iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Oppor...
iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Oppor...
iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Oppor...
iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Oppor...
iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Oppor...
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Online Sales & Marketing Options for Professional Services Providers (Lawyers, Accountants, Specialists, Consultants etc)

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Short 5 slide powerpoint that presents the need for professional and client oriented business to consider the many new online sales and marketing options. Applicable to law firms, CPAs, consultancies, health practices, architects and other client oriented business where referrals are the main driver of new business.

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  • Academic
    Administrative Law
    Antitrust Law
    Appellate Law
    Arbitration/Mediation
    Bad Cops/Prosecutors
    Bailout
    Banking Law
    Bankruptcy
    Bar Associations
    Bar Exams
    Benefits/ERISA Law
    Careers
    Celebrity Law
    Class Action
    Constitutional Law
    Construction Law
    Consumer Law
    Copyright Law
    Corporate/Securities Law
    Corporate Governance
    Criminal Law
    Disability Law
    Education Law
    Elder Law
    Election-Campaign Law
    Employment Law
    Energy Law
    Environmental Law
    Estate Planning
    Ethics
    Family Law
    Federal Judiciary
    General Law Blogs
    Health Law
    Human Rights Law
    Immigration Law
    In-House Counsel
    Insurance Law
    Intellectual Property Law
    International Law
    Labor/Employment Law
    Law Humor
    Law School
    Law Students
    Law Technology
    Legal Commentary
    Legal History
    Legal Journals
    Legal Malpractice
    Legal Marketing/PR
    Legal News
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    Legal Research
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    Litigation
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    Loan Modification
    Local Law Blogs
    Media/Entertainment Law
    Miscellaneous
    New Law Blogs
    Obama Citizenship
    Paralegals/Legal Secretaries
    Patent Law
    Persaonl Blogs
    Personal Blogs
    Personal Injury Law
    Politics
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    Puerto Rico
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  • How to Accelerate Referrals
    "If you're like many professional service providers, you get a lot of business from referrals," writes Barbara Bix at MarketingProfs. But you may not realize how closely the referral process parallels the buying process. "[J]ust as you can accelerate the buying process," she notes, "you can accelerate referrals by anticipating what your referrers will need at each stage & arming them in advance."
    Bix outlines nine ways to optimize your referral-generation efforts. Here are some examples:
    Help potential referrers to recognize strong referral candidates. "Tell stories to help prospective referrers get a deeper sense of who you can help," advises Bix. "Be sure to describe the businesses you helped, the circumstances that prompted a need for your service, and—of equal importance—how & how much their fortunes improved as a result of working with you."
    Motivate them to make referrals. You can most easily accomplish this by first making a referral to them. When bidirectional referrals aren't possible, however, consider other incentives. "A finder's fee is just one option. One of my colleagues offers a free 'brand audit' to anyone who refers business to her—and most professional service providers follow up with a thank-you note or a gift that acknowledges the referrer's thoughtfulness."
    Bix notes that referrals have the added advantage of closing more quickly than leads from other sources. "For one," she explains, "prospects who contact referred service providers generally already recognize they need the service about which they are inquiring. For another, they are predisposed to believing that the referred company is the one with which to do business."
    The Po!nt: Accelerate your referral process by treating your referrers with the same care & attention you give to the leads in your sales funnel.
    Source: MarketingProfs.
  • Online Sales & Marketing Options for Professional Services Providers (Lawyers, Accountants, Specialists, Consultants etc)

    1. 1. iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity Page 1 What is the Online Business Opportunity for Professional & Client Services Organizations? “How/why should my company be using the latest online sales & marketing tools/channels to benefit my client based business?” 4 Exploratory Slides Andy McCartney Founder iMCCmarketing, LLC 404.271.3635 andy@imccmarketing.com www.imccmarketing.com
    2. 2. iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity Why Now? Market Shift & Business Significance? 1. Latest phase of the ‘Online Communications Revolution’ is underway. Many new online business tools, channels, networks and practices are emerging. Companies are trying to ascertain which (if any) to leverage & how to benefit from them. 2. Major market shift as online sales, marketing & PR channels are converging - which opens up significant opportunities for impacting top-line increases (e.g. # clients, conversion %, LTV) & bottom-line efficiencies (e.g. sales cost per lead/client, ROI, overall marketing spend). 3. Implementing effective digital sales & marketing practices can transform your ability to drive your brand/reputation, to acquire clients, to boost your referrals model, and to leapfrog competition (via perception then reality). 4. It is now possible to automate many digital activities (e.g. lead capture/nurturing), which enables more output from your current sales & marketing team/budget. 5. You MUST approach opportunity from ‘top down’, starting with strategy with an understanding & alignment of business variables including: – Company mission, competition, differentiation, sales process, budget, skills & market opportunity – Prospects & customers. Online habits. How to augment referrals with low cost / high impact tactics. – Tactics?? What are my options for digital tactics to modernize my sales & marketing functions? ... Let’s take a look at tactics Then & Now #1
    3. 3. iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity PR & Client Acquisition Tactics - THEN (Pre Internet) 2. Referrals (face2face, phone) Prospects & Target Markets Owner/Sales 3. Traditional Advertising Service Provider Customer Advocacy Success Story Brochures Client References Brand Awareness Lead Generation Close 1. PR & Events Prospecting Close TV, Print, Radio, Billboards Mailers, Yellow Pages Chambers of Commerce B2BB2C #2
    4. 4. iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity PR & Client Acquisition – NOW (tactics include …) Prospects & Target Markets Owner/Sales Close Website Promotional & Transactional. Designed for Conversion. Fully SEO optimized Comprehensive Analytics Word of Mouth & Community Marketing (B2B and B2C options) Lead Services Service Provider Customer Advocacy via client and provider content on multiple channels e.g. Referrals, Blogs, Tweets, Articles, Reviews #4 Advertising: Trad. & Online, Sponsorships Thought Leadership Plan for On + Offline Activities Search Marketing. Paid / Organic Email/Text/Social Push Marketing. Automated Lead Tools & Practices B2BB2C Referrals Live & Recorded Events/Content Blogs Forums Enable clients to spread (advocate) the word
    5. 5. iMCCmarketing Online Business Strategy & Services Copyright © iMcCMarketing Assessing your Digital Sales & Marketing Opportunity What Next ? Explore your Opportunity • Discovery & exploration meeting with Andy McCartney & your company – Andy is a 25 year marketing/analytics guru, now a ‘digital management consultant’. – Meeting goal is to attain high level understanding of your market opportunity. – May or may not lead to services below based on initial assessment. • Service #1: Fully Assess Your Market Opportunity – Review business strategy, differentiators, customers, sales process & competition – Analyze status & ‘digital maturity’ of your market segment. Identify market portals, forums. – Analyze & assess competitors’ strategies & online tactics. Rate social network activity. – Analyze your client/prospect’s habits & tendencies to research/interact online Cost = $2k Deliverable = PDF Report Time = 1 week Turnaround • Service #2: Determine Your Optimal Digital Strategy & Tactical Mix – Review all digital sales & marketing options based on market opportunity, select custom subset – Review all variables that affect your company’s ability to execute, budget, skills etc – Create initial draft of strategy & tactical mix, review with execs + sales/marketing – Deliverable is a custom roadmap with recommended online tactical mix, plus step by step instructions on how to implement. Includes best practices & metrics to measure/progress. Cost = $3k Deliverable = PDF Report Time = 2 week Turnaround Andy McCartney 404.271.3635 andy@imccmarketing.com www.imccmarketing.com #5

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