In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the  Partner of Hinge Marketing, Elizabeth Harr. When asked about the types of clients they work with, Liz mentioned a broad spectrum of professional service firms. These include engineering firms, architectural firms, law firms, accounting firms, and financial services companies. Any business that provides advisory services falls under their purview. However, their focus is primarily on B2B rather than B2C. Liz also emphasized the importance of understanding the sophisticated audience that professional services firms serve. These clients are not interested in being sold to; they want to be educated. Websites play a crucial role in connecting professional service companies with their audience. Liz explained that websites should provide easy access to relevant content that is unique and informative. This could be in the form of articles at the beginning of the customer journey. Liz recommended visiting their website and exploring the library section, which contains a wealth of free content. She specifically suggested checking out the guides, including one on business development for professional service leaders. This guide has proven helpful, providing readers with a checklist of actionable steps.

Key Points from the Episode:

• Overview of Hinge Marketing and their work with professional services firms
• Examples of professional service clients they work with (engineering, architecture, law, accounting, financial services)
• The importance of understanding the sophisticated audience of professional services firms
• Marketing strategies for professional service companies, focusing on providing valuable and informative content
• Connecting with the audience on a human level through websites and relevant content
• Engagement process with clients, including research and growth strategies
• Resources available on Hinge Marketing's website, including guides and the library section
• Introduction to Hinge University, an online learning platform with niche courses and exclusive content

About Elizabeth Harr:

Elizabeth Harr is a seasoned professional with over 20 years of experience in strategic planning, brand management, and communications. She co-founded a tech firm early in her career and has since become a recognized expert in the professional services industry. Elizabeth is known for her expertise in the field and is a frequent contributor to the industry's knowledge base. As a Visible Expert®, she actively shares her insights through articles, webinars, and speaking engagements at professional services events nationwide. With a strong background in technology and a passion for effective communication, Elizabeth Harr continues to make significant contributions to Hinge and the broader professional services community. Her wealth of experience and expertise make her a valuable resource for individuals and organizations seeking strategic guidance and insights in the rapidly evolving tech and professional services landscape.

About Hinge Marketing:

Hinge Marketing is a prominent branding and marketing firm specializing in professional services. Renowned for its expertise, Hinge Marketing conducts pioneering research on high-growth firms' marketing characteristics, enabling businesses to refine strategies, re-brand effectively, launch new services, and expand into new markets. Their comprehensive services encompass research, strategic planning, award-winning creative solutions, and online marketing, catering to various industries such as architecture, engineering, construction, technology, government contracting, accounting, finance, and consulting. Hinge Marketing's commitment to original research and tailored marketing strategies positions them as industry leaders, empowering professional service firms to elevate their presence and achieve substantial growth. With a focus on innovation and client success, Hinge Marketing remains a trusted partner for businesses seeking impactful branding and marketing solutions in the competitive professional services landscape.

Tweetable Moments:

03:34 - "They're not here to be told and sold, they want to be educated." 12:01 - "Be visible for the things your audience cares about."

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Links Mentioned in this Episode:

Want to learn more? Check out Hinge Marketing website at https://hingemarketing.com/ Check out Hinge Marketing on LinkedIn at https://www.linkedin.com/company/hinge/ Check out Hinge Marketing on Twitter at https://twitter.com/HingeMarketing Check out Hinge Marketingon Facebook at https://www.facebook.com/HingeMarketing Check out Elizabeth Harr  on LinkedIn at https://www.linkedin.com/in/eharr/ Don’t forget to subscribe to The Thoughtful Entrepreneur and thank you for listening. Tune in next time!

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