Bad reviews are inevitable, and it’s no use dreading them. Negative thoughts can lead to positive experiences for you and your professional services firm. Much like in your personal life, no one will agree with everything you say, but you can’t let it keep you silent, interfere with your marketing or send you over the edge. What do you do if one of your visitors has a negative experience and posts a comment for the entire world to see?  You start by personalizing a well-thought response; boilerplate responses will not work here. It does not take too long to demonstrate goodwill and respond professionally.

Do not fall into the trap of the rather pervasive belief that a firm’s logo constitutes its brand. While the logo and overall aesthetic image are parts of the brand, it’s the client experience and associations people draw from that experience that mold and shape a brand the most. These touch points are the foundation for good engagement marketing.

Engagement marketing is different from direct response marketing in that it’s about creating relationships with future professional services clients. Inbound marketing enables your audience to interact with your firm in their preferred manner. It also expands your avenues to communicate versions of your marketing messages.