vscpa marketing the cpa
DESCRIPTION
PresentTRANSCRIPT
Marketing the CPA for Maximum ROIJune 14, 2011
> Tina Lambert, CAE | VSCPA Vice President, Member & Public Relations
ROI = Return on InvestmentReturn on Ideas
• Mastering marketing basics and successful awareness efforts
• Power of social media and online marketing
• Dos and don’ts of presenting like a pro• Effective resources and tools
Some GOALS for this session…
Even the best of the best have a COACHand need toPRACTICE.
How do I masterMARKETING?
• A brand is not a logo, a corporate identity system or a product.
• A brand is a person’s gut feeling about your company.
• It’s not what you say it is, it’s what they say it is.
BRANDING 101: more than visuals …
• What are your strengths? • What are your weaknesses? • How do clients, colleagues perceive you? • How does the competition perceive you?• How do you perceive your competition? • What 20% of your efforts are generating
80% of your revenue?
FOUR BASIC ESSENTIALS TO A SUCCESSFUL MARKETINGPLAN
PRODUCT
Audience
AUDIENCE
DeliveryDELIVERY
AWARENESS
Zappos on Nightline
1. Deliver WOW through service.2. Embrace and drive change.3. Create fun and little weirdness.4. Be adventurous, creative and
open-minded.5. Pursue growth and learning.6. Have open and honest
relationships.7. Build positive team and family
spirit.8. Do more with less.9. Be passionate and determined.10.Be humble.
10 marketing lessons from Zappos…
1. Networking – Referrals, relationships2. Direct mail – Response, awareness 3. E-newsletters – Cheap, news/info4. E-mail marketing – Cheap, fast,
targeted5. Website – First impressions6. Search engine optimization – Drive
web traffic7. Blogging – Thought leadership8. Social media – Global, power in
numbers9. Speaking & writing – Showcase
expertise10.Webinars – Easy, growing demand
10 marketing tactics that get RESULTS
What about my PERSON
AL BRAND?
Brand attributes?
Brand attributes?
It takes 7 seconds to make a first impression.
• Dress at the office?• Your grooming?• Your 5 second introduction?• Your 30 second introduction?• Your presentation skills?• Office environment?• Your car?• Your interactions?
(coworkers, clients, etc.)• Your business collateral?• Your social media?
How do you build a PERSONAL BRAND?
• Versatility is KEY!• Versatility = the ability to
deal well with many different types of people in different situations
• A versatile person modifies their behavior so that the other person/people feel comfortable interacting with them
How do you build a PERSONAL BRAND?
How do I maximize SOCIAL MEDIA
& ONLINE MARKETING?
SOCIAL MEDIAIS AN UMBRELLA TERM…
THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION AND THE CONSTRUCTION
OF WORDS, PICTURES, VIDEOS AND AUDIO.
It’s also a fancy way to describe PEOPLEhaving CONVERSATIONS online.
Photo by Kris Hoet
• Blogs• RSS • Online Chat &
Listserves• Wikis• Social Networks
The CONVERSATIONS are powered by…
• Podcasts & Videocasts• Photo & Video Sharing
Sites• Virtual Worlds
A shift in COMMUNICATION &
CONVERSATION
Traditional ModelSocial MediaModel
People are consuming information differently…• 92 % use multiple platforms
each day to get news• 60 % get news from online and
offline sources each day• 33 % of cell phone owners
access news on mobile device• 80 % of online news consumers
get or share links via emails
Source: Pew Research Center
Social Media ROISocialnomics.net
• Cheap• Flexible • SEO & Drives Website
Traffic • Good Word of Mouth• Global• Ideas, Trends, Buzz• It’s EVERYWHERE
Some ADVANTAGES…
MEET YOUR FUTURE EMPLOYEES, PARTNERS, CFOs, CEOs…
A. Listen• Immerse yourself in
conversations• Monitor trends &
competition• Google alerts, Twitter
searches• Determine process
for responding
B. Participate• Set up a profile• Friend 25 people• Comment on
blogs• Answer questions• The rule of thirds:
personal, professional, profitable
C. Drive• Share your expertise• Create content/ideas• Write a blog
• Create home for news, opinion, content
• Establish as experts• Promote• Connect with
community• Drive conversations• Think MULTIMEDIA
D. Obey Traffic Signs• Privacy: Customize what
others can see about you (professional v. personal)• Create ‘Friend’ groups• Edit privacy settings
• Etiquette: Once you’re riding the social media highway, remember to obey common Internet traffic rules of thumb.
• Policy: Obey or set company guidelines for participation.
socialmediagovernance.com/policies.php
How do I give PRESENTATIONS like a pro?
Triangle of PersuasionMessage/“Prove It”
- 3 x 3- VIP- Sound Bites
- Anecdotes, Analogies, Third
Party
Audience -- Listen, Translate, Edit --Interest5W’s +So What, Who Cares, WIIFM
YouC, C, C Body Language, Voice
Verbal (word choice, content) = 7%
Vocal (voice, tone, pace) = 38%
Visual (body language) = 55%
Content is still king, but 93% of overall impression isDELIVERY
What’s PERSUASIVE? Three elements in overall impression of speakers…
TO: TO: FROM: RE:
The two minute TALKING MEMO
State problem & possible solutions
Support your problem: data, statistics, analysis, examples
Bottom Line
WeatherKids/PetsNewsCommon interestsTrue stories Questions
Ideas forOPENERS
Not so great OPENER…
A man walks into a bar……OUCH!
JOKESRELIGIONPOLITICSHEALTH
• Book by Carmine Gallo• www.carminergallo.com• Great, short read!• Lots of helpful advice
from top CEOs and leaders in business
10 SIMPLE SECRETS of the World’s Greatest Business Communicators
#1 Passion:Use Your Head to Reach Your Heart
#2 Inspiration:C’mon Baby Light My Fire
#3 Preparation:Toss the Script
#4 Start Strong: Don’t Bury the Lead
#5 Clarity: Lose the Jargon or Lose Your Audience
#6 Brevity: Keep it Short, Period
#7 Style: Talk, Walk
and Look Like a
Leader
#8 Command Presence: Movement Does the Body Good
#9 Wear It Well: Image is
Everything!
#10 Reinvention: Madonna or
Rocky?
• Straw polls, hands up• Videos, props – open or close• Interaction –table talks, asking
audience to do something physical
• Games, prizes – ethics bingo, true/false, truth/lies
• Fun breaks – music, stretches• CHOCOLATE!
OTHER IDEAS to spice up technical trainings
• Set ground rules• Anticipate the questions• Restate questions for
the audience• Don’t be a politician• Summarize and close
Handling theQ&A
•Repeat objectives and key learning points (3x3)•Tell them about additional resources •Tell them you’re available for follow up & provide contact info•Stay for 5-10 minutes
Crossing the Finish Line
"Do not wish to be anything but what you are, and try to be that perfectly."
-St Francis of De Sales
Meet the Singing CPA
What are the VSCPA and AICPA RESOURCES?
RESOURCES from the VSCPA• Financial Fitness• Speakers Bureau• Media relations• “Ask a CPA” E-mail Program• Tax season community service• Virginia CPA Week• CPA Day of Service• Nonprofit Pro Bono Assistance• Find a CPA• www.vscpa.com for more info!
RESOURCES from the AICPAAICPA Marketing Toolkit• Marketing and communications
resources• Print ads, client brochures, posters,
marketing articles and guides, customer service and selling tips, client satisfaction surveys and tips for working with the media.
AICPA Social Media Toolkit• Sample strategic plans, policies and
guidelines• Types of metrics• “How to” guides• Articles
CONNECT with me
Tina Lambert, CAEVSCPA Vice President, Member & Public Relations
• Phone: (804) 612-9416• E-mail: [email protected]• Web: www.vscpa.com• LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com / search for “Virginia Society of CPAs”• Facebook: www.facebook.com/TinaLambert1
www.facebook.com / search for “Virginia Society of CPAs”• Twitter: www.twitter.com/TinaLambert
www.twitter.com/VSCPANews
THANK YOUvery much!