Many accountancy firms worry that offline, traditional marketing methods are dead. Certainly, the rise of importance of websites and online marketing has created huge opportunities for firms and mobile technology through apps for accountants and mobile enabled websits means it is now far easier for clients and prospects to engage you and your content. However, the myth is soon dispelled when truth hits home that the only way to make money for almost all accountancy firms is to 'take the conversation offline'. Add to that the reality that relational telemarketing, direct mail, database management and client protection plans are still producing significant ROI's for firms of all sizes - then the question is asked: How do you best engage offline marketing channels, in an integrated manner with your online world, to produce an ROI and increase the medium to long term £capital value of your firm. First presented live at Accountex 2013, this presentation gives you tips, tactics and hard evidence to encourage you to grow your firm in a proven, tried and tested manner. If you would like to explore your firms marketing and the plans you have for growth, we are very happy to offer a free 1:1 by phone. Simply email danielr@insight-marketing.com, call direct on +44 (0) 7879 654191 or reach our office on 0800 8030826. Best Wishes! Dan Richards

1. Is offline
marketing
dead?
Welcome

2. 2
Who am I?
Daniel Richards

3. 3
A Balanced
Approach

4. 4
A Balanced Approach
The back drop for today’s talk:
Economic turmoil, instability & fear
Rapid changes in technology
Increase in firms appetite to grow
Your client base is at high threat from competition

5. ...Don’t traverse
them alone...

6. 6
The Myth
Offline marketing is no longer effective
R.I.P. Offline Marketing

7. 7
Really?

8. 8
Offline grows in importance
• Technological advances are limited
• Offline is essential in most cases
• Proven, tried, tested and working now
• Predictable ROI
• Limited time - offline is easily outsourced

9. 9
Apps go offline
• Great conversation piece
• Different & Innovative
• Progressive & Modern
• Non sales
• Directs traffic to site

10. 10
Integration
TRADITIONAL
MARKETING
PROMOTIONS
WEB /
SOCIAL MEDIA
Integrated Marketing

11. 11
The Human Touch

12. 12

13. 13
Test, Measure, Adapt & Improve
• Agree intervals to review the individual
routes to market
• The results
• Find ways of improving what is working well
And stopping what does not
T.M.A.I.

14. 14
Have a Plan
Database
development
Series of Direct
Mail articles
Telephone Follow
Up mailers
Events &
Networking
PR &
Community
Exposure
Customer Care
call to Current
Clients
Telephone
LinkedIn
connections
Email
follow up

15. 15
Multiple messages work

16. 16
Database Development
• Client database
• Warm prospects such as:LinkedIn, Twitter
etcKnown contacts to your firm
• Enquiries and contacts through website
• Profiled but ‘cold’ purchased list

17. 17
Your client base is under threat!

18. 18
Protect it!

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How is yours?
• Most firms have significant gaps in the completeness and quality of their
client database
• Does it have full contact information, mobile, email, LinkedIn profile etc
• Without this being completed, becoming and remaining a cultural ‘norm’
within your firm, your ongoing client protection strategy will be hampered.

20. 20
Annual spring clean
• The most valuable asset you have
• Annual client care call
• Validate and update data
• Gain fantastic feedback
• Connect on LinkedIn
• Request referrals where appropriate

21. 21
Pre agreed communication
‣ Planned communication to clients
‣ Messages appropriate to them (A,B,C)
‣ Use multiple routes
‣ Direct Mail
‣ Client facing networking & events
‣ LinkedIn
‣ Blogs

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Warmer contacts

23. 23

24. 24

25. 25

26. 26
Purchased lists
•3 Reasons Mark Wickersham says no:
•Expensive
•Out of date when you buy them
•Low response rates

27. 27
Your new database
• Your future sales pipeline
• Geographic targeting
• Named decision maker companies
• Single site/head office
• Industry sectors carefully chosen
• Profiled by size employees and £turnover
• Email address where available
• Telephone cleansed within 90 days

28. 28
Direct Mail
• Use a Mail house (speed and savings)
• Series of 4 letters one per quarter
• Consider industry specific variations
• Promote different things 3D will always out pull 2D but is more £
• Letters should increase response
• Email and phone follow up critical

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Benefits
• Direct mail is highly effective
• Professional way to promote your firm
• Easily measured, tracked & improved
• Hassle free if outsourced

30. 30
Direct Mail template offer
• 6 Letters ready to mail
• Easily customised
• Hassle free
• Low cost
• Include free proposal template
• Only £180 if purchased today

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4 types of emails
• Personal emails from your inbox
• Plain text, highly personalised mass emails
• Colour, HTML newsletters
• HTML emails promoting something

32. 32
Boost your response with email
• Plain text email to follow up direct mail
• Increases your response rate 100 – 500%
• Generates immediate responses
• Drives traffic to your website
• Efficient database management

33. 33
Newsletters & HTML emails
• Content Providers are good
• Consider the landing page
• Normally a poor page= increased visitors but
poor conversion rates

34. 34
Use the traffic increases

35. 35
Direct
promotion

36. 36
Telephone follow up
• Call those who opened the email first
• Telephone others
• Generate quality leads
• Develop future prospects
• Expand and manage the list
• Increase the value of your business

37. 37
Play to strengths, lets talk
• Arrange a free 1:1
• Carried out by phone or Skype
• To discuss any area of online or offline marketing
• No obligation
• Impartial Advice and feedback

38. 38
We work with any firm of any size
providing values align...

39. 39
Take the gamble and stress out
of business growth...