Transcript
Page 1: 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

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

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

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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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

Page 4: Marketing growth strategies for accounting firms   marketing machine webinar part 2 - slides

Your Marketing Machine

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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!

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Marketing Machine

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1. Your Radar

Your Marketing Machine

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1. Your Radar

Your Marketing Machine

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Your Marketing Machine

2. Your Hopper

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Your Marketing Machine

3. Your Fuel

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Your Marketing Machine

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

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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

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Your Marketing Machine

4. Your Engine

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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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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PollHow does your firm send out its email newsletter?

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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20 Page Course OutlineAvailable After Webinar

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

Page 22: Marketing growth strategies for accounting firms   marketing machine webinar part 2 - slides

20 Page Course OutlineAvailable After Webinar

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Marketing Machine

5. Your Conveyor Belt

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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 ...

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Conveyor Belt - Converting Subscribers to Clients

• ‘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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Conveyor Belt - Converting Subscribers to Clients

SubscriberEngage via survey or blog

Downloads special report

Views a video online

Attends an event

Meets with youfor diagnostic

Becomes a client

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

Page 27: Marketing growth strategies for accounting firms   marketing machine webinar part 2 - slides

Your Conveyor Belt - Converting Subscribers to Clients

SubscriberEngage via survey or blog

Downloads special report

Views a video online

Attends an event

Meets with youfor diagnostic

Becomes a client

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Conveyor Belt - Converting Subscribers to Clients

Enquiry

Becomes a client

Meets with you

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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PollDoes your firm have a defined sales process?

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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20 Page Course OutlineAvailable After Webinar

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Marketing Machine

6. Your Filter

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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 ...

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Filter - A Defined Sales Process

• 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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Filter - A Defined Sales Process

• 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 ...

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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20 Page Course OutlineAvailable After Webinar

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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The Plug

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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July 14 launch ofThe Clientshare™ Academy

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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• 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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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• 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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Questions?

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |

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Your Marketing Machine

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

[email protected]

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

Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |


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