Your clients need you to be successful. Think about it – would the alternative be a great experience for them? Relationships in the professional services industry are interesting animals that need specific care and feeding to fully develop. It’s not easy, and I certainly don’t claim to have it all figured out. However, you can be certain that your client relationships are getting stronger when asking hard questions doesn’t seem so nerve-racking. So, when the relationship IS there, you can ask almost anything. Here are a few questions that come to mind – and please paraphrase if using them in client discussions.

Are you REALLY ready to commit funding for professional help?

Mama always said, “Don’t talk about your money,” and per Kenny Rogers, “You never count your money while you’re sittin’ at the table.” While money is a very sensitive topic, we know from economics class, that business transactions involve the exchange of goods or services for compensation. Without the compensation part, it’s no longer a business transaction. In that context, we must recognize both the sensitivity AND the importance of money in our client relationships. We can treat it carefully, but we certainly can’t shove it under a mattress. Sorry, Mama.

Some potential clients truly aren’t ready to pay for your help. And that’s OK! Regardless of the reason, you can still give those prospects a wonderful experience. Getting to know your firm and helping them understand the value you bring with your paid expertise offers the chance to keep in touch for future initiatives/challenges/projects.

When the timing and value equation IS a match, keeping your client projects and relationships in good financial health is imperative for all parties involved. The client has expectations about your service delivery and outcomes, and your firm has expectations about meeting its cost obligations and returns on the owners’ equity. Getting that value equation right will reward your clients AND your firm.

How can we best serve you in conjunction with your internal resources?

Part of the mystique of developing business in professional services is finding the right match between the client’s ongoing business challenges and “how much” of your expertise to throw at them. We’ve all been in those situations where the outcome felt like we did too little/too much. Most professionals in their area of practice, of course, are pretty good at assessing whether clients have [no/some/significant] internal expertise of their own. Whatever the case, we can’t just assume no expertise, or worse, stop the pursuit because they seem to have more experts than we do.

Figuring out where and how your firm’s knowledge and capabilities fit in is crucial! You’ll find the need to address this balance in all kinds of professional disciplines – the built environment, accounting, legal, information technology, and many more. One example might be when your client must manage the replacement of a key employee whose role is involved in your area of expertise.

Your engagement with this client might be more focused and short-term, but if you are able to strategically line up a handful of clients who consider you “first call” for that situation, the experience can be very rewarding. Some clients choose to not maintain a certain expertise on payroll. The outside professional may desire an expanding scope, but he or she should still proceed cautiously to make sure there is clarity with the client’s reasoning and expectations of our delivery. As you’ve heard many times, seek to understand before needing to be understood.

What outcomes from our work would cause you to laud us among your closest peers?

This question is more common, and maybe even more uncomfortable, but very important. The professional’s best client development tools are the references, referrals, and introductions from other extremely satisfied clients. While it’s helpful to promote the “50 times we’ve done that before on other projects,” it’s preferable to have a solid group of existing clients who will happily describe HOW you did it for them.

Having cheerleaders for your awesomeness are indispensable. Yet, professionals often struggle with the challenging work of developing a process to nurture, catalogue and leverage them. Starting with the important questions will help. Remember, your clients are also motivated to see successful outcomes from your work together.

Ask, Ask Away

You can probably come up with other important questions that you wish had been asked earlier in certain client relationships. Like with most skills, practice makes perfect. Think of several of your best existing clients and seek their input on how to address the tough topics in new relationships. They’ll likely be honored to help, and you’ll be making that relationship even stronger.

By now, you’ve probably heard about Deltek for Professional Services (DPS), but how does the next generation Deltek product help your firm? To answer this question, it’s easiest to break down the firm into its key roles and show the benefits of DPS to each of them. So, role by role, let’s look at the top 5 benefits of DPS.

Marketing Manager      

Marketing is all about firm promotion to assist the business development team with connecting a firm to a potential new client. Firms must deliver and manage marketing campaigns and streamline the proposal process to win more projects. So, how does DPS benefit marketing managers?

Using DPS, marketing managers can:

• Monitor campaigns to find potential clients and follow up on leads
• Track marketing ROI and win rates
• Deliver better and more information packed proposals
• Eliminate wasted time and double entry with all the information you need in a single view
• Collaborate on proposals through conversations, tasks, shared documents, and calendar events

Business Development Manager

Business development requires keeping a close eye on all your opportunities. Business development managers must track all their activities and touchpoints to ensure they are meeting their goals. Let’s see how DPS benefits business development managers.

Using DPS, business development managers can:

• Cultivate, nurture, and manage relationships with clients employing tools available
• Easily see your sales pipeline to ensure goals are met
• Provide competitive and reliable project estimates to ensure profitable projects
• Easily collaborate across the firm to make the most of limited business development time and resources
• Drive the go/no-go process to determine the best opportunities to pursue

Project Manager

Delivering a profitable project on time that exceeds the client’s expectations can be difficult. Project managers must have the tools at their fingertips to make this happen. How does DPS help project managers?

Using DPS, project managers can:

• Easily build project schedules and budgets for a profitable project
• Utilize the right people on the right projects to deliver on schedule and under budget
• See all necessary project aspects on one screen
• Utilize alerts and dashboards to identify potential risks and make the required adjustments
• Collaborate with project teams through conversations, tasks, shared files, and events to ensure projects are delivered on time and on budget

Human Resources Manager

Finding and retaining the best talent in the professional services industry can be difficult for human resources managers. Human resources managers need to quickly find, onboard, and retain top talent. What can DPS do for human resources managers?

Using DPS, human resources managers can:

• Manage skills and certifications so they have the information they need to assign the right resources to projects
• Forecast and fill resourcing gaps
• Utilize customized self-service onboarding so talent can become billable faster
• Evaluate resources at the project level to ensure project performance is at its best
• View your firm’s new hire information, retention rates, and turnover ratios

Controller

For a controller at a professional services firm, it can be extremely difficult to get accurate and timely financial information on projects and clients. Controllers need to track important metrics and address red flags before they affect the profitability of projects. Check out how DPS benefits controllers.

Using DPS, controllers can:

• Generate invoices that are correct the first time
• Get paid faster with interactive and automated billing tools in combination with robust accounts receivable management
• Always know when things need your attention with thorough reporting
• Track your goals by monitoring key metrics including margins, utilization rates, and cash flow
• Quickly capture accurate information with simple timesheets and expenses

Executive

As the firm leader, the executive needs critical firm information at his fingertips. Executives manage the entire project from pursuit to payment and everything in between. How then do executives benefit from DPS?

Using DPS, executives can:

• See the most profitable types of projects
• Gain more profitability and efficiency by adjusting teams, projects, and resources
• Make better and faster business decisions with all the information about the firm in a single view
• Give employees a solution that is easy to use so they have more time for things that matter most
• Find clients that are draining resources and hurting the bottom line

Deltek for Professional Services is the Answer to “What if”

What if it all just worked? With DPS, your firm can simplify the entire project lifecycle, from winning the project to getting paid by the client at the end. If your firm is ready to increase its profits and win more business, now is the time to see what DPS can do for you.

Technically, business intelligence or BI has been around for centuries. It is simply the review/analysis of business data. Traditionally, this review had been focused on the past performance of financial data which was easiest to access. As this was financial data, the only people who had access were senior management teams and lower level employees were provided little, if any information. Fortunately, we have come a long way since the old days.

Old Days No More

Financial trends have become easier to access and report against, and we have gotten better at creating and using tools to let us peer into the murky future. Solutions such as resource (people) planning, project planning and CRM (client relationship management) now allow us to track what we see on our immediate horizons. With a combination of these past-looking and forward-looking tools, we can provide a comprehensive view of our performance and where we see upcoming opportunities.

New Problem with Amount of Available Data

So, here’s the new problem. We have access to so much information that it is easy to get overwhelmed. There needs to be a way to draw our eye to a potential “opportunity.” We have also restructured enough that simply having a team who looks at the information and communicates the “opportunity” down the channels isn’t enough. We now require everyone in the company to see the potential and act on it. 

Power of Modern BI Tools

Modern BI tools are the solution to this problem. They allow for consolidation of information into a single data warehouse, so management can see the trends, but this information can also be maintained ‘real-time’ or very close to it depending on the situation. The information can then be presented in a cohesive format that provides an easy view of how the company is performing against its goals.

Furthermore, this information can be disseminated through all the employees (as appropriate) so they can then make informed decisions about their day to day priorities. Additionally, with our mobile workforce, modern BI provides people access to what they need when they need it. Ultimately, the best BI will offer a visual that will call out an issue (or opportunity to improve) and then allow direct access to the data to see what the detail is. 

Example of How Modern BI Works

Below is an actual Division Manager view that shows her the team’s utilization, backlog and outstanding AR. She might look at the AR third column (with the big past due amount) and want to see the specifics:

A simple click of a button will drill down to the clients and let her know there really is only one problem:

She can even go down further to the detail level and see more:

This information will be available to her at the job site, the soccer match or while she grabs a coffee on the way to work. Modern BI tools are very convenient and effective.

Ensuring Successful Firm Performance with Modern BI Tools

Today’s BI is the best way to stay in touch with your company’s performance. A responsive, well thought out BI tool will allow the company to focus on performance metrics that can easily be drilled down to the individual and rolled up to the management team. This modern BI will enable everyone on the team to pull in the same direction and ensure success for the entire company.

Acquiring and maintaining accurate client data is absolutely necessary for both marketers and business developers. Marketers need it to provide valuable content to clients and business developers for a successful sales pipeline. Additionally, as with any other firm department, both marketers and business developers need a way to track their efficiency and effectiveness. With iAccess, this all can be achieved. Here are five things you probably weren’t aware of that iAccess can do for marketing and business development:

Business developers and marketers spend lots of time on the go rather than at their desks. With iAccess, you can use the web browser in your mobile devices to update your CRM and keep data current. We recommend saving it as a bookmark or using the “Add to Home Screen” option for even quicker access on the go. 

Furthermore, the iAccess Business Development workspace enables you to contribute and maintain key pipeline information wherever you are as long as you have an internet connection. 

2. Enter and Edit Contacts, Opportunities, and Touch Points

Using iAccess, you can work with Contacts and Opportunities as well as set up touch points. Under the Contacts tab, you can perform basic searches and add contacts. The contact area provides quick access to key information for your contacts such as title, phone numbers, company, location and email address. You can even add image links into contact records.

From the Opportunities tab, you can view all your current opportunities as well as add new opportunities. You can easily change and view data such as the opportunity stage or see what client you are working on. Additionally, you can view and update the touch points as well as quickly add a touch point within any of the tabs by clicking on add touchpoint under the Touchpoint tab.

If the standard saved searches don’t provide the information you need, you can create a custom search. When you create a custom search, you can save it for the future, so you do not have to continually recreate the search parameters. 

3. Easily Sort, Filter, and Export Opportunity Reports

Opportunities are found within the Business Development workspace of iAccess. Here you have critical information at your fingertips. You have the option to sort opportunities by active opportunities, all opportunities or just those that you are associated with as part of the team. See the opportunities instantly as you filter and organize. These reports can then be exported to wherever you want them to go.

4. Track Your Department Spending

Another nice feature of iAccess is that you can use it to track department spending and can make sure you are being effective and efficient with your resources. If you set up budgets for Promotional Projects, you can easily see where you are Job to Date (JTD) and Year to Date (YTD) for that project. In that project record using the Project Management workspace, iAccess provides visuals to  see the labor and expenses that have been charged to the promo number and what budget is left.

5. Update Contact Notes Using Talk to Text 

A final iAccess benefit is that you can use “talk to text” to update Contact and Opportunity records. When you open iAccess using your mobile devices (explained above), you can use the talk to text feature to update any field. We like to update touch points and notes using this talk to text method. There couldn’t be an easier way to provide a meeting summary after visiting a contact. 

Let iAccess Work for Marketing and Business Development 

Now that you have discovered five things that iAccess can do for marketing and business development, are you ready to try it out? For more information, check out these past webinars to get an introduction to iAccess for business developers and to learn how to connect to Vision from anywhere with iAccess. Lastly, if you’re attending the SMPS Southwest Regional Conference, make sure to attend Lindsay Diven’s pre-conference Vision CRM workshop.

Full Sail Partners is honored and excited to have received the Deltek Partner Marketing Excellence Award for 2017. As a Deltek Platinum Partner, Full Sail Partners continues to provide sales, implementation, consulting, support and customization services for project-oriented professional services organizations. Our mission is to help businesses integrate their processes into one singular system, better understand and retain current customers, and increase market share. We leverage multiple inbound and outbound marketing strategies to drive awareness and strive to provide valuable content for Deltek Vision and Deltek for Professional Services users.

“It is our honor to recognize Full Sail Partners with this year’s Deltek Partner Marketing Excellence Award. Full Sail Partners continues to deliver products, services and support that help our customers successfully grow their business,” said Ray Lazarine, Senior Marketing Director at Deltek.

Both Deltek Vision and Deltek for Professional Services are leading enterprise software solutions designed for project-based professional services firms to improve business performance, streamline operations and win new business. With automation of marketing, financial management, planning, tracking and administration of resources and projects, these products uniquely integrate end-to-end business processes. Using the Blackbox Connector offering by Full Sail Partners, Deltek Vision and Deltek for Professional Service users can connect their systems to other third-party software solutions further streamlining business operations.

“We are humbled and honored to be recognized by Deltek with this Marketing Excellence Award for a second year in a row,” said Sarah Gonnella, VP of Marketing and Sales at Full Sail Partners. “Marketing is a team effort. Without an amazing marketing machine and great consultants providing relevant content, this accomplishment would not be possible. This group effort allows us to continue to establish ourselves as thought leaders and ensure our message is focused on our clients’ needs.”

For more information, please contact Full Sail Partners’ Marketing and Communications Department. Interested in learning more about the Full Sail Partners' team? Check out our crew! 

More often than not, firms that use Deltek Vision can find project budgets in the Budget and Revenue tab of the Project Info Center. There you will find a series of fields that will be further defined later in this blog. Before we go too far down the rabbit hole, let’s dive into some basics. 

Deltek Vision Project Info Center

A good place to start is the Project Info Center, and whether you use the Budget and Revenue or Contract Management tab, the definitions are the same. Deltek Vision refers to budget as total compensation, but in very simple terms, it is your contractual fee or upset amount. It is statutory, referring to the agreed upon amount between seller and buyer. In no way should this be minimized as Vision uses it for many calculations and processes, but it may not necessarily be the budget. Here are some key terms you should be familiar with: 

• Direct Labor is the portion of the contract value that relates to your firm’s effort and you can segregate WIP and backlog specifics to this amount using revenue categories
• Direct Expense is other direct costs such as travel that is part of your fee and not a pass through
• Compensation is the sum of Direct Labor and Expense in Vision
• Direct Consultants are third party consultants that are part of your fee and not a pass through
• Reimbursable Expenses are other direct costs such as travel that are going to be passed (possibly with a markup) to your client through invoicing
• Reimbursable Consultants are third party consultants that are going to be passed (possibly with a markup) to your client through invoicing
• Reimbursable Allowance is the sum of the Reimbursable Expense and Allowance
• Agreed Upon Contractual Value is the sum of the Compensation, Direct Consultant and Reimbursable Allowance 

Furthermore, all these fields are available for reporting and revenue calculations. 

Locating Budget Amounts in Deltek Vision 

It is important to remember that even though these amounts are available in the Billing module, they are not systematically linked. It is true, however, that total compensation is the maximum that can be invoiced or earned. This amount is external client facing. Keep in mind, this is not the project budget. 

What, what, what? The above is not a budget? In the case of a fixed fee or a lump sum project, we would expect the total compensation to reflect the budget, but the budget should be comprised of labor and expense loaded hours/amounts over a proposed schedule based on fee and scope. Simply stated, a budget is internal and should be used for comparison to actual costs charged to the project. 

Maintaining Project Budgets 

In closing, budgets should be re-visited and re-casted. If managed properly, firms will gain high levels of profitability. A key take away is that, for fixed fee or lump sum projects, performing under budget creates “windfalls” or the difference between the total compensation that was invoiced and earned.

You’ve just spent hours creating a clever email with an enticing subject line to send your clients and prospects. As you prepare to push the button to send this email, you hope for a positive outcome of your campaign. Over the next 24 to 72 hours, you will log into your email marketing platform, such as Constant Contact or MailChimp, to check the performance of this email. But, which numbers really determine the success of an email marketing campaign? Let’s take a look.

The open rate is simple to understand but quite important. This is the percentage of the recipients that opened the email. Knowing how many people opened your email is significant because it will show you if your subject line drew enough attention to make opening it worth their time. Of course, the higher the open rate, the better.

Click-through Rate

Here’s probably the most important metric that allows you to know how successful your email marketing campaign has been. The click-through rate lets you know who actually read your email and took action by clicking on the included link. Seeing who clicked on the email allows you to know who’s interested in your content. This tells you who to target in the next stage of your marketing campaign. In other words, the more click- throughs, the more potential leads that have moved further into your marketing funnel.  

Bounce Rate

The bounce rate tells you how many of the intended recipients did not receive the email at all. There are two types of bounces, a soft bounce and a hard bounce. A soft bounce happens when the recipient’s mailbox is full, the server is down, or the email is too large for the inbox. On the other hand, a hard bounce means the message is permanently rejected because the email address is invalid or doesn’t exist. Obviously, the more bounces, the less potential for exposure to the email content.    

Unsubscribes

Like click-through rates, unsubscribes allow you to assess the quality of your content. If a person signs up to receive your emails and newsletters but unsubscribes, it is usually because the content is not what they expected. So, unsubscribes can show you how many recipients have determined that the content is not valuable or interesting.

Spam Reports

While unsubscribes are bad, being reported as spam is worse. This usually happens for one of two reasons. Either you send emails to people that never signed up to receive them or you send emails to people with irrelevant content. Email marketing platforms can and will suspend accounts that have a high spam rate. Therefore, not spamming is a priority in your email marketing campaign.

Refining Your Email Marketing Campaigns

Using A/B testing is a great way to improve your email marketing campaigns. This is a controlled experiment that compares two versions of the same content to determine which messaging improves your email marketing success rates. There can be a variation of the subject lines, the messaging in the email and the verbiage used in the call-to-action. Remember, in the end, the main goal is to get your email marketing campaign through to its intended audience and have it be well received. How you accomplish this is up to you.

It is amazing that so many people aren’t even aware of the numerous benefits of using the Deltek Vision Payroll module. For starters, the Payroll module in Vision is a robust application that gives you control over your payroll process that you otherwise wouldn’t have if you used an outside payroll company. It allows you to meet the increasingly complex regulatory requirements by defining taxable wages based on any withholding codes that you create. You can also define how other pay wages impact a withholding calculation. All of this can be done from Payroll Withholding Setup. 

How the Deltek Vision Payroll Module Works

If your firm is using the Payroll module to process your payroll, Deltek Vision will use information from the Employee Info Center, the Project Info Center, the Transaction Center, and Accounting Cost/Pay Rate tables to process payroll.

Some of the main features of the Vision Payroll module are:

• 2 overtime multipliers – There are some firms that are required to pay overtime (OT) to hourly employees. For example, you may have to pay time and a half for some OT hours worked and maybe double time for other OT hours worked. Vision can be configured to accomplish this. For added flexibility, you also have the option to bill these overtime hours at a higher billing rate in billing terms.
• User-defined other pay fields – In addition to an employee’s regular salary, you can also add payments for other items. Some firms will use these fields to record bonus payments, moving allowance payments, allowances for fitness club memberships, public transit passes, etc.
• Contribution codes – If you make payments on behalf of your employees, i.e. state unemployment or 401k matches, you can track those payments using contribution codes. Contribution codes can record those amounts by employee. Vision will also post the entry to the balance sheet liability account.
• Withholding codes – In addition to the standard federal, FICA, and state withholding codes, users can create their own user-defined withholding codes to suite your firm’s needs. You can create withholding codes for medical insurance, cafeteria plans, wage garnishments and Roth IRA plans to name a few.
• Direct deposit – Vision supports the direct deposit of funds directly into an employee’s bank account(s).
• Payroll types – Most payroll runs processed in Vision are for your regular weekly, biweekly or semimonthly or monthly payrolls. You can also process adjustment payrolls to make changes to a payroll that has already been processed. Furthermore, you can use this feature to adjust pay, withholdings, regular, overtime, and secondary overtime pay hours, and accrued benefit hours. A bonus payroll run automates the process of giving your employees bonuses.
• Payroll reporting – Using Vision payroll reporting, you can generate worksheets that help you fill out state unemployment insurance reports, quarterly state income tax reports, and federal Forms 940 and 941.
• W-2 forms - The Payroll module prints a W-2 for each employee who was paid during the calendar year. You can print W-2s on W-2 forms that are specially designed for use on computer printers.

Integrate with Outside Payroll Companies

If, however, you decide that your firm would rather use an outside payroll company to process payroll, despite the benefits of using the Deltek Vision Payroll Module, Vision offers an interface option that can export timesheet data to most large payroll companies including ADP, Paychex and Ceridian. With this integration, a third party will be able to manage the complex areas of payroll processing such as tax withholdings.

Do More with the Deltek Vision Payroll Module

It should now be evident to most people that the Deltek Vision Payroll module is an extremely flexible tool that can be used to help your firm streamline the payroll process. The Payroll module additionally provides a wide-range of detailed reports based on the information stored in your Vision database. So, start realizing the benefits of using the Vision Payroll module and improve your firm’s payroll process today.

Now that I have your attention, I must admit I totally hijacked that title from my good friend and fellow Full Sailor Rana Blair. In January, she presented a webinar on using Deltek Vision’s iAccess features to enhance the project management function of your firm. It was such a big hit, that we decided to continue the conversation in February. We’ll shift the focus to iAccess’ capabilities for enhancing client/contact management, tracking your pipeline of new work, and preparing for Vision’s future.

I’m convinced Rana was right. We’re at a point where there truly are NO MORE EXCUSES. Now is the time for all good client-facing associates in professional services firms to have immediate access to critical client information. If you don’t, no big deal, your competition will figure it out for you.

Commit to Using Deltek Vision as Your Corporate Contact Manager

It still boggles my mind how many Deltek Vision users don’t do this, sometimes even with the CRM module in place. One of my favorite parts of the module is the remote access to Vision CRM through iAccess. You can roll out access to critical client and contact information to anyone with a license and a data connection. While we typically refer to the CRM module as more of a marketing and BD toolset, contact information is used across the entire firm.

While iAccess screens possess many of the same fields and functions as the traditional “smart client” for Vision, you can easily arrange for custom tabs and fields to appear as well. None of this works, of course, unless you’ve done a decent job at migrating existing critical data and launched a good process for capturing additional information as it comes into your firm.

Gain Clear Insight into the Next 6 to 12 Months of New Work

Pipelines do not have to be complicated, but at a minimum, they should allow your firm to pull from existing client information and maintain a weighted list of future revenue estimates. The basic information required to do this (client, name of pursuit, estimated revenue, start date, and finish date) is typically best-known by the individuals closest to the client. iAccess can assist you by minimizing the distance between those individuals and the fields where you house the information.

If you’re already well-versed at managing Opportunities in Vision, consider iAccess as a tool in your bag to help key rainmakers maintain and update information they typically receive first. Dictating updated information about an opportunity directly into a Vision record using your iPad isn’t all that far-fetched anymore. It can also be used for basic reporting to help the same people avoid stepping on each other’s toes with large clients. Distributed pipeline information in iAccess, built on Vision’s core foundation of clients and contacts, could give your business development team a great boost.

The Future of Deltek Vision Looks Like iAccess

If you’ve not heard of Deltek for Professional Services (DPS), the “reimagined” next iteration of the Vision platform, now’s the time to start thinking about when and how your transition will take place. While thinking ahead with your software vendor’s developing capabilities in mind is always a good idea, this transition is particularly important for Vision users. Many key characteristics of DPS are already present in Vision’s iAccess screens. With iAccess in Vision 7.6, you can start getting users comfortable with the browser-neutral and device-agnostic features that will eventually be pervasive throughout the DPS platform.

Not Quite Convinced Yet About iAccess?

Feeling a little uncomfortable with all this new stuff in the Deltek environment? Join me for some more discussion on iAccess and we’ll do our best to help you get there. We believe taking advantage of these capabilities will help you get the most value from your system and allow you to enhance your clients’ experiences with your firm!

Ironically enough, despite the advances of 21^st century technology, everyone is now busier than ever, and time is a precious commodity. It used to be commonplace to reach out to prospects and clients by phone, but these days it is time consuming and often an annoyance to the people you are contacting. So, what’s a more efficient way to share information on a regular basis with your clients and prospects? There is social media, but it warrants its own blog, and direct mail is slightly archaic. Email marketing, however, is an ideal way to capture your audience’s attention and build more business. Here are some ways your firm can use email marketing to build business.

Newsletters

Whether monthly, bi-monthly or quarterly, an email newsletter to your clients and prospects greatly benefits your marketing plan. For starters, you likely create informative material for your target audience such as blogs, webinars and whitepapers. This information is only helpful if people actually see it, so a regular email newsletter provides the perfect avenue to share your content with your target audience.

But wait, there’s more! Newsletters can also contain pertinent announcements like industry events and conferences your firm is attending or the hiring of new employees because of increased service offerings. Marketing via an emailed newsletter to your audience is a fantastic way to draw attention to your firm and build business.

Generate Brand Awareness With a Soft Touch

Building business requires building brand awareness. Email marketing allows firms to reach out to their clients and prospects in less intrusive ways than making a call or stopping in at the office. One way to look at email marketing is to consider it a soft touch technique to connect with your audience. 

There are endless opportunities that allow you to reach out to your clients and prospects via email. It’s a simple method to stay “top of mind” with your audience. Receiving something of interest this way will resonate well with your audience, and when a need comes up, your brand will be remembered.

General Promotion

Email marketing can also be used for general promotion. In this area, there are unlimited emails you can send. Is your firm attending an industry event? Is your firm hosting a webinar? Let your clients and prospects know with an email.

Your firm is already investing in attending an event or creating an informative webinar, so why not make sure you get the most out of it? With email marketing, your firm can promote these events to generate more participation which will increase the overall return on investment. Additionally, from the email marketing promotion of webinars or events, more business can ultimately be gained.

Be Smart With Your Email Marketing

As with phone calls and stopping by offices, emails can become an annoyance to your audience if not used wisely. You should consider some things before you start emailing away. First, you should segment the list of people that receive emails based on role in the firm. Next, you should use an email automation system, like Constant Contact or MailChimp, that allows you to track the performance of your email. You can see who opens your email, what they click on, and who unsubscribes. So, now that you have the basics for email marketing, start using it to build business for your firm.