setting a digital strategy for professional services
TRANSCRIPT
Setting a Website Strategy
for Marketing Success
The Big Picture
Marketing strategy
Vs
Marketing tactics
Why have a digital strategy?
Workplace digitisationCloud computingCommunicationsClients versus ProspectsNew ways of working
BrochureBusiness cardsDirect mail lettersNewsNewsletterStaff biographiesAdvertisingYellow PagesSeminar
Traditional Digital
Pdf or WebsitevCard E mail Website news pageElectronic newsletterLinked InAdWords, SEOYellWebinar
What could be digital?
What do you want to achieve with your digital strategy?
Be knownGet foundSkillsShowcase case studiesGeography / localeNiche expertiseClient list
How Digital can help
Your website is your most important marketing asset
Designing your website
First, let’s test your existing situation1. Go to Google, Bing or Yahoo and type in “Accountant YOUR
TOWN”2. Give yourself 1 point for every reference to your business on
the first 3 pages 3. Plus 1 point if it also includes your business on these websites• Linked In (a person or the firm)• Yell, Finda, Localist, Whitepages, Hotfrog, Yelp, TrueLocal• Facebook
4. Deduct one point if these are listed• Seek, Indeed, Reed, TradeMe, NoCowboys, Gumtree
Did you score >2? If yes, you’re better than 95% of
CAs
• Paid Search• Natural Search• Linked In• Yellow Pages• Trade Media
Accountant Manukau
Worked example of Google Search
How to design your website
Ignore the pictures, for now
What do the words say and how does a machine read them?
Open OpenCalais
OpenCalais
OpenCalais analysis
http://www.opencalais.com/opencalais-demo/
Features your website needs• Expert copywriting – the key words• Accurate directory listings• Meta Tags and Image Alt details• Frequently updated content on unique URLs• Incoming links from well-read websites • Outbound syndication and sharing • An analysis of your current Google SERP (Search Engine Results Page) rankings
• WooRank SEO/Website appraisal• Review and Improvements to Your Metadata & Keywords• Site Speed Analysis and Improvement• Registration on Google MyBusiness
Check your website’s prominence
• Download the Chrome Extension WooRank• Run an analysis on your website
Hayes Girling – multiple contact options, online payment
Carolyn Skilling – Prominent phone, strong brand
Monteck Carter – blog archive, categories & newsletter in 1
Brown Baldwin – Multiple channels
SMC – simple strap line
Other things your website can do for you• Showcase your expertise• Case studies• Free advice guides• Interviews with the Partners• Interviews with clients
• Encourage newsletter subscriptions• Self-service sign up• Non-pdf newsletters• Re-use news articles for newsletters
• Event sign ups• Christmas party• Expert seminar• Client drinks
Measurement and analysis
Nearly everything digital can be measuredThis should please you
What to measure
Build a spreadsheet of these values and record monthly• Total monthly sessions• Total monthly visitors (unique)• Peak day number• Total number of pages viewed• Bounce Rate %• New Visitors %• Top referring site• Other referring sites• Keywords – most popular. 2nd, 3rd etc• Top Performing content• List page(s) and numbers of page views• Number of contact form submissions• Number of newsletter subscribers
Things to do TODAY• Do a search for your business – by name, by geography, by specialism• Note the results as a baseline for future comparison• Check your free listings are accurate• Do an OpenCalais assessment• Review your Google Analytics [install if you haven’t got them]• Start recording Analytics every month – go back 6 months to start
Tell the decision makers how well [or badly] you are doing.
Be firm, be clear on the need for change.
Creative Agency Secrets Offer for You
http://creativeagencysecrets.com/accountant-resources/ • Get these Slides• Spreadsheet for Google Analytics templatehttp://creativeagencysecrets.com/product/seo-starter-pack/ • Kickstart your website’s ‘find-ability’ with an SEO
audit plus implementation• Full refund guarantee if not satisfied
