Marketing Your Plan
Audit Practice
Growing the EBP Audit Niche
Speaker Introduction
Brian D. Swanson
• MBA in Finance & Accounting
• 16 Years in Accounting Marketing
• Experience at Big...
Agenda
• Benefit Plan Audit Marketing
• Value of Benefit Plan Audit Marketing
• Getting Started
• Developing Your Plan
• T...
EBP Audit Marketing
Value of EBP Marketing
• New Avenue of Entry for Approaching a
Prospect
• Creates a Pipeline of Immediate, Short and Long
...
Wait…Not So Fast!
Getting Started
• Profile of Ideal Prospect
• Prospect Lists
• Defined Tactics
• Follow Up Process – When/How
• Definition...
Develop a Plan
Combine Digital & Traditional Marketing
Traditional Marketing
• Allows For Engagement with Prospect in
“Sanitized” (Peaceful) Environment
• Specific Prospect Segm...
Traditional Marketing Methods
Benefit Plan
Audit
Practice
Direct Mail
Executive
Telemarketing
Marketing
Foundation
Marketing Foundation
• Is There a Section on the Website Dedicated to
the EBP Audit Niche?
• Does the Information Address ...
Sample Website
Special Brochure
Direct Mail Marketing
It Should Be Done Professionally!
Benefits of Direct Mail
• Focused Targeting
• Additional Audience Access
• Minimal Investment
• Physical Connection
• Stra...
Examples of Direct Mail
Executive Telemarketing
This is NOT Executive Telemarketing!
Telemarketing Process
• Create/Segment Prospect List
• Identify the Proper Target Contact
• Develop/Enhance Direct Mail Pr...
Create/Segment Prospect List
• Total Plan Participants
• Total Plan Assets
• Plan Year End
• Physical Location
• Current P...
Identify the Proper Contact
• CEO
• CFO
• President
• Director of Human Resources
• Controller
• Director of Benefits
Any ...
Develop the Message
• Expertise – EBPAQC, AICPA, PCPAOB
• Service
• Partner Contact
• Well Trained Staff
• Reasonable Fee ...
Conduct Executive Telemarketing
• What’s the Process?
• Who Should Make the Calls?
• Develop a Flex Script
• How Often Sho...
Executive Telemarketing Outcomes
• Not Interested
• Mildly Interested - Request Information
• Interested but Not Right Now...
Professional Follow Up
• Be Sincere and Professional
• One Follow Up Call is Not Enough
• Lack of Response Does Not Mean L...
Putting It Together
• Market the EBP Niche Specialty
• Develop an Integrated Marketing Plan
• Combine Digital Programs wit...
Best Practices
• Create A Compelling Message
• Research the Prospect List
• Have A Polished Print & Digital Collateral
• T...
Questions?
Contact
Brian Swanson
612-886-3561
@bswan775
bswanson@flashpointmarketing.biz
www.FlashpointMarketing.biz
www.AccountingMa...
Marketing Your Plan Audit Practice
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Marketing Your Plan Audit Practice

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presentation highlighting effective digital and traditional methods for accounting and CPA Firm to use to market your 401k audit practice - Flashpoint Marketing - Accounting Firm Marketing

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Marketing Your Plan Audit Practice

  1. 1. Marketing Your Plan Audit Practice Growing the EBP Audit Niche
  2. 2. Speaker Introduction Brian D. Swanson • MBA in Finance & Accounting • 16 Years in Accounting Marketing • Experience at Big 4 & Regional CPA Firms • 11 Years Marketing Experience - EBP Audits • SEMPO Certified in Search Engine Marketing
  3. 3. Agenda • Benefit Plan Audit Marketing • Value of Benefit Plan Audit Marketing • Getting Started • Developing Your Plan • Traditional Marketing Strategies • Putting It Together
  4. 4. EBP Audit Marketing
  5. 5. Value of EBP Marketing • New Avenue of Entry for Approaching a Prospect • Creates a Pipeline of Immediate, Short and Long Term Opportunities. • Most will Consider Firms that Have a Niche Practice. • Opens the Door to Other Opportunities
  6. 6. Wait…Not So Fast!
  7. 7. Getting Started • Profile of Ideal Prospect • Prospect Lists • Defined Tactics • Follow Up Process – When/How • Definition of Success • Champion
  8. 8. Develop a Plan Combine Digital & Traditional Marketing
  9. 9. Traditional Marketing • Allows For Engagement with Prospect in “Sanitized” (Peaceful) Environment • Specific Prospect Segmentation & Targeting • Direct Call to Action • Easier to Measure Impact/Engagement • Effective When Combined With Digital Marketing
  10. 10. Traditional Marketing Methods Benefit Plan Audit Practice Direct Mail Executive Telemarketing Marketing Foundation
  11. 11. Marketing Foundation • Is There a Section on the Website Dedicated to the EBP Audit Niche? • Does the Information Address Prospect Concerns? • Is There an Explanation of the Value Your Firm Offers? • Discussion on Why Prospects Should Switch?
  12. 12. Sample Website
  13. 13. Special Brochure
  14. 14. Direct Mail Marketing It Should Be Done Professionally!
  15. 15. Benefits of Direct Mail • Focused Targeting • Additional Audience Access • Minimal Investment • Physical Connection • Straightforward ROI Measurement • Multiple “Creative” Options
  16. 16. Examples of Direct Mail
  17. 17. Executive Telemarketing This is NOT Executive Telemarketing!
  18. 18. Telemarketing Process • Create/Segment Prospect List • Identify the Proper Target Contact • Develop/Enhance Direct Mail Program • Conduct Executive Telemarketing • Ongoing Professional Follow Up
  19. 19. Create/Segment Prospect List • Total Plan Participants • Total Plan Assets • Plan Year End • Physical Location • Current Plan Auditor Target Plans That You Have References to Support!
  20. 20. Identify the Proper Contact • CEO • CFO • President • Director of Human Resources • Controller • Director of Benefits Any of These May Be the Decision Maker!
  21. 21. Develop the Message • Expertise – EBPAQC, AICPA, PCPAOB • Service • Partner Contact • Well Trained Staff • Reasonable Fee Structure High Quality Audits are Assumed!
  22. 22. Conduct Executive Telemarketing • What’s the Process? • Who Should Make the Calls? • Develop a Flex Script • How Often Should Calls Be Made? • Follow Up – It’s VERY Important • They’re Interested – Now What? Ask for the Opportunity to do Business!
  23. 23. Executive Telemarketing Outcomes • Not Interested • Mildly Interested - Request Information • Interested but Not Right Now - Request Follow Up (At a Later Date) • Immediately Interested - Interested in Speaking with a Partner
  24. 24. Professional Follow Up • Be Sincere and Professional • One Follow Up Call is Not Enough • Lack of Response Does Not Mean Lack of Interest • Prospects are Busy Just Like You • “Being There” At the Right Time is Critical
  25. 25. Putting It Together • Market the EBP Niche Specialty • Develop an Integrated Marketing Plan • Combine Digital Programs with Traditional • Have An Established Foundation • Conduct Regular Marketing Activities • Keep It Simple to Start
  26. 26. Best Practices • Create A Compelling Message • Research the Prospect List • Have A Polished Print & Digital Collateral • Target Companies Using Large Firms • Leverage Disruptions in the Marketplace • Be Consistent & Professional In Follow Up Every Firm Conducts Effective Audits – Not a Differentiator
  27. 27. Questions?
  28. 28. Contact Brian Swanson 612-886-3561 @bswan775 bswanson@flashpointmarketing.biz www.FlashpointMarketing.biz www.AccountingMarketingBlog.com

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