Branding, Web Development, Media Relations
Objective:
Establish a B2B consultancy for an experienced team with significant subject knowledge and background in the pet industry.
Leverage the principal’s credibility and expertise amid professional industry colleagues, peers and related businesses to drive traffic to his new consultancy.
Identify the market, define the consultancy mission and shape the brand while developing multiple marketing elements.
It's no secret that LinkedIn is an useful tool for professionals of any industry--it is a networking tool, a tool for staying abreast of specific industry trends, a conduit for lending your voice as an expert in your particular field, and a way to communicate your professional interests, past and present experiences, and, very importantly, your qualifications.
A relatively new feature to LinkedIn, which helps interested viewers to confirm that you do in fact possess the skills and qualifications you present on your profile, is the endorsement. Essentially, an endorsement is a way for your connections to vouch for your skills.
For example, an accountant could be endorsed for their auditing and Excel skills.
As useful as a tool as LinkedIn and other social sites can be, the constant changes social media platforms undergo can make it difficult to discern what changes are important to be aware of and act on.
According to a Forbes article by Susan Adams, the LinkedIn endorsement feature is a change that warrants both attention and action. In the article, she explains why the endorsement is important, what to be aware of and how to successfully utilize the feature to your best advantage. Some key takeaways are:
1. LinkedIn endorsements--which can only be made by your first-degree connections--will be a permanent change to the networking site and should not be ignored.
2. By taking the time to list specific skills relative to your work and industry, an endorsement for those skills will be all the more valuable.
3. Along those lines, seek out endorsements from colleagues who know your skills and are familiar with your professionals abilities. Give out endorsements of your own when appropriate.
4. Not all endorsements are good endorsements--for example, if someone endorses you for culinary skills and you work in the finance industry, it is OK to hide the endorsements from your public profile--it isn't relative, nor does it add credibility.
5. Not having endorsements does not decrease your chances of appearing in a potential employer's or new business prospect's search--but you should still seek them out as a way to differentiate yourself and make yourself more marketable to potential employers and connections that could lead to business opportunities.
According to a recent report from the Pew Research Center's Project for Excellence in Journalism, a record number of persons surveyed consume news while on the go.
The survey reported that 66 percent of smartphone and tablet owners consume news on their device and that 78 percent of persons surveyed consume news on their cell phone.
This increase in mobile news consumption--and the ever-increasing popularity of consuming any sort of news or information on a mobile device--presents both challenges and opportunities to businesses of all industries.
Businesses must carefully craft their messages and carefully choose what digital mediums are best to communicate those messages--mobile news apps, social media apps, a mobile-view version of their website, etc. There is a multitude of businesses vying for consumers' attention--strategically crafting what is communicated and how it is communicated is key to standing apart.
Mobile devices also present a great opportunity to businesses--they enable instant communication. Through mobile devices, an organization can engage its constituents, provide immediate, real-time information and news, and receive instant feedback.
As we look to the future, and as the landscape of media and information consumption continues to change, it is vital for businesses to stay abreast of these changes and trends and strategically communicate to their constituents to maximize reach and awareness and grow their business.
One of the most fundamental rules for any business of any industry is to know who your audience is and how to communicate with them. In today's hyper-connected, fast-paced, crowded world, this is more important than ever.
Your website--the cornerstone of your digital presence--is a particularly important tool through which you can break through the clutter and competition and share your message and capabilities with your current and potential clients. Your website, coupled with other digital platforms, such as LinkedIn or Facebook, provides you the opportunity to connect with and interact with clients, building mutually beneficial relationships.
Successfully utilizing your website to maximize your digital potential is multi-faceted. It is important to build a sleek, well-designed and easy to use site, but what is more fundamentally important is formulating a strategic marketing plan that gives true purpose and direction to the site.
The message shared on your site should stand out and immediately grab the attention of your target audience. And the marketing strategy that you use to build your messages should come through loud and clear. Everything about your site--from your graphics to content--should be tailored to appeal to your target audience. This level of customization will prove to be key as you grow your organization. 
Published in Attorney at Work:
By Ellyn Caruso | Sep.20.12 | Daily Dispatch, Marketing 101, Social Media, Technology
At solo and small firm conferences around the country, lawyers gather to polish their skills, learn about new technology—and pick up a marketing tip or two. At the Illinois State Bar Association’s Annual Solo and Small Firm Conference last week, one of the key marketing themes heard was how to use technology to attract new clients. Here are four of the best marketing tips heard for building your digital presence—and your client base.
1. “I found you on the Internet.” How do your clients find you? Frequently, you might hear them say “on the Internet” since it has become a vast resource filled with opportunity for exposure. At the same time, however, it is easy for clients and prospects to view a blurry digital footprint for your practice. Sometimes your name turns up in surprising places—including inaccurate or incomplete listings that can negatively affect what they learn about you online. It’s important to learn how your clients find you (ask them!) and be aware of what they are seeing, to ensure your message is solid, on target and reflects your best strengths. Conduct a digital audit (start by Googling yourself) and find out where you are on the Internet and what is available for public view. Use the analysis to develop a strategic plan to polish and build your digital presence to best reach prospective clients.
2. Unlock your digital presence. Online marketing has leveled the playing field for many lawyers—so using social media, keyword searches, online advertising, directories and more, you can easily and cheaply reach more of your target audience than ever. With all these options, though, you want to be strategic about your digital presence to ensure you properly position your firm. So, in addition to checking to see where you are showing up online, you need to know where potential clients are looking. Then you can decide how and where to share information about your practice. Remember your website is the cornerstone of your online marketing efforts, so make sure it communicates your skills—particularly the attributes that differentiate you from your competition—and consistently provides fresh, useful information.
3. Social media is a powerful tool. In the recent “2012 Legal Marketing Survey Report,” conducted by Avvo and LexBlog, 70 percent of surveyed lawyers said they are using social media. Social media channels—whether “big three” (LinkedIn, Facebook and Twitter) or more targeted professional networks—help you build online relationships. In other words, they are a way to pursue the connections and introductions that lead to referrals and new business. Beginning can be daunting. So start by listening: Join and create a professional, consistent profile, then read enough so that you understand potential issues or concerns. Add to the conversation with content that illustrates your approach, provides effective solutions and ideas, and punctuates your role as a trusted advisor on key legal issues. Invite more personal conversation through email and telephone if you want to further develop a connection. And, of course, always be mindful to avoid offering specific legal advice unless, or until, you are properly engaged for legal services.
4. Networking really does lead to increased referrals. Solos and small firms depend on a strong referral network to bring in new work. Technology does a terrific job of stoking the networking fires, but you must take the time to create in-person connections with your legal peers. Traditional networking is still the best method of developing and continuing to build relationships. So attend conferences, meetings or lunches. Cultivate and develop relationships with a goal of better understanding each others’ practices. Share news of your significant accomplishments, types of cases and clients handled, and what types of clients you are seeking to grow and develop. And always, always listen for ways you can support your peers to make a more valuable connection.
BONUS: Go mobile! Make sure your site is enhanced for mobile viewing. A high-functioning mobile version of your website helps you better engage your clients, prospects and referral sources. A non-mobile-enhanced website … doesn’t.