Archive for efficiency vs effectiveness

Canned emails and copycat marketing

I’ve mentioned a couple of times on this blog that I am not a fan of professional service firms using canned messages in their marketing. They tend to be unremarkable, do little to foster relationship building, and in some cases, can even be damaging to a relationship. In her post, Beware of Canned Emails: Another [...]

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Should Professional Service Firms Use Canned Newsletters?

Stay-in-touch marketing is a vital component of a professional service firm’s marketing system.  Therefore, I thought I would spend the next few posts talking about the different ways to stay in touch with our existing customers, referral partners, and prospects. The newsletter probably the most basic form of Stay in Touch marketing that professional service [...]

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Marketing Automation – Sometimes, less is more

When it comes to marketing automation for professional service firms, how much is enough? How much is too much? Accountants, lawyers, and other professionals spend a lot of time developing relationships with prospects, clients, and strategic referral partners. Automating common marketing tasks can help strengthen these relationships, but they could also hurt them. Automated marketing [...]

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CRM – Personalization vs. Customization

CRM and other business automation tools typically allow you to personalize the messages you send to your prospects and customers. This is usually done using some sort of field code and mail merge process. You create a template that looks something like this: Dear {Name}, {Company} will love our latest widgets… And when the message [...]

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