VSCPA Marketing the CPA

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VSCPA Marketing the CPA

  1. 1. Marketing the CPA forMaximum ROIJune 14, 2011 > Tina Lambert, CAE | VSCPA Vice President, Member & Public Relations
  2. 2. ROI = Return on Investment Return on Ideas
  3. 3. Some GOALS for this session Mastering marketing basics and successful awareness efforts Power of social media and online marketing Dos and don ts of presenting like a pro Effective resources and tools
  4. 4. Even the best ofthe best have aCOACHand need toPRACTICE.
  5. 5. How do I master MARKETING?
  6. 6. BRANDING 101: more than visuals A brand is not a logo, a corporate identity system or a product. A brand is a person s gut feeling about your company. It s not what you say it is, it s what they say it is.
  7. 7. What are your strengths?What are your weaknesses?How do clients, colleagues perceive you?How does the competition perceive you?How do you perceive your competition?What 20% of your efforts are generating80% of your revenue?
  8. 8. FOUR BASICESSENTIALSTO ASUCCESSFULMARKETINGPLAN
  9. 9. PRODUCT
  10. 10. AudienceAUDIENCE
  11. 11. DeliveryDELIVERY
  12. 12. AWARENESS
  13. 13. Zappos on Nightline
  14. 14. 10 marketing lessons from Zappos1. Deliver WOW through service.2. Embrace and drive change.3. Create fun and little weirdness.4. Be adventurous, creative and open-minded.5. Pursue growth and learning.6. Have open and honest relationships.7. Build positive team and family spirit.8. Do more with less.9. Be passionate and determined.10. Be humble.
  15. 15. 10 marketing tactics that get RESULTS 1. Networking Referrals, relationships 2. Direct mail Response, awareness 3. E-newsletters Cheap, news/info 4. E-mail marketing Cheap, fast, targeted 5. Website First impressions 6. Search engine optimization Drive web traffic 7. Blogging Thought leadership 8. Social media Global, power in numbers 9. Speaking & writing Showcase expertise 10. Webinars Easy, growing demand
  16. 16. Whatabout myPERSON ALBRAND?
  17. 17. Brandattributes?
  18. 18. Brandattributes?
  19. 19. It takes 7 seconds to make a first impression.
  20. 20. How do you build a PERSONAL BRAND? Dress at the office? Your grooming? Your 5 second introduction? Your 30 second introduction? Your presentation skills? Office environment? Your car? Your interactions? (coworkers, clients, etc.) Your business collateral? Your social media?
  21. 21. How do you build a PERSONAL BRAND? Versatility is KEY! Versatility = the ability to deal well with many different types of people in different situations A versatile person modifies their behavior so that the other person/people feel comfortable interacting with them
  22. 22. How do I maximize SOCIAL MEDIA& ONLINE MARKETING?
  23. 23. SOCIAL MEDIA IS AN UMBRELLA TERMTHAT DEFINES THE VARIOUS ACTIVITIESTHAT INTEGRATE TECHNOLOGY, SOCIALINTERACTION AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO.
  24. 24. It s also a fancyway to describePEOPLEhavingCONVERSATIONSonline.Photo by Kris Hoet
  25. 25. The CONVERSATIONS are powered by Blogs Podcasts & Videocasts RSS Photo & Video Sharing Online Chat & Sites Listserves Virtual Worlds Wikis Social Networks
  26. 26. A shift in COMMUNICATION &CONVERSATION Social MediaTraditional Model Model
  27. 27. People are consuminginformation differently 92 % use multiple platforms each day to get news 60 % get news from online and offline sources each day 33 % of cell phone owners access news on mobile device 80 % of online news consumers get or share links via emails Source: Pew Research Center
  28. 28. Social Media ROISocialnomics.net
  29. 29. Some ADVANTAGESCheapFlexibleSEO & Drives WebsiteTrafficGood Word of MouthGlobalIdeas, Trends, BuzzIt s EVERYWHERE
  30. 30. MEET YOUR FUTURE EMPLOYEES, PARTNERS,CFOs, CEOs
  31. 31. A. Listen Immerse yourself in conversations Monitor trends & competition Google alerts, Twitter searches Determine process for responding
  32. 32. B. Participate Set up a profile Friend 25 people Comment on blogs Answer questions The rule of thirds: personal, professional, profitable
  33. 33. C. Drive Share your expertise Create content/ideas Write a blog Create home for news, opinion, content Establish as experts Promote Connect with community Drive conversations Think MULTIMEDIA
  34. 34. D. Obey Traffic Signs Privacy: Customize what others can see about you (professional v. personal) Create Friend groups Edit privacy settings Etiquette: Once you re riding the social media highway, remember to obey common Internet traffic rules of thumb. Policy: Obey or set company guidelines for participation.socialmediagovernance.com/policies.php
  35. 35. How do I givePRESENTATIONS like a pro?
  36. 36. Triangle of Persuasion Message/ Prove It -3x3 - VIP - Sound Bites - Anecdotes, Analogies, Third PartyAudience -- Listen, Translate, Edit -- You Interest C, C, C 5W s + Body So What, Who Cares, WIIFM Language, Voice
  37. 37. What s PERSUASIVE? Three elements inoverall impression of speakers Verbal (word choice, content) = 7% Vocal (voice, tone, pace) = 38% Visual (body language) = 55% Content is still king, but 93% of overall impression is DELIVERY
  38. 38. TO:FROM:RE: State problem & possible solutions Support your The two minute problem: data, TALKING statistics, analysis, examples MEMO Bottom Line
  39. 39. Ideas for OPENERSWeatherKids/PetsNewsCommon interestsTrue storiesQuestions
  40. 40. A man walks into abar OUCH! Not so great OPENER
  41. 41. JOKESRELIGIONPOLITICS HEALTH
  42. 42. 10 SIMPLE SECRETS of theWorld s Greatest BusinessCommunicators Book by Carmine Gallo www.carminergallo.com Great, short read! Lots of helpful advice from top CEOs and leaders in business
  43. 43. #1 Passion:Use YourHead toReach YourHeart
  44. 44. #2 Inspiration:C mon Baby Light MyFire
  45. 45. #3Preparation:Toss the
  46. 46. #4 Start Strong:Don t Bury theLead
  47. 47. #5 Clarity:Lose the Jargon orLose Your
  48. 48. #6 Brevity:Keep it Short,Period
  49. 49. #7 Style: Talk, Walk andLook Like a Leader
  50. 50. #8 CommandPresence:Movement Does
  51. 51. #9 Wear It Well: Image is Everything!
  52. 52. #10 Reinvention: Madonna or Rocky?
  53. 53. OTHER IDEAS to spiceuptechnical trainings Straw polls, hands up Videos, props open or close Interaction table talks, asking audience to do something physical Games, prizes ethics bingo, true/false, truth/lies Fun breaks music, stretches CHOCOLATE!
  54. 54. Handling theQ&A Set ground rules Anticipate the questions Restate questions for the audience Don t be a politician Summarize and close
  55. 55. Crossing the Finish Line Repeat objectives and key learning points (3x3) Tell them about additional resources Tell them you re available for follow up & provide contact info Stay for 5-10 minutes
  56. 56. "Do not wish to beanything but what you are,and try to be thatperfectly." -St Francis of De Sales
  57. 57. Meet the Singing CPA
  58. 58. What are the VSCPAand AICPA RESOURCES?
  59. 59. RESOURCES from theVSCPA Financial Fitness Speakers Bureau Media relations Ask a CPA E-mail Program Tax season community service Virginia CPA Week CPA Day of Service Nonprofit Pro Bono Assistance Find a CPA www.vscpa.com for more info!
  60. 60. RESOURCES from theAICPAAICPA Marketing Toolkit Marketing and communications resources Print ads, client brochures, posters, marketing articles and guides, customer service and selling tips, client satisfaction surveys and tips for working with the media.AICPA Social Media Toolkit Sample strategic plans, policies and guidelines Types of metrics How to guides Articles
  61. 61. CONNECT with meTina Lambert, CAEVSCPA Vice President, Member & Public Relations Phone: (804) 612-9416 E-mail: tlambert@vscpa.com Web: www.vscpa.com LinkedIn: www.linkedin.com/in/tinalambert www.linkedin.com / search for Virginia Society of CPAs Facebook: www.facebook.com/TinaLambert1 www.facebook.com / search for Virginia Society of CPAs Twitter: www.twitter.com/TinaLambert www.twitter.com/VSCPANews
  62. 62. THANK YOU very much!

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