If you’re marketing to everybody, you’re marketing to nobody. In this webinar, Matt Wilkinson of Bizink will reveal a system to identify your ideal prospect and help you win more of the right type of clients. You’ll receive a free ideal prospect workbook which Matt will show you how to complete during the workshop. At the end, you should be clear on who is the best target for your marketing campaigns. No more scattergun marketing! *What you’ll Learn* - Why you need to have focus in your marketing - Why focus doesn’t mean you can’t take on “standard” clients - How to identify your prospects’ pain points - How to match your services to what prospects really want

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WHO’S YOUR IDEAL
PROSPECT?

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WELCOME TO MONTH OF
MARKETING 2017

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ABOUT MATT
Matt Wilkinson, Founder & CEO of Bizink
Over 15 years working in online business.
Worked exclusively with accountants &
bookkeepers since 2010
Bizink helps busy accountants and
bookkeepers grow using online marketing
Work with firms in US, Canada, UK, Australia
and New Zealand

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STREAM ONE: 90 DAY
MARKETING PLAN

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68% OF ACCOUNTING &
BOOKKEEPING FIRMS DON’T
HAVE A MARKETING PLAN
Source: Bizink Accounting Marketing Survey 2017

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WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY?
GO AND TALK TO THEM!

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MARKETING TO EVERYBODY
IS MARKETING TO NOBODY

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WHO ARE YOUR CUSTOMERS?
Businesses from start-ups to $50 million public companies
WHERE ARE THEY?
Everywhere!
GO AND TALK TO THEM!
I don’t know where to start

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YOUR IDEAL PROSPECT
WHO DO YOU LIKE WORKING WITH?

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EXAMPLE
• Accountants in Australia and New Zealand
• Firms with business advisory focus best
• Early tech adopters
• Good to work with professionals
• Generally have solid businesses
• Past experience/ understand the market

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YOUR IDEAL PROSPECT
WHAT ARE THEIR PAIN POINTS?

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EXAMPLE
• No reliable method for getting new leads
• Know they should do marketing but no time or skills
• Are “numbers people” and don’t like writing
• Current website gives a poor impression

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YOUR IDEAL PROSPECT
WHAT ARE YOUR STRENGTHS?

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EXAMPLE
• Create high-converting websites
• Write marketing content
• Build marketing productivity tools so marketing takes
minutes instead of hours
• Offer marketing education in the form of webinars,
ebooks etc.

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YOUR IDEAL PROSPECT
HOW ARE YOU DIFFERENT?

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EXAMPLE
• Content team that has been writing for small business
owners for over 20 years. Have written in the past for
Bank of America, Sage, Microsoft
• Incumbent suppliers just offer “brochureware”
websites with poor content and marketing tools
• Matt has 15 years experience of online marketing

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FOCUSED MARKETING: STRONGER
APPEAL BUT SMALLER AUDIENCE

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SUMMING UP
• Marketing to everybody is marketing to nobody
• Who do you want to work with?
• What are their pain points?
• How can you solve them?
• How are you different?

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NEXT SESSION
Picking low hanging fruit – How to upsell advisory
services to your existing clients
Danelle Whaanga, Spotlight Reporting
Tuesday 5th September, AEST: 9am | NZ: 11 am
Monday 4th September, PDT: 4pm | EDT: 7pm

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QUESTIONS?
Marketing support: facebook.com/groups/bizinkascend/
Win stuff! monthofmarketing.com/prizes/