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The recipe for online marketing success in 2017
Presenter: Matt Wilkinson, Founder & CEO Bizink
Web: bizinkonline.com
Twitter: @bizinkonline | @mattwilkinsonnz
About me...Matt Wilkinson, Founder & CEO of Bizink
Over 15 years working in online business
Worked exclusively with accountants & bookkeepers since 2010
Bizink makes accountants incredible online
Work with firms in US, Canada, UK, Australia and New Zealand
What we’ll cover…
Meetings matter
Understanding how your prospects think
Do you need more leads?
Marketing tactics from websites for search engines
Online is just a channel – it’s still about conversations
Your key metric: meetings
Also essential: conversion ratio
Limited time? Keep it simple
Maybe you have all the leads you need
Email Marketing
$38 returned for every $1 spent (DMA)
VersusSearch = $22.24Social = $12.71
(Direct Marketing Association)
Why is email so important?
Three ways to use email
• Newsletters• Email blasts• Automation
Websites
Is your website
• Different?• Credible?• Authentic• Visible?
How do accounting websites really work?
96% of people who visit your site are NOT READY to engage you**Source: KISSmetrics
79.5% of visitors to your site will NEVER RETURN**Source: Google Analytics Benchmarking Data
63% of people requesting information from service based businesses will not purchase for AT LEAST THREE MONTHS**Source: Marketing Donut
Website essentials
• Seal the deal with referrals• Turn visitors into leads
Sealing the deal with referrals
• Mobile friendly• Calls to action• Team page• Case studies and testimonials• Keep services simple• Blog - deep content• Take Bizink’s website audit
Turn visitors into leads
• Lead magnets• Give away to get back• Feeds your email marketing
Lead Nurturing
• Most leads don’t convert right away
• Use email automation and content to nurture leads
• You are top of mind when they are ready to engage a firm
Results of a firm using lead magnets & nurturing
• 16 qualified website leads every month
• 60% convert to clients• Clients worth $4000 annually
Social Media
Ways to use social media
• Paid advertising• Sharing content• Research• Networking
80/20 social media
• Facebook page• Facebook advertising• LinkedIn • Maybe Twitter
Search Engines
• Good for compliance firms doing fixed price
• 80/20 of effort to returns
Takeaways
Meetings matter: online is just a channel
Existing clients: your best source of more business
Email marketing should be a priority
Website is still the hub of online activity
Social media is relationships online
Stop worrying about SEO!
Any questions?
Free website audit: bizinkonline.com/website-audit
Connect with me:Email: [email protected]: @mattwilkinsonnz | @bizinkonline