.
  • See a public bulletin board? Put up a business card.
  • Go to the library and place business cards in books related to your business.
  • When you see a contest fish bowl asking for business cards, drop yours in. Always.

3. Take pictures/videos of everything

Because social media marketing takes place online, many business owners and marketers forget that social campaigns can be boosted by offline efforts. One way to do this is by taking photos of company events and daily activities, and then posting those online. Videos help too. If someone from your company speaks at an event, for example, record it and upload it to YouTube.

Real-life photos from the offline world show the personality of your company and increase online user engagement. Facebook posts with photos, for example, receive 84% more clicks and twice as many Likes than text-only posts, according to Kissmetrics. And some of the most popular social networks (Pinterest, Instagram, Tumblr) are image-based, making photos ever more important for online marketing.

4. Donate gift certificates or products as prizes

By offering your product or service as the prize for a local contest, you can build visibility for your business while showing your commitment to the community.

If your business provides computer repairs, for example, you could donate a gift certificate for a 2-hour repair to a local non-profit organization. The organization may announce your branded prize to a room full of sponsors. Your business could also be listed in various publications, such as the organization’s website, newsletter, or even a press release.

5. Speak at events

Professional events offer a great way to meet new people, share your ideas, and build brand awareness. They’re even more effective if you speak at them. Find a local event related to your industry, come up with an educational topic you can speak on, and volunteer. If you don’t yet have the level of clout required to speak at an event, attending events can be just as helpful.

Remember, you don’t have to adopt all of these offline marketing strategies. Just try one. Write a promotion on a couple sticky notes, and put them in your pocket for the day. Who knows what could happen.

jayson-profile-google-plusJayson DeMers is the founder & CEO of AudienceBloom, a Seattle-based content marketing & social media agency. You can contact him on LinkedIn, Google+, or Twitter.

How to Leverage Phone Conversations with Customers

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Jeanne Landau – Enjoy!

Agents

photo credit: mycallfinder.com

It is estimated that U.S. businesses experience an annual loss of $83 billion simply because they provided bad customer service (or really, they didn’t provide ‘customer service’ at all). This number is staggering. Of course, people want good service, they are paying for it after all, and with U.S. consumers becoming more sophisticated and knowledgeable every day, they are expecting more, or else they are going somewhere else to get it.

On a more positive note, research also shows that 66% of consumers are willing to spend more with a company that they believe provides excellent customer service.

These are important statistics to keep in mind as more companies are developing a proactive customer experience strategy and implementing programs and tools to ensure they aren’t losing revenue due to a lack of respect for their customers.

Reducing lost revenue and increasing customer satisfaction and loyalty is attainable, but first a company needs to know where they stand on the customer satisfaction continuum, and then take action and make departmental and operational changes to improve the experience they deliver.

Every Department Has an Effect on Customer Satisfaction

The company-customer relationship is certainly not a simple one. Businesses often have multiple touch points with the customer, which occur across several departments, including sales and customer service.

Often call monitoring and quality assurance is thought of as relevant only to the contact center operations, or customer service department. However, responsibility of the customer experience flows though all areas of a business; from sales and marketing, to customer service, even accounting, and IT (think phone trees, websites, etc.).

Analyzing the Voice of Your Customers Leads to a Better Customer Experience

Audio WavesOnly the people that are using products and services every day, and working with customer service agents, can provide the most accurate insights on how well a company is doing at providing great experiences, while also providing the data necessary for companies to evaluate their customer service workforce and their performance.

So, how do they capture the golden nuggets that customers have to offer during these interactions?

The answer is simple. Since 90% of Americans prefer to handle issues or customer service needs through a live conversation over the phone, having access to the content of those phone conversations is critical.

However, some businesses get hundreds or thousands of calls each day, so managing the listening and data-mining of all recorded calls can be a huge undertaking, and certainly not one to take on manually. The best way to access that content is through the use of advanced technologies that record and mine audio files (the recordings of customer calls) for keywords and phrases. This is where the benefits of audio mining technology make the process manageable by automatically searching call recordings for specific keywords and phrases. This auto-scanning of call content makes categorizing calls based on subject, and reviewing calls for key points of interest much more digestible.

The search terms can be customized for any business, making it relevant and applicable to any size and type of business that wants to monitor calls for quality assurance, script compliance, customer satisfaction, marketing performance and any other business application.

As the topic of the customer experience continues to trend upward, it is increasingly important for companies to develop standards and guidelines to ensure they maintain excellent service standards, and to keep revenues moving in an upwards direction.

Sources:
Greenfield Online, Datamonitor/Ovum and Genesys
American Express 2012 Global Barometer Customer Service Barometer; Findings in the United States

Jeanne LandauJeanne Landau has nine years of experience leading the public relations, social media, and content marketing programs for 800response and CallFinder; delivering telecommunications solutions and marketing technology tools to businesses in North America. CallFinder is an affordable and flexible cloud-based recording and phonetic indexing speech analytics solution that allows businesses to easily record, categorize, and analyze customer conversations to gain business insights and improve the customer experience. CallFinder identifies spoken phrases within call recordings, highlighting calls that cover business challenges like customer satisfaction, workforce training, business and competitive intelligence, script compliance, and more. Contact Jeanne at [email protected] or 1-800-317-8060.

The Importance of Transactional Emails for Small Business

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Willie Pena – Enjoy!

transactional emailsThe open rate for transactional emails far exceeds that of any other type of email, whether it is newsletters or bulk marketing mail. Once just a sparse, utilitarian messaging that conveyed the bare bones details of a business transaction, transactional emails are now multi-purpose missiles that impact a company’s reputation, revenue, research and audience retention. They do this without being intrusive or unwanted.

The most effective and profitable transactional emails include shipping confirmations, order confirmations and approvals for return of merchandise (or exchange). Mastering the art of the transactional email is possible, if small business professionals follow the tips below from Easy SMTP.

Best Practices When Sending Transactional Emails

While the aim is to use the transactional email to gain customer trust and additional patronage, that mission cannot be too overt or aggressive.

  • Cite the transaction in the subject line of the email. Provide the necessary facts about the transaction in the body of the email in the most prominent and thorough way possible, using text, images and links.
  • Create a professional look by using the company name in the sender field and including a header with the official company logo and colors.
  • Use HTML instead of plain text to create a more exciting and engaging email.
  • Include colorful promotional content beneath the pertinent transactional data or in a sidebar. This can include purchase suggestions, a list of products related to what has been purchased already, coupons, a widget of popular products or sales ads.
  • Provide links to company services, especially support and account services, in additional to product links.
  • Limit marketing to 25 percent of the email.
  • Express appreciation or gratitude for the customer.
  • Customize the email and the promotions, showing awareness of the customer’s buying and browsing patterns.
  • Use software to track the effectiveness of transactional emails and experiment with design and content if emails are not inciting clicks or additional customer action.

What to Avoid When Preparing Transactional Emails

Transactional emails can easily become spam if any of the following are included.

  • Exaggerations about products, services or price cuts in order to gain a sale or prospect.
  • Having generic promotional content that offers one customer the same sales and product recommendation as every other customer.
  • Insufficient transactional data, such as missing prices, lack of product description, no shipping estimate or a missing toll-free number so that customers can ask questions about their transaction.
  • A convoluted layout that is confusing, overwhelming and aesthetically repulsive.
  • Using half the email for marketing.
  • Putting a sales reference like “30 percent off” in the subject line of the email.

Benefits of Using Transactional Emails

  • Builds Customer Trust – Customers feel safe with a company that provides useful information at every step of a business transaction. Transactional emails empower the customer and alleviate questions and concerns. This, in turns, fosters respect, confidence and trust for a company.
  • Increases Customer Engagement – The customized one-on-one approach of transactional emails makes a customer feel special and invites interaction. This interaction might lead to higher survey participation or social media engagement.
  • Additional Sales – When customers see photos and descriptions of their recent purchase alongside ads for similar products or related products that can incite a desire to purchase more goods or remind them of something they meant to buy but didn’t. Customers might also elect to browse the company website again, creating mental wish lists for future purchases.
  • Brand Recognition – For new customers, seeing brand elements when they complete one transaction may not cause them to remember the company in the future. However, when an order confirmation arrives with a signature brand logo, and then a shipping notice arrives later with the same logo, and a warranty message arrives, presenting the logo an additional time, suddenly the customer is very conscious of the brand and likely to think of the company when shopping later or when talking to a friend about the purchase.

Willie PenaWillie Pena enjoys writing about email marketing, transitional emails and marketing advice for small business owners for Easy SMTP. Connect with him on Google+ andLinkedIn.

50 Simple Lead Generation Tactics

Lead Generation TacticsIf you’ve read this blog, or anything I’ve written for that matter, then you know I’m a strategy before tactics kind of guy, but sometimes you just need some new ideas and tactics.

I got together with my network of independent Duct Tape Marketing Consultants and brainstormed fifty tactics for generating more leads. Each of these tactics came from the work we’ve done with a client or something brilliant we’ve witnessed a company doing.

Free eBook from Duct Tape Marketing – 50 Simple Lead Generation Tactics – full of great ideas! [click to tweet]

I’ve compiled the list into a free ebook. Each tactic lists the type of business that employed it as well as a concise example of how they put the tactic to work. In addition you’ll find the contact information for the contributor of each tactic in case you want to know more about how to integrate the idea into your marketing.

This is an easy way to get eight or ten new ideas on how to get your business in front of more of the right people right away. As a side note this is also a great way to employ collaboration to create useful content.

You can download 50 Simple Lead Generation Tactics here.

 

9 Things You Probably Don’t Know About Text Message Marketing

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Justin Mastrangelo – Enjoy!

Young woman using her mobile phone outdoors

photo credit: Anna Bryukhanova

When we talk to businesses and non-profits about text message (SMS) marketing, there are a few misconceptions that commonly come up.

Unless you’re a spammer, it’s permission-based.

Amazingly, many organizations think you need to already have a list of phone numbers, or worse, you need to buy this list before you can start sending out text messages.  Not only is sending unauthorized text message terribly ineffective, it’s illegal and could lead to lawsuits and penalties.  The effective and legal way to do SMS marketing is to grow your own list through campaigns promoted to your targeted audience.

You don’t need to get your own shortcode.

One of the first questions we get from newcomers to SMS marketing is, “How do I get my own shortcode?”  While some large brands may find value in getting their own shortcode, most businesses and non-profits can save the expense and hassle.  Like many SMS marketing providers, we provide our shared shortcodes to clients.  This saves them money and allows them to get up and running quickly.

It doesn’t cost a lot and it’s very cost-effective.

Frequently, marketers are surprised to hear the entry-level costs for SMS marketing.  For whatever reason, even small organizations assume it will be a significant investment for them to start using this technology (it’s not!).  Once they learn how small the investment is, they quickly stop worrying about how difficult it will be for them to prove the value to their bosses.

It’s extremely easy to setup and manage.

When we help a new client setup their first SMS campaign, they’re usually surprised how easy it is.  I think this comes from the email marketing world where setting up a campaign for the first time involves a lot of configuring, template building, graphics uploading, etc.  With only 160 characters to work with, it almost always takes longer to decide the message than it does to set up the software.

Your audience wants to receive text messages from you, if they’re valuable.

Because at this point almost everyone has received at least one of those spam “you’ve won this gift card” messages, organizations assume their messages will be received the same way.  This just isn’t true and they’re always surprised after their first outgoing campaign how well the messages are received by their audience and how few people opt-out.

You can capture email addresses and other information with text messaging.

Initially, organizations are very focused on growing a big list of mobile numbers so they can “blast” out messages to many people and they often overlook the two-way capabilities of SMS.  Many organizations have captured email address, zip code, survey responses, product numbers, and more through text message.  Don’t focus too much on the outbound part of SMS and miss an opportunity to gather valuable data and feedback from your users.

It works best in three situations.

We’ve worked on a lot of SMS campaigns, and while many unique campaigns have generated great results, there are three types of campaigns that always seem to work the best.  Those that are promoted at events, at a physical location, or any campaign run over traditional media (TV, radio, print, or outdoor).  These campaigns always seem to grow the biggest mobile databases, assuming the incentive was attractive to the audience.

SMS is used by some of the biggest brands in the US, but remains relatively “untapped” by small and mid-sized businesses.

Many small to mid-sized businesses we talk to are amazed to hear how many large, well-known brands are using SMS marketing today.  They’re also amazed when they realize not many, if any, of their competitors are using it.  Quickly, the conversation turns to “why haven’t we considered this sooner” and “when can we start?” As with any form of marketing, whenever you can reach the audience where your competition isn’t, the more effective it can be.

It’s not just for a “young” audience anymore.

We don’t hear this one as much as we used to, but every so often we have to pull out the stats (81% of mobile users use SMS) to prove texting is not just something teenagers do any more.  Look around, everyone uses it!

justin-headshot-150x150Justin Mastrangelo is the Founder of the JA.TXT text message marketing software platform. As President of the parent company, JA Interactive, he has worked with businesses, nonprofits, and agencies to cost-effectively reach new audiences through digital marketing and technology. Justin launched the JA.TXT platform to give these same organizations an opportunity to start strategic mobile marketing campaigns using text messaging (SMS).

How to Leverage Mobile Technology to Gain Insights Into Your Marketplace

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Willie Pena – Enjoy!

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photo credit: blakespot

In the next few years, marketing will be almost totally mobile. Mobile gadgets offer a bevy of versatile tools and methods for collecting data from consumers on the go — and almost everyone is on the go but ever-connected to people and businesses through gadgets like iPads, smartphones, Kindles, tablets and other devices.  These devices present unprecedented opportunities for a company to learn about its target audience and customize its business and promotions to respond to consumer needs.

Mobile Apps are the Future of Marketing Research

There are many benefits that make mobile marketing research more attractive than traditional forms of research: mobile research is faster, less costly, way more interactive and attracts far more respondents than print and phone surveys. Since mobile devices typically come with an array of apps, it is through apps that many businesses will funnel their future marketing efforts.  By using apps, companies can take advantage of touch screens, swipes and other responsive mobile technology features while asking customers questions in polls, games and other interactive platforms.

Because mobile technology, such as the innovative iPad, encourages users to express themselves beyond words, businesses can create apps and digital surveys that allow users to draw, record audio feedback, record video reviews or share images of themselves and their friends or family using products. The traditional survey model will shift as businesses design app-based questionnaires that take advantage of the inventiveness and options available on mobile devices.

Geolocation Will Give More Insight Into Customer Habits

With most mobile devices coming equipped with GPS technology, companies can use tracking software to verify  survey respondents’ locations with more detail. In cases where companies interact with consumers during shopping, such as through promotional text messages or popular QR codes that shoppers can scan and read on their smartphones, businesses can study in-store activity, consumers’ traveling habits, where customers go before and after a visit to a company and what leisure places might to be patronized by consumers.  Often, consumers will even volunteer this information by posting places visited on social media.  All this data is useful as it can show if buyers visit competitors, what neighborhoods or locales have people who are more likely to embrace a particular brand and in what contexts consumers might likely use a product. Geolocation can help create a more in-depth profile of people within a target or niche audience.

Routers will Help Gauge Customer Behavior

GPS isn’t the only way marketing groups can probe audience behavior. People using mobile devices while running errands and shopping often are at the mercy of hotspot routers to maintain Internet access. These routers will be increasingly used by market researchers to study and track consumer behavior; some frameworks may allow researchers to identity and study impulse purchases. At the very least, marketers can analyze consumers’ searches for related products, product features and service descriptions  –  possibly while a customers is on the verge of entering a business to complete a transaction.

Invitations to Take Surveys will Get a Lot More Lively

Businesses can take advantage of several inventive ways to ask mobile device users to take surveys, whether its through mobile ads/banners, video feeds, BlueTooth messaging, rich media animation, apps, search page listings, newly popular automated voice services or even sponsor messages built into mobile devices upon purchase.  Some companies, particularly those in the Consumer Packaged Goods (CPG) industry are creating special mobile sites that allow shoppers to click a photo or link to immediately contact a special call center; these call centers can be used for spontaneous surveys to gather details on shopper needs, preferences and concerns. By using mobile technology to expand how to solicit consumer feedback, businesses will be able to better understand brand engagement. While some people might ignore a traditional mailed survey or emailed link to a survey, consumer might find these dynamic mobile invitations too fun to pass up.

Sophisticated Mobile Advertising Analytics Provide Insight

Advanced software is becoming increasingly available to study the mobile advertising impact. Marketing researchers have often relied on analytics applications designed for traditional websites and for people who use personal computers. Such software does not provide reliable mobile data; however, special new mobile research tools can provide accurate and reliable information on click-through-rates for mobile campaigns, general mobile traffic and customer details.

Willie PenaWillie Pena is a freelance writer, video producer, visual artist, and music producer. He prefers the Oxford comma. Catch his rare blog posts on williepena.com, or connect with him on LinkedIn.

Which Online Marketing Tools Lead to Substantial Growth?

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Lee W. Frederiksen, Ph.D. – Enjoy!

There is a revolution going on in professional services marketing. More and more buyers are going online to learn about possible solutions to their business challenges and find and evaluate potential service providers.

This revolution is already having a major impact on the growth and profitability of professional services firms. My firm recently completed a study of 500 professional services firms and how they used online marketing tools. The results and their implications are described in our new book, Online Marketing for Professional Services.

A Competitive Advantage

The research revealed that the proportion of new business leads generated online had a direct impact on both firm growth and profitability.

Fig1Fig. 1. Online Lead Generation Drives Firm Growth and Profitability

Figure 1 shows that as the proportion of leads generated online increases so does firm growth and profitability. The highest growth rate comes from firms that generate 40-60% of their leads from online sources. Talk about a competitive advantage!

The bottom-line advantages of online marketing are clear and compelling. But where do you start? When you get down to it, what really works?

Evaluating Online Marketing Tools

There is no shortage of opinions about which tools are most effective. But we were interested in results, not rhetoric. So we investigated the effectiveness of 15 of the most common online marketing tools as experienced by three different groups:

  • High Growth Firms — These were the fastest growing and most profitable firms in the study. We were interested in what they were doing differently than their peers.
  • Average Growth Firms — These were the firms that experienced only average growth.
  • Experts — We recruited a panel of 20 top online marketing experts to provide their perspective on the relative effectiveness of the tools. We reasoned that if anyone understood the full potential of the individual tools it would be these folks.

Figure 2 shows the effectiveness ratings for the 15 tools.

Fig2
Fig. 2. Effectiveness Ratings for Experts vs. High Growth vs. Average Growth Firms

A couple of overall findings are clear.

High Growth Firms find almost all the online tools significantly more effective than do their Average Growth peers. And with the exceptions of Facebook and banner ads, the online marketing Experts judged the tools to be more effective than did the High Growth Firms. Perhaps the better you know the tools the better use you can make of them.

Relative Effectiveness of the Tools

Search engine optimization (SEO) is the single most effective online marketing tool in the eyes of both the Experts and the High Growth Firms. SEO is closely followed by web analytics and blogging.

In some ways these top three tools fit together nicely. They provide the content (blogging), the method of attracting visitors (SEO) and a mechanism for evaluating and optimizing the process (website analytics). Notice that the Average Growth Firms largely miss the importance of these core tools.

As we move down the list, we add more analytical tools (usability testing) and more content (white papers, ebooks). In the mid-level of effectiveness we find email marketing and some social media tools such as LinkedIn and Twitter.

Other social media platforms such as Facebook and YouTube rank relatively low in effectiveness for professional services firms. Banner ads were judged least effective by all groups.

What Does This Mean for You?

Understanding these online marketing tools can give you a real edge. Since most firms (the Average Growth group) do not realize the power of some of the techniques such as SEO, blogging and website analytics, you may want to focus your energy first on these tools, which can give you a true competitive advantage.

Just as important, you can avoid investing a lot of resources in tools that do not show as much promise, such as banner ads or Facebook. Does that mean you should never use these tools? Not necessarily, but it does suggest how you might prioritize your efforts.

While your competitors try to generate new clients using less effective techniques, you can focus on those techniques used by the fastest growing firms and favored by the Experts who know the tools best.

Online marketing is changing the face of professional services. Some firms will win more business and earn more profits. Others firms will fall behind and find it harder and harder to attract new clients. With a little knowledge, the choice is yours.

LeePhotoAbout Lee W. Frederiksen, Ph.D.

Lee is Managing Partner and Director of Research at Hinge, a premier professional services branding and marketing firm. He brings over 30 years of marketing experience to the firm’s clients. He is co-author of Online Marketing for Professional Services.