digital marketing for accountants workshop feb 2014

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Digital Marketing Workshop Alex Tucker – Marketing Manager Ady Harold – Client Support Manager

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Page 1: Digital marketing for accountants workshop feb 2014

Digital Marketing WorkshopAlex Tucker – Marketing Manager

Ady Harold – Client Support Manager

Page 2: Digital marketing for accountants workshop feb 2014

• Mastering the marketing plan• Email marketing best practice• Increasing enquiries and sales • Content marketing for busy people

Agenda

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Mastering the marketing plan

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Prepare an effective marketing plan in 7

pages

Session objective

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Hang on a minuteTwo things to check first

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Where the marketing plan fits

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Marketing resource

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Foundations - Planning the plan

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● How do you want to be perceived?● What growth are you trying to achieve?● Where is new business coming from?● What type of clients do you want?

Goal setting

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Market the things you

do well to people that

need your help

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● What services do you currently offer?● Are your clients aware of all the help you offer?● Where do you have the most expertise?● How many new clients do you need for growth?● Will you need to recruit?

Current capabilities

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Research

your clients

and prospects

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The “what”Messaging and Tactics

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Learn to express● What is unique about your practice?● What are you good at?● What do clients need you for?● Why do clients come to you? ● Why do they stay?

Creating the message

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Common marketing tactics

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Common marketing tactics

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Measure everything (everything you can anyway)

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Tell your stakeholders how you intend to measure your marketing

Simple measurements

● Campaign costs● Leads generated ● Resulting proposals● Win ratio● Long term client value● Set expectations● Review and improve

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On average, professional services firms…● Turn 5% of web visitors into enquiries ● Convert 50% of leads into proposals● Win 30% of those proposals

Some benchmarks

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Page 1 - SWOTPage 2 - Marketing goalsPage 3 - Current capabilitiesPage 4 - Marketing researchPage 5 - Messaging Page 6 - TacticsPage 7 - KPIs

Your 7 page marketing plan

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Email marketingbest practice

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Question

Is email marketing relevant in 2015?

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Tale of the tape

• 2.9 billion user accounts• Used 122 billion times per hour• 3 x as many accounts as Facebook and twitter• Used 100 times more than search engines

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Share of messages

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But…

Attention spans are

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So how can we get through?

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Email campaign mechanics

Each element needs to give just enough value to take the prospect to the next step

● Open (subject, from details)● Read (content and design)● Click (call to action)● Convert (web)

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How we disqualify email

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How do we like to communicate?

B2B?

B2C?

Person to person?

Personalise

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Segment and be relevant

Make lists

● By sector● By interest● By where you met ● By stage in the buying cycle

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1 2Unidentified

needFelt painNo project

SHOPPING

3

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1 2Unidentified

needFelt painNo project

SHOPPING

3Useful content Social proof Prove value

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1 2 3About THEM

AboutOTHERS

About YOU

Useful content Social proof Prove valueMARKETING CONTENT

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Test and improve

The A/B test

Subject lineFrom name/address

HTML vs TextDesign elementsCall to action

WINNER

A

B

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Test and improve

ONE thing at a time

WINNER

A

B

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Email best practice

● Be personal ○ from name/address ○ subject○ design

● Be relevant ○ content

● Use lists● Use tests (sparingly)

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Putting it into practice

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Increasing enquiries and sales

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Session objectives

● Define sales goals from the web● 6 simple ways to increase conversion rates● Practical demonstration

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How much?

● Start with £ sales● How many new clients do we need?● How many proposals?● what’s our conversion rate from visitor to lead?

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Benchmarks

On average, professional service firms…

● Turn 5% of web visitors into leads ● Convert 50% of leads into proposals● Win 30% of those proposals

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Things to remember

● We need ≥60 visitors for each new client● Visits ≠ Visitors● Visitors rarely convert on their first visit● You still need clients to visit your site● Your website doesn’t exist in a vacuum

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Areas to focus

6 Simple ways to improve conversion

rates from your website

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Areas to focus

#1 “About us”

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Why bother?

● If somebody recommends you to a friend, this is where the friend goes to evaluate you

● Prospects can choose from thousands of accountants offering similar services

● Many firms use generic text, “about us” can be an easy place to differentiate your firm

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What to do

● Above all be credible and approachable● Showcase your team and its talent● Show specialisms● Direct contact details (not mobile though)● Banish generic copy

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Areas to focus

#2 Be mobile friendly

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Why bother?

● ⅓ of web traffic is now mobile (UK)

● 90% of people switch between devices to accomplish a goal

● Just look around

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What to do

● Have a responsive site or mobile version

● Don’t use images for phone numbers

● Don’t use images for email addresses

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Areas to focus

#3 Build trust

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Why bother?

● Clients put their livelihoods in the hands of a capable adviser

● They need to feel at ease or they will go somewhere else

● Prospects are less likely to get in touch with you if your website doesn’t create trust

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What to do

● Accreditations of practice and practitioners● Membership bodies and regulation● Build trust visually ● Build trust through content

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Areas to focus

#4 Social proof

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Why bother?

● 92% of people trust word-of-mouth recommendation

● 63% say they are more likely to buy from a site with ratings or reviews

● People need to “belong”

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What to do

● Show how many people you’ve helped● Use detailed case studies● Use named testimonials● Be authentic about social proof● Remember that social proof lives offsite too

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Areas to focus

#5 Forms

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Why bother?

● Forms turn anonymous visitors into sales leads

● They determine the level of qualification and information

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What to do?

● Experiment○ more fields = more friction○ more friction = fewer leads

● BUT○ sometimes few leads = better win rate

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Areas to focus

#6 Calls to action

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Why bother?

● A call to action is the “conversion point”● Where the visitor makes their decision to

contact you or sign up for more info● The difference between conversion and exit

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What to do

● Avoid using “submit”● And “click here” while we’re at it● Be specific ● Be positive● Tweak and test

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Putting it into practice

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Content marketingfor busy people

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Session objectives

● Define “content marketing”● Illustrate the benefits of content marketing● Explore digital content types ● Demonstrate how to find the time● Real-life example

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Definitions

“Content marketing is any marketing format that involves the creation and sharing of media and publishing of content in order to acquire customers.”

Wikipedia

“Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.”

Advertising Age

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In case you’re not convinced

Social media sites and blogs reach 8 out of 10 of all web users and account for 23% of all time spent online. (CMI)

Blogs give websites 434% more indexed pages and 97% more indexed links. (Content+)

B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)

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Definition

Attract (don’t sell)Show credibility Build relationshipsIncrease engagementHelp SEO efforts Drive leads and sales

No timeNot a great writerWorried people will steal contentNot sure what to talk about

why

you

sho

uld

why

you

sho

uld

Why you m

ight notW

hy you might not

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Types of content

● Blogs● Social posts● Case studies● Whitepapers● Guides● Infographics● Emails

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Things you’ll need

● Some research ○ (already have this from the marketing plan)

● A content plan○ (We’re already part way there)

● Good content○ (not that tricky)

● Platform ○ (We already have this)

● A way to measure success

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Client/prospect persona

Your content isn’t for you

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Questions to ask

● What motivates them?● What keeps them up at night?● Are they decision maker? Influencer?

Researcher?● How fluent are they?● What language do they speak?● Where do they look for information online?

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Planning your content

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Planning content

● What is the content?● Who is it for?● When will you produce it?● Where will you publish and share?● What’s the objective?● How will you measure?

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Content platform

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H.E.A.R.T Content

● Helpful● Entertaining● Authentic ● Relevant● Timely

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Productivity trick

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Powerpoint amnesty

Remember “mastering the marketing plan”?

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PPT to PDF

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PDF to blog post(s)

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Then...

● Tweets ● Advertising ● LinkedIn posts● Google+● Emails ● PR (if it’s REALLY good)● Get creative

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Thank you!Need some help?

Alex (Marketing) [email protected] (Client Support) [email protected] Account Manager [email protected]