accountants the top 5 lead generation sources to grow your firm
Post on 23-Jun-2015
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The top 5 MOST profitable
Ways to GROW your firm
We’ve paid the price
Discovered as a result of many mistakesSignificant errorsFailed campaigns Discouraging resultsExpensive and time consuming tests
All - Proven, Tried & Tested
We will cover
• Inbound Model with no selling • Don’t start cold • Be Agile - Launch your own App• Automated Email Marketing• Targeted Telephone Follow Up• Active Referral Scheme
Attracting Buyers NO Selling
Get ‘them’ to come to ‘you’
Only this guy starts Cold
Start With Your Clients
BBATF
Annual Client Survey
Benefits
• Protect Existing Clients• Update key data• Identify opportunities for new work• Generate quality referrals
Have a Referral Scheme
App’s have been the biggest key and the biggest surprise
Be Agile
App Use Dominate Mobile Web
An App is:
The most affordableEffective Productive Efficient
Tool for you to reach & interact with existing & future customers.
This is commonplace
For businesses, the App ecosystem represents a commercial and
customer services opportunity that should not be missed.
The most exciting thing I have seen in
over 45 years of accountancy
What Can An App Do?
Mobile is no. 1 communication channel
Apps will become the interface between a firm and its customers.
Our App is already the face of hundreds of firms, in time it will be the face of thousands.
Calculators, Content & Tools
16 Powerful Calculators
Tax Tables Financial Dates Key Practice InfoClick 2 Call Financial News Precious Metal TrackerBlog Stream Social Media Skype Integration
Photo Receipt Manager Mileage Tracker Income Management
A Permission Based Mobile Communication Channel
A deeply personal connection
Push is the the voice of your App
Lets Have a Closer Look
Emails Push
Inboxes are overflowing Personal connectionData accuracy vital Client manages dataBounce rates high 0% bounce rateOpen rates of 3 – 4% 80% + higher open rate Difficult to send Seconds to sendLegal issues/data protection etc No data stored by you
An App will WIN you clients
Increased Referrals Direct Enquiries App Promotion
Increased Customer Loyalty Hours of Time savedFuture Proof
Effective Email Marketing
The Mechanics of Lead Generation
Sending Successful Emails
Plain Text
Reasons For
• Easy to create – type and send• Consistent display across devices • Can ‘feel’ more personal than HTML emails• May be less ‘salesy’
Reasons Against
• No colours or graphics • No links or ‘click here’• Hard to design and format • Tracking becomes more complex
HTML
With HTML Emails you can do more • Track which emails are opened and by whom• Use images, colours, design and branding• Responsive design • Interactive response
50% open rate on mobiles
Subject Lines• Always write 4 subject lines • Keep it short, ideally below 50 characters • Avoid spam words like – Free, Offer, Save, Help, Percent Off,
Reminder • Inform your reader what they can expect from your email. • Add their name into the subject line • Personalise by industry or geographic area, for example
Accountants in Derby or Tax Review for Derby Vets • Create urgency using words like Alert, Breaking, Update etc.
Send Them to a Landing Page
Targeted Telephone Follow Up
• Quality telephone follow up• Email Opens• Website Visitors• Free Report/Free Content requests• Hot & Warm follow up• Relational Prospecting not Selling• Appointment setting
Blogging
One Blog Updates Everything
Award Winning Firm Use it Daily
What About Content?
What About the Content
1. Share articles from Accountancy Profession2. Guest Bloggers – invite clients and contacts
to post 3. Comment on other news relevant to your
clients4. One personal blog from you per month (or
use a hired editor from our team)
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