Your firm has made great strides adopting innovative technologies, promising
big improvements on efficiency, client service and profitability. But are you
positioning these advancements as a competitive advantage with your clients?
This session will discuss tools and strategies for marketing your firm as a Digital
CPA firm, and how to measure success and deliver a consistent message.
This document discusses strategies for overcoming common challenges with SEO programs and gaining consistent SEO results. It identifies two primary challenges as organizational challenges around investment and alignment across teams, and executional challenges around predictability and prioritization. It advocates taking a user-centric approach to content and integrating the full user journey. The document also compares different SEO tools and highlights how the ALPS tool drives precision by analyzing, simulating, and predicting ranks. It provides guidance on developing short and long-term SEO strategies, including identifying opportunities, prioritizing efforts, and creating implementation plans focused on pages, authority, and technical improvements.
The Key Recruitment Metric You're Not Tracking: Source of InfluenceGlassdoor
The Key Recruitment Metric You're Not Tracking: Source of Influence
Kirsten Davidson, Head of Employer Brand at Glassdoor
Elyse Mayer, Content Manager at SmashFly
This document discusses how companies can build talent pipelines by engaging both active and passive job seekers. It recommends that companies simplify the candidate experience, automate communications, and build talent communities to source interested candidates and reduce time-to-hire. Examples are provided of how talent pipelines can be built through mobile and online engagement, targeted communications, and search engine optimized landing pages. Metrics are shown for how one company hired over 200 candidates in the first year from their talent pipeline.
Build a High-Impact SEO Strategy in 2022ALPSMarketing
The document provides tips for building a comprehensive SEO strategy, including how to discover SEO opportunities, prioritize efforts using data science methods, develop a strong content strategy, and track the right metrics. It recommends evaluating existing and new volume, understanding relevancy and authority gaps, categorizing data sets, mapping the full user funnel, and defining primary and secondary KPIs. The presentation discusses analyzing opportunity types, prioritizing based on algorithms, developing tactical plans, understanding the search landscape, applying a full funnel connection, and understanding reporting roles.
The document provides information about a social selling training session on LinkedIn. It introduces the two speakers, Jamie Shanks and Mike Puglia, who will discuss how to use LinkedIn for social selling, lead generation, and driving new business. The presentation covers key topics like using LinkedIn groups to find prospects, timing outreach based on a prospect's online activity, following past clients to find new opportunities, and measuring the ROI of social selling efforts.
Demystifying the HubSpot custom report builderLital Barkan
Your data is only as good as your ability to understand and communicate it. In this session, you'll learn the basics of the reports builder, how the organization of data in HubSpot affects the reports you build, and some tips and tricks for determining the right reports to fit your needs.
This document discusses strategies for overcoming common challenges with SEO programs and gaining consistent SEO results. It identifies two primary challenges as organizational challenges around investment and alignment across teams, and executional challenges around predictability and prioritization. It advocates taking a user-centric approach to content and integrating the full user journey. The document also compares different SEO tools and highlights how the ALPS tool drives precision by analyzing, simulating, and predicting ranks. It provides guidance on developing short and long-term SEO strategies, including identifying opportunities, prioritizing efforts, and creating implementation plans focused on pages, authority, and technical improvements.
The Key Recruitment Metric You're Not Tracking: Source of InfluenceGlassdoor
The Key Recruitment Metric You're Not Tracking: Source of Influence
Kirsten Davidson, Head of Employer Brand at Glassdoor
Elyse Mayer, Content Manager at SmashFly
This document discusses how companies can build talent pipelines by engaging both active and passive job seekers. It recommends that companies simplify the candidate experience, automate communications, and build talent communities to source interested candidates and reduce time-to-hire. Examples are provided of how talent pipelines can be built through mobile and online engagement, targeted communications, and search engine optimized landing pages. Metrics are shown for how one company hired over 200 candidates in the first year from their talent pipeline.
Build a High-Impact SEO Strategy in 2022ALPSMarketing
The document provides tips for building a comprehensive SEO strategy, including how to discover SEO opportunities, prioritize efforts using data science methods, develop a strong content strategy, and track the right metrics. It recommends evaluating existing and new volume, understanding relevancy and authority gaps, categorizing data sets, mapping the full user funnel, and defining primary and secondary KPIs. The presentation discusses analyzing opportunity types, prioritizing based on algorithms, developing tactical plans, understanding the search landscape, applying a full funnel connection, and understanding reporting roles.
The document provides information about a social selling training session on LinkedIn. It introduces the two speakers, Jamie Shanks and Mike Puglia, who will discuss how to use LinkedIn for social selling, lead generation, and driving new business. The presentation covers key topics like using LinkedIn groups to find prospects, timing outreach based on a prospect's online activity, following past clients to find new opportunities, and measuring the ROI of social selling efforts.
Demystifying the HubSpot custom report builderLital Barkan
Your data is only as good as your ability to understand and communicate it. In this session, you'll learn the basics of the reports builder, how the organization of data in HubSpot affects the reports you build, and some tips and tricks for determining the right reports to fit your needs.
The quarterly product release summary highlighted new features for Pipeline Builder, Career Pages for Staffing, and additional updates. Pipeline Builder helps generate a targeted pipeline of interested talent. Career Page enhancements attract and engage candidates and clients to grow business. Additional updates include adding commute time and work authorization to jobs, and connecting Recruiter to applicant tracking systems.
Infer and LeanData - Host Analytics Customer Case StudyInfer
Host Analytics wanted to further automate its sales lead routing process in order to avoid giving reps too few or too many good leads. By integrating predictive and lead routing technologies, Host Analytics hoped to create an intelligent, end-to-end lead management system that would get the best prospects to the right reps, and ultimately help increase efficiency and revenue.
Content Strategy & Actionable On-Page SEO Tips to Drive Traffic in 2019Search Engine Journal
Want to capture readers’ attention, increase dwell time, and lower your bounce rate? Then focus on the USER as you create content. Take your content strategy to the next level in this webinar presented by Kristi Kellogg, the CEO and founder of Dazzling Digital Marketing Agency.
The document discusses plans for launching a business, including:
1. Creating a business plan and understanding customer demand are important for success.
2. Activities like community stores, innovative concepts, and local events will be used to run the business.
3. Support from the university will be requested to build transaction systems, and examples of similar companies will be consulted for management.
Startup Recruiting Workbook: Sourcing and Interview ProcessWork-Bench
This document provides templates and best practices for sourcing and interviewing candidates at startups. It includes templates for job descriptions, outreach emails, and interview communications. The document aims to help startup founders and recruiters build effective recruiting processes as their companies scale from 5 to 50 to 500 employees. Templates are provided for job descriptions, posting jobs, sourcing on LinkedIn, outreach emails, recruiter phone screens, phone interviews, on-site interviews, and rejection emails. Tactics focus on effective communication, setting expectations, and providing resources to help candidates prepare.
Learn from top Marketing Operation pros Sean Zinsmeister of Infer and Ray Miller of Social Tables as they demonstrate how to use artificial intelligence (AI) and predictive analytics to build highly effective, pipeline-building nurture campaigns. Anyone can do it.
How to Increase Targeted Opportunities with ABM Display Advertising + AI Sean Zinsmeister
To build a sound ABM strategy, you need to start with your data, and the right engagement strategy. You're after return on your investment, cutting waste, and operating strategically for your firm. In this presentation, learn how to reduce marketing waste and increase efficiency with guidance from top Account-Based Marketing experts: Mani Iyer, CEO of Kwanzoo, Kelly J Waffle, VP of Marketing at Kwanzoo, and Sean Zinsmeister VP of Product Marketing at Infer.
How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...Stickyeyes
Google’s updated search quality guidelines place a major focus on three key principles; expertise, authority and trust. These updates have changed the game for ecommerce brands when it comes to content, user experience and brand positioning.
The update saw a number of established and trusted brands have suffered at the hands of Google’s new policy, so how do ecommerce brands convey expertise, build authority and establish trust whilst, at the same time, producing content that sells?
We’ll explore just what has happened with the Google EAT update, and what you need to do to step up your content and search marketing strategy.
Speaker - Jack Nottidge, SEO Lead, Stickyeyes
Infer & Lattice Engines: Making a Case for Predictive Sales & MarketingInfer
Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
Learn how to solve the biggest hiring challenges and become a more effective recruiter with the latest and greatest tools that LinkedIn has to offer. Watch the webinar: https://lnkd.in/gMMQXj2
A collective of problem-solving, SEO-obsessive, tech literate, brand-aware, social media-loving, entrepreneurial superheroes who join forces every day focused on one goal and one goal only: to use their unique array of skills to take clients’ businesses from good to great and beyond.
We work with all kinds of businesses at all stages by helping establish a powerful online presence. Whether you’re just starting out and want to launch with a bang or you’ve been around for decades and want to re-tool your online presence to generate a much-needed boost in business, we combine a mix of time-honored strategies that are proven to work with a custom business plan devised for each client that uses our wide range of skills to deliver the best possible boost to each individual brand we partner with.
How to-prioritize-in-seo-for-the-greatest-business-impactabhishek845210
The document discusses prioritizing SEO initiatives for greatest business impact. It recommends evaluating SEO opportunities to identify initiatives with the highest potential ROI. Key initiatives discussed are page rank improvement and SEO opportunity evaluation. For page rank improvement, it recommends benchmarking competitor pages, identifying parameter gaps, and forecasting rank changes. For opportunity evaluation, it recommends comprehensive keyword research, organizing keywords into themes, identifying difficulty and opportunity size to prioritize themes. The overall aim is to identify initiatives with the largest traffic and business value.
Winning in 2015: Be Ahead of Talent Trends | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Based on LinkedIn's authoritative ‘Recruiting Trends’ surveys and data, learn how how candidates and companies are evolving, to help you get ahead in your annual planning.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
This document provides an overview of 10 proven ideas for account-based engagement from TOPO, an analyst firm that helps sales, marketing, and revenue organizations. It discusses setting up customized playbooks and advisory support, as well as training on best practices. A key part is coordinating personalized marketing, sales development, sales, and success efforts for targeted accounts through developing customized campaigns and experiences and coordinating high-frequency outreach. It emphasizes the importance of offering value to buyers through relevant content and incentives in pre-sales interactions.
The recently re-imagined LinkedIn Career Pages are a powerful tool to strengthen your employer brand. Whether you’re struggling to hire top talent for specific functions, new geographies, or new roles, the Next Generation of LinkedIn Career Pages enables you to attract, engage, and hire the right talent by helping you tell a tailored story to every candidate. The improved interface also makes it easier to build and implement personalized pages with minimal resources, empowering you to tell the right story to the right talent.
Expect to Learn:
- Discover new features, get content tips, and learn best practices
- Dive into the intuitive interface to learn how to build and implement targeted audience views with minimal resources
- Explore examples and hear about other customers’ return on investment (ROI) from their new Career Pages
Learn more about LinkedIn Career Pages here: http://bit.ly/2e6BhVE
This document summarizes a panel discussion at the Aria Resort and Casino in Las Vegas on June 9, 2014 about strategic options for accounting firms. The panel, moderated by Erik Asgeirsson, President and CEO of CPA.com, discussed whether firms should offer high-end strategic advisory services or high-volume, low-cost accounting. They covered trends driving changes like cloud computing. Panelists Nicole Ksiazek and Steve Chaney shared their models of focusing on niche verticals and technology platforms like Bill.com or Xero. Firms must choose solutions, staffing strategies, and pricing models to stay relevant in this evolving landscape.
Automating Your Law Firm Business DevelopmentStacey Burke
The document discusses how law firms can use customer relationship management (CRM) tools to automate their business development efforts. It explains that CRMs allow firms to track interactions with prospects, clients, and other lawyers to comply with ethics rules and manage intake. The document provides examples of CRM functions like maintaining contact histories and generating reports on marketing metrics. It emphasizes that training staff and customizing the system are important for an effective CRM implementation.
Making digital marketing work and measuring the resultsRaphael O'Donoghue
The document discusses best practices for digital marketing measurement and strategy. It provides tips for setting goals and key performance indicators (KPIs) such as increasing leads by 10% and growing social media followers. Personas, keyword research, content optimization, and website analytics are presented as important areas to focus on. Competitive analysis tools like Moz and analytics dashboards are referenced for tracking metrics like traffic and lead generation over time. Overall the document offers guidance on developing an integrated digital marketing plan with defined objectives and measurement.
How to Transform Your Digital Marketing for Success (Webinar Slides)Pinpointe On-Demand
Marketers are constantly challenged to deliver remarkable, content-driven experiences…
Creating these experiences requires a proper understanding of how to effectively connect each marketing touchpoint through a focused and unified framework.
These slides accompany a webinar put on by Pinpointe and Linda Ford, content marketing expert and President of BB Marketing Group. They explain how to leverage a digital marketing transformation framework to guide your marketing initiatives, create connected experiences and deliver positive business outcomes.
If you'd like to see more, check out the webinar replay at http://email-marketing.pinpointe.com/webinar-how-to-transform-your-digital-marketing-ford
Kyle Groff outlines a 9 step process for developing a world-class Voice of the Customer (VoC) program:
1. Map the customer journey and touchpoints.
2. Develop measurement channels for each touchpoint.
3. Test formats and refine questions.
4. Identify reporting levels from macro to micro.
5. Tie goals and incentives to customer experience metrics.
6. Develop an action process to make insights actionable.
Innes Vanderniepen discusses Brussels Airlines' multi-layered NPS program objectives of prioritization, focus areas, and closing the feedback loop. She emphasizes collaboration, communication, and gaining management support.
The document discusses analytics, search engine optimization (SEO), and search engine marketing (SEM) in the context of Google's "Zero Moment of Truth" concept. It covers using Google tools to time content, check on competitors, and see where targeted keywords and audiences are found. The document emphasizes that numbers are helpful but analysis and insight from data is more useful. It also discusses common metrics tracked, benchmarking competitors, and understanding what constitutes "good" numbers over time rather than single data points.
The quarterly product release summary highlighted new features for Pipeline Builder, Career Pages for Staffing, and additional updates. Pipeline Builder helps generate a targeted pipeline of interested talent. Career Page enhancements attract and engage candidates and clients to grow business. Additional updates include adding commute time and work authorization to jobs, and connecting Recruiter to applicant tracking systems.
Infer and LeanData - Host Analytics Customer Case StudyInfer
Host Analytics wanted to further automate its sales lead routing process in order to avoid giving reps too few or too many good leads. By integrating predictive and lead routing technologies, Host Analytics hoped to create an intelligent, end-to-end lead management system that would get the best prospects to the right reps, and ultimately help increase efficiency and revenue.
Content Strategy & Actionable On-Page SEO Tips to Drive Traffic in 2019Search Engine Journal
Want to capture readers’ attention, increase dwell time, and lower your bounce rate? Then focus on the USER as you create content. Take your content strategy to the next level in this webinar presented by Kristi Kellogg, the CEO and founder of Dazzling Digital Marketing Agency.
The document discusses plans for launching a business, including:
1. Creating a business plan and understanding customer demand are important for success.
2. Activities like community stores, innovative concepts, and local events will be used to run the business.
3. Support from the university will be requested to build transaction systems, and examples of similar companies will be consulted for management.
Startup Recruiting Workbook: Sourcing and Interview ProcessWork-Bench
This document provides templates and best practices for sourcing and interviewing candidates at startups. It includes templates for job descriptions, outreach emails, and interview communications. The document aims to help startup founders and recruiters build effective recruiting processes as their companies scale from 5 to 50 to 500 employees. Templates are provided for job descriptions, posting jobs, sourcing on LinkedIn, outreach emails, recruiter phone screens, phone interviews, on-site interviews, and rejection emails. Tactics focus on effective communication, setting expectations, and providing resources to help candidates prepare.
Learn from top Marketing Operation pros Sean Zinsmeister of Infer and Ray Miller of Social Tables as they demonstrate how to use artificial intelligence (AI) and predictive analytics to build highly effective, pipeline-building nurture campaigns. Anyone can do it.
How to Increase Targeted Opportunities with ABM Display Advertising + AI Sean Zinsmeister
To build a sound ABM strategy, you need to start with your data, and the right engagement strategy. You're after return on your investment, cutting waste, and operating strategically for your firm. In this presentation, learn how to reduce marketing waste and increase efficiency with guidance from top Account-Based Marketing experts: Mani Iyer, CEO of Kwanzoo, Kelly J Waffle, VP of Marketing at Kwanzoo, and Sean Zinsmeister VP of Product Marketing at Infer.
How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...Stickyeyes
Google’s updated search quality guidelines place a major focus on three key principles; expertise, authority and trust. These updates have changed the game for ecommerce brands when it comes to content, user experience and brand positioning.
The update saw a number of established and trusted brands have suffered at the hands of Google’s new policy, so how do ecommerce brands convey expertise, build authority and establish trust whilst, at the same time, producing content that sells?
We’ll explore just what has happened with the Google EAT update, and what you need to do to step up your content and search marketing strategy.
Speaker - Jack Nottidge, SEO Lead, Stickyeyes
Infer & Lattice Engines: Making a Case for Predictive Sales & MarketingInfer
Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
Learn how to solve the biggest hiring challenges and become a more effective recruiter with the latest and greatest tools that LinkedIn has to offer. Watch the webinar: https://lnkd.in/gMMQXj2
A collective of problem-solving, SEO-obsessive, tech literate, brand-aware, social media-loving, entrepreneurial superheroes who join forces every day focused on one goal and one goal only: to use their unique array of skills to take clients’ businesses from good to great and beyond.
We work with all kinds of businesses at all stages by helping establish a powerful online presence. Whether you’re just starting out and want to launch with a bang or you’ve been around for decades and want to re-tool your online presence to generate a much-needed boost in business, we combine a mix of time-honored strategies that are proven to work with a custom business plan devised for each client that uses our wide range of skills to deliver the best possible boost to each individual brand we partner with.
How to-prioritize-in-seo-for-the-greatest-business-impactabhishek845210
The document discusses prioritizing SEO initiatives for greatest business impact. It recommends evaluating SEO opportunities to identify initiatives with the highest potential ROI. Key initiatives discussed are page rank improvement and SEO opportunity evaluation. For page rank improvement, it recommends benchmarking competitor pages, identifying parameter gaps, and forecasting rank changes. For opportunity evaluation, it recommends comprehensive keyword research, organizing keywords into themes, identifying difficulty and opportunity size to prioritize themes. The overall aim is to identify initiatives with the largest traffic and business value.
Winning in 2015: Be Ahead of Talent Trends | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Based on LinkedIn's authoritative ‘Recruiting Trends’ surveys and data, learn how how candidates and companies are evolving, to help you get ahead in your annual planning.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
This document provides an overview of 10 proven ideas for account-based engagement from TOPO, an analyst firm that helps sales, marketing, and revenue organizations. It discusses setting up customized playbooks and advisory support, as well as training on best practices. A key part is coordinating personalized marketing, sales development, sales, and success efforts for targeted accounts through developing customized campaigns and experiences and coordinating high-frequency outreach. It emphasizes the importance of offering value to buyers through relevant content and incentives in pre-sales interactions.
The recently re-imagined LinkedIn Career Pages are a powerful tool to strengthen your employer brand. Whether you’re struggling to hire top talent for specific functions, new geographies, or new roles, the Next Generation of LinkedIn Career Pages enables you to attract, engage, and hire the right talent by helping you tell a tailored story to every candidate. The improved interface also makes it easier to build and implement personalized pages with minimal resources, empowering you to tell the right story to the right talent.
Expect to Learn:
- Discover new features, get content tips, and learn best practices
- Dive into the intuitive interface to learn how to build and implement targeted audience views with minimal resources
- Explore examples and hear about other customers’ return on investment (ROI) from their new Career Pages
Learn more about LinkedIn Career Pages here: http://bit.ly/2e6BhVE
This document summarizes a panel discussion at the Aria Resort and Casino in Las Vegas on June 9, 2014 about strategic options for accounting firms. The panel, moderated by Erik Asgeirsson, President and CEO of CPA.com, discussed whether firms should offer high-end strategic advisory services or high-volume, low-cost accounting. They covered trends driving changes like cloud computing. Panelists Nicole Ksiazek and Steve Chaney shared their models of focusing on niche verticals and technology platforms like Bill.com or Xero. Firms must choose solutions, staffing strategies, and pricing models to stay relevant in this evolving landscape.
Automating Your Law Firm Business DevelopmentStacey Burke
The document discusses how law firms can use customer relationship management (CRM) tools to automate their business development efforts. It explains that CRMs allow firms to track interactions with prospects, clients, and other lawyers to comply with ethics rules and manage intake. The document provides examples of CRM functions like maintaining contact histories and generating reports on marketing metrics. It emphasizes that training staff and customizing the system are important for an effective CRM implementation.
Making digital marketing work and measuring the resultsRaphael O'Donoghue
The document discusses best practices for digital marketing measurement and strategy. It provides tips for setting goals and key performance indicators (KPIs) such as increasing leads by 10% and growing social media followers. Personas, keyword research, content optimization, and website analytics are presented as important areas to focus on. Competitive analysis tools like Moz and analytics dashboards are referenced for tracking metrics like traffic and lead generation over time. Overall the document offers guidance on developing an integrated digital marketing plan with defined objectives and measurement.
How to Transform Your Digital Marketing for Success (Webinar Slides)Pinpointe On-Demand
Marketers are constantly challenged to deliver remarkable, content-driven experiences…
Creating these experiences requires a proper understanding of how to effectively connect each marketing touchpoint through a focused and unified framework.
These slides accompany a webinar put on by Pinpointe and Linda Ford, content marketing expert and President of BB Marketing Group. They explain how to leverage a digital marketing transformation framework to guide your marketing initiatives, create connected experiences and deliver positive business outcomes.
If you'd like to see more, check out the webinar replay at http://email-marketing.pinpointe.com/webinar-how-to-transform-your-digital-marketing-ford
Kyle Groff outlines a 9 step process for developing a world-class Voice of the Customer (VoC) program:
1. Map the customer journey and touchpoints.
2. Develop measurement channels for each touchpoint.
3. Test formats and refine questions.
4. Identify reporting levels from macro to micro.
5. Tie goals and incentives to customer experience metrics.
6. Develop an action process to make insights actionable.
Innes Vanderniepen discusses Brussels Airlines' multi-layered NPS program objectives of prioritization, focus areas, and closing the feedback loop. She emphasizes collaboration, communication, and gaining management support.
The document discusses analytics, search engine optimization (SEO), and search engine marketing (SEM) in the context of Google's "Zero Moment of Truth" concept. It covers using Google tools to time content, check on competitors, and see where targeted keywords and audiences are found. The document emphasizes that numbers are helpful but analysis and insight from data is more useful. It also discusses common metrics tracked, benchmarking competitors, and understanding what constitutes "good" numbers over time rather than single data points.
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
This document discusses using the right content strategy to create personalized digital experiences. It describes Perficient, a consulting firm that helps clients implement business technology solutions. The document outlines key aspects of an effective content strategy, including segmentation, personalization, supporting multiple channels, testing, and insights. It provides examples of how the Sitecore platform allows quick wins in content authoring, personalization, multi-channel support, testing, and insights.
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
The document discusses digital marketing strategies and measurement. It begins by outlining key aspects of digital marketing including channels, technology, strategy, analytics, and integration. It then discusses challenges like creating interactive websites and growing social media audiences. The rest of the document provides guidance on setting goals, creating buyer personas, analyzing competition, researching keywords and content, using SEO checklists, and defining key performance indicators (KPIs) for measurement.
From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on
"Effective Below-the-Line Marketing Strategies"
Golden Gate BPO Solutions is a global outsourced contact center provider that delivers multichannel solutions through certified operating partners like Cipher Alliance, a Miami-based contact center with over 85 workstations and capabilities including technical support, sales, and customer satisfaction. The document outlines Golden Gate and Cipher Alliance's services, capabilities, locations, human resources and operations best practices for recruiting, training, quality assurance, and technology.
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
This document summarizes a presentation about content marketing strategies. It discusses Atomic Object's use of content marketing to build its brand and attract clients and employees. Atomic Object publishes a company blog called Atomic Spin with various types of content related to software development. The blog aims to provide useful information even to non-clients. Managing the blog requires substantial time from employees for content creation, editing, promotion and more. However, the blog has helped Atomic Object attract prospective clients and employees and has received recognition from peers.
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
LinkedIn Investing Product Presentation - Product School PresentationJue Myers
LinkedIn Investing is a presentation about a proposed new product on LinkedIn to help connect angel investors with startups. The presentation includes an outline of topics to be covered, including product strategy, market analysis, value proposition, business model, customer journey map, key personas, product design, marketing, and analytics. It also shares the story of Theranos as an example of why investors need trustworthy ways to find startups. The presentation proposes building features to help investors research companies and evaluate investment opportunities through a custom social index, improved search and profiles, connections and referrals.
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
NetCentered Marketing: Leveraging Your Website for ResultsCirrus ABS
Element Three and Cirrus ABS join forces to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
The document discusses using the Net Promoter Score (NPS) to gather meaningful post-event feedback. NPS asks attendees to rate their likelihood to recommend on a 0-10 scale. Scores of 0-6 are "Detractors", 7-8 are "Neutrals", and 9-10 are "Promoters". The percentage of Promoters minus Detractors gives the NPS. A positive NPS indicates good customer service and profits. The document recommends asking the NPS question a week after an event to better capture impressions. Identifying Promoters can help refine processes while Detractor feedback spots issues to address.
Similar to I'm a digital cpa why do my clients care (20)
John O’Leary, nationally bestselling author of “On Fire: The 7 Choices to Ignite a Radically Inspired Life,” will be speaking on these choices at this year’s Digital CPA Conference. In this webcast he and John Engels, leadership coach with over 30 years experience, will join Erik Asgeirsson, CEO of CPA.com, to discuss the importance of owning your successes, failures and leadership. Get tips on stopping a culture of blaming and finger pointing, and build a culture of accountability. Everyone plays a role in the effectiveness of their team and firm. Use this 1 hour webcast as short firm retreat and open the dialog among colleagues.
Staying Relevant…it's top of mind for every CPA and managing partner today. Will technology disrupt my practice? How do I move from compliance expert to strategic advisor? These are questions practitioners struggle with every day. Erik Asgeirsson, President and CEO of CPA.com, the technology subsidiary of the AICPA, will provide insights and observations on today’s digital landscape, including disruptive and transformative technologies driving change in audit, tax and client accounting services and what firms across the country are doing to stay relevant.
Daniel Burrus discussed how accountants can develop competencies to anticipate the future. The presentation included:
- Examples of how firms are innovating using trends in areas like blockchain and AI.
- A framework for identifying hard trends and opportunities, developing ideas, and experimenting.
- An "Anticipatory Organization" learning system to help firms and their people develop future-focused thinking skills.
- Comments from firm leaders on how adopting an anticipatory mindset improved their ability to advise clients and innovate.
Dr. Geoffrey Moore studied the accounting profession and revealed 3 mega trends that were driving significant change in the profession and broke down the 4 stages firms are going through as they transform. Sometimes we need to revisit the core principles as we prepare for a change to ensure the objectives are set and vision is clear. In this session, we will review the core principles of “Harness the Power of the Cloud”. Review the lessons we can learn and focus on what matters most.
CPA.com CEO, Erik Asgeirsson, will provide his annual update on the state of today’s digital firm. Specifically, Asgeirsson will share his perspective on what firms need to do in order to remain relevant in the coming year. He will also provide insight on the key innovations he sees occurring across the different practice areas from new business models, to advances in regulation, to growth strategies driving success. Aligning with this year’s conference theme, Asgeirsson will also introduce ways that firms can truly take the lead while transforming into a Digital CPA.
The cloud is truly transforming the CPA client relationship. Perhaps nowhere is this more evident than in the area of financial reporting and advisory services. In this webinar we will explore this more closely from both the perspective of the practitioner as well as a leading accounting technology provider.
Join Erik Asgeirsson, president and CEO of CPA.com, Marc Linden, CPA, CFO of Intacct, and Marcus Wagner, CPA, CEO of AcctTwo Shared Services, as they discuss the following:
How today’s accounting solutions are driving agility and improving advisory capabilities
Strategies for increasing firm relevance
Trends in modern day cloud financials
Will Your Firm Thrive or Just Survive? The Critical Competency for Today’s Pr...CPA.com
Today, the world of professional education, and accordingly the accounting profession, is migrating toward a competencies-based learning approach. But what are the most critical competencies for practitioners and firms to thrive in today’s ever changing, fast paced business environment?
Most of us wish we had the prowess for predicting future trends, but others have tried and true competencies in this area. Daniel Burrus is one of the world’s leading technology forecasters and innovation experts and the featured keynoter speaker at this year’s DCPA16. He is globally recognized for his exceptional 30+ year record of accurately predicting how technological, social, and business forces converge to create untapped opportunities.
Join CPA.com president and CEO, Erik Asgeirsson as he discusses the critical Anticipatory competency with Daniel Burrus, Horne LLP CEO Joey Havens and the CEO of the Maryland Association of CPAs, Tom Hood. This webinar will cover:
· The difference between hard trends and soft trends
· Why it is important to identify trend types
· Use cases of how these skills are being used in the profession
If you are like most firms you’ve designed your service offerings around accounting, tax, audit,
litigation support, etc. – the traditional accounting and tax firm services and then organized your
firm to serve clients of all business types and industries as long as they fit under the service
offerings. Learn why this model may no longer be appropriate to serve today’s business clients.
Review case studies of firms that have made the change to a vertical focus first and then aligned
their service offerings to meet the needs of a vertical niche.
Sales and Use Tax: What your Firm Needs to KnowCPA.com
One of the fastest growing niche areas for firms is Sales and Use Tax client advisory services. It’s an area that is increasingly complex for businesses to understand and comply with. It impacts businesses large and small. Audits can be time consuming and costly. The rules are fluid and the target keeps moving. It’s not a question of if there will be additional change but rather how. Will it come through legislation? Will it come through the courts? Clients turn to their trusted professionals when it comes to navigating complexity. Are you current on what you need to know?
Please join Erik Asgeirsson, president and CEO of CPA.com, Andrew Johnson, CPA, and Vishal Thakkar as they discuss:
What you need to know in regards to recent sales and use tax updates
The basic principles of nexus, and the implications surrounding it
The sales tax ramifications of selling online, and how to get a sense of your clients’ activity
Learn about the steps to build a sales and use tax practice
CPA.com and Confirmation.com are bringing private company financial information exchange into the 21st century with their new financial clearinghouse solution, RIVIO. The platform validates CPA Firms, and ensures that unaltered financial documents are delivered to key financial stakeholders (CPA Firms, Lenders/Investors, and Private Businesses). This document provides an overview to the RIVIO Clearinghouse, the New Benchmark in financial document exchange.
Uncover outsourced accounting opportunities during tax seasonCPA.com
This document discusses opportunities for accounting firms to provide outsourced client accounting services. It introduces Intacct and Bill.com as preferred technology solutions that allow firms to take on more client accounting work. Firms can use these solutions to take on transactional services, controllership, and virtual CFO work. The document provides a case study of one firm that grew its client accounting services from 2 to 9 clients by educating its tax team on the new services. It recommends developing questions for the tax team to identify client needs and opportunities.
Ring in the New Year and join the experts on hot technical updates to be prepared for a thriving BPO (business process outsourcing) practices in 2016! As we are aware, this business line is growing and maturing in accounting firms nationwide which leads to questions on best practices and the need for insights on changing regulations. Erik Asgeirsson and a panel of standard setters will share their insights and expertise on the following technical updates:
1. SSARS 21 effective date has now arrived!
• We will discuss how to best position modern day preparation services
• We will share best practices for SSARS21 legend implementation
• We will review how to setup these new legends in various cloud based accounting programs
2. ACA (Affordable Care Act) compliance for 2016
• We will review what firms need to know for 2016 filings
3. Becoming an Anticipatory CPA
• Learn more about a program coming to help you gauge hard and soft trends for more confident future planning
Select, Specialize, Succeed: Marketing Your Vertical NicheCPA.com
This webinar discussed the benefits of focusing on a niche market and how to select a niche that best aligns with your firm’s expertise and mission. You will learn how to develop messaging to address industry-specific challenges. Marketing tips and strategies are shared to help you increase awareness of your firm and position your client accounting and advisory services.
This document discusses how CPAs can become "digital CPAs" by embracing technology and innovation. It defines a digital CPA as having evolved from a transactional model to using technology to build digital workflows and standardize processes, and ultimately becoming a trusted business advisor operating in a digital capacity. It emphasizes that becoming digital is a mindset, not just a skillset, and involves developing a vision, evaluating processes for improvement, researching available tools, and consistently reevaluating options. CPAs are encouraged to think strategically and not plan purely operationally, and to seek additional resources on becoming future-ready.
We hear a lot about growing business which tend to lead to thoughts of adding services to existing clients, increasing rates, finding new clients, etc. Now factor in the impact of templosion, what is your strategy for a relevant and growing practice? When we think of growth and being future ready you should pause to reevaluate your growth strategies. In this webcast we will cover tactics to consider when growing a future ready CPA firm through a focus on innovation, being responsive to technology change, involving various team members and more.
Overcoming roadblocks in creating a next generation accounting practiceCPA.com
Growing a leading client accounting services practice doesn’t happen overnight– it requires a well-structured business plan, highly motivated staff, best-of-breed technology solutions, and a client-centric focus.
As you embark on building an efficient practice that leverages innovative technologies and services, you may encounter some obstacles – from firm leadership and staff, as well as clients. Join us for a webinar where we will discuss how to overcome common roadblocks to achieve success.
The future ready cpa are you ready for the challenge - PICPA Leadership Con...CPA.com
Increasing complexity in the future will continue to challenge individual CPAs, their firms and
their clients. CPA.com has partnered with the Institute for Global Futures in an effort to understand
the current state of the profession relative to being “future ready”. Come and learn how
to better anticipate change and adapt faster. Better preparedness to meet the challenges of the
future is critical to tomorrow’s success.
AccountantsWorld Expert Series - Building a bridge to cpa firm of the futureCPA.com
What does the power of smart business mean for CPAs and their clients? In this era of change for the profession, digital transformation, globalization and other forces in play, this is one of the most challenging and exciting times to pursue a career as an accountant. Erik Asgeirsson, president and CEO of CPA.com, will discuss aspects of the changing technology landscape, the challenge of staying relevant and the great opportunities that lie ahead for those who embrace technology and specialization.
2 Emerging Categories for Trusted Business: ACA & SALTCPA.com
The Affordable Care Act (ACA) and tax reform and state & local taxes (SALT), are topics under constant public and governmental scrutiny. Multiple regulatory updates and changing political landscapes add to their ongoing and evolving complexities.
As a CPA and a Trusted Business Advisor, take this opportunity to explore if and how this fits into client advisory services of today and learn many of the latest updates. During the webcast, we’ll cover some of the must-know regulatory changes and how you can translate the knowledge into strategies to discuss with your clients.
You’ll gain:
Deeper insights into the ACA and SALT
Essential client advisory talking points
Practitioner-focused resources
Creating vertical depth in a horizontal firmCPA.com
If you are like most firms you’ve designed your service offerings around accounting, tax, audit, litigation support, etc. – the traditional accounting and tax firm services and then organized your firm to serve clients of all business types and industries as long as they fit under the service offerings. In this session, learn why this model may no longer be appropriate to serve today’s business clients. We will review case studies of firms that have made the change to a vertical focus first and then aligned their service offerings to meet the needs of a vertical niche to match the needs of today’s business owner.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Boost your brand with top-notch digital marketing services in New York! Our expert team specializes in SEO, social media marketing, PPC advertising, and email campaigns to drive engagement and increase your online presence. Partner with us to reach your target audience, track performance, and achieve measurable results. Transform your digital strategy and stay ahead in the competitive NYC market. Contact us today!
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
3. American Institute of CPAs®
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Samantha Mansfield
Sr. Manager, Program
Development
• 14 years of experience in tax and
accounting technology industry
• Consultant on workflow and web
implementations
• Designed and built educational
events for practice development
4. American Institute of CPAs®
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Agenda
What is a digital CPA?
Crafting the message
Tools to use
Measuring success
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It’s an evolution...
Transactional
Using technology to
support transaction
processing
Workflow
Build digital
workflow and
standardization in
processing
Digital CPA
The operating model
of the TRUSTED
BUSINESS ADVISOR
It’s not just about technology!
What is your strategy?
“Digital Trusted
Business Advisor”
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Technical Skill
•Risk Management
•Financial Analysis
•Awareness of
Emerging Technology
•Client on Boarding
•Designing
Automated
Workflow
•Legislation Standards
•Software Training
Skills
•Real-time
Collaboration
Business Skill
•Engagement
Management
•Building client
relationships
•Internal Process
Management
• Value pricing
• Mobile Access
• Staffing
• Communication
• Client Process and
Systems Analysis
•Project Management
•Marketing Services
•Virtual CFO/ Controller
Leadership Skill
•Managing a Virtual
Office
•Decision Making
•Establishing Firm
Brand
•Driving Performance
•Change
Management
•Vertical/Niche
Strategy
•Facilitation Skills
•Communicating
Vision
Knowledge
Areas:
Competencies:
Characteristics
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What is your “Why”?
1. “The Why” - Your vision
2. “The How” –
Characteristics and internal
processes
3. “The What” – Your
deliverable and serviceSource: Simon Sinek
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Who is this?
“To be Earth’s most customer-centric company, where
customers can find and discover anything they might
want to buy online, and endeavors to offer its
customers the lowest possible prices,”
10. What is your Why?
Why are you striving to be a digital CPA?
• Beyond profit
13. American Institute of CPAs®
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Defining your Client Profile
Size of the businesses
Multi Currency
Business Model:
Franchises
Professional Services
Not-for-Profits
Government
Manufacturing
Attributes
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Elevator Statement
Should answer:
• Who you are and what you do
• WIFM (What’s in it for me?)
- Benefit listener will derive
- Problem you can solve
- Need you can fill
17. American Institute of CPAs®
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“Maybe we need to accept the fact that the sharp
demarcation between work and home is a thing of the
past, and that the new normal is a life that integrates
home and work more seamlessly.”
- Ron Ashkenas
“Forget Work-Life Balance: It’s Time for Work-Life
Blend”
www.forbes.com
Work – Life Blend
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Why Professional Services Buyers Sought
Visible Experts
Source: Hinge – Finding Experts: Why & How Clients Seek Visible Experts
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Example Elevator Statement
Who you are and what you provide?
• CPA’s that serve as trusted business advisors to our clients.
Benefit?
• More timely and informed decision making knowledge
Problem?
• Don’t have the expertise on staff
Need?
• Access when and where I want it
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For Consistency
1. Communicate your Why
2. Clarify your target client
3. Articulate your value proposition
4. Formalize your elevator statement
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"I find that a great part of the information I have was
acquired by looking up something and finding
something else on the way.“
- Franklin P. Adams,
American columnist
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Source: Hinge – Finding Experts: Why & How Clients Seek Visible Experts
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Traditional
• Letters
• Phone Book
• Chamber of Commerce
• Ads
• Word of Mouth
• Email, Website
Digital CPA
• Website
• Shorter, focused emails
• Ads
• Social Media
- LinkedIn
- Twitter
- YouTube
- Blogging
- Facebook
- Pinterest
- Google+
- Instagram
- SlideShare
Evolution of Tools
26. American Institute of CPAs®
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73% of online adults use social
networking site of some kind
42% use multiple social
networking sites
Highest engagement: Facebook
and Instagram
Older User adoption
Twitter 55-64 year age bracket
fastest growing demographic with
79% growth rate since 2012
Facebook 45-54 year age bracket
46%
Social Media Stats
Source: Last bullet Global Web Index Study and Pew Research Center
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YouTube channel
LinkedIn profile and groups
Facebook page
Twitter
Visual Social Media
Instagram
Pinterest
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Language and Channel
Use the jargon for your targeted clients
• Example
Share information not all marketing language
• Earns trust
• Demonstrates your expertise
Identify which channels your target clients will use
Don’t lose the personal touch
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Firm Policies
Social media policy
• A template available through PCPS
Schedule for…
• Timing of postings & delivery
• Content
• Keep it reasonable, but frequent
• Assign a business owner
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What we are Measuring
Followers
Repostings
Comments to blogs and posting
Listen to what others are saying about you
Website traffic
• This is not clients and prospects only source of information
about you, so website traffic is not the only measurement
33. American Institute of CPAs®
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Measurement Tools
Klout (free)
• Shows influencers
• Monitor your Klout score as well
HootSuite (free and enterprise versions)
• Report and collaborate on campaigns through various social
media channels
• Helps identify your audience
Hear what others are saying:
• Backtweets.com (free)
• TweetDeck (free)
34.
35. American Institute of CPAs®
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To Do List
Finalize the “Why”- Vision
Designing your client profile
Review your marketing language
Pick your value phrases for what you are delivering
Select your channels to focus in on
Create a schedule for posting
Start delivering information
36. American Institute of CPAs®
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AICPA Resources
Social Media Users Guide
• http://www.aicpa.org/Career/Marketing/Pages/SocialMediaMark
eting.aspx
PCPS Social Media Policy and Guidelines
37. Available Resources
“Roadmap to Profitability…” Workshops
Planning Summit in Maryland
Geoffrey Moore Whitepaper
Case Studies on Firms
Webinars
Client Onboarding Training
Technology Awareness
Webinars
Learn more at:
Ask the audience:
Who in the audience is responsible for the marketing in the firm?
How long have you been a Digital CPA?
What do you want to get out of this class (before I start the intro)
We just talked about the level of service, but are there specific characteristics for a Digital CPA that makes you have particular value to clients and staff? At CPA2Biz we broke it down into 3 knowledge areas. You will have specific technical skills, business skills and leadership skills. You may think that isn’t any different than what any successful practitioner has so what is specific to the Digital CPA here?
Click for competencies to appear: These will be areas you are strong in and be able to foster for your client in this digital world. (talk through some of them. Get the group discussing how it is different when focused on trusted advisor and being digital)
We just discussed the Golden Circle in reverse – started w/ what is it – the services you provide. Then went into How you are a Digital CPA w/ the characteristics and internal systems and processes you would have in place. That allowed us to make sure we are all thinking about the same concept and idea. But to work on an effective message to your clients the Why is what you want to focus your communications on.
Who heard Simon Sinek in the keynote. (ask them to discuss a bit).
Show the Sinek and Erik video to elaborate on “start w/ why”
After video this is the core of your messaging and why your client cares. What you do in your office and even the tools you offer don’t matter if it doesn’t match up to what they value and what they believe. This is what you want to make sure is well articulated and formulated before working on your marketing messaging.
Show this mission and ask who they think this is? Click to reveal Amazon. Click to underline what is basically their vision. Can you see how they drive to this? Simple and what drives them.
“Lets take a close look at a business vision.”
“I am sure that many of you have ordered or worked with Amazon.com and think about the experiences that you have had with Amazon. Does your experience support their vision”
There is so much you have heard while here and hopefully what we have started discussing here is getting you thinking. Take a moment to jot down your initial thoughts on your why and what you want to communicate w/ colleagues and clients about being a Digital CPA. This is giving you a jump start when you get back to the office instead of another item on the to do list.
We just started the crafting of the message by starting w/ why. Now we are going to dig deeper. To be effective it needs to be consistent, filled w/ value to the listener and effectively communicated through the right channels.
When crafting any message you have to start with keeping your audience in mind. We are not looking to promote your services to the mass market. Part of being that Trusted Advisor is a level of expertise you offer and that will be a for a specified client.
Go through each bullet one at a time.
Why is this important?
Consistency for your staff
Hone your knowledge and staff
Create that checklist and every firm member should know exactly the type of client that fits within the model
Standardized approach with clients
Now we know who we are addressing and your Why and Simon talked about the importance of that. That should be incorporated into introductory communications like an elevator statement.
The Digital CPA is about sharing knowledge not just data. Data does not always give the true picture if you don’t have the knowledge on how to extrapolate it. This is where the Trusted advisor plays a role. You are sharing insights, consulting w/ the client, using technology to convey the message…. (grab more words from the slide).
http://www.shutterstock.com/pic-161825882/stock-vector-a-word-cloud-of-knowledge-management-related-items.html?src=L2O-KzwBE2-npykQcnP-HQ-1-7
http://www.shutterstock.com/pic-133154003/stock-photo-work-and-life-balance.html?src=Te6bcE9rn66BF9jmclTVmA-1-9
http://www.shutterstock.com/pic-129096290/stock-photo-woman-using-tablet-outdoors-sit-in-a-bar-shallow-depth-of-field.html?src=4uglqVjfj0SN-2PeA0kEuQ-1-12
http://www.shutterstock.com/pic-70529326/stock-photo-simplify-word-in-vintage-wooden-letterpress-printing-blocks-stained-by-color-inks-isolated-on.html?src=77qkCm8mmptvkziwbBu8kw-1-13
http://www.shutterstock.com/pic-190076810/stock-vector-mobile-data-security-smart-phone-real-time-protection.html?src=82_VfVvPb2s7j9uIyrGNLg-1-2
Each of you will define your own value points, so we are covering some of the keys that will be applicable to all Digital CPA’s.
Top 500 firm mentioned they have seen clients respond and perk when “remote access” “realtime access”
http://www.forbes.com/sites/ronashkenas/2012/10/19/forget-work-life-balance-its-time-for-work-life-blend/
With mobile technology people are striving for Work – life blend. This way people have flexible schedules to work, but still get their work done. Being a Digital CPA you can help them accomplish this.
Americans working from home soared 41% in last decade.”
Source: “Work from Home 41% in 10 years” www.money.cnn.com
Cnn source: http://money.cnn.com/2012/10/04/news/economy/work-from-home/ - Availability of high speed internet and services like Skype making working virtually effective. Also, w/ the economy more people are starting at home businesses. State Gov. workers working at home jumped 133% in 10 years; private compaies grew 67% in same time period.
As for the Knowledge Management here is a survey of over 1000 buyers of Professional Services and the number 1 reason they looked for a visible expert was b/c they did not have an expert in house. With all the rapid changes in regulations and technology available and making the process better lends to this need. Hinge did the research specifically on the Visible Expert b/c they saw how important in was in Professional Service decision making in prior research. Hinge, the company that did this research, also found that Accounting and Finance services were the number one types of services purchased.
Hinge Research Institute
(The Hinge Research Institute is the part of Hinge that is dedicated to monitoring, analyzing and
reporting on high-growth professional services firms and their clients. We have identified firms that
grow 9X faster and are 50% more profitable, yet spend less than average to get new business.
Our goal at the Hinge Research Institute is to show you how they do it.
We publish revealing and informative studies on high-growth firms and the people that do
business with them. We invite you to check out our full library of research reports, books and other
publications here: www.hingemarketing.com/library)
Taking all of these items into account and your personal why what will your elevator statement be?
Let’s look at how we may answer these questions that a Digital CPA can offer.
(Give additional examples of benefits, problems, needs – ask the audience for input. Problem: fraud potential. Benefit: peace of mind)
Your website should answer this too. (show FusePhase)
Do we communicate these things internally or externally? We are going to do both! They will not be communicated the same way, but need to share the information w/ both.
Link to image: http://www.shutterstock.com/pic-46581946/stock-vector-chat-and-messaging-icons-set.html?src=GxhATGFWeJR1n5Z6blrTJw-1-5
You can’t have a disconnect from the value you are putting out there and the tools you are using to deliver that message. It will seem contradictory and prospects will have a tough time believing it or you will attract the clients that won’t be open to the digital processes that make up your How, as Simon Sinek would describe it.
Tools today are not just about getting in front of your audience, but having your audience find you. When it comes to Professional Services studies are showing that finding people w/ expertise is one of the key factors in their decision, and they way they find those experts has evolved. That is what we want to talk about w/ the tools.
And, How are you putting your voice and knowledge in the community where people can find you?
Discussion on traditional tools, some still applicable, but modified.
Online is becoming more and more important. How many times has this happened to you? Especially w/ mobile devices how much more do you look up information and the other things you learn along the way. You have a way to really share information w/ cleints.
Digital CPA’s offer a level of expertise. You can see here
Just as people expected you to be in the Phonebook that same expectation exists for a website and some social media channels
Slide Share: presentations on areas of expertise. Search engines pull up based on info through your slides. Can be shared. Get exposure.
-Older user :Global Web Index Study
-Everything else Pew Research
Matching the language, jargon and the channel will impact effectiveness.
Share information not all marketing: Hood shared about firm that Tweeted on being a Dental focus and was interviewed by Wall Street Journal from this and ended up on front page
A digital firm is now going to have a policies and parameters in place you wouldn’t have had before.
Assign a business owner: so it isn’t lost in all the due dates and is executed.
Reposting are ways of word of mouth recommendations.
How many are thinking of this for measuring marketing success?
Link to image: http://www.shutterstock.com/pic-72615079/stock-photo-high-resolution-black-chalkboard-image-with-search-engine-optimization-tags-illustration-about.html?src=GxhATGFWeJR1n5Z6blrTJw-1-17
A wiki (i/ˈwɪki/ WIK-ee) is a web application which allows people to add, modify, or delete content in collaboration with others. In a typical wiki, text is written using a simplified markup language or a rich-text editor.[1][2] While a wiki is a type of content management system, it differs from a blog or most other such systems in that the content is created without any defined owner or leader, and wikis have little implicit structure, allowing structure to emerge according to the needs of the users.[2]
Picking the right tools for measurement you need to 1st be clear on your objective w/ the marketing. (really cover this) For Professional Services research has indicated you want to convey expertise, build trust, get people recommending you and be an influencer – these things help build your brand as well.
Article w/ many tools: http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013
Backtweets – search by URL and can see what people are saying about you.
TweetDeck (Free) | Very similar to HootSuite, only without all the bells and whistles, this client enables you to tweet and track mentions, people, and keywords.
The purpose of this class is making sure the value you provide as being a Digital CPA is conveyed with the marketing message, strategy and tools you use. In 75 min we can’t go through every option available, but hopefully this helped you establish your strategy by getting the message consistent, communicating it clearly to everyone, selecting the appropriate methods to reach your target audience. Then use tools to measure your effectiveness.
Communicate each item to staff!! Critical!!
Here is a checklist to keep the ball rolling.
Here are some resources to give you more information.
Digital CPA hashtag and all account manager Twitter handles, cpa2biz handle