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The Effective Marketer:Leverage Limited ResourcesEfficiently with Maximum Impacton a Shoestring BudgetJill LockDirector of...
My Background Sole marketing professional at fourregional accounting firms Limited resources available Different geogra...
Marketing Budget 2 to 5% of total firm revenue What is your percentage?
Look Back First Time is substitute for money Rate what you have been doing, whatworks well, and what has not beenworking...
Determine What is Bestfor Your Firm Conduct SWOT analysis Identify niches served Identify marketing strengths Identify...
New Found Opportunities Review lost clients list Review prospects list bid on and notwon Pro – familiar with you, warm ...
Seminars Highlight expertise of firm professionals Benefit of face to face May be costly – try to obtain speakingengage...
Seminars Sponsor your own or with a law firm orbank Fee or no fee Lots of promotion Used for Prospecting Providing v...
Networking Events Be selective Target prospects or referral sources Niche is better – your client niche andthe associat...
Publicity/Press Releases Write about a newsworthy event Rollout of new service Promotions New staff Comment about ind...
Newsworthy Publicity Make it relevant Make it unusual Isdaner Intriguegame board Ben Franklin visitsour firm Company ...
Special Events Lunch & Learns Marketing Banquets
Media Relations Identify the right contacts at the publications:editor of small local newspaper, businessreporters Make ...
Website & Blogs Make it relevant Showcase professionals, areas ofexpertise, industries served Blog – online personal jo...
Website OutsourcingTop Providers CPA Site Solutionswww.cpasitesolutions.com Complete Site Interactivewww.completeinterac...
Blog Platforms WordPress Blogger Tumblr
Social Media Benefits Increase visibility Boost search engine optimization Check out the competition Determine common...
LinkedIn Builds your contacts Helps SEO Easy to set up firm and individualprofiles Research tool Answer questions
Google Alerts Easy to do Follow clients, prospects, and referralsources for latest news Able to be responsive to latest...
Google Analytics Helps optimize your website forimproved search ranking Check it frequently
Article Writing Be selective – where do you want to getpublished, what do your clients read,what are your industry niches...
Published Articles Add to your website, LinkedIn, Twitter,Facebook, or enewsletter Display on company bulletin board Ad...
Cross Selling More than 50% of new business typicallycomes from existing clients Do they know all the services you offer...
Personal Notes Find a reason – award won, mention inthe media, special milestone, interestingnews article Builds rapport...
Award Nominations Associations/newspapers seek nominationsfor various types of awards: top CFO, toplawyer, top banker, to...
Developing Database Business lists and associationdirectories Business cards from people you meetat networking events M...
Building Nonprofit Database Free searches www.guidestar.org www.charitynavigator.org www.idealist.org
Building Referral Networks Identify bankers, lawyers,financial/insurance agents that give youbusiness Build relationship...
Client Survey of CompanyPerformance Electronic Face to Face Snail Mail Telephone
Survey of SpecialInterests/Relevant Issues Conduct survey of clients & prospects Develop in relation to a special intere...
Collateral Materials Business cards, brochures, invitations,postcards, letterhead, proposals, etc. Templates www.baudvi...
Special Mailings Red Box/snail mail Electronic mail
Importance of Enewsletter Showcase yourexpertise Publicize events &milestones Inexpensivecompared to snailmail Constan...
Enewsletter BizActions: www.bizactions.com Constant Contact:www.constantcontact.com Emma: www.myemma.com IContant: www...
Copy for Enewsletter, Blogs,Newspaper Articles Internal expertise Outsource CCH: www.cch.com RIA/Thomson Reuters:www.r...
Other Ways to Market Print advertising to support client and employee causes to promote firm or service Radio advertis...
Use Multiple Marketing Channelsfor Greater Impact Read about company in the newspaper Attend a company sponsored seminar...
Recommended Reading Social Media Strategies for Professionals andTheir Firms – Author Michelle Golden Bull’s-Eye! The Ul...
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Marketing on a Budget by Jill Lock, Isdaner & Company - Philadelphia area accounting firm headquartered on the Main Line

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Leverage limited resources efficiently with maximum impact on a shoestring budget!

Effective Marketing Tools include:
-Evaluate using SWOT analysis
-Seminars
-Networking opportunities
-Press release/PR
-Newsworthy publicity
-Website
-Blog
-Social media
-Google analytics
-Articles/published writing
-Cross-selling
-Award nominations
-Develop a database
-Build referral networks
-Client & service surveys
-Materials/Mailings
-Newsletter
-Traditional methods (print, radio, TV)

Published in: Business, Technology
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Marketing on a Budget by Jill Lock, Isdaner & Company - Philadelphia area accounting firm headquartered on the Main Line

  1. 1. The Effective Marketer:Leverage Limited ResourcesEfficiently with Maximum Impacton a Shoestring BudgetJill LockDirector of MarketingIsdaner & Company
  2. 2. My Background Sole marketing professional at fourregional accounting firms Limited resources available Different geographic areas Marketing budget less than $100,000 Three to nine partners, 35 to 65employees
  3. 3. Marketing Budget 2 to 5% of total firm revenue What is your percentage?
  4. 4. Look Back First Time is substitute for money Rate what you have been doing, whatworks well, and what has not beenworking as well Concentrate on what has been workingbest
  5. 5. Determine What is Bestfor Your Firm Conduct SWOT analysis Identify niches served Identify marketing strengths Identify services to promote Evaluate geographic and media reach
  6. 6. New Found Opportunities Review lost clients list Review prospects list bid on and notwon Pro – familiar with you, warm call Follow up – capture them now
  7. 7. Seminars Highlight expertise of firm professionals Benefit of face to face May be costly – try to obtain speakingengagement through industryassociation Niche marketing better than generalbusiness association
  8. 8. Seminars Sponsor your own or with a law firm orbank Fee or no fee Lots of promotion Used for Prospecting Providing value added service to clients Building referral relationships
  9. 9. Networking Events Be selective Target prospects or referral sources Niche is better – your client niche andthe associations they belong to Get involved Building your network requires time andpatience – can take years but worth it
  10. 10. Publicity/Press Releases Write about a newsworthy event Rollout of new service Promotions New staff Comment about industry benchmarks Awards won Speaking engagements at special events Professional designations Prepare a media list with contacts – professional,business, geographic/neighborhood May possibly be recycled into a speakingengagement
  11. 11. Newsworthy Publicity Make it relevant Make it unusual Isdaner Intriguegame board Ben Franklin visitsour firm Company activity forcharity Make it selective
  12. 12. Special Events Lunch & Learns Marketing Banquets
  13. 13. Media Relations Identify the right contacts at the publications:editor of small local newspaper, businessreporters Make an introduction – call them, take themout to lunch, give them information about yourfirm Suggest a story idea in relation to what is hotor what they are covering Follow up – add them to your database andcheck in
  14. 14. Website & Blogs Make it relevant Showcase professionals, areas ofexpertise, industries served Blog – online personal journal Offer advice, news, and tips on a regularbasis Helps in SEO Time consuming
  15. 15. Website OutsourcingTop Providers CPA Site Solutionswww.cpasitesolutions.com Complete Site Interactivewww.completeinteractive.com Axsen Accounting Web Designwww.accountingwebdesign.com Creative Solutionswww.cs.thomsonreuters.com Build Your Firm
  16. 16. Blog Platforms WordPress Blogger Tumblr
  17. 17. Social Media Benefits Increase visibility Boost search engine optimization Check out the competition Determine common traits with other users Free LinkedIn Facebook Twitter Google+ YouTube
  18. 18. LinkedIn Builds your contacts Helps SEO Easy to set up firm and individualprofiles Research tool Answer questions
  19. 19. Google Alerts Easy to do Follow clients, prospects, and referralsources for latest news Able to be responsive to latest news
  20. 20. Google Analytics Helps optimize your website forimproved search ranking Check it frequently
  21. 21. Article Writing Be selective – where do you want to getpublished, what do your clients read,what are your industry niches Suggest an article idea and share it withmedia professional at publication – isthere an interest? Get a commitment that the article isinteresting and will be published Newspaper column
  22. 22. Published Articles Add to your website, LinkedIn, Twitter,Facebook, or enewsletter Display on company bulletin board Add to company scrapbook Share with clients, prospects andreferral sources electronically Build credibility Use on proposals when appropriate
  23. 23. Cross Selling More than 50% of new business typicallycomes from existing clients Do they know all the services you offer? Do they know you are looking for other clientslike them? Tell them Talk to them over lunch or other event Include information on emails/enewsletters Invite them to niche/service events Get involved in their industry associations
  24. 24. Personal Notes Find a reason – award won, mention inthe media, special milestone, interestingnews article Builds rapport with client, prospect, andreferral source Adds value – shows you rememberedtheir interest Best is handwritten, second typed snailmail, and lastly email – shows an effort
  25. 25. Award Nominations Associations/newspapers seek nominationsfor various types of awards: top CFO, toplawyer, top banker, top CEO Write a nomination for a client, referralsource, or prospect Let them know and interview them for detailsto use in the nomination They will be flattered and may win therecognition deserved (idea from Sally Glick)
  26. 26. Developing Database Business lists and associationdirectories Business cards from people you meetat networking events Meet and greets with bankers andlawyers Clients and their referrals
  27. 27. Building Nonprofit Database Free searches www.guidestar.org www.charitynavigator.org www.idealist.org
  28. 28. Building Referral Networks Identify bankers, lawyers,financial/insurance agents that give youbusiness Build relationships by giving themreferrals Thank them, ask for more business Arrange meet and greets – can besocial or CPE related Add their names to database
  29. 29. Client Survey of CompanyPerformance Electronic Face to Face Snail Mail Telephone
  30. 30. Survey of SpecialInterests/Relevant Issues Conduct survey of clients & prospects Develop in relation to a special interestor hot issue Ask compelling questions Share results on enewsletter, website,Facebook and with media
  31. 31. Collateral Materials Business cards, brochures, invitations,postcards, letterhead, proposals, etc. Templates www.baudville.com www.paperdirect.com www.123print.com Outsourcing www.mostad.com www.pdiglobal.com
  32. 32. Special Mailings Red Box/snail mail Electronic mail
  33. 33. Importance of Enewsletter Showcase yourexpertise Publicize events &milestones Inexpensivecompared to snailmail Constant andconsistent – beremembered
  34. 34. Enewsletter BizActions: www.bizactions.com Constant Contact:www.constantcontact.com Emma: www.myemma.com IContant: www.icontact.com
  35. 35. Copy for Enewsletter, Blogs,Newspaper Articles Internal expertise Outsource CCH: www.cch.com RIA/Thomson Reuters:www.ria.thomsonreuters.com PDI Global: www.pdiglobal.com (now part ofThomson Reuters) Newkirk: www.newkirk.com Mostad & Christensen, Inc.: www.mostad.com
  36. 36. Other Ways to Market Print advertising to support client and employee causes to promote firm or service Radio advertising – offer to do anewscast Television advertising Sponsorships
  37. 37. Use Multiple Marketing Channelsfor Greater Impact Read about company in the newspaper Attend a company sponsored seminar Receive electronic newsletter/alert Visit your website, LinkedIn, Facebook Meet at a networking event
  38. 38. Recommended Reading Social Media Strategies for Professionals andTheir Firms – Author Michelle Golden Bull’s-Eye! The Ultimate How to Marketing &Sales Guide for CPAs – Editor Tracy CrevarWarren with Chapter Authors Client at the Core: Marketing and ManagingToday’s Professional Services Firm – AuthorsAugust Aquila and Bruce Marcus Managing the Professional Service Firm –Author David Maister

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