Thought Leadership Marketing

Whether a firm is looking to implement a new marketing plan or seeking to improve the execution of an existing marketing program, The Bloom Group is uniquely qualified to help. Our team has deep experience in every aspect of marketing communications in a professional services setting.

Editorial Creation

One of the most important skills in marketing intellectual capital is the ability to communicate the idea in a jargon-free, informative and interesting way. Our staff of writers are consummate professional wordsmiths who have written and edited hundreds of business articles, bylined articles, white papers, industry research reports, and books for some of the world's largest professional services firms and best-known authors. Unlike many freelance writers, we go beyond simply “putting pen to paper” and crafting good prose. Using The Bloom Group’s proprietary methods, we work with your subject matter experts to build the structure of the prospective piece’s argument to first ensure that the logic is solid and the content substantive. Only after the foundation of the piece is in place do we write final copy. In many instances, written pieces are the natural output of an intellectual capital development project, which means the content is “market ready” and only needs to be packaged in the appropriate document. In other situations, we are tapped by clients to help develop articles and white papers that support a specific practice or service offering but are unrelated to a formal intellectual capital development project. In either case, clients benefit from the expertise of some of the best writers in the business. Read more about our thoughts on why great writing matters for professional services firms and what it takes to produce a business book.

Public Relations Execution

Without effective promotion, many good ideas never get the attention they deserve. Yet it’s important to stress that promoting business concepts and ideas is far different from pitching products. The Bloom Group's professionals are highly schooled in the disciplines of public relations and promotion. We have successfully promoted clients' ideas through media ranging from television news networks such as CNN; major business publications like The Economist, Business Week, The Wall Street Journal, and Harvard Business Review; daily city newspapers; and industry trade magazines. Our efforts have helped generate considerable positive attention for clients and substantially boost the level of inquiries and sales leads for specific services.

Executives are increasingly making the Web their first place to find professional services firms. And professional services firms are responding — spending an an ever-increasing proportion of their budgets on their websites and other online marketing. Does your website invite or repel prospective clients? Are you engaging in online social media in a way that's relevant to your clients?

The Bloom Group helps consulting, law, IT service, accounting, training and other professional services firms to create websites and online marketing programs that significantly increase awareness and business leads. We do so by:

• Creating a unique information architecture that’s critical to effectively marketing professional services. We organize your website information from your “client-in” rather than from your “firm-out.” That is, we help your website visitors rapidly understand whether your firm possesses the expertise they are looking for. Then we design your website to show them that your expertise is superior.
• Bringing world-class graphic design and website technology development skills to the job.   Our design and development partners understand the nuances of professional services firms and the image they need to create — authority, intelligence, trust, and high-touch, among others. 
• Providing excellent copywriting skills. Our writers know how to write copy for the web and possess the content knowledge necessary for conveying the expertise of professional services firms in a clear and compelling way to sophisticated executive audiences.
• Creating and managing email newsletters, email campaigns and other online marketing programs that keep you in front of your target market and put you on their short list at the moment they reach out for professional services help.

Presentation Development

Presentations are an often-overlooked component of an effective professional services marketing program. However, a well-developed and well-designed presentation is vital to generating audience interest in a firm’s point of view on an issue—especially because a product demonstration is not an option. The Bloom Group works with clients' subject matter experts and business development people to develop powerful presentations on key ideas. These presentations can be an objective treatment of the issue that is delivered in an educational setting (such as an industry seminar or conference), or they can be an explicit discussion of a service offering that addresses a specific client need. Whatever the venue, we help ensure that clients' messages are delivered powerfully, logically and in a manner appropriate for the audience.