Blogs for Accountants – IntroductionWhat is all the fuss about!
6 reasons every firm will have a blog
6 compelling reasons for the I Blog1.   A simple way to bring everything together2.   Saves time3.   Blog once – update ev...
Why most blogs fail
Here is a common example – blog?
Oh! Here it is . . . .
Integrated with the website
Helping to SEO the website
Appears on LinkedIn, Twitter and Facebook
Blogs form a powerful part of your site
And can be styled with ease
What does a blog look like?
What does a blog look like?
What does a blog look like?
What does a blog look like?
How do I get a blog?1. Build one yourself2. Use an existing agency3. Register for the I Blog•   Customised blog•   Unique ...
Making it all countWhat’s the point of social content?1.AIDA2.Developing conversations that over timeultimately lead to co...
Making it all count• Know your style for each piece!• Impact• Value• Response
Making it all countThe Social Mix• Fun shared•Great value content standalone – adviceknowledge impartation•Content that st...
Making it all countThe Sources• Write your own• Look & find RSS feeds• Use Google alerts as content feed• Use a platform•Q...
How to find, use and distribute Blog content
Blogs for Accountants - Great Sources of ContentSet up Google alerts
Choose some topics take extracts or share
Choose some topics take extracts or share
Take extracts or share
Sources of content
Sources for content
Sources for content• Share with my LinkedIn• Then post a comment• With a bitly link to SNTW
The content funnel:Step 1 BlogWhen it comes to Accountants & Social Media there are 4 types of Partner1. The Ostrich Partn...
The content funnel:Step 1 BlogOption 2. NIMBY PartnersEqually some partners may be hoping it is something they will not ha...
The content funnel:Step 2 LinkedIn Status update
The content funnel:Step 3 LinkedIn Groups
The content funnel:Step 3 LinkedIn Groups
The content funnel:Step 4 Tweet/Facebook
The content funnel:Step 4 Tweet/Facebook
The content funnel:Step 5: ask others to like/comment
The content funnel:Step 5: ask others to like/comment, free distribution
What on earth is bitly?
What is Bitly & How do we use it?It’s a powerful free service enabling the following;1.Shorten long URL’s (esp. important ...
Bitly how to get started – for FREE
Bitly how to get started
Bitly how to create a link    Let’s say I want to make it easy for you to view a video about blogs.    The landing page on...
Bitly what does it tell me?
Bitly what does it tell me?
Thank you for listening
60 second action plan1. Lets talk together2.DIY3.Register for the I Blog and save £100
Blogs work for accountancy firms - How accountants use blogs to increase SEO and get a result from social media
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Blogs work for accountancy firms - How accountants use blogs to increase SEO and get a result from social media

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Over the next 12 – 18 months we believe that almost every accountancy firm will have a blog and start blogging. Simply because the benefits to having a blog are so strong, the cost to getting a blog running so low and running a blog actually saves most accountancy firms or senior partners valuable time!

Perhaps unsurprisingly there are a lot of bad, early blogs out there! As you will see from the examples below many make the simple mistake of having the blog separate from their website – making usability a pain and you loose out on the great SEO benefits of a blog. Some firms will even be setting up a blog as an apparent afterthought to the website, and actually competing against its main site for Google rankings! Not least because Google values fresh, new, social content much more than a static website.

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  • One of the biggest challenges you tell us as partners you face is maintaining regular quality client and potential client communication with minimal time investment. To be clear, this is personal communication from partners or senior staff, this is not about generic newsletters or emails pumped out identically by thousands of firms. Another challenge is how to effectively bring together your website or digital marketing, with your social media and your current client base and bring it all together in one simple, easy to manage please. Sure you can post status updates on LinkedIn, you can SEO your website and you can email your clients but what if there was a way that you could do also this from one place – and all with just one click of your mouse. Perhaps it sounds impossible, but its not, You see, over the past few months the team at Insight and our techies have been hard at work! And the blog technology that being employed and the way in which our team use it for accountants makes it so powerful for accountants. They are working, and working powerfully. Like it or not they are a critical part of most of Insight clients toolkit to protect existing customers and win new ones. Our best guess is that within the next 18 – 24 months there use, by accountants will conservatively treble – let me show you why
  • The reason Insight believe that every firm will have a blog in the next 12 – 24 months is simple. The benefits to having a blog or blogs (some firms will have one per partner or a topical blog per sector) are so strong, the time it takes to manage one is tiny, the cost to getting a I Blog from insight is just £950 and you could be using it live within just a few days – You need 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. At last – a way to bring everything together! During the webinar you will discover how a blog is the perfect platform to bring your website, social media, and offline marketing together peacefully and easily.     2. A blog Saves you time - That’s right, during the webinar we will unpack exactly how your blog can save you enormous amounts of time and produce great results.   3. 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. Increase Visitors to your website - Google is growing up, its changing the way it values content and it loves fresh, new, juicy content. It loves it so much, that it places greater value on it than dry, old, website content. So when you blog (and this webinar will show you how) your site automatically has new, great content that Google will like and thank you for by increasing your rankings and visitor numbers.   5. Fire your Web developers and Techies - No not really but you wont need them anywhere near as much! Once we show you how to get a blog up and running you are in control. You can add your own content and images, links etc anytime you feel like it.   6. Replace old, historic and boring newsletters - Some firms find emailing clients and potential clients a real chore! So much so that many opt for generic newsletter, which is, rarely if ever read and just gets deleted. Attend the webinar and discover how a blog can help you achieve much more, in less time with complete ease.
  • Some of you on this webinar or podcast might already have a blog and have looked at the 6 powerful reasons to have a blog and left wondering why your blog is not working like that. The reason for this is simple, the process that Insight follows has been carefully developed by our expert team to work for accountants and simplify everything. The blog is built to work with social media, it will publish on your LinkedIn profile, it will update Facebook and it will tweet about it whilst it updates your website all in just one click. Most Blogs don ’ t achieve any of these points or give your firm the benefits I have just listed because they have not been well thought through and they are not integrated – let me show you one common example.
  • Check out this accountants web site, on 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 there blog, its no 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 webiste you’ve done all the SEO We 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.
  • Once article automatically updates all your social media platforms and your website immediately and without hassle Philip Caplans LinkedIn profile with his blog on there staring to integrate The iBlog will automaticaly update most blogs can’t do that
  • The starting point is to get a blog and you can do that yourself, use an existing agency or order the I Blog from Insight and once you have a blog you then need content. And I am going to cover some exciting ways you can share quality content really easily. But first how do you actually get a blog in the first place – we see there are 3 options You can go out and build yourself a blog using one of the platforms that are available – setting up a blank page is relatively simple. Building a page to integrate with your current website and is properly set up is much harder – to give you an idea it takes one of our internal developers between 4 and 5 hours to style the blog to suit a specific site. The advantage then is you can do this almost for nothing but your own time, the disadvantage is what you will build is not likely to work for you. You can work with an existing agency or partner – a popular choice and for understandable reasons. The advantage is that you have a relationship with your existing provider, they know you and so you come of this webinar and tell them ‘we want a blog’. The potential disadvantage is this, many providers don ’ t actually know how to develop a fully integrated blog that works with your existing website, your social media marketing and how to get it read. 3. The inexpensive, rapid response bespoke solution from Insight only for accountants – 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 blog Unique system developed only for accountants Integrated by us into your social media platforms 30 minutes training Plus a unique ‘How To’ guide Whichever route you take once you have a blog set up you now need content and heres’ how to get it with ease
  • DAD THIS HAD NO CONTENT AND WAS ORIGINALLY PLACED JUST BEFORE YOUR HWCA BLOG EXAMPLE BUT I AM GUESSING ITS STANDARD STUFF FROM SNTW AND NOT SURE HOW RELEVANT IT IS HERE
  • DAD THIS HAD NO CONTENT AND WAS ORIGINALLY PLACED JUST BEFORE YOUR HWCA BLOG EXAMPLE BUT I AM GUESSING ITS STANDARD STUFF FROM SNTW AND NOT SURE HOW RELEVANT IT IS HERE
  • DAD THIS HAD NO CONTENT AND WAS ORIGINALLY PLACED JUST BEFORE YOUR HWCA BLOG EXAMPLE BUT I AM GUESSING ITS STANDARD STUFF FROM SNTW AND NOT SURE HOW RELEVANT IT IS HERE
  • DAD THIS HAD NO CONTENT AND WAS ORIGINALLY PLACED JUST BEFORE YOUR HWCA BLOG EXAMPLE BUT I AM GUESSING ITS STANDARD STUFF FROM SNTW AND NOT SURE HOW RELEVANT IT IS HERE
  • Thanks for listening to todays webinar etc etc The most important step to take is what you do next – what is it that you are going to do next? Its this step that separates accountancy firms, my guess is that less than 15% of you listening will take action today unless we do something amazing together right now. And that ’ s exactly what I hope to do in the next 60 seconds – an email will have arrived in your inbox in the last few minutes – all I want you to do is reply and let us know what you want to do next – its that simple
  • Once you log of this webinar you will see an email with 3 questions in your inbox simply reply letting us know what your would like to do We can either chat together during a friendly 1:1 carried out by phone – its without obligation or commitment. It gives you the chance to talk with one of our industry experts about what you are looking to achieve and how. You can of course do everything yourself – that ’ s absolutely fine we hope that todays webinar has helped you. Let us deal with everything for the low investment of just £850 if you register today -
  • Blogs work for accountancy firms - How accountants use blogs to increase SEO and get a result from social media

    1. 1. Blogs for Accountants – IntroductionWhat is all the fuss about!
    2. 2. 6 reasons every firm will have a blog
    3. 3. 6 compelling reasons for the I Blog1. A simple way to bring everything together2. Saves time3. Blog once – update everything4. Increase visitors to your website5. Fire your web developers6. Replace old, historic, boring newsletters
    4. 4. Why most blogs fail
    5. 5. Here is a common example – blog?
    6. 6. Oh! Here it is . . . .
    7. 7. Integrated with the website
    8. 8. Helping to SEO the website
    9. 9. Appears on LinkedIn, Twitter and Facebook
    10. 10. Blogs form a powerful part of your site
    11. 11. And can be styled with ease
    12. 12. What does a blog look like?
    13. 13. What does a blog look like?
    14. 14. What does a blog look like?
    15. 15. What does a blog look like?
    16. 16. How do I get a blog?1. Build one yourself2. Use an existing agency3. Register for the I Blog• Customised blog• Unique system developed only for accountants• Integrated by us into your social media platforms• 30 minutes training• Plus a unique ‘How To’ guide
    17. 17. Making it all countWhat’s the point of social content?1.AIDA2.Developing conversations that over timeultimately lead to commercial potential3.Ultimately an intentional offline conversation
    18. 18. Making it all count• Know your style for each piece!• Impact• Value• Response
    19. 19. Making it all countThe Social Mix• Fun shared•Great value content standalone – adviceknowledge impartation•Content that stimulates discussion &conversation•Great value content that offers some kind ofresponse device
    20. 20. Making it all countThe Sources• Write your own• Look & find RSS feeds• Use Google alerts as content feed• Use a platform•Quote: One of the overlooked keys to social networking is having plannedease of access to content. The easier it is to post it the more likely it is thatyou will…
    21. 21. How to find, use and distribute Blog content
    22. 22. Blogs for Accountants - Great Sources of ContentSet up Google alerts
    23. 23. Choose some topics take extracts or share
    24. 24. Choose some topics take extracts or share
    25. 25. Take extracts or share
    26. 26. Sources of content
    27. 27. Sources for content
    28. 28. Sources for content• Share with my LinkedIn• Then post a comment• With a bitly link to SNTW
    29. 29. The content funnel:Step 1 BlogWhen it comes to Accountants & Social Media there are 4 types of Partner1. The Ostrich PartnerSome firms and more commonly some partners do the ostrich thing and have taken the decision to do nothing at all.They are simply holding out for a better day, when things will ‘return to normal’. Perhaps there is some wisdom in this;after all, some accountants have mastered the long game. They say they understand what is happening and believe thatthings will return to how they once were.This may be the case once Facebook and LinkedIn die a death, supermarkets stop considering doing compliance work,internal threats from the likes of Xero fade away, attrition rates return to normal and competition starts to decrease!Of course we know this is just not going to happen, what will happen is change occurring at a faster rate than everbefore.Firms and partners alike need to face up to the fact that the game has changed: how accountancy firms marketthemselves, maintain relationships with existing clients and communicate with prospects has changed forever. Wesimply cannot stick our heads in the sand and hope it goes away!
    30. 30. The content funnel:Step 1 BlogOption 2. NIMBY PartnersEqually some partners may be hoping it is something they will not have to address.Possibly other colleagues or the marketing department can handle all of it, or maybejust maybe I can reach retirement before I have to get involved. In other words NIMBYNot In My Back Yard!Serious mistake for three reasons;1.If you are a partner you are the individual that key prospects and clients want todeal with. You are the uniqueness and social media can help you leverage that2.If you do a survey of your own staff you will generally find in a mixed aged group50% + are already on it. You can guess what my next question is can’t you? What arethey doing on it, what protocols do you have in a place what recommendations orrequirements do you have? And if you multiply each member of staff by 100+ friendsor connections then that’s the number of people being impacted without any positivedirection. This needs sorting and it needs sorting fast
    31. 31. The content funnel:Step 2 LinkedIn Status update
    32. 32. The content funnel:Step 3 LinkedIn Groups
    33. 33. The content funnel:Step 3 LinkedIn Groups
    34. 34. The content funnel:Step 4 Tweet/Facebook
    35. 35. The content funnel:Step 4 Tweet/Facebook
    36. 36. The content funnel:Step 5: ask others to like/comment
    37. 37. The content funnel:Step 5: ask others to like/comment, free distribution
    38. 38. What on earth is bitly?
    39. 39. What is Bitly & How do we use it?It’s a powerful free service enabling the following;1.Shorten long URL’s (esp. important for twitter)2.Enables you to test different URL on each posts3.Easy to calculate response rates to every piece4.In turn this means you can use TMAI
    40. 40. Bitly how to get started – for FREE
    41. 41. Bitly how to get started
    42. 42. Bitly how to create a link Let’s say I want to make it easy for you to view a video about blogs. The landing page on the Sales For Accountants Website is; www.salesforaccountants.com/websites-for-accountants/blog-creation that’s 63 characters!!1 23 4
    43. 43. Bitly what does it tell me?
    44. 44. Bitly what does it tell me?
    45. 45. Thank you for listening
    46. 46. 60 second action plan1. Lets talk together2.DIY3.Register for the I Blog and save £100
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