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Blogs for accountants and why they're a must sales for accountants by insight marketing

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The iBlog, from Sales For Accountants (by Insight Marketing) is taking the profession by storm! ...

The iBlog, from Sales For Accountants (by Insight Marketing) is taking the profession by storm!

Finally, there is something genuinely easy and low, low cost that every single firm and/or partner can do - regardess of their size or sector - that will save them time, increase web visitors, automatically feed social media and increase enquiries while differentiating you from your competitors. All for less than the time it takes to drink a cup of coffee each week!

This Free webinar by Insight Marketing, explores the case for Blogs - how to use them, how to find and post content easily and how the iBlog solution can work for your firm. Plus, we look at how to SEO every single web page you have so that you get even more value from your website.

These are simple and mostly free steps, that every one who listens to this - can do.

I hope you enjoy it!

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  • Hi, good afternoon. It’s great to know some of you in the room already, and for those where we haven’t met yet, my name is Dan Richards and I am one of the senior team here at Insight Digital Media based just down the road. Simply put, we love helping businesses grow and that be any firm of any size, any where.Just a few recent facts to encourage that what we’ll talk about this afternoon is based on proven and hard won experience, rather than pretty theory. What we’ll be sharing here, works, and can work for you as well if you want it to.
  • Hi, good afternoon. It’s great to know some of you in the room already, and for those where we haven’t met yet, my name is Dan Richards and I am one of the senior team here at Insight Digital Media based just down the road. Simply put, we love helping businesses grow and that be any firm of any size, any where.Just a few recent facts to encourage that what we’ll talk about this afternoon is based on proven and hard won experience, rather than pretty theory. What we’ll be sharing here, works, and can work for you as well if you want it to.Nearly 30 years of working with businesses of all sizes, helping them to growOver 3000 delegates to live events this yearOver 10,000 reports downloadedOver 25,000 subscriber to our monthly bulletinsOver 300 consultative 1:1’s with business owners this year
  • This is phenomenal stuff.  The facts are in – blogging is the way to go, and the more you blog, the more traffic comes to your site.
  • Let me be honest, there is a limit to what we can cover in 40 minutes, so we’re going to focus on 2 of key points this afternoon. 2 things that matter to every business, and 2 things that will help you win new clients. This presentation is about online marketing that works, central to which is a website. we believe a website – that it produces you new enquiries. It can have a bunch of other benefits to you as well, but first and foremost it should scratch the itch of all business owners; that of winning new clients.If your website is not doing this for you then let’s talk; there is an offer at the end of this presentation you can take advantage of, or you can see us at stand 22 (TELL THEM WHERE IT IS – OUT OF THE DOOR ON THE RIGHT ETC ETC....)This afternoon we’re going to share some ideas to help you achieve that goal through bespoke websites and a unique solution called the I-blog. Almost all businesses and all design agency start with – design. The look of a website. And some are able to create really good looking websites, but for us that is jumping the gun altogether. The first and foremost place to start is ‘why have a website’? What is the goal you want it to do? And that means the before design is considered – the message, the words on your website, are paramount. Design is like a tie. We’d all work into a shop and come out with something different. Indeed, what you and I are wearing here today is unlikely to stop us doing business together, but what we say – will more likely determine a yes, no or not yet....With a website the real proof of whether it is any good is whether it generates visitors and does it convert those into enquiries. Six months down the line, when you ask the designer why you aren’t getting any leads, they will probably shrug their shoulders and mutter something about SEO, competition and social media.Over the years we have worked with hundreds of web designers, many have good intentions but are about as useful as an interior designer when it comes to generating sales or an ROI. The good news is we have helped hundreds of customers achieve great returns online and bring together their entire sales and marketing strategy. Working with small start-ups through to large internationals, it’s the grounded, proven experience to deliver results on and off line that makes IDML stand out from the crowd.If you want to be generating more business than you are at the moment, we’d love to talk to you.In this short presentation, we’re going to focus these two points of pain for many people, and you may be feeling the same this afternoon. how to generate more visitors to your website and how to easliy manage social media. The great news about these two things by the way is when you’ve got it right, it removes a huge operational headache within your business and saves a massive amount of time every week....
  • A common myth we have all been sold is ‘if you build it they will come’Most marketing agencies like us have sold a concept which is if you build a website it will be your shop front and millions of people will work past it and if it is there, they will come in.There is some truth in that, however if you are like the majority of companies we talk to, that has simply not been the reality for them.Our view is, the number one reason for having a website is that it generate you new enquiries. Sadly most websites have been destroyed by design companies who are not experts at sales and marketing but are great at ‘colouring in’. Our team are also great at colouring in but also consist of social media experts, copywriters who produce results, internet marketing professionals, individuals who have grown and sold businesses and who know what it takes to make a sale.How many of you have been asked to write copy for your website and sat staring blankly at itHow many of you have been asked to write about USP’s and have ended up with a list of services but struggled to explain why thats a value to your current clients and so to your potential clientsHow many of you have looked at your website and thought – why is it not working?How many of you have started to write a bios about yourself and then sat back in surprise as to how hard that actually is? How many of you have stopped or not even started a marketing project because of not knowing how to create the right outcome?
  • This is what we mean by SEO – it is when you type in a search phrase for something and it is what causes links to web pages to arrive on screen. Here you can see I’ve typed in ‘advanced tax planning london’ and it has brought up a number of results. The top two here are clients of ours, and are both small firms. I’m going to show you how they’ve done this, with another client example who gets top search results for their area which is Bedford.....
  • I said earlier we’ve all been sold the myth if you build it they will come, but if they can’t find you, they won’t come….How many of us have heard a lot about Search Engine Optomisation and might even be ‘bored’ of it – yet how many here have actually reviewed their website or your agency has taken the time to explain the importance of these fundamental steps to your website?These steps are the absolute basics, and it might appear somewhat “kindegarten”, but the reason we’re saying this today is that most people don’t do it, and even when you do put these foundations stones into your website they are unlikely to be a “gamechanger” but rather will create a gradual improvement. This may not appear particularly exciting but it is an absolute fundamental, and even when its done correctly its unlikely you will reach page one, unless you are seeking non-competitive search terms and I will explain why, shortly. Go back to the goal That said, if the goal of your website is to win business then you need visitors, and the very first place to start is SEO. Sounds complex but its not, just think about the keywords you want to be found for and then put them into your website in the: Page titlemeta Descriptionkeywords and H1, H2 And let me show you what we mean by this…..-----
  • ABCDUse an advanced tax page exampleGoogle is hungry for words, write more pages and add the seo to every page. Ensuring you don’t just add copy for the sake of it, but create words that matter and speak to your chosen audience. That have great SEO yet also make sense when you read them and lead your reader to a clear outcome.
  • Google places is a powerful step you can take to gain search rankings outside of your so called ‘natural listings’. This is where you will register your business with google, fill in some basic details about your business and mark your location on their map. They will then either call you or send a postcard with a code to verify and authenticate your listing and that’s it. You’re established are able to appear at the top of search results with the ‘flags’ as you can see on screen here…. It is also worth noting that this is free and it only takes a few minutes to do….. And finally if you get some reviews posted about you through your google places listing, that helps you even further both with page rankings and also visitors coming to your site….You can give this to one of your admin staff to do, it is really easy to do – make a note now, go back to your office, delegate it and simply ask for a report in 2 weeks time to confirm it is all completed.
  • what this screen shot actually shows is yes you must carry out your on page SEO but once completed its almost certain that you wont reach page one – unless you are in a non competitive search term.In other words, without good on page seo on every page, you won’t be found, but But that is just the starting pointThere are other things we’d strongly recommend to help you be found and generate new visitors to your website and one of those things is PPCpay per click or cost per click or adwords or sponsered links - It’s like putting a sign up on your shop. It is basic signage.And the good news with PPC is You only pay when people click. What’s more recent studies show that 85% of what you see on the first page of google is paid for advertising. (refer back to screen)We run it as well as help train people to do it themselves – whichever is your preference. PPC is a powerful and highly controllable way to get noticed and drive profiled visitors to a specially created landing page on your website. You can set budgets for spend every month and even determine the time of day you want your adverts to appear. Therefore you can have great confidence that your budget is protected and will never run away with itself. Neither do competitors spend all their time clicking other peoples ads. It would a huge waste of their time and whats more google, won’t allow it.So without being too blunt, if you’ve done your SEO and still can’t be found then The reason we can’t find you is that there are people who care more than you are working hard to be there. Who are investing in tools such as PPC if you want to do the same, we can show or help you to do just that……
  • This is really important, havne’t got time to talk about it today, but if you’d like to pick it up we’d galdly chat seperatly.... Normally we’d speak for a couple of hours on this topic alone....To put it a different way, Have you noticed when you go into a shop how cleverly its constructed? How many of us have been into ikea and wished we could find the way out. Even a service station has a s-shape funnel past everything they sell before you reach the till.....Some of you may have experienced the following problem....You have found a way to generate visitors to your website , but simply aren’t generating enough enquiries or the profile of enquiries that you really want which for most of the firms we work with is compliance fee’s of £3k + per annum and are more likely to be the type of business owner who will want to use the advanced advisory and tax planning solutions which you are so admired for and very few firms are actually able to deliver.The number one influence on this is call to actions:VouchersMeeting offers with valueSoft offersInvitationsNow we’re not suggesting you try and confuse your visitors to your website or ‘trap’ them, but you do need to help them to take action – make it easy and attractive to leave you their details or get in touch directly. So thinking through and having a plan for what you want people to do once they’re on your website is really important.
  • Along with PPC there are 6 things we recommend you do. We don’t have the Time to talk about all of these today and not all will work for everyone. However, we use a proven process known as TMAI – test measure adapt and improve - and are able to make these work for most industries and from experience also know what to avoid!PpcEmail marketingDon’t ignore offline marketing – we spoke on this earlier todayWebinarsBacklinksIblogs/social media As we can’t talk about them all in the time we’ve got, we’ll pick up the one that is easiest for everyone in this room to instigate and has the maximum immediate value – regardless of your service or product.6) Iblogs and social media Google Wants socially validated content, That sounds like a whole lot of gobbeldy gook, yet all it simply means is that it places more importance on fresh new appropriate content than it does on dry, stuffy or old content. And if you feed google new socially validated content it will be very happy with you…The most powerful way we’ve seen to do this is through the combined use of blogs and social media. There are two key reasons social media doesn’t work – 1) people just cant tame it……it’s like fragments of a puzzle, however I’m about to show you just how you can do that 2) people get so excited about social they forget to take the conversation offline. Unless you’ve got a pure ecommerce solution such as wigs, or widgets.. If you’ve got a professional service company the only way you can make an ROI is to take it off line. Don’t just get caught up in the excitement of social media. You will feel busy, feel popular and for a time at least, feel succesful, but you won’t be making money. Have a pre-thought through plan as to how and when you’ll take the conversation offline and do business by phone and/or by meeting.If you employ your digital marketing correctly you can make money from it. And The most powerful, simple, low cost and integrated way we have found to do this is through an i-blog. It wonderfully brings together your website and your social media, saves enormous amounts of time and every one in this room can easily do it.
  • Before we look at the power of a blog for SME’s I want to remind us all about the key issues that business owners like you and me face right now. We know we should be communicating regularly with our customers, clients and prospects, and we know that contact should be relevant and positive. Many of us over the years have tried newsletters they have been time consuming and costly and all the research points to the fact that apart from some rare exclusions, they have been pretty ineffective. It’s also highly time consuming.We know too that we should be trying to use social media the likes of Linkedinfacebook and twitter. A few of us may have tried half heartedly but few if any of us have the time to do social media properly. It’s also highly time consumingWe also know that our websites should be updated relevant and optimised to bring inbound sales leads and most of us don’t have the time or technical ability to do this well. That needs Search engine optimisation and if we even now how to do it, the rules change so frequently that it can be discouraging. It’s time consuming and creates often frustating reliance upon techies .....I guess you will have spotted the common phrase that links all these operational areas together – time consuming. And because it’s time consuming the chances are very high that as busy MD’s or owners we will let these things slide to the bottom of out to do pile and sooner or later it will take its revenge. Take its revenge in losing customers, disillusioned customers, take its revenge in lack of inbound leads and likely we will left behind by competitors who seem to master social media and seem to successfully gain new clients as a resultAs I hope we will see together the Iblog is going to be the solution to all these operational challenges. It is going to save you time, and as we will see together it is a business and profit improvement tool which will enable you within a few seconds to communicate powerfully, and that’s going to enable you to do all these things and much much more effortlessly.
  • The reason Insight believe that every SME will have a blog in the next 12 – 24 months is simple. The benefits to having a blog are so strong, and the time it takes to manage one is tiny, we are talking minutes here; and the improvements to operational effectiveness are so profound the case is a no brainer. Add to that the fact that cost to getting a I Blog from insight is just £950 and you could be using it live within just a few days –Your business and ours needs a blog this why
  •   You need a blog it’s not an option and here are 6 powerful reasons all accountancy firms should have a blog and use it!  1. It saves hours – one blog post will update everything instantly and automatically on your website and on all your social media  2. Google loves blogs & using the I-blog will increase traffic to your site & help you rank quickly for specific terms . Increase Visitors to your website - So when you blog your site automatically has new, great content that Google will like and thank you for by increasing your rankings and visitor numbers3. You are in control no need to involve (or alienate) your developers or tecchies, Once your iblog is set up, you can blog with ease in just a few minutes – Blog once and Update everything - Imagine a solution that you manage, you can use and is super simple to master. That will instantly update your website, LinkedIn, Twitter, Facebook and other platforms you use.  4. Content creation – many busy SME owners worry about what to write and how to get the content. Don’t worry. you’ll be shown how to find, share and distribute content in just a few minutes. Content that’s of value to current & potential clients alike 5. Full training – the Iblog is increibly simple to use and you get full 1:1 training and free reports as part of this low cost packageLow low cost. A complete I-Blog with everything you need is done and ready in days and costs just £950. Proven results beings used by many other businesses of all sizes and industries. It works, it works from week 1 and it gets results from week 1
  • It’s information or a discussion published or ‘posted’ on the web.
  • Check out this web site, at first glance its different they are working within the media and arts industries and it has a nice feel. But there is no sign of their blog, its not in the navigation, its not in the body copy of the site and in fact its not mentioned any where at all!
  • But they do have a blog, its jut its been set up as a standalone page – its not been integrated into their main website, In fact its tough to even find it when you are looking for it. Because its not built into the site its not going to help improve the websites SEO or visibility. It takes you off the website you’ve done all the SEO on meaning you loose the visitor you’ve worked so hard to gain.So one posting here is pretty much a waste of time as it wont update the websiteWe also know that this blog is not appearing on the social media platforms and whilst the senior partner has almost 400 LinkedIn connections, the blog is not displaying on there LinkedIn profile, its not linked with Twitter and its not updating Facebook. It’s a standalone blog, all on its own that’s going to do very little other than compete for seo with their primary site.But it should not be like that. It should be very very different and an I-Blog is. Let’s see what a working and effective blog can look like
  • One post updates everything. Because this blog is an integral part of the website it looks like it is and in reality it is. When you post a blog the website is updated it’s fresh and its current and it’s new it also means Google is about to take notice as we shall see……….
  • One post updates everything – the evidenceNow we can see both the reality of the automatic update and its impact. Because the blog is about a specific topic and the article has been otpimsed by Sean farnell in seconds in this case we can see they have become postiion 1 for this term and position 4 from the instant update on Linkedin - 1 and 4 on Google for your chosen termNow that’s impressive.BTW Sean can easily optimise his Blog in seconds because in his free 1:1 training session he was shown exactly how to do that.
  • Using the Insight Iblog that one post has already updated on your site it also now automatically updates LinkedIn Twitter and facebook
  • Using the Insight Iblog that one post has already updated on your site it also now automatically updates LinkedIn Twitter and facebook
  • 3. The inexpensive, rapid response bespoke solution from Insight– Our team know what works and what doesn’t and the I blog has been carefully developed to deliver maximum value at very low cost. For only £950 you get all this:Customised blogUnique system developed for busy business ownersIntegrated by us into your social media platforms 30 minutes training Plus a unique ‘How To’ guideAll this means you can blog with ease in just a few minutes & like Sean farnell, The tanning shop, and 100’s of others and that’s all you have to do. The I blog will then do the rest for you automaticallyPause…Whichever route you take once you have a blog set up you now need content and heres’ how to get it with ease
  • One option is for you to develop a larder or a library of information. Many of you will be creating information already as you communicate and serve your clients. Keeping this together can save huge amounts of time to draw on content you can easily adapt or edit to use as a blog article.
  • www.accountancyprofession.com
  • Now I key in the terms for SEO this needs a little bit of thought and your training will cover this but making sure I am choosing terms that will likely attarct people seraching
  • + DON’T FORGET THIS IS SOCIAL CONTENT AND PEOPLE LIKE TO SHARE IT
  • Do you remember how we started this webinar. We reminded ourselves that we know we should be communicating regularly with our customers and clients and we know that contact should be relevant and positive. Many of us over the years have tried newsletters they have been time consuming and costly and all the research points to the fact that they have been pretty ineffective. It’s time consumingWe know too that we should be trying to use social media the likes of Linkedinfacebook and twitter. A few of us may have tried half heartedly but few if any of us have the time to do social media properly. It’s time consumingWe also know that our websites should be updated relevant and optimised to bring in bound sales leads and most of us don’t have the time or technical ability to do this well. That needs Search engine optimisation and if we even now how to do it, the rules change so frequently that it can be discouraging. It’s time consumingAnd because it’s time consuming the chances are very high that as busy MD’s or owners we will let these things slide to the bottom of out to do pile and sooner or later it will take its revenge. Take its revenge in losing customers, disillusioned customers, take its revenge in lack of inbound leads and likely we will left behind by competitors who seem to master social media and seem to successfully gain new clients as a resultAs I hope we will see together the Iblog is going to be the solution to all these operational challenges. It is going to save you time, and as we will see together t it is a business and profit improvement tool enable you within a few seconds to communicate that’s going to enable you to do all these things and much much more effortlessly

Transcript

  • 1. Blogs forAccountantsand Why it’s a Must The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 2. Are blogs really that important?A few facts: (courtesy of Hubspot’s Marketing Benchmarks report)• Companies that blog 15 or more times per month get five times more traffic than companies that don’t blog• Small businesses (1-10 employees) tend to see the biggest increase in traffic when they post more articles.• Companies that increase blogging from 3-5 times a month to 6-8 times per month almost double their leads. The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 3. Are blogs really that important?• B2B companies that blog only once or twice a month generate 70% more leads than those who don’t blog.• An average company sees a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles.• B2C companies see a 59% increase in traffic after growing total blog articles from 100 to 200.• Companies with over 200 blog articles have more than five times the leads than those with 10 or fewer. The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 4. Everyone can do these two steps…•Fundamental SEO to generate visitors to your website•How to easily manage social media with the unique andproven I-Blog The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 5. We’ve all been sold a myth... The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 6. What is Search Engine Optimisation? The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 7. If they can’t find you, they won’t come…. SEO basics a) page title b) meta description c) Keywords, h1 and h2 d) Google places The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 8. SEO every page onyour website….a) Page Titleb) Meta Descriptionc) H1d) H2e) H3f) Keywords in body The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 9. If they can’t find you; they won’t come….http://www.google.com/places/ The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 10. Pay Per Click – gain more visitors to your site The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 11. c.85% of first page results are paid for.... The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 12. Now that I’ve found you, what do I do?Converting visitors..... Do’s Don’ts Vouchers X Have nothing Soft Offers X Distract Meeting request with value X Send people off your site Use forms to capture data X Have out of date invitations Webinars X Complicate it The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 13. Other ways to market....1)Ppc2)Email marketing3)Don’t ignore offline marketing4)Webinars5)Backlinks6)Iblogs/social media The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 14. What is all the fuss about! The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 15. 7 reasons every Accountant will have a blog The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 16. 7 compelling reasons for the I Blog1. It saves hours every week. One post updates everything including all social media – and your APP2. Increased traffic to your website 50% +++3. You are in control –4. Content creation made easy5. Full training – free6. Low, low cost I-Blog just £9507. Proven results proven savings in operational time The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 17. What is a Blog? The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 18. Are all blogs the same? - Here is a common mistake The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 19. Oh! Here it is . . . .But it will not work like this The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 20. How it could be working…. The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 21. Gain difficult web rankings; easily… The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 22. Increased traffic – often by 50% or more! The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 23. One post updates everything The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 24. One post updates everything The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 25. With an I-Blog you’re in controlthe I Blog• Customised blog• Unique system developed with Accountants usage at its heart• Integrated for you into your social media platforms – does the job• Integrated for you into your current website – does the job• SEO & Google rankings for you – does the job• Increase in inbound natural traffic for you – does the job• 30 minutes training• Plus a unique ‘How To’ guide All this means you can blog with ease in just a few minutes -and that’s all you have to do. The I blog will then do the rest for you automatically. The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 26. How to find, use and distribute Blog content… The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 27. Google Alerts – plus other ‘portal’s….. http://accountancyprofession.com/ http://www.myprintresource.com/ http://www.bbc.co.uk/ http://www.telegraph.co.uk/ Plus many other industry specific sources in a few minutes searching.... The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 28. The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 29. Making it count - SEO for more traffic The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 30. Ask others to like share = free distribution The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 31. The Iblog is proven and its workingWherever it’s being used, the Iblog:•Saves time•It’s the solution to your operational challenges•Allows you to create and post in minutes•Automatically updates all your social media•Improves rankings•Improves natural traffic and inbound enquiries•Gives customers & prospects great communication•Gives customers & prospects great content The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost
  • 32. What next? 0800 8030826 Free Demo from thecomfort of your own desk -practical advice and optionsyou can choose to help yougrow as you want to. A voucher for £100 as a giftto support your practicegrowth The unique I-Blog solution | Boost your SEO| Save Time| Make Easy| Low Cost