Marketing Strategy
We Go Deep to Deliver Strategies That Work.
In professional services, reputation is your brand — and strategy is what amplifies it. We help you make smarter marketing decisions by tying every action back to your business goals. With Reputation Ink, you’ll get more than a plan, you’ll get a blueprint for sustainable growth and measurable impact.
Our Strategic Edge
Our strategy services are designed for law firms, architecture, engineering and construction (AEC) firms, and other B2B professional services firms that need clear direction, not guesswork. Whether you’re launching a new service, entering a new market, or aligning marketing with firm-wide growth goals, we bring structure, insight and focus to your efforts.
From discovery to execution, we bring clarity and focus to your efforts through a proven process that includes:
Aligning marketing with business objectives
- Meet with leadership and key stakeholders to understand your firm’s goals
- Define business objectives, ideal clients and key challenges
- Identify client, referral and influencer personas
- Establish marketing goals that support firm-wide growth
Conducting market and competitive research
- Benchmark your competitors and peer firms
- Analyze your current market positioning
- Identify gaps, opportunities and whitespace
Auditing and assess current marketing efforts
- Review your existing marketing assets and campaigns
- Evaluate internal processes, tools, and messaging consistency
- Determine what’s working—and what’s not
Defining your value proposition and messaging
- Clarify what makes your firm different—and why that matters to your clients
- Build a messaging framework that speaks directly to buyer needs
- Ensure consistency across all channels and content
Selecting the right marketing channels
- Identify the platforms and channels most effective for reaching your target audience
- Prioritize owned, earned, and paid tactics that deliver ROI
Setting SMART goals and metrics
- Define clear performance indicators aligned with your business objectives
- Build dashboards or reporting frameworks to track progress and optimize over time
Learn more about success we’ve earned for our clients
Browse our recent case studies
Crafting attorney bios that instill trust, build relationships and boost reputation
Client situation Bilzin Sumberg Baena Price & Axelrod LLP (Bilzin Sumberg) is a high-profile, Miami-based commercial law firm with a…
How high-quality content helped Instructure increase lead generation in a new market
Client situation Instructure, a leading software-as-a-service (SaaS) technology company based in Salt Lake City, Utah, is a pioneer in the…
Why industry focus matters more than agency location
Creating an ideal agency environment that maximizes client investment Before founding Reputation Ink in Jacksonville, Florida, Michelle Calcote King worked…
How Patterson + Sheridan tells its technical story and wins new business with crisp, compelling content
Client Patterson + Sheridan, LLP is an intellectual property law firm specializing in patent preparation and prosecution, litigation and strategic…
Managing a crisis: Preventing bad situations from getting worse
Preventing bad situations from getting worse Among the worst feelings in the world is the dread-inducing pit in your stomach…
How content marketing grew Stellar into an industry authority and drove millions in revenue
Client A half-billion-dollar design, engineering, construction and mechanical services firm, Stellar is a world leader in designing and building food…