Your SlideShare is downloading. ×
  • Like
10 Marketing Game Changers for Professional Services Firms
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

10 Marketing Game Changers for Professional Services Firms

  • 1,539 views
Published

Changing how you market your firm is a daunting task for CPA firms, but marketing as usual is actually becoming more and more unusual. Just when you thought you had your game plan figured out, along …

Changing how you market your firm is a daunting task for CPA firms, but marketing as usual is actually becoming more and more unusual. Just when you thought you had your game plan figured out, along comes all of these new game changers like the explosion of mobile devices, the importance of content marketing, social media for lead generation, advanced marketing metrics possibilities, and a lot more. In this webinar, CPA marketing expert Alan Vitberg will discuss key game changers, their budgeting implications, and show examples of how CPA firms are responding.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,539
On SlideShare
0
From Embeds
0
Number of Embeds
7

Actions

Shares
Downloads
25
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Sponsored by 10 Marketing Game Changers for Professional Services Firms – WHAT’S IN YOUR BUDGET? #10gamechangers
  • 2. TODAY’SOBJECTIVE Introducing Today’s Speaker “My mission is to help my clients get more ROI from their investment in marketing and business development.” • 25+ years experience • HubSpot Gold Certified Partner • Recent HubSpot Award • Best Vertical Marketing Agency 2012 • Services • Re-engineer outbound marketing programs • Lead generation campaigns, strategies & tactics • Install inbound marketing programs
  • 3. TODAY’SOBJECTIVE Today’s Objective Present 10 key trends that will impact the way you design your marketing strategy and spend your marketing budget…We call these game changers 4 Polling Questions for CPE!
  • 4. WHATI’VELEARNED What I’ve Learned  Early adopters grow faster and put more distance between competitors  Theory of inevitability: it’s going to happen  Pace of change is only going to get more drastic
  • 5. GAMECHANGER1 Game Changer 1 – A Changing of the Guard Goodbye Boomers …Hello Gen X & Y
  • 6. GAMECHANGER1 Game Changer 1 – A Changing of the Guard Digital Marketing More comfort More familiarity Higher adaptability Greater acceptance Goodbye Boomers …Hello Gen X & Y Movement away from “traditional” marketing
  • 7. GAMECHANGER2 Game Changer 2 – Content is King Content marketing means • creating and distributing relevant and valuable content • Using that content to attract, acquire, and engage a clearly defined and understood target audience
  • 8. GAMECHANGER2 Game Changer 2 – Content is King
  • 9. GAMECHANGER2 Game Changer 2 – Content is King Using content for lead generation
  • 10. GAMECHANGER2 Game Changer 2 – Content is King Using content (blog) for SEO SEO SEO SEO SEO
  • 11. GAMECHANGER2 Game Changer 2 – Content is King Using content for personal branding and thought leadership
  • 12. GAMECHANGER2 Game Changer 2 – Content is King  On average B2B marketers are spending 33% of their budget on content marketing  54% plan on increasing their content budget
  • 13. POLLINGQUESTION1 Polling Q1 How strong and effective is your firm’s content management strategy and program?  Very strong and effective  Strong and effective  Somewhat strong and effective  Non existent or ineffective
  • 14. GAMECHANGER3 Game Changer 3 – Smart Money is Flowing Towards Digital Marketing Better targeting … lower costs …. More measureable … higher ROI
  • 15. GAMECHANGER3 Game Changer 3 – Smart Money is Flowing Towards Digital Marketing Where are firms allocating their budget?
  • 16. POLLINGQUESTION2 Polling Q2 How significant is the budget shift in your firm from traditional to digital marketing?  Very significant  Significant  Somewhat significant  Insignificant
  • 17. GAMECHANGER4 Game Changer 4 – Less Interruption and More Permission The rise of “Inbound Marketing”
  • 18. GAMECHANGER4 Game Changer 4 – Less Interruption and More Permission
  • 19. GAMECHANGER4 Game Changer 4 – Less Interruption and More Permission
  • 20. GAMECHANGER5 Game Changer 5 – “ I Can See Clearly Now”
  • 21. GAMECHANGER5 Game Changer 5 – “I Can See Clearly Now” Unique Visitors New vs. Repeat Visitors Traffic Sources Referring URLs Most/Least Popular Pages Indexed Pages Landing Page Conversion Rate Bounce Rate Keyword Performance & Rankings Total Traffic From Organic Search Branded Vs. . Non-Branded Search Traffic Unique Search Terms Driving Traffic Inbound Links Conversion Rates From Organic Search Blog Traffic & Referral Sources Social Audience Growth & Reach Traffic From Social Media The Rise of Marketing Analytics What to measure: KPIs
  • 22. GAMECHANGER5 Game Changer 5 – “I Can See Clearly Now”
  • 23. GAMECHANGER6 Game Changer 6 – “This Ain’t Your Grandpa’s Website” Online Brochure Marketing Hub
  • 24. GAMECHANGER6 Game Changer 6 – “This Ain’t Your Grandpa’s Website” www.raincastle.com
  • 25. GAMECHANGER6 Game Changer 6 – “This Ain’t Your Grandpa’s Website” Characteristics of an Effective Website:  Built for lead generation (offers, landing pages)  Optimized for search  More about issues and solutions than firm advertorial  Blog  Social media account connections /share-ability  Internal cross links  Great user experience
  • 26. POLLINGQUESTION3 Polling Q3 How effective is your website for lead generation?  Very effective  Effective  Somewhat effective  Ineffective
  • 27. GAMECHANGER7 Game Changer 7 – Lead Generation Campaigns are Replacing Branding as a Growth Strategy Print ads Directories Trade shows Collateral
  • 28. GAMECHANGER7 Game Changer 7 – Lead Generation Campaigns are Replacing Branding as a Growth Strategy The Key Parts of a Lead Generation Campaign: 1. Pain Issue/Need 2. The Offer 3. The Device 4. Database 5. Landing page 6. Campaign 7. On-site promotion 8. Off-site promotion 9. Metrics and analysis 10. Lead nurturing
  • 29. GAMECHANGER7 Game Changer 7 – Lead Generation Campaigns are Replacing Branding as a Growth Strategy
  • 30. GAMECHANGER7 Lead Generation Campaigns:  More complex  Less costly (OOP)  Greater ROI Game Changer 7 – Lead Generation Campaigns are Replacing Branding as a Growth Strategy
  • 31. GAMECHANGER8 Game Changer 8: Segmentation + Automation = Customers Create marketing your prospects will love by delivering the right message to the right target at the right time.
  • 32. GAMECHANGER8 Game Changer 8: Segmentation + Automation = Customers Segmentation + Automation = Customers
  • 33. GAMECHANGER8 Game Changer 8: Segmentation + Automation = Customers Segmentation + Automation = Customers http://www.inbound-marketing-agency.co.uk
  • 34. GAMECHANGER8 Game Changer 8: Segmentation + Automation = Customers What is marketing automation? Segmentation + Automation = Customers
  • 35. GAMECHANGER2 Polling Q4 What’s the status of marketing automation in your firm?  All pieces in place and fully used  All pieces in place, but not fully used  Some pieces in place  No marketing automation in place
  • 36. GAMECHANGER9 Game Changer 9 – Share-ability is a Marketing Force Multiplier We’re increasingly depending on friends, fans, followers to carry our marketing message forward through sharing
  • 37. GAMECHANGER9 Game Changer 9 – Share-ability is a Marketing Force Multiplier Source: Forbes
  • 38. GAMECHANGER10 Game Changer 10 – Real Time Marketing Real time marketing is about monitoring, reacting, capitalizing and being first to market with a response to a comment, news or an event. It’s about being nimble. It takes resources, dedication and chutzpah
  • 39. GAMECHANGER10 Game Changer 10 – Real Time Marketing 1st Tweet “Saw a bird crap on a Smart Car. Totaled it.” Smart Car’s Response “More like 4.5 million birds”
  • 40. GAMECHANGER10 Game Changer 10 – Real Time Marketing
  • 41. HOWANDWHEREYOURBUDGETISGOINGTOCHANGE Upping Your Game – How and Where Your Budget is Going to Change SEO – key word research and analysis Website re-design / re-engineering / maintenance Marketing technology Content acquisition People: consultants or staff w/digital mktg skills Mobile marketing specialists Targeted PPC Integrated lead gen campaigns d d d d
  • 42. CHANGEYOURGAME How can we change the game for you? Scheduling Email: svitberg@vitbergllc.com Call Shannon at 585-329-4579 EXCLUSIVE OFFER FOR WEBINAR PARTICPANTS  Marketing infrastructure review  Website review  Competitive analysis  Brainstorming: lead generation 60 Minutes That’s Going to Change the Way You Do Marketing! Complimentary Consultation w/VLLC
  • 43. CONCLUSION Conclusion Thank You! VitbergLLC www.vitbergllc.com avitberg@vitbergllc.com @VitbergLLC #10gamechangers 585.425.2552