2. Today.
• What
to
plan
• How
to
decide
• Who’s
the
buyer
• How
to
plan
• Organizing
and
execu/ng
campaigns
• What
results
to
expect
&
when
• Tracking
progress
3. Defini/ons.
MARKETING
Any
ac/on,
behavior
and
process
that:
• Ensures
repeat
business
from
current
customers
• Compels
prospec/ve
buyers
to
hire
you
CAMPAIGN
A
process—with
a
beginning,
middle,
and
ending—
to
promote
a
par/cular
offering
INTEGRATED
MARKETING
The
use
of
mul/ple
marke/ng
tac/cs
or
channels
(i.e.,
tools)
within
a
single
campaign
4. Effec/ve
marke/ng.
• You’re
findable
• Illustrate
uniqueness
&
character
• Support
claims
of
exper/se
• Demonstrate
“thinker”
&
up-‐to-‐date
• Personally
accessible
• Others
know
&
respect
you
• From
stodgy
back
to
“grassroots”
marke/ng
6. Posi/oning
for
growth.
1. Credibility
+
visibility
=
key
2. Evidence
as
a
key
player
and
readily
available
(W.O.M.)
3. Awareness
among
unknown
RSs
4. Reach
desired
clients
5. Get
face-‐to-‐face
mee/ngs
with
top
prospects
6
10. Image:
ironrodart
(flickr)
A
con,nually
changing
set
of
tools
and
their
users(!)
that
facilitate
informa,on
sharing
and
rela,onships.
Online.
11. Social
Media
1. Engagement
2. Self-‐publishing
• Can
successfully
do
eng
w/o
self-‐pub
• Self-‐pub
is
marke/ng
holy
grail
for
PSFs
• w/out
eng,
SM
is
merely
passive
marke/ng
goldenprac/ces.com
12
14. Compe2ng
on
price
(i.e.,
without
other
dis2nguishers)
Increased
need
to
Reduced
percep2on
of
sell
new
work
value
by
client
=
less
to
cold
leads
apprecia2on
Vicious
Circle:
Less
chance
of
rehire
&
Non-‐euphoric
aCtude
referral
by
client
Perils
of
Compe2ng
on
going
into
the
work
(affects
reputa2on)
(less
$
&
respect)
Price
Alone
Lower
2me
investment
Low
team
enthusiasm
(realiza2on
pressure)
for
the
project
=
less
=
less
la2tude
to
go
pleasant
aCtude
“extra
mile”
Reduced
quality
&
pro-‐ac2vity
perceived
by
client
(who
seems
to
forget
cheap
price)
24. IMSF
Integrated
Marke/ng
Strategy
Framework
1. Establishes
business
objec/ves
2. Addresses
key
details
for
each
marke/ng
ini/a/ve
3. Sets
expecta/ons
for
results
Grid
format
easiest
to
spot
missing
info
25. Framework.
1.
Clarity
of
purpose
• Who/Where
• So
That
• By
When
2.
Details
of
approach
• How/Steps
• When/Steps
3.
Expecta/on
management
• How/Assess
• When/Assess
28. Tactics Align with Sales Cycle
Screening Evaluation Decision-making Procurement
(AWARENESS) (INTEREST) (DESIRE) (ACTION)
American Institute of CPAs
29. Use Value Offers and Experiences to Market
Make the intangible, tangible!
! Legislative overviews
! Whitepapers
! Industry surveys
! Checklists
! Case studies
! Book
! Webcasts
! Free consultations
! Diagnostic tools
American Institute of CPAs
30. “Typical” Niche Integrated Marketing Plan
! Situation Analysis
! Marketing Objectives
! Marketing Strategies
! Marketing Tactics
Marketing Tactics Initiative Responsible Completion by? Metric? Aligns w/which Jan Feb March
goal? (Purpose)
Targeted Account Activities
Conferences/Sponsorships
Memberships
Advertising (Radio, Print,
Outdoor)
Collateral
Thought leadership
materials
Internal marketing
Direct Marketing
Public Relations
Website
Traditional Networking
Social Media
American Institute of CPAs
50. Campaign results: ROI
Tax credit locator: 10 week campaign @ Cost $15,000
! Average 5-8 new contacts/prospects per day using the tool
! 10 week total to date: 490 new contacts/prospects
! 35% (or 171) of prospects eligible for tax credits
! Website traffic spiked 20%
! We have answered over 500 questions
relating to tax credits via all channels
! $100k worth of engagements to date
American Institute of CPAs
51. SM?
Pick
your
purpose.
1. Customer
service/reputa/on
enhancement
• Create
proac/ve
fan
base
• Monitor
• Make
problems
right
2. Business
development
• Build/strengthen
business
rela/onships
• Interact,
share
• Credibility
• Build
team,
recrui/ng
3. Just
to
learn
(passive,
but
OK
place
to
start)
57. Overlay.
Begin
New
Sales
Per
Month
Twee/ng
Integrate
Launch
website
into
Facebook
Page
all
marke/ng
Launch
new
website
Teach
team
about
SM
Begin
SEO
2003
2004
2005
2006
2007
2008
2009
58. Track
men/ons.
• Where
did
it
appear?
• Who
said
it?
• What
was
said?
(categorize
–
clip
file)
• Was
it
about
par/cular
dept
or
person?
• Was
it
posi/ve,
neutral,
or
nega/ve?
• Did
it
include
reference
to
page?
Which?
• Who
responded?
How
fast?
(clip)
59. Key
points.
• Grassroots
marke/ng
builds
rela/onships
• Expect
lead
results
only
when
engaged
• Right
tool
for
the
job
• Rule
of
Three
(or
more)
• Be
a
reliable,
credible
source
of
knowledge
• Content-‐based
strategies
+
human
interac/on
keep
your
marke/ng
alive!
37
60. Questions?
Michelle Golden
michelle@goldenpractices.com
Blog: goldenpractices.com
Web: goldenpracticesinc.com
Linked In: linkedin.com/in/michellegolden
Twitter: @michellegolden
Eric Majchrzak
eric.majchrzak@freedmaxick.com
Linked In: linkedin.com/in/ericmajchrzak
Twitter: @FreedMaxickCPAs
American Institute of CPAs
61. Speaker Biography
Michelle Golden, CPF
Michelle Golden is a business advisor with a deep knowledge of CPA firm
operations and sharp observation skills. On the forefront of innovative practice
management strategies, she is a senior fellow of VeraSage Institute, the think
tank for advancing the professions. She’s named in Accounting Today as one of
Ten Most Powerful Women in Accounting (2009) and one of the Top 100 Most
Influential People in Accounting (2010).
Through sound strategies and effective communications, she’s helped more than
100 firms achieve results such as: doubling revenue, attracting top talent, aligning
operations with long-term objectives, effectively communicating their differentiation
both online and off, substantially increasing sales/proposal results, new product
development and launch, and strengthening relationships with clients.
Providing practice management counsel, Michelle leads strategic planning processes, marketing (niche
and individual) planning, conducts 360 degree evaluations, facilitates problem solving, and inspires
organizational improvement. As an IAF Certified Professional Facilitator, Michelle brings helps groups
progress in a constructive manner.
American Institute of CPAs
62. Speaker Biography
Eric Majchrzak
Eric Majchrzak is the Director of Marketing of Buffalo, NY-based Freed Maxick &
Battaglia, CPAs, a “Top 100” largest CPA firm in the U.S. He has 20 years of
experience in marketing, media and sales. Eric drives revenue for his Firm by
leveraging integrated marketing strategies that include traditional and new
media, including search engine marketing, mobile and social media. He was
named one of Accounting Today’s “Top 100 Most Influential People” in 2010. He
is a current Board member of the Association for Accounting Marketing (AAM)
and Past-Chairman of AAM’s website committee. Eric has instructed courses on
behalf of the Accounting Today Institute (Social Media Series). He was also
named one of Buffalo, NY's "10 People to Watch in 2010" by the reporters and
editors of Buffalo Business First. In 2006, he was honored nationally as the
“Rookie Accounting Marketer of the Year” by AAM.
He has been published and profiled in several accounting trade and business publications, including
the CPA Practice Management Forum, AICPA Insider, Accounting Today, Buffalo Business First, Chief
Marketer Magazine, MarketingSherpa and Success Magazine. Eric and his firm were featured as a
case study in the book Social Media Strategies for Professionals and their Firms, authored by Michelle
Golden. He is a 1991 graduate of Buffalo State College. Connect with Eric on LinkedIn at http://
www.linkedin.com/in/ericmajchrzak
American Institute of CPAs