Client Driven Marketing June 2011


Published on

Delivered to Florida Institute of CPAs in June 2011

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Client Driven Marketing June 2011

  1. 1. Client-Driven Marketing: Strategies that Deliver by Neal Hannon WebPro XBRL ConsultingPresented to FICPAJune 9, 2011 Free Powerpoint Templates Page 1
  2. 2. Client-Driven Marketing will show you how to• Actively engage the self-identified prospective clients• Prospects turn first to the Internet for answers when faced with a problemyour firm can solve• Companies who invest in online reputation and trust will be sought after.•Climb aboard and we’ll explore the dynamics of client-driven marketing. Free Powerpoint Templates Page 2
  3. 3. What Is Client-Driven Marketing? Free Powerpoint Templates Page 3
  4. 4. • Traditional marketing has not died. All existing methods of obtainingnew clients and retaining old ones are still valid.• Client Driven Marketing stimulates inbound marketing of self-identifiedprospects.• Inbound marketing happens when customers with specific businessneeds seek out firms that can help them by using channels suchas; Search Engines, the company Website, Articles, LinkedIn, Twitter,YouTube and Facebook. Free Powerpoint Templates Page 4
  5. 5. Matching Needs with Strategy Services OfferedSkills, Experience Reputation Inbound Client-Driven Train Internet WebSite Blog Facebook LinkedIn YouTube Twitter PodCasts EZines Free Powerpoint Templates Page 5
  6. 6. Seven Reasons to Use Client- Driven Marketing1. Its Measurable2. Doesnt Interrupt Your Prospects3. Focuses on Adding Value4. Generates Higher Quality Leads5. Clarify Your Efforts By Matching Tactics with Strategy6. Prospects Interests Come First7. Quick Implementation Free Powerpoint Templates Page 6
  7. 7. Will They Chose You?• First they need to Find You Free Powerpoint Templates Page 7
  8. 8. Once they know about you..• Reputation – Can be enhanced online• Trust – Built through delivering; enhanced online• Referrals – Online: Facebook “likes”; Twitter followers; LinkedIn Groups• Services match needs – Website, webinars, whitepapers, video can supplement potential client knowledge of services offered• Strong Value received Free Powerpoint Templates Page 8
  9. 9. Free Powerpoint Templates Page 9
  10. 10. Strategy First : Heres the difference: The right strategy makes any tactic work better. The right strategy puts less pressure on executing your tactics perfectly. It takes real guts to abandon a strategy, especially if youve gotten super good at the tactics. Thats precisely the reason that switching strategies is often such a good idea. Because your competition is afraid to. Free Powerpoint Templates Page 10
  11. 11. Practical Strategy : Solutions to present and potential client problems matched Up with firm expertise. The client needs to see that you have the expertise and have built up enough trust so that your firm is the first place they look for help. Client-Driven marketing helps you make that happen. • Do the things your firm does well. • Build Integrity. • Build Trust. • Deliver Information that lets the clients believe that you can be a part of solving their problems. Free Powerpoint Templates Page 11
  12. 12. How are Strategy and Tactics Different? At noon on Tuesday a siren blared…. Free Powerpoint Templates Page 12
  13. 13. Tuesday, 11:30 Am… Sirens when off in Pleasant Hill Missouri Just Days after the devastation in Joplin Missouri.. Free Powerpoint Templates Page 13
  14. 14. Strategy• When you only have 10-15 minutes of warning, what will you do to protect your life? – What should you protect and why? • Protect body from flying objects • Protect body from collapsing objects • Protect body from becoming a flying object Free Powerpoint Templates Page 14
  15. 15. Joplin, Missouri Before Free Powerpoint Templates Page 15
  16. 16. Joplin, Mo Today Free Powerpoint Templates Page 16
  17. 17. Tactics• Build a “safe area” in your house• Build a storm shelter away from the house• Travel to a community shelter• Go to your neighbor’s house or shelter• Make due (See bath tub survivor below) Free Powerpoint Templates Page 17
  18. 18. Quick Review• Strategy outlines the plan and looks to accentuate strengths. Strategy is goal oriented.• Strategy foresees opportunity and directs resources.• Strategy anticipates change in needs and habits of Clients while molding the firm to take advantage. Free Powerpoint Templates Page 18
  19. 19. Quick Review• Tactics are operational.• Tactics are action items that make plans happen.• Tactics put strategy into motion. Free Powerpoint Templates Page 19
  20. 20. Four Reasons Why Getting New Clients Isn’t the Only Answer(I want to share this insightful post written by Ric Telberg, editor of CPA Trendlines and President of BayStreet Group.)Getting new clients may be many firms’ chief concern these days.But for most firms, there’s un-mined gold in their current clients.The accounting business may not be the same in five years. Today’s standard products and services are evolving quickly. How long, for instance, will simple 1040 tax prep last with the speed of data aggregation?But if you still have the same clients, you will still have cash flows.The Bottom Line:1.Cash flows come from clients, not services. If your service line changes but clients remain, so do your revenues.2.Client satisfaction is an important predictor of client loyalty and firm health.3.When clients stay with firms longer, those clients are more profitable because they buy more, complain less, are easier to serve and are less sensitive to price increases4.Although few companies focus on client retention, it leads to greater profitability, and even a small increase in retention can pay off substantially.How are you focusing on client satisfaction and retention? Are you making them aware of what more you can do for themthrough ezines, blogs, YouTube ,LinkenIn and Twitter? Free Powerpoint Templates Page 20
  21. 21. There Is a Growing Array of Tools Available: Web Tools Sharing Communication (Productivity) (Community & (Reach) Leverage) •Blogs •Website •Marketing / PR •RSS / Email •YouTube •Sales Feeds •Flickr (Photos) •Customer •Newsletters •Slideshare Service •Press Releases •Twitter •Executive •Podcasts •Linkedin •R&D •Webinars •Facebook •Internal – •Photos •Skype Intranets •Videos •Four Square •Global •eBooks •Mobile Apps Connections •eCourses •(and many •Presentations more…) •SEO (Search Engine Optimization) Free Powerpoint Templates Page 21
  22. 22. Free Powerpoint Templates Page 22
  23. 23. Free Powerpoint Templates Page 23
  24. 24. Free Powerpoint Templates Page 24
  25. 25. Free Powerpoint Templates Page 25
  26. 26. Free Powerpoint Templates Page 26
  27. 27. Measurement Tools Free Powerpoint Templates Page 27
  28. 28. What is Google Analytics?Google Analytics shows you how people found your site, how theyexplored it, and how you can enhance their visitor experience. Withthis information, you can improve your website return on investment,increase conversions, and make more money on the web. This guidecan help you familiarize yourself with the main features of GoogleAnalytics. To start using Analytics, sign in with your Google Account.Dont have an Analytics account?Sign up nowDont have a Google Account?Get one today Free Powerpoint Templates Page 28
  29. 29. The Power of LinkedIn: LinkedIn has 100M +members in over 200 countries and territoriesworldwide More than half of the members are from inside the U.S. There were nearly two billion people searches on LinkedIn in 2010. Executives from all Fortune 500 companies are LinkedIn members More than 2 million companies have LinkedIn Company Pages. Source: LinkedIn, March 2011 Free Powerpoint Templates Page 29
  30. 30. Free Powerpoint Templates Page 30
  31. 31. Free Powerpoint Templates Page 31
  32. 32. Free Powerpoint Templates Page 32
  33. 33. Free Powerpoint Templates Page 33
  34. 34. LinkedIn Group DiscussionFollow MaxineMaxine Brand • I totally enjoyed your posting. The problem seems to be to get business owners and individuals to take the time to START! I run a LinkedIn Live event in our community and get tremendous participation. I providetraining materials so folks can get set up at a comfortable pace with little to no expense on their part. Eachmonth, people come back to learn more, but when I ask if they have actually done anything...they meekly say no.So it seems it might be fear and time management that prevents people from jumping in. And soon, they will simplybe left behind.13 hours ago•• Reply privately•• Flag as inappropriateNeal Hannon • Maxine.. Starting without knowing where you are going will get you lost. CPA firms who use LinkedInwisely start with a strategy in mindand move to execute with specific tactics such as LinkedIn Group postings. Building reputation online using LinkedInand other outlets will help to convert new clients who look first to the net for answers to their questions.7 hours agoFollow MaxineMaxine Brand • Im with you Neal. I emphasize strategy at the outset of my meetings and throughout the training materials we provide. And I know theaudience understands the concept. I think as time goes by and LinkedIn continues to be promoted, they will find it a necessity to get involved and willthen find the time. Free Powerpoint Templates Page 34
  35. 35. Free Powerpoint Templates Page 35
  36. 36. Register twice Fill in the bio AND upload a Name & photo of YOUCompany name Use one of theMake sure you platforms: enter your Tweetdeck | website URL Start a Seesmic | Twitter SocialOOMPH Newspaper Free Powerpoint Templates Page 36| | 0870 850 8038
  37. 37. Free Powerpoint Templates Page 37
  38. 38. Tweet: An update message with a maximum length of 140 characters, visible by everyone including Google Following: you see the tweets when people you follow update them Followers: they see your tweets when you update Twitter @replies: you reply with @username, and engage in conversation Direct Messages: if you follow each other, you can send private direct messages to each other – DM’sWhy people won’t follow you in return 1. You have a picture of your dog as your image 2. According to your bio, you don’t exist 3. You are obviously going to try and sell me something 4. You are not playing by Twitter rules 5. They are trying to balance following to followers Free Powerpoint Templates Page 38
  39. 39. Various Business Tweets1. Info tweet Note: All Tweets should be in2. Re-tweet or RT alignment with strategy. Tweeting3. Help tweet without purpose is harmful.4. Blog tweet5. Webinar/white paper ..and just watch the ratio Free Powerpoint Templates Page 39
  40. 40. Ten reasons to use for business1. Branding, Reputation, Trust2. Traffic to Blogs, Website3. Networking4. Notify customers | job seekers5. Latest news6. Find prospects7. Get feedback8. Make friends with peers9. Track your competitors10. SEO – your @name – inbound links – Google Free Powerpoint Templates| | 0870 850 8038 Page 40
  41. 41. Free Powerpoint Templates| | 0870 850 8038 Page 41
  42. 42. Ten ways to use Facebook for business1. Find and source industry contacts2. Build and develop business relationships3. Raise your profile in your sector4. Develop your brand5. Extend reputation and trust6. Develop a niche7. Convert “likes” into Clients8. Target your messages9. Cost effective extension to traditional marketing10.Meet your industry peers Free Powerpoint Templates| | 0870 850 8038 Page 42
  43. 43. Free Powerpoint Templates Page 43
  44. 44. Free Powerpoint Templates Page 44
  45. 45. Top Ten Reasons Blogs Are Awesome1. Blogs are a cheap, do-it-yourself way to get started on the web. Blogging platforms are available free or at very low cost, andresources abound to help you set up and launch your blog.2. You can add to or change your blog content anytime. No more waiting until your webmaster has time to update your website! Write new posts, update old ones, even edit your static pages3. Add audio and video yourself. With the help of a plug-in and a place to host your audio/video, you can spice up your blog with content for your readers to watch and listen to4. Add interactivity with readers. Blogs are designed to elicit comments from readers, so now you can have conversations with potential customers, instead of just a broadcast.5. Build your list with blog subscribers. Add a subscription box to your blog, where readers sign up to receive email whenever you write a new blog post. You can even replace your ezine with your blog!6. Make your blog search-engine friendly with plugins. SEO plugins exist to manage meta tags and sitemaps easily.7. Search Engines LOVE blogs. Static websites are boring — blogs provide fresh content that readers like to visit often, so search engines tend to rank them higher, too.8. Keep your blog updated even when you are away. Write your posts ahead of time, then schedule them to be published on a date on a date in the future. Readers won’t get bored waiting a month for you to return from vacation!9. Change your blog design easily. How a blog looks is determined by a design theme that is changeable and independent of your content. Update your blog with a new look, without losing a single post or reader comment.10. Move blog content between platforms. A free blogging platform is a great way to start your blog, but you may outgrow its limited features. Export your blog content and then import it into a new platform with more features when you are ready. Source: January 24th, 2009 10 Reasons a Blog is Better Than a Website By: Terri Zwierzynski (see my bio) | Leave a comment More posts by Terri Zwierzynski | Follow me on Twitter Free Powerpoint Templates Page 45
  46. 46. Free Powerpoint Templates Page 46
  47. 47. Ten things to write about on your blog 1. Services aligned with company strategy 2. Stories about people in your business (format: Web consumable) 3. Developing solutions to client problems 4. Views on the CPA hot topics such as FASB, SEC, IRS 5. Video of your company environment & your people 6. Information regarding industry exhibitions, trade shows etc 7. Industry interviews 8. How you work with your customers 9. Case studies and testimonials from your customers 10. Company news; awards, contract wins etc Free Powerpoint Templates| | 0870 850 8038 Page 47
  48. 48. Free Powerpoint Templates Page 48
  49. 49. Client-Drive Marketing ResourcesFree Powerpoint Templates Page 49 49
  50. 50. Social Media Resources••••• SocialNetDaily• Ned Campbell• Michelle Golden• Bill Sheridan• Tom Hood• Most State CPA Institutes including FICPA Free Powerpoint Templates Page 50
  51. 51. Questions? Thank Youneal.hannon @ Free Powerpoint Templates 51 Page 51
  52. 52. CPE Polling Question #1 What is the size of your CPA firm? a. 1-5 partners b. 6-20 partners c. 20-100 partners d. Over 100 partners Free Powerpoint Templates Page 52
  53. 53. CPE Polling Question #2 Is your firm actively engaged in Social Media? a. We maintain a static website and send email b. Website, email, occasional blog c. Website updated frequently, email, Blog, Facebook, Twitter d. Website updated frequently and optimized for search, digital newsletters, active LinkedIn accounts, YouTube channel, Facebook and Twitter e. All the above plus Webinars, Whitepapers and subscriptions for ezine Free Powerpoint Templates Page 53
  54. 54. Polling Question #3• What percentage of your new business is presently coming from Internet Search, blogs, webinars, ezines, and whitepaper downloads? – A. Less than 20% – B. Between 20 and 40% – C. Between 40 and 60% – D. Over 60% Free Powerpoint Templates Page 54
  55. 55. Polling Question #4Are you presently maintaining a LinkedIn personal site? – Yes – No Free Powerpoint Templates Page 55
  56. 56. Polling Question #5• Is your firm’s strategy aligned directly to your online media plan? – A. Yes, we actively seek alignment with strategy – B. Yes, but there are some loose ends – C. We are thinking about alignment but hasn’t been formalized as yet – D. No, the social media activity is not aligned with Firm strategy – E. What strategy? Free Powerpoint Templates Page 56
  57. 57. Polling Question #6• When using Twitter, CPA firms should – A. Tweet about everything a potential client would like to hear about – B. Use Twitter to point to company blogs, webinars, white papers and appearances – C. Use twitter to add credibility to firm’s service offerings – D. Monitor tweets about their firm – E. All above except A Free Powerpoint Templates Page 57
  58. 58. Polling Question #7• What is the greatest use of LinkedIn in your CPA firm? – A. Individuals have personal LinkedIn pages only – B. The firm has a company page, discourages individual pages – C. The firm does not have a company page and does not encourage individual pages – D. The firm uses LinkedIn strategically to increase firm and individual reputation Free Powerpoint Templates Page 58
  59. 59. Polling Question #8• What is your CPA firm’s opinion on Blogs? – A. We encourage blogs to come from selected thought leaders and maintain an editorial calendar – B. We allow all employees to blog on our company website – C. We put all blog articles though an intensive round of internal approval before posting – D. We do not allow blogs on our company website Free Powerpoint Templates Page 59