5 Takeaways from the 2024 AEC High Growth Study
Hinge Blog
by Karl Feldman
5d ago
Since the onset of the pandemic, the AEC marketplace has settled precariously on the sands of uncertainty. War, conflicting economic signals, a polarized political environment, and powerful but frightening AI technologies keep us guessing. At the same time, the labor pool isn’t getting any bigger, and compensation levels are rising. But even in today’s unpredictable world, there are signs of hope: AEC firms are growing again. And there is a subset of high-performing firms—businesses that thrive in almost any environment—that can show you a way forward. Earlier this year, we released our annual ..read more
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How to Develop Issues and Topics for Your Content Marketing Calendar
Hinge Blog
by Kelly MicKey
6M ago
Having great content is imperative to having a successful marketing plan.  Content drives leads and can expand a firm’s reach into untapped markets. But how should you go about choosing what you write about? This process starts with developing Issues and Topics. And even before you can do that, you should start with research. What challenges are your clients facing that keep them up at night? Is there a trend in the marketplace that you’re an expert in? Identifying your issues Think about issues as an area of expertise for which you want to become known.  If a reporter is interested ..read more
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Why is Employer Branding so Important for Professional Services Firms?
Hinge Blog
by Katy Pultz
9M ago
In August of 2019, my husband spent three weeks in the ICU for an onslaught of sepsis. One roller coaster of emotions and many gory details later, my husband made a miraculous recovery and would spend one more week in rehabilitation to regain his strength. All in all, he was hospitalized for a month, which... The post Why is Employer Branding so Important for Professional Services Firms? appeared first on Hinge Marketing.   Related Stories Leveraging Educational Webinars: Building Credibility, Not Just Leads 9 Steps to a Successful Blogger Outreach Campaign Understanding the Marketi ..read more
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Leveraging Educational Webinars: Building Credibility, Not Just Leads
Hinge Blog
by Austin McNair
9M ago
Educational webinars have emerged as a powerful marketing tool for many professional services and B2B firms. But not everyone is on the same page… As someone who has organized, promoted, and produced over 100 webinars at Hinge, you can imagine that I hold some strong perspectives on webinars as a marketing strategy. When they are well-organized, promoted to the right audience and integrated into a larger marketing system, webinars are excellent opportunities for nurturing relationships with prospects, showcasing your firm’s experts and leaving a lasting impression on the products and services ..read more
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9 Steps to a Successful Blogger Outreach Campaign
Hinge Blog
by Rowena Figueroa
11M ago
Should guest blogging be part of your online marketing strategy? The answer is a resounding yes. Why does guest blogging matter? Because guest blogging is a high-impact offsite SEO strategy that can help you get ahead of competitors trying to reach the same audiences. Too often, digital marketers focus on tactics to optimize a website. What they fail to give enough attention to are the offsite tactics that help boost your search engine rankings. We will never be privy to Google’s next algorithm update. But here at Hinge, we have seen great success in pitching educational, high quality articles ..read more
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The State of Modern Accounting Marketing Budgets
Hinge Blog
by Lee Frederiksen
1y ago
How do today’s accounting firms build and utilize their marketing budgets? And what can we specifically learn from those firms growing the fastest? For over a decade, the Association for Accounting Marketing (AAM) has partnered with Hinge to research, analyze and provide the valuable insights accounting marketers and executive leadership teams need to develop high-performing marketing programs. The 2023-24 Marketing Budget Benchmarking Study is the latest edition of this research partnership that is dedicated to uncovering the details of high-performance accounting marketing teams. The focus a ..read more
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Understanding the Marketing ROI of Your Lead Generation Programs
Hinge Blog
by Kelly MicKey
1y ago
If you’re trying to figure out how to allocate your marketing budget, where to focus your efforts to attract customers, or even how to prioritize your marketing initiatives, the best approach is to base your decisions on past and projected marketing return on investment (ROI). It may sound simple, but to accurately calculate marketing ROI, you need to have the right data, tracking methods, systems, and tools in place to support your efforts. How to Calculate Marketing ROI: The Importance of Lead Source Attribution The ROI-for-Marketing Calculation ROI = (Generated Sales – Marketing Cost) / Mar ..read more
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7 Ways Government Contractors Can Grow 3X Faster
Hinge Blog
by Karl Feldman
1y ago
New areas of government spending are creating more opportunities for government contractors at the federal, state, and local levels. But recent data from the Hinge Research Institute suggests that some business-to-government (B2G) firms are built to benefit more than others. While average B2G firms grew a rate of about 12% last year, an elite group is growing 3X faster—year after year. How do they do it? Hinge has spent the past fifteen years researching the marketing strategies and techniques of over 2,500 government contractors and their government buyers across the United States, yielding u ..read more
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Planning a Lead Generation Website for Your Firm
Hinge Blog
by Lee Frederiksen
1y ago
Is your firm ready to start generating significantly more new business leads online? If so, you’ll need to develop a lead generation website — the engine that will drive your online lead generation program. A professional services lead generation website presents some unique challenges. It must build trust and credibility while describing complex and technical services offerings. If you aren’t careful, a lead generating websites can come across as pushy, eroding your credibility. So you have to take care to build the brand at the same time as you are generating new leads. While a bit tricky, i ..read more
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Paid Online Advertising for Professional Services: Which Platform is Worthwhile?
Hinge Blog
by Kevin Bloom
1y ago
You have a range of marketing tools and tactics at your disposal. There are online and offline tools, and it seems like new ones are popping up daily. Which ones are worth your time? One of them? All of them? Here is an overview of the most common paid social media platforms for advertising your professional services firms today. Pay Per Click (PPC) Pay Per Click (or PPC) is a form of advertising where a firm can pay to drive visitors to their website from search engines. Google Ads is the most popular PPC service although Bing does represent over 8% of January 2023’s search engine traffic acc ..read more
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