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

of 42 /42
10 Steps to Building a Marketing Machine for Growing Your Accounting Firm Your Marketing Machine | Part 2: Steps 4 to 6

Post on 19-Oct-2014

2.115 views

Category:

Business


1 download

Embed Size (px)

DESCRIPTION

Last Wednesday we presented Part 2 of our 3-part webinar series, '10 Steps to Building a Marketing Machine for Growing Your Accounting Firm.'We addressed components 4, 5 and 6 in the Marketing Machine model:- Component #4: Use an Engine (one-to-many content publishing platforms, including social media tools)- Component #5: Build a Conveyor Belt (series of small increasing-gradient steps for prospective clients to take)- Component #6: Apply a Filter (structured 3-step sales process)

TRANSCRIPT

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 well cover today Recap first 3 components (last months webinar)

Next 3 components of your firms 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 |

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. Its 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 |

Your Marketing Machine

1. Your Radar

Your Marketing Machine

1. Your Radar

Your Marketing Machine

Your Marketing Machine

2. Your Hopper

Your Marketing Machine

3. Your Fuel

Your Marketing Machine

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

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

Your Marketing Machine

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

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

PollHow does your firm send out its email newsletter?

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

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 |

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 |

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

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

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 |

20 Page Course OutlineAvailable After Webinar

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

20 Page Course OutlineAvailable After Webinar

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

Your Marketing Machine

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 ...

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

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 |

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 |

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 |

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 |

PollDoes your firm have a defined sales process?

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

20 Page Course OutlineAvailable After Webinar

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

Your Marketing Machine

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 ...

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

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 dont have permission, youre chasing them BAMFAM - Book A Meeting From A Meeting

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

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 |

20 Page Course OutlineAvailable After Webinar

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

The Plug

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

July 14 launch ofThe Clientshare Academy

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

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 |

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 |

Questions?

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

Your Marketing Machine

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

[email protected]

Next Months Webinar - August 4 - Part 3: Steps 7 to 10

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