AVN Marketing Panel webinar

331 views

Published on

Originally broadcast on 22 May 2013, the AVN Marketing team answered questions on a range of marketing topics specifically for accountants

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
331
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

AVN Marketing Panel webinar

  1. 1. AVN Marketing Panel Webinar:Your marketing questions answered
  2. 2. AVN Team Marketing PanelWebinar:Your marketing questions answeredSusan CleggEggheads winner 2012Specialisms:• Copywriting• Websites
  3. 3. AVN Team Marketing PanelWebinar:Your marketing questions answeredStevenBaldwinFitness enthusiastSpecialisms:• Email marketing• Lead generation
  4. 4. AVN Team Marketing PanelWebinar:Your marketing questions answeredSueDavenportMusic loverSpecialisms:• Strategic marketing• Social Mediamarketing
  5. 5. AVN Team Marketing PanelWebinar:Your marketing questions answeredEllenWoodbineMovie buffSpecialisms:• Video marketing• Website design
  6. 6. AVN Marketing Panel Webinar:Your marketing questions answered
  7. 7. “Do the likes of Twitter andFacebook really work foraccountants?”- CamillaLangrick
  8. 8. “Do Twitter and Facebook reallywork for accountants?”The short answer is... itdepends
  9. 9. “Do Twitter and Facebook reallywork for accountants?”•Put in the time•Build relationships•Be clear about your expectations•Be interesting!•Do what feels comfortable
  10. 10. “Do Twitter and Facebook reallywork for accountants?”
  11. 11. “What are the rules aroundexplicit / implicit consent toemailing?”- GaynorAshworth
  12. 12. explicit permission:When a prospect directly and explicitlygives you permission to market tothem.
  13. 13. implicit permission:When a prospect gives you permissionto market to them by their actions.
  14. 14. no permission:When you try to engage prospectivecustomers without a prior relationshipor affiliation.
  15. 15. implicit permission:When a prospect gives you permissionto market to them by their actions.
  16. 16. implicit permission:Agreed to communicate with you byconnecting with you on LinkedIn orother social media sites.
  17. 17. email marketing can be aincredibly effectivemarketing tool
  18. 18. lots of accountants we‟ve worked with have apoor quality list?quality/quantity of their data (usuallyboth!)
  19. 19. build your list
  20. 20. LinkedIn
  21. 21. yourLinkedIn connectionshave given you their implicit permission tocommunicate with them
  22. 22. yourLinkedIn connectionshave given you their implicit permission tocommunicate with themas long as you always include an option for your audience to unsubscribeand a reminder as to how to got onto your list then you’re completelywithin your right to add your LinkedIn connections to your email database.[[
  23. 23. here‟s how you do it…
  24. 24. “What marketing should astart-up practice consider?”- RajRajput
  25. 25. “What marketing should astart-up practice consider?”Start with strategy• Ideal clients• Messaging (USP)• Channels
  26. 26. “What marketing should astart-up practice consider?”Claim straight away– even if you don‟tuse them yet!Website domain name(s)Twitter usernameFacebook pageLinkedIn company pageYouTube channel
  27. 27. “What marketing should astart-up practice consider?”Build relationships• Bank managers• Independent Financial Advisors• Referrals – existing clients• Prospects
  28. 28. “What marketing should astart-up practice consider?”Elevator pitchBuild credibilityGive valueBe the expert
  29. 29. “What marketing should astart-up practice consider?”Network• Channels• Build lists• EngageTIP!Set up a database of contact details– spreadsheet or online – and addeveryone you meet to it
  30. 30. “Would you recommend onewebsite with all services oruse landingpages/microsites for someitems/services?- AlanWoods
  31. 31. “One website with all services – orlanding pages / microsites?”A microsite is an individual web page or asmall cluster of pages which is separateto, but can work alongside anexisting website.A landing page is a single pageon your website that visitors arriveat after clicking on a link.Main website MicrositeDirect mailSocial mediaVideoEmailSurveysMain websiteLandingpageDirect mailSocial mediaVideoEmailSurveys
  32. 32. MicrositePros:Focused information on a specific service or topicTargetedSEOIncreases brandawarenessCreativecontrolCreate asplashCreate a buzz around an eventShowcase a niche serviceLaunch a new product /serviceMicrositeCons: Drive traffic away from your mainwebsiteConfusion in theMore work tomanageDivides SEOeffortImprovethe SEO of your main websiteReduce„clutter‟ on yoursiteWhilst driving traffic to relevantinformation
  33. 33. Top microsite tips:Weigh up thepros andMake sure you know whatyou want out of a siteCall toaction?Content?Purpose?to properly implement andmaintain additional sitesPut resources in placeProduct?Promotion?
  34. 34. “How much does acopywriter cost? I havebeen quoted £500 for arewrite for one of my pages.How much should you payfor rewrite of your LinkedInprofile?” - FoziaZia
  35. 35. “How much does a copywriter cost –£500 for one page?”How long is a piece of string?
  36. 36. “How much does a copywriter cost –£500 for one page?”• Specialised skills or knowledge will command ahigher fee• Time spent researching• Travel/meeting time may or may not be includedin the fee• Amendments/revisions• For websites – research into key words, SEO etc.
  37. 37. How does one effectivelygenerateleads/prospects?- AbrahamAchiampong
  38. 38. • create (free) webinars• write a book• make a video• beef up your LinkedInprofile• LinkedIn groups5 proven strategies that areworking for accountants:
  39. 39. aimed at your prospects togenerate face-to-facemeetingscreate webinars
  40. 40. aimed at your prospects togenerate face-to-facemeetingsprobably presented by youand covering a topic that isgoing to interest your idealclientscreate webinars
  41. 41. create webinars„How to grow your business faster thanever before‟
  42. 42. create webinars„How to grow your business faster thanever before‟„The 10 ways to dramatically increase yourprofits‟
  43. 43. create webinars„How to grow your business faster thanever before‟„The 10 ways to dramatically increase yourprofits‟„The secrets to growing your businessusing the 7 key growth drivers‟
  44. 44. top tips on running akiller webinarclarity matters (you may not be selling anything,but your webinar should always end with a clear call toaction)
  45. 45. top tips on running akiller webinarclarity matters (you may not be sellinganything, but your webinar should always end with a clearcall to action)promote it well (since webinars are online, that’swhere you’ll find your audience, e.g. viaemails, LinkedIn, Facebook etc.)
  46. 46. top tips on running akiller webinarclarity matters (you may not be selling anything,but your webinar should always end with a clear call toaction)promote it well (since webinars are online, that’swhere you’ll find your audience, e.g. viaemails, LinkedIn, Facebook etc.)make it interesting (because your audiencecan’t see you, you’ll need to have a clear, well-pacedpresentation that keeps listeners stuck in their seatsuntil the very end!)
  47. 47. very few accountants currently run webinars soget your heads around this now and within a fewshort months you‟ll be a leader in the field.
  48. 48. www.GoToWebinar.co.ukget started today!
  49. 49. “Whats the best way toincrease visibility onLinkedIn?”- ChrisWallace
  50. 50. “What‟s the best way to increasevisibility on LinkedIn?”Keywords• Location, USP, services• Searchability• Headline, summary,experience, skills andexpertiseBrainstorm keywords and keepthem in a list – you‟ll be able touse them on websites, blogs andall your social media channels
  51. 51. “What‟s the best way to increasevisibility on LinkedIn?”Update• Status• Profile• PhotoDiarise time to update somethingat least once per week – you‟llappear higher in search results
  52. 52. “What‟s the best way to increasevisibility on LinkedIn?”Groups• Join• Comment• ContributeBecome known as the expert inyour field – add value withoutselling
  53. 53. In light of recentadvancements in socialmedia, do you think referralsare still relevant as a leadgeneration tool?- ShonaGrey
  54. 54. “Are referrals still relevantas a lead generation tool?”YESSocial mediaVideo marketing SurveysEmailmarketingDirect mailNetworkingWebsitesWebinarsReferra
  55. 55. “SocialProof”People trust theirpeers
  56. 56. A prospect ismore likely toconsider you ifrecommended by someonethey know.
  57. 57. Find a way tosystemise theprocess…Ask forintroductionsthroughLinkedInOnline feedbacksurveys with aprompt to refer afriendInclude a referralagenda item toeach client
  58. 58. More questions?
  59. 59. AVN National Tax andAccountants Conference 201350% off ticket pricesuntil 31 MayUse codehttp://bit.ly/Conf2013National Motorcycle Museum -Solihull, BirminghamWed 26 and Thurs 27 June
  60. 60. www.conference2013.co.ukFull speaker details andtimetables at
  61. 61. More questions?
  62. 62. See you at the conference!Don‟t forget: MWEB50 until 31 May

×