Peter Lisney. © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney House Keeping – Mobile Phones Please keep your phones ON! Tweet about

Marketing in the Digital World

Peter Lisney

© Peter Lisney and Business Pathfinder 2011Follow me @PeterLisney

House Keeping – Mobile Phones

Please keep your phones ON!Tweet about this session @PeterLisneyFacebook/BusinessPathfinderSend a photo to FlickrYouTube this session


The Problem!

Too many accountants?Clients don’t like to change accountantPeople prefer to ask for recommendations rather than find an accountant onlineUnqualified accountants doing more of the workLegislation requiring less companies to be auditedFees being driven down


Assumptions

When a prospect calls you, you’re good at turning this into a face to face meetingIn a face to face meeting you’re good at closing the deal (at least 50% of the time).


The Need


Why Some Accountants Fail…

“People who market and sell professional services rarely fail due to lack of information about effective marketing or sales techniques. They fail for 3 reasons: Firstly, they don’t use the information that is at their fingertips.Secondly, they don’t know how to put all the pieces together -they don’t have a system, a programme or a plan.Thirdly, whatever they do… they don’t do it consistently.”

C J Hayden


What We’re Going To Talk About

This morningWebsite Acid TestsSocial Media24 Step Marketing Planning

This afternoonFollow on from morning sessionBuying Triggers and target marketsMaking a compelling messageThe power of the case study


Four Website Acid Tests


Website Acid Test 1

What phrase would your ideal prospect type into Google when looking to solve their problem?Are you on Google page 1 for this phrase?If you add your location to the search phrase are you on page 1?


Website Acid Test 2

Does your new website visitor know why they should continue reading within 5 seconds of landing on your website?

Compelling headlineEngaging first sentenceText can be scan readProfessional image


Website Acid Test 3

Do they know what makes you different from any other accountant?

Your nicheYour methodsYour pricing


Website Acid Test 4

Do you invite your new website visitor to take action?

Call youComplete a contact formVisit your office


Do I Need a Social Media?http://youtu.be/lFZ0z5Fm-Ng

http://youtu.be/lFZ0z5Fm-Ng

http://youtu.be/lFZ0z5Fm-Ng

© 2011 Peter Lisney and www.BusinessPathfinder.co.ukFollow me @PeterLisney

Some Social Media Truths

Social media is happening todayTake no action and you’ll be left behindYou no longer control what’s said about your brandJust like advertising you can waste time and money on social media


What brand name comes to mind when I say ‘hamburger’?


What brand name comes to mind when I say ‘soft drink’?


What brand name comes to mind when people think of your product or service?

Your Name?Or Your Competitor’s


Staying Top Of Mind

Social Media can help your brand stay ‘top of mind’ with your prospects and customersMonitor what people are saying about you. Ignore at your peril


Social Media and Your Website


WWW


WWW


WWW

Adverts

AdWords

SEO

E-Mail D-Mail

PR

Telesales

Etc…


WWW

Adverts

AdWords

SEO

E-Mail D-Mail

PR

Telesales

Etc…


WWW

http://twitter.com/


If You Build It Will They Come?


Social Media Success Keys

Have a strategyHunt like a lioness- Focus where your customers

and prospects goLearn from othersContent, content, contentDecide on KPI’s and Measure results

Online SalesWeb visits (Analytics)


What is Facebook?

Keep your customers informed of servicesUse to answer customer questionsStrengthen customer relationshipsGet you ‘liked’ by friends of those who already like youDrive traffic to your website/blog/YouTubeUltimately generate sales


The YouTube Opportunity

3rd most popular website (behind Google and Facebook)Few companies are uploading videosFewer companies know how to get their video seenEasily integrated with your website as well as being seen on YouTube.com


What is LinkedIn?

100+ Million users WorldwideUsers build a list of ‘Connections’ of business people they know and trustYou can be ‘introduced’ to connections of their connections (2nd and 3rd degree)Used to communicate, find jobs, people and business opportunities


What is Twitter

Each post no longer SMS text message

Is being used as a search engine

Ideal if blog seems too much like hard work

40% of all tweets are now composed on mobile devices, up from around 20% to 25% a year ago

http://twitter.com/


24 Step Marketing Panning


Step 1) Write My Statement of Purpose

One or two sentences combining: What you doWho you do it forYou mission and vision


Step 2) Set My Objectives

What?FinancialOther

By When?How? (come back to this later)


Step 3) Decide Marketing Budget – 12 Months

How much new revenue would you like to add over the next 12 months?How much are you willing to invest over the next 12 months to generate this new revenue?


Step 4) Set Completion Date and Project Deadlines For Steps 5 Onwards

Consider using a project management tool like basecamphq.com


Step 5) Review My Client Analysis

How many current?How many lapsed?Ratio of business to privateBusiness – which sectors, sizePrivate – type of employment, wealthLocation


Step 6) Conduct SWOT Analysis

Strengths WeaknessesOpportunities

Reactivate past customers?Make better use of existing data?

Threats


Step 7) Summarise Current Context

Who are my current clients?How do I find them?What am I charging?What am I known for?


Step 8) Research The Competition

What steps are you taking to offset their advantages and capitalise on their weaknesses? Are they working? If not, what needs to be changed?

Name of Competitor

Their Unique Advantage

Their Weaknesses

How They Get Business


Step 9) List Collaborators and Supporters

Could be…Business coachMentorJoint venture partners Other accountants


Step 10) Segment Existing Clients

80:20 ruleA-B-C Segmentation

A – Treat like RoyaltyB – Keep them happyC – Invite them to become a ‘B’ or find a new accountant


Step 11) Define Primary Niche Target

Who are your best clients – target more of the sameNiche marketing – can you have more than 1 niche?Describe your ideal customer (more later)Quantifying your market

List brokersFacebook


Step 12) Define & Articulate My Product

What you doHow you do it differently What are the expected outcomes


Step 13) Clarify My Pricing Structure

If you don’t understand it how will your clients?Relate to the financial benefits of doing business with youKnow the difference between being cheap and providing value for moneyHow can you increase your average transaction value?Don’t forget to make a profit!


Step 14) List Key Referrers & Influencers

Supplier/VendorAssociationsCentres of InfluenceCompetitorsIndividuals


Step 15) Decide My Differentiation

What makes you different from other accountants in your area?

Service?Value?Quality?How?!!!


Step 16) Create My 3 Word Brand

Citius, Altius, FortiusOlympic Moto: Faster, Higher, StrongerWhat 3 words sum up your brand?


Step 17) Construct My Executive Communication Summary

If you can articulate your client’s problems better than they can, firstly, they will believe you know the answers and secondly, they will be compelled to use you.(More on this in the afternoon session)


Step 18) Collect Effective Case Studies and Testimonials

Get feedback, find out what you do well, do more of the sameWritten and videoBefore and after pictures if advising on a project(More on this in the afternoon session)


Step 19) List Brand Touchpoints

Identify touchpoints, e.g.WebsitePrinted materialsTelephone enquiryWritten quotationService call, etc…

Ensure your brand, values and ethos are consistent at every point


Step 20) Decide Main Promotion Strategies Offline

Word of mouth referral strategyDirect MailPrinted directories – do they still work?Trade, national and local press advertisingPublic relations including press releases and exhibitionsNetworking


Step 21) Decide Main Promotion Strategies Online

Search engine optimisationPay per click advertisingBanner advertisingEmail marketing to both current clients and prospectsSocial Media marketing (more on this later)


Step 22) Decide Purpose of Website Within Online Strategy

Generate new leads?Provide credibility for referred prospects?A place for clients and prospects to return to regularly?


Step 23) Decide Tracking and Measuring Methods

Key performance indicators:Number of clients gainedNumber of clients lostAverage value of each clientWhat else?

Record and monitor source of each leadReview website and email statistics


Step 24) Diary Action Points!

In ‘Step 4’ you set target dates. Now put in your diary when you will take action.


Session 2

Buying Triggers and target marketsMaking a compelling messageThe power of the case study


Understand the Buying Triggers

Reach a financial thresholdApplying for financeAcquiring another companyChange of key personnelTax return requiredStart upPlanning for exit


Exercise and Group Discussion


5 Steps to Creating Your Marketing Message

What is the typical problem experienced by your target market? Why hasn’t it been solved?What is the ideal solution?What is different now? What should they do next?


Exercise and Group Discussion


Social Proof


The Power of the Case Study

Far more powerful than just a testimonialThey encourage referralsFollow a consistent format, e.g.

What was the problem?How was it solved?What were the results (text, numbers, graphics)?What did the client say?Include an image or video if possible


How To Use Case Studies

Frame the best onesPut a collection in a folder in receptionInclude in your brochureUse on your websiteWrite about them in your email marketingInclude relevant case studies with proposalsLink to via Social MediaCan be a great subject for a blog postTurn into a press release for your clients trade press


Case Study Template


What To Do Next

Draft your 24 step marketing planWrite AGN on your business card if you’d like to keep in touchWrite ‘help’ if you’d like helpWatch your competitors get left behind


A Bit About Business Pathfinder

Business development specialists who combine online and offline marketing to grow businessesWebsite design & Internet marketingMarketing planning and managementSee www.BusinessPathfinder.co.ukFollow www.Facebook.com/BusinessPathfinder Or call +44 (0)1952 427495Email: [email protected]

http://www.businesspathfinder.co.uk/

http://www.facebook.com/BusinessPathfinder


Any Questions

Documents

Peter Lisney. © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney House Keeping – Mobile Phones Please keep your phones ON! Tweet about