Accountex 2013 is offline marketing dead

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Many accountancy firms worry that offline, traditional marketing methods are dead. Certainly, the rise of importance of websites and online marketing has created huge opportunities for firms and mobile technology through apps for accountants and mobile enabled websits means it is now far easier for clients and prospects to engage you and your content.

However, the myth is soon dispelled when truth hits home that the only way to make money for almost all accountancy firms is to 'take the conversation offline'. Add to that the reality that relational telemarketing, direct mail, database management and client protection plans are still producing significant ROI's for firms of all sizes - then the question is asked:

How do you best engage offline marketing channels, in an integrated manner with your online world, to produce an ROI and increase the medium to long term £capital value of your firm.

First presented live at Accountex 2013, this presentation gives you tips, tactics and hard evidence to encourage you to grow your firm in a proven, tried and tested manner.

If you would like to explore your firms marketing and the plans you have for growth, we are very happy to offer a free 1:1 by phone. Simply email danielr@insight-marketing.com, call direct on +44 (0) 7879 654191 or reach our office on 0800 8030826.

Best Wishes!
Dan Richards

Published in: Business, Technology
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Accountex 2013 is offline marketing dead

  1. 1. Is offlinemarketingdead?Welcome
  2. 2. 2Who am I?Daniel Richards
  3. 3. 3A BalancedApproach
  4. 4. 4A Balanced ApproachThe back drop for today’s talk:Economic turmoil, instability & fearRapid changes in technologyIncrease in firms appetite to growYour client base is at high threat from competition
  5. 5. ...Don’t traversethem alone...
  6. 6. 6The MythOffline marketing is no longer effectiveR.I.P. Offline Marketing
  7. 7. 7Really?
  8. 8. 8Offline grows in importance• Technological advances are limited• Offline is essential in most cases• Proven, tried, tested and working now• Predictable ROI• Limited time - offline is easily outsourced
  9. 9. 9Apps go offline• Great conversation piece• Different & Innovative• Progressive & Modern• Non sales• Directs traffic to site
  10. 10. 10IntegrationTRADITIONALMARKETINGPROMOTIONSWEB /SOCIAL MEDIAIntegrated Marketing
  11. 11. 11The Human Touch
  12. 12. 12
  13. 13. 13Test, Measure, Adapt & Improve• Agree intervals to review the individualroutes to market• The results• Find ways of improving what is working wellAnd stopping what does notT.M.A.I.
  14. 14. 14Have a PlanDatabasedevelopmentSeries of DirectMail articlesTelephone FollowUp mailersEvents &NetworkingPR &CommunityExposureCustomer Carecall to CurrentClientsTelephoneLinkedInconnectionsEmailfollow up
  15. 15. 15Multiple messages work
  16. 16. 16Database Development• Client database• Warm prospects such as:LinkedIn, TwitteretcKnown contacts to your firm• Enquiries and contacts through website• Profiled but ‘cold’ purchased list
  17. 17. 17Your client base is under threat!
  18. 18. 18Protect it!
  19. 19. 19How is yours?• Most firms have significant gaps in the completeness and quality of theirclient database• Does it have full contact information, mobile, email, LinkedIn profile etc• Without this being completed, becoming and remaining a cultural ‘norm’within your firm, your ongoing client protection strategy will be hampered.
  20. 20. 20Annual spring clean• The most valuable asset you have• Annual client care call• Validate and update data• Gain fantastic feedback• Connect on LinkedIn• Request referrals where appropriate
  21. 21. 21Pre agreed communication‣ Planned communication to clients‣ Messages appropriate to them (A,B,C)‣ Use multiple routes‣ Direct Mail‣ Client facing networking & events‣ LinkedIn‣ Blogs
  22. 22. 22Warmer contacts
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26Purchased lists•3 Reasons Mark Wickersham says no:•Expensive•Out of date when you buy them•Low response rates
  27. 27. 27Your new database• Your future sales pipeline• Geographic targeting• Named decision maker companies• Single site/head office• Industry sectors carefully chosen• Profiled by size employees and £turnover• Email address where available• Telephone cleansed within 90 days
  28. 28. 28Direct Mail• Use a Mail house (speed and savings)• Series of 4 letters one per quarter• Consider industry specific variations• Promote different things 3D will always out pull 2D but is more £• Letters should increase response• Email and phone follow up critical
  29. 29. 29Benefits• Direct mail is highly effective• Professional way to promote your firm• Easily measured, tracked & improved• Hassle free if outsourced
  30. 30. 30Direct Mail template offer• 6 Letters ready to mail• Easily customised• Hassle free• Low cost• Include free proposal template• Only £180 if purchased today
  31. 31. 314 types of emails• Personal emails from your inbox• Plain text, highly personalised mass emails• Colour, HTML newsletters• HTML emails promoting something
  32. 32. 32Boost your response with email• Plain text email to follow up direct mail• Increases your response rate 100 – 500%• Generates immediate responses• Drives traffic to your website• Efficient database management
  33. 33. 33Newsletters & HTML emails• Content Providers are good• Consider the landing page• Normally a poor page= increased visitors butpoor conversion rates
  34. 34. 34Use the traffic increases
  35. 35. 35Directpromotion
  36. 36. 36Telephone follow up• Call those who opened the email first• Telephone others• Generate quality leads• Develop future prospects• Expand and manage the list• Increase the value of your business
  37. 37. 37Play to strengths, lets talk• Arrange a free 1:1• Carried out by phone or Skype• To discuss any area of online or offline marketing• No obligation• Impartial Advice and feedback
  38. 38. 38We work with any firm of any sizeproviding values align...
  39. 39. 39Take the gamble and stress outof business growth...

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