marketing growth strategies for accounting firms marketing machine webinar part 2 - slides

10 Steps to Building a Marketing Machine for Growing Your Accounting FirmYour Marketing Machine | Part 2: Steps 4 to 6

10 Steps to Building a Marketing Machine for Growing Your Accounting FirmMichael ‘MC’ Carter - Director of Practice Paradox

What we’ll cover today• Recap first 3 components (last month’s webinar)

• Next 3 components of your firm’s ‘Marketing Machine’

• Your Engine: Ways of publishing your content

• Your Conveyor Belt: Turning subscribers into clients

• Your Filter: 3-step sales process with prospective clients

• The plug: Last chance to join Clientshare™ Academy

• Question and Answer time

Your Marketing Machine

Why do we call it a Marketing Machine?1. It works! No mystery. Predictable performance.

2. Structure and design to it. Understandable.

3. Works without you. Flick the switch. Duplicatable.

4. It’s scalable and adjustable. Turn it up, turn it down to suit.

5. You can learn how to run it. There is a manual!

1. Your Radar

2. Your Hopper

3. Your Fuel

What we have time to cover per topic in these free webinars

What we cover per topic in our 10-month The Clientshare™ Academy program

4. Your Engine

Your Engine - Ways to Publish Your Content• Every business is now a publisher• Web site must have a blog• Email newsletters must be sent using

email marketing system (not Outlook)• We recommend MailChimp.com• Statistics on open rates and click throughs• More professional presentation

PollHow does your firm send out its email newsletter?

Your Engine - Ways to Publish Your Content• Publish links to your blog articles via social media

• LinkedIn.com• Twitter.com• Facebook• YouTube

• Use a consistent name across all accounts• Use namechk.com to check availability

Your Engine - Ways to Publish Your Content• Get an account on bit.ly

• Link shortening and tracking• Use social media client software

• We recommend TweetDeck• Allows you to publish to all your sites in one step

PollDoes your firm use social media such as LinkedIn, Twitter or Facebook?

Your Engine - Ways to Publish Your Content• Survey your clients

• Lots of great survey tools available

• Write about the survey results• Articles in blog and in email + printed newsletter• Write a white paper or report - Builds your profile

20 Page Course OutlineAvailable After Webinar

5. Your Conveyor Belt

Your Conveyor Belt - Converting Subscribers to Clients

• Concept of ‘gradient’ is marketing and sales• Create series of at least 3 steps of increasing gradient

1. Subscribe to your email newsletter or blog• Take part in a survey, Comment on blog, etc.

2. Download your white paper or special report3. Attend a seminar or webinar

• Then … the next step can be to meet with you ...

• ‘Obligation free meeting’ is typical• ‘Business Potential Diagnostic’ is better

• or ‘Business Growth Potential Session’

• or ‘Wealth Planning Workshop’

• Place a value on the meeting/service• e.g. 2 hours of your time• Your choice whether you charge for that session

SubscriberEngage via survey or blog

Downloads special report

Views a video online

Attends an event

Meets with youfor diagnostic

Becomes a client

SubscriberEngage via survey or blog

Downloads special report

Views a video online

Attends an event

Meets with youfor diagnostic

Becomes a client

Enquiry

Becomes a client

Meets with you

PollDoes your firm have a defined sales process?

6. Your Filter

Your Filter - A Defined Sales Process

• How are enquiries handled from prospective clients?• A 2-step ‘sales process’ is not a sales process

• Step 1: Meet with prospective client• Step 2: Hope they give go-ahead

• Your ‘3-step evaluation process’ needs to be explained to prospective clients on the very first first call• Always explain it in 3-steps ...

• Any more than 3 steps is overwhelming to take in• Explain reason for the process

• Allows the client to evaluate the firm• Allows the firm to evaluate the client

• Builds in permission right up front to follow-up• If you don’t have permission, you’re chasing them• BAMFAM - Book A Meeting From A Meeting

• Suggested structure for process:1. Initial meeting/session/diagnostic2. Proposal outlining options3. Meet again to explain and discuss proposal

• Suggested script for very first call ...

The Plug

July 14 launch ofThe Clientshare™ Academy

• 10-month course teaching you how to build your own Marketing Machine

• Delivered 80% over the web, plustwo 3-day workshops

• Monthly classes

• Monthly ‘Nuts & Bolts’ sessions

• User forum

• Very interactive and hands-on

• Structured for CPE/CPD hours

• Certificates of Completion for Classes, Nuts & Bolts Sessions, Workshops

• Focus is on training and education

• Empowers you and your team

• Launches in July 2010

• Foundation Member pricing still available - until Friday

Questions?

10 Steps to Building a Marketing Machine for Growing Your Accounting FirmYour Marketing Machine | Part 3: Steps 7 to 10

grow@practiceparadox.com.auwww.practiceparadox.com.au

Next Month’s Webinar - August 4 - Part 3: Steps 7 to 10

marketing growth strategies for accounting firms marketing machine webinar part 2 - slides

defined sales

downloads

step sales

email newsletter

free webinars

marketing

converting

social media

Business

marketing personalization webinar

localized marketing webinar

content marketing - recruiting firms

marketing in small firms

search engine marketing for law firms

global marketing strategies for indian firms

pr firms driving inbound marketing

lma content marketing for law firms

marketing growth strategies for accounting firms - ...

marketing automation law firms

twitter marketing webinar

facebook marketing - webinar

online marketing for service firms

integrated marketing for accountancy firms

marketing firms in charlotte nc

marketing of law firms

content marketing webinar

why are so many law firms struggling with mobile …...power...

webinar marketing plan

ggi marketing webinar #3: marketing events