Book Keeping Marketing Ideas

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This is a presentation I made to four groups of accountants and bookkeepers giving them some inspiration to improve their marketing efforts. It would be just as applicable to any small business owner wanting to do the same.

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Book Keeping Marketing Ideas

  1. 1. Small Business Big Marketing February 2009
  2. 2. “ People can copy what we do, but not who we are.” Martin Daley, Head of People , Virgin Blue
  3. 3. What is Marketing?
  4. 4. Marketing is solving customers problems.
  5. 5. Marketing is the quickest way to a sale
  6. 6. Marketing is standing out.
  7. 7. Marketing is not simply promoting your business.
  8. 8. Marketing Concept #1
  9. 9. The Message <ul><li>What are the most important things you need to say to Customers? </li></ul>
  10. 10. The Message <ul><li>What are the most important things you need to say to Customers? </li></ul>KEY MESSAGES
  11. 11. Develop Your Key Messages <ul><li>ACME Book-Keeping is MYOB certified </li></ul><ul><li>All our staff have been trained to Grade 6 MYOB .... </li></ul><ul><li>They update their knowledge ... </li></ul><ul><li>ACME Book-Keeping makes financial management simple </li></ul><ul><li>We have a three-step process that .... </li></ul><ul><li>We ensure we never speak industry jargon .... </li></ul><ul><li>ACME Book-Keeping’s number 1 aim is to reduce your tax liability </li></ul><ul><li>We are constantly meeting with the ATO to learn about ... </li></ul><ul><li>We’ve won the Gold Award each year for .... </li></ul><ul><li>ACME Book-Keeping staff are very accessible </li></ul><ul><li>We’re open 8.30AM to 6.00PM .... </li></ul><ul><li>Our online support is available 6.00AM to 9.00PM </li></ul>
  12. 12. Here’s How To Do It... <ul><li>1. Write down those key benefits that your business provides to Clients </li></ul><ul><li>2. Support each of these benefits with statements of fact </li></ul>
  13. 13. Here’s How To Do It... <ul><li>1. Write down those key benefits that your business provides to Clients </li></ul><ul><li>2. Support each of these benefits with statements of fact </li></ul>Write them as if you were writing to an old friend
  14. 14. Why I do what I do...
  15. 15. Then get bored of them!
  16. 16. Marketing Concept #2
  17. 17. The Medium <ul><li>Where are the best places to place </li></ul><ul><li>Your Key Messages? </li></ul>
  18. 18. It’s a big, long list... <ul><li>TV </li></ul><ul><li>Newspapers (State, Suburban & Regional) </li></ul><ul><li>Radio (Melbourne & Regional) </li></ul><ul><li>Magazines </li></ul><ul><li>Outdoor </li></ul><ul><li>Newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Car Signage </li></ul><ul><li>Websites </li></ul><ul><li>Search Engines </li></ul><ul><li>Sponsorship </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Information Evenings </li></ul><ul><li>Joint Promotions </li></ul><ul><li>Word-Of-Mouth </li></ul><ul><li>Email </li></ul>
  19. 19. Criteria For Choosing Where... <ul><li>Where do your Customers look to find businesses like yours? </li></ul><ul><li>Wastage. </li></ul><ul><li>Cost. </li></ul><ul><li>How comfortable are you with the medium? </li></ul><ul><li>Accountability. </li></ul>
  20. 20. Get your messaging right first , then work out where to put it.
  21. 21. Marketing Concept #3
  22. 22. Touch Points
  23. 23. Touch Points Any point where your Customers come in to contact with your business
  24. 24. Stationary Voice Mail PR Advertising Presentations Website E-Mail Signatures Logo Design & Usage Business Cards Thank-You Cards Office Design Website Phone Answering Signage Invoices YOUR BUSINESS Car Ad
  25. 25. Marketing Concept #4
  26. 26. Be BRAVE
  27. 27. Some useful tips To apply immediately
  28. 28. Get a website... No excuses
  29. 29. Create Phone Support Packages
  30. 30. The back of your business card is an opportunity to add value
  31. 31. So is your e-mail signature
  32. 32. Do your Clients know how to get the best of you?
  33. 33. ADVERTISING BEWARE!
  34. 35. Look Sharp
  35. 36. To Look Sharp You’ll Need Meaningful, Well-Presented Livery... <ul><li>Logo </li></ul><ul><li>Business Card </li></ul><ul><li>Letterhead </li></ul><ul><li>Follower </li></ul><ul><li>Invoice </li></ul><ul><li>Email Signature </li></ul><ul><li>With Comps </li></ul><ul><li>Web Skin </li></ul>
  36. 37. ‘Spiff Me Up’ Package $2,500
  37. 38. www.99Designs.com
  38. 39. www.Elance.com
  39. 40. Social Media Online tools that allow us to generate content, interact & engage in peer-to-peer conversations and exchanges.
  40. 41. Social Mediums include...
  41. 42. A Case Study....
  42. 50. Get A Flexible Plan... <ul><li>Create your key messages Follow the template I provide </li></ul><ul><li>Establish your identity Across all Touch Points </li></ul><ul><li>Spread the word Choose mediums you’re comfortable with </li></ul>One piece at a time
  43. 51. “ People can copy what we do, but not who we are.” Martin Daley, Head of People , Virgin Blue
  44. 53. Getting me working with you... <ul><li>Marketing Coaching $180 / hour, minimum 4-sessions, money back guarantee </li></ul><ul><li>Webinars Minimum 20 people, selected topics, $50 for 30-45 min </li></ul><ul><li>Marketing Seminars Tell me what you’ like to cover & I’ll tailor make a seminar </li></ul><ul><li>Add value to your Clients Introduce me to them & you’ll be the hero! </li></ul><ul><li>Spiff Me Up Package Take up the offer </li></ul>
  45. 54. Small Business Big Marketing February 2009

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