An overview of different marketing platforms with information on usage, statistics and more for Hungarian accounting firms.

1. Accounting Marketing
Platforms:
An overview of different marketing platforms with information on usage,
statistics and more

2. Table of Contents:
Page Titles: Page Numbers:
Digital Marketing 6
Display Advertising 18
Email Marketing 28
Mobile Marketing 41
Search Engine Advertising 55
Social Media Marketing 65
Social Media Strategic Positioning 87
Facebook Strategic Positioning 88
LinkedIn Strategic Positioning 93
Advertising on Social Media 100
Facebook Advertising 101
LinkedIn Advertising 113
Page Titles: Page Numbers:
AdRoll & Facebook Video 123
Editorial Calendar & Analytics 143
Video Advertising 149
YouTube Video Advertising 166
Webinars 183
Traditional Marketing 218
Direct Mail 219
Print Media 229
Print Media Marketing 235
Newspaper & Brochure Marketing 236
Tips 247
Work Cited 256

3. Video Advertising:
An overview of video marketing.

4. Video Advertising:
Ad Spending-
HUF 285
HUF 503
HUF 1,225
HUF 2,097
0%
76%
144%
71%
0%
20%
40%
60%
80%
100%
120%
140%
160%
HUF 0
HUF 500
HUF 1,000
HUF 1,500
HUF 2,000
HUF 2,500
2012 2013 2014 2015
Video: Millions of HUF
Money Spent YOY %
Compiled by authors from Sources: iab.hu, Starcom

5. Video Advertising:
Statistics-
Increases viewer’s understanding of products or services by 74%
26% of viewers look for more information after viewing a video ad
80% of Internet users remember the video ads they watch online
80% of users go online to watch a video, but 45% of users will stop after 1 min
75% of users visit the marketer’s website after viewing a video
Videos 15 secs or shorter are shared 37% more often than those that are 30 secs to a min
Compiled by authors from Sources: business2community.com

6. Video Advertising:
Facts-
 Video marketing is climbing in popularity:
 Companies are realizing how useful it can be to communicate with customers in
new, more personal ways
The Different Formats Of Video Advertising:
Linear
Video Ads
Interactive
Video Ads
Overlay
Video Ads
Companion
Video Ads
Compiled by authors from Sources: exactdrive.com

7. Video Advertising:
Why to Use-
Time factor
• Internet access
is everywhere
and it is easy to
download onto
mobile devices
• More time is
spent on
watching video
online than on
watching TV on
a daily basis
Targeted
audience
• Can target
specific
audiences
anytime of day
or night
• Consumers also
search for
videos online
Interactive
conversions
• Higher
conversion
rates after
watching videos
• Can use a call
to action
button that can
lead to higher
conversions
Search
marketing
• All the major
search engines
like Google,
index videos as
part of their
search
• Results will
show any video
related to the
search
Compiled by authors from Sources: businessbanter.com

8. Video Advertising:
Tips-
•Plan your messaging, production and delivery before you create
your videoPlan It Out:
•People are almost twice as likely to watch all the way through a
15-second spot versus a 30-second oneKeep In Short:
•Trust and engagement are two of the most important factors in
successful video marketing strategiesBuild Relationships:
•A video campaign should have specific objectives such as driving
new traffic to the website, increasing social engagement on
Facebook or to receive responses from a targeted e-mail blast
Define & Measure
Specific Objectives:
Compiled by authors from Sources: businessnewsdaily.com

9. Video Advertising:
Pros and Cons-
Pros:
Cost
Real-time
Results
Multiple
Formats &
Versatility
Portability
Global
Reach
Sharing
Potential
Cons:
Compiled by authors from Sources: businessbanter.com and adspeed.com
Ad
Skipping
Timing
Improper
Placement
The Wrong
Kind of
Data

10. YouTube Video Advertising:
How to successfully use YouTube to advertise.

11. YouTube:
Facts-
 More than 1 billion people visit
YouTube and watch over 6 billion
hours every month
 All of the top 100 global brands
have run YouTube ads over the past
year
 YouTube reaches more US adults
aged 18-34 than any cable network
 You can show ads based on the
viewer, where they’re located, and
what they’re interested in

12. YouTube:
Facts-
 100 hours of video are uploaded
every 60 seconds to YouTube
 About 60% of viewers are from
outside of the US
 YouTube is localized in 85 countries
and across 61 languages
 YouTube offers localized
experience including domain and
country-specific video
recommendations
 9% of US small businesses use
YouTube

13. YouTube:
Pros-
YouTube has a lot
of Traffic
• If targeted properly, reaching
your audience can be
relatively easy, either by
creating videos or through
running ads
YouTube
increases SEO for
Google searches
• Google now considers video
as important as text-only
pages
Video Content
never Dies
• Can help to re-purpose
already published content
with minimal investment
Demonstrating
Expertise
• Users are searcher for
answers- Build authority by
offering expertise with
advice and tips
Compiled by authors from Sources: wearegrow.com

14. YouTube:
Pros-
Compiled by authors from Sources: wearegrow.com
Growing an
International
Audience
• YouTube gives companies the opportunity to
reach audiences worldwide through video
who would never come across the business
any other way, even if only one language is
spoken
Increase
Conversions
• If traffic is driven to a landing page with
a video of a person in the company
speaking about the product or service, it
can dramatically increase conversions
Showcase
Products/Services
• Use video as a strategy to introduce
customers to products and services

15. YouTube:
Cons-
Inconsistent
Streaming
• Viewers may experience
slow playback during
high traffic times
Poor for B2B
Marketing
• Many companies block
their employees from
browsing YouTube while
at work- YouTube is the
3rd most blocked
website
Unwanted
competition
• A comparator's ads may
run during your video- it
can be a related videos
link, as a promoted
video ad, an overlay
ads, or as a banner ad
Limited
Customization
• YouTube has restrictions
on videos posted on its
platform that may
affect the production of
videos as a promotional
tool for business
Compiled by authors from Source: reelseo.com and James Dean Fairley on linkedin.com

16. YouTube:
Types of Ads-
Display
ads
Overlay
ads
Skippable
video ads
Non-
skippable
video ads
Sponsored
cards
Compiled by authors from Source: support.google.com

17. YouTube:
Ads-
Types of Ads:
Display Ads Overlay Ads
Skippable
Video Ads
Non-
Skippable
Video Ads
Sponsored
Cards
Ad Payment:
 In-Stream Ads
 Pay when a viewer watches 30
seconds of the video or engages in
other video interactions
 In-Display Ads
 Charged when a viewer clicks the ad
and begins watching the video
Compiled by authors from Source: support.google.com

18. YouTube:
Creating a Campaign-
Step 1: Create a YouTube and an
AdWords Account
Step 2: Link AdWords and YouTube
Accounts
Step 3: Set the General Settings
Step 4: Decide who, how, and
where Viewers will See the Ad
• Create a new account or log in and go to the
“Campaign” tab to create a new video ad
campaign
• Click the “Linked YouTube accounts” link in the
navigation menu to link both accounts
• Set the budget per day- It’s better to start small
and scale up
• Ads typically cost around $.01 – $0.23 per view-
Google wont charge unless the viewer watches
the ad
• Target your audience using perpetrators such as
countries, regions, cities, ZIP codes, IP addresses
Compiled by authors from Sources: searchenginewatch.com

19. YouTube:
Creating a Campaign-
Step 5: Upload the Video
Step 6: Advanced Settings
Step 7: Device Targeting
Step 8: Select Age, Gender,
Topics & More
• Select the video to be used and upload it
to a YouTube account
• In the “advanced settings” section,
dictated if there will be any specifications
for running the ad as well as the start and
end date the new campaign
• Choose specific devices the ad will target-
mobile, desktop, laptop, tablets, etc.
• Target your audience through
demographics and keywords- the more in
depth the better the targeting
Compiled by authors from Sources: searchenginewatch.com

20. YouTube:
Tips-
•The length of the video plays an important part
•Leave the 30 second videos for In-Stream ads
•Use longer videos for In-Search and In-Display ads
•Test different lengths and keep an eye on stats to track the drop off times
Pick the Right
Video
•Use the channel page to provide more information about the brand, share links to key
landing pages or social media sites, and post related
•Make sure it is compelling and interesting for the audience- Always think about what’s in
it for the viewers
•The single most valuable piece of real estate on the channel page is the Clickable Channel
Banner- Upload a banner that has a clear call to action
Optimize the
Channel Page
•Use broader keywords and shorter keyword phrases
•The average CPVs tend to be cheaper than average CPCs so top keywords may not be
prohibitively expensive
•Use multiple tools to get additional suggestions for keywords rather than relying on a
single tool or copying keywords from existing search campaigns
Select the
Right
Keywords
Compiled by authors from Sources: searchenginewatch.com

21. YouTube:
Tips-
• Send ads to users who have previously visited the
YouTube page
• Create remarketing lists based on various ways people
interact with the videos
Use Video
Remarketing
• Use and annotation to showcase a call to action with a
link at key points
• Extent the video and add a annotation to keep people
engaged to learn more about the brand
Leverage
Annotations
Compiled by authors from Sources: searchenginewatch.com and swellpath.com

22. Webinars:
How to successfully use webinars to generate new leads and accounts.

23. Webinars:
What are they?
 A webinar is conference, meeting, or presentation conducted on the Internet
 It is held just like any regular seminar but the participants are located in
different places around the globe
 They are a lot like live theater- They take a crazy amount of planning and
execution to pull off without a hitch

24. Webinars:
What are they?
Related Terms
Web
conference
Online
meeting
Web-based
meeting
Net meeting
Virtual
meeting
Webcast
Compiled by authors from Sources: Jeffrey Keefer at slideshare.net

25. Webinars:
Facts-
 Webinars are the 2nd most effective tactic of lead generation
 The most popular days for holding webinars are Tuesday, Wednesday and
Thursday
 The average duration of a webinar is 45-60 minutes

26. Webinars:
Statistics-
Over 60% of marketers are
using webinars as part of their
content marketing programs
The average webinar
attendance rate is 40– 50% of
registrants
Webinars cost
between $100 and
$3,000 depending on
promotion and
technology to produce
48% of people said
that webinars were
least enjoyable when
there was a poor
presenter
Between 20% and 40% of
webinar attendees turned into
qualified leads
64% of attendees book
webinars in the week which
the webinar takes place
Only 36% of
participants book a
webinar more than
one week in advance
19% of webinar
attendees join a demo
if offered after the
webinar
Compiled by authors from Sources: readytalk.com, blog.edudip.com, blogs.adobe.com

27. Webinars:
Statistics-
Visual Slides, 15%
Interesting and
Relavant Content, 38%
Passionate and
Energetic Speaker, 32%
Interaction Between the
Speaker and Attendee, 15%
What Engages Attendees during a Webinar?
Compiled by authors from Sources: GoToWebinar at slideshare.net

28. Webinars:
Types-
Type Description Pro Con
One Speaker
A single presenter speaks,
demonstrates, and then
answers questions from the
audience
Less people to coordinate and train
A lone presenter is more likely to make
some in the audience reluctant to
participate and ask questions
Interview Style
Interviewer asks a set of
predetermined questions
It’s more engaging to hear multiple voices
The asking questions of the expert(s) often
encourages the audience to do the same
More people to train and coordinate
Scheduling during and the day of the
webinar may be more difficult
Moderated Panel
Discussion
Multiple people on the line at
the same time, with a
moderator facilitating the
discussion
Offers a variety of voices and perspectives
More people to train and coordinate
Scheduling during and the day of the
webinar may be more difficult
Can be challenging to keep panelists from
talking over each other
Interactive
Audience members participate
fully via instructor-led
exercises and facilitated
conversations
Participants can receive a deeper
understanding of the topic
Can only accommodate a small group
Requires a very skilled, experienced
teacher/facilitator
Compiled by authors from Sources: techsoup.org

29. Webinars:
Typical Format Used-
Typical Format of
Educational and
Informational
Webinars
Introduction
Main
Content
Audience
Interaction
Compiled by authors from Sources: ala.org

30. Webinars:
Typical Format Used- Introduction
Set the scene and the audience’s expectations:
Compiled by authors from Sources: ala.org
Title Slide
• Included the webinar title, the host’s name and photograph, and any other presenters’ names and
photographs
• Also include any other information, such as sponsor names and logos, your contact information, or logistics
information about joining the webinar.
Logistics
• Explain how webinar works for first timers
• It’s still worth including simply as a reminder to veterans as well
About the Presenters
• Introduce the host and any other presenters
• Include any relevant credentials
Overview
• Explain how the content is arranged to shows the “big picture” for the material
• As the webinar progresses, repeating this slide with a different section highlighted each time reminds the
participants of the overall message

31. Webinars:
Typical Format Used- Main Content
 Usually the longest portion of a webinar
 Structure the slides in a logical sequence so the main points flow easily and
make sense to the audience
 Depending on the purpose and audience, one structure may be more
interesting than the another

32. Webinars:
Typical Format Used- Main Content
•Often appears in business
presentations:
•How were things done in the past?
•What is the current situation?
•What are you proposing for the
future?
•Useful for explaining change over time
In a
Timeline
•Some topics affects people differently
in different parts of the country or the
world
•Talk about a common theme and how
each region is impacted differently
Geography
•Some topics are solutions to problems-
explain both the problem and the
solution
•Also describe the cause and effect
Problem to
Solution
•When trying to the audience to change
their behavior, consider the “traffic lights”
approach: ·
•Red: What should they stop doing?
•Yellow: What should they continue doing?
•Green: What should they start doing?
Traffic
Lights
•The most basic structure is to simply list
all the points
•Not a particularly interesting structure for
the audience- Only use it if there’s no
better option available
List
Compiled by authors from Sources: ala.org
Common ways to structure the main content:

33. Webinars:
Typical Format Used- Audience Interaction
 Audience interaction does not only
have to be at the end
 Design specific points for
interaction and prompt the
audience to participate
Q&A
•Use a Q&A slide in the
presentation to make
it clear to the
audience to ask
questions
•This is more effective
than simply asking
“Any questions?”
Polls
•First, use a slide with
the poll question on it
to ask the question
and to describe the
poll
•Then launch the poll in
the webinar software-
any specific
instructions can be
added before people
respond to the poll
Compiled by authors from Sources: ala.org

34. Webinars:
Pros-
Participate
from anywhere
Travel is not
required
Collaborative
and interactive
Live in real
time
Secure access Professional
Few or many
participants
Web-based
software with
small local
downloads
Compiled by authors from Sources: techsoup.org

35. Webinars:
Pros-
 They allow anyone to take part regardless of the location and the time of day
 Only a stable internet connection is needed to stream video content without interruption
 They allow brands to teach, interact and inspire consumers in an environment they
are comfortable
 It saves time, effort and money instead of inviting people to an actual seminar
 Distance is not a factor to meeting, learning and engaging people

36. Webinars:
Cons-
 Webinars are not a good way for
everyone to learn
 Know your target- Some prefer
classroom learning and meeting
people personally
 Internet speed must be adequate
to allow viewership of the
presentation without distortion or
lag time
 Audio may be limited to the
presenter doing a voiceover and
participants can’t interact till the
end
 Some may have a question but
forget it or time may run out at
the end
 Participants or presenters may
have to pay for phone charges for
audio

37. Webinars:
How to Develop One-
Step 1:
Project
Kickoff and
Scheduling
• Define the objectives, target
audience, and desired
outcomes,
• Webinars should be viewed
and treated as part of a
marketing campaign
• They should have a set of
objectives that are
measurable
• Answer the question “What’s
In It For Me?” for your target
audience
• Give your target audience
content that is engaging and
not repetitive or vague
• Determine what will be the
call to action
Compiled by authors from Sources: img.gotomeeting.com
Step 1:
Project
Kickoff and
Scheduling
• Set up a project timeline and
compile an interdisciplinary
team
• It is all about the plan
• The more done up front, the
more successful the webinar
will be
• Give your team around eight
weeks of production

38. Webinars:
How to Develop One-
Compiled by authors from Sources: img.gotomeeting.com
• Manages and supervises all executions of the schedule, leads meetings,
coordinates ensembles and deliverables; including marketing and sales automation
platformsProject Manager
• Facilitates message delivery, the coaching of speakers and the development of the
content, manages webinar platform, and may act as the On-Air moderatorContent Producer
• Creates the invitations and branding for the registration landing page and
PowerPoint slides, and manages the video editingCreative Director
• Prepares audience recruitment, executes invitation strategy, collects tracking
metrics
Audience
Recruitment Analyst
• Hosts the webinar, welcomes the audience, introduces speaker(s), handles Q&A,
and moderates any situation that may arise during the webinarModerator
• Delivers the webinar content in an engaging way, answers questions, and interacts
with audienceSpeaker
Step 1: Interdisciplinary Team Roles:

39. Webinars:
How to Develop One-
Step 1:
Project
Kickoff and
Scheduling
• Hold a kick-off meeting
• Use a cross-functional
production team led by a
strong project manager- the
webinar producer
• Get the team to meet one
another, connect and feel
comfortable
• Set up a virtual folder for
sharing webinar files like
work plans, presentations,
and head shots
Compiled by authors from Sources: img.gotomeeting.com
Step 1:
Project
Kickoff and
Scheduling
• Schedule your webinar with
your webinar host
• Once the date, time, speaker,
title, and content description
established, schedule your
webinar

40. Webinars:
How to Develop One-
Step 2:
Webinar
Promotion
and
Tracking
• Write a compelling invitation
• Gather information about the
audience and why they should
participate, the webinar
objectives, key metrics and
the call to action
• Use the invitation to attract
the right audience
• Leave out the product pitch-
focus on learning
• Give enough detail so that
the reader knows what to
expect
Compiled by authors from Sources: img.gotomeeting.com
Step 2:
Webinar
Promotion
and
Tracking
• Create the Registration Landing
Page
• The purpose is to get visitors
to register for the webinar
and learn to learn about the
audience without being
invasive
• Make sure to include branding
and theme imagery similar to
the invitation

41. Webinars:
How to Develop One-
Compiled by authors from Sources: img.gotomeeting.com
The Subject
Line
Make it something that will get people to respond to- Choose words that pack a punch, incite curiosity and urgency
Webinar Title Use powerful, compelling language to convey the critical information attendees will learn
Brief
Description
Write 1-2 short paragraphs that offers a preview of the webinar- Why is this information a must have?
Use audience’s jargon – use language they will relate to
Invite and enthuse- but don’t sell
Four Bulleted
Key Messages
Summarize in 3-4 bulleted phrases what attendees will learn and take away
Call To Action Tell audience where to register
Speakers Including a professional photo, job title, and a one-line bio of your speaker to increase credibility
Date and Time Don’t forget include the time zone
What to Included in the Invitation:

42. Webinars:
How to Develop One-
Compiled by authors from Sources: img.gotomeeting.com
Step 2:
Webinar
Promotion
and
Tracking
• Source the right audience
• Identify prospect list sources
that match the audience
profile
Step 2:
Webinar
Promotion
and
Tracking
• Execute your invitation
strategy – start audience
recruitment
• Start promoting the webinar
2.5 – 3 weeks before the
event with well-timed
invitation
• Create a series of impactful
messages to drive
registrations

43. Webinars:
How to Develop One-
Compiled by authors from Sources: img.gotomeeting.com
Step 2:
Webinar Promotion
and Tracking
• Track registration metrics daily
• Check your metrics daily and adjust your strategy based on CTR and
intelligence captured via landing page and direct feedback
• Metrics can be used to help navigate and reach the target audience
• It’s ok to make changes to the invitations for the 2nd or 3rd release based
on registration metrics or to the registration question answers

44. Webinars:
How to Develop One-
Step 3:
Sound
Checks
and
Rehearsals
• Begin creating relevant content
• For each slide ask if it is a
must have or a nice to have
• Develop content based on key
messages in the invitation
• Focused on the most relevant
information
• Don’t create slides so
complicated that the
audience doesn’t pay
attention to the speaker
Compiled by authors from Sources: img.gotomeeting.com
Step 3:
Sound
Checks
and
Rehearsals
• Gather team for a content
review and brainstorm
• Helps in creating flow and
identify any gaps

45. Webinars:
How to Develop One-
Step 3:
Sound
Checks
and
Rehearsals
• Gather speakers and moderator
for rehearsals
• Rehears the webinar with the
moderator
• Coordinate cues, review
slides, adjust content based
feedback- create a
production script
• A chance to check the sound
of the speaker over the
internet with the slideshow
Compiled by authors from Sources: img.gotomeeting.com
Step 3:
Sound
Checks
and
Rehearsals
•Gather team for one or
two final rehearsals
•Perform the webinar as if
live, do final editing,
polishing, and spell
checking the of content
•Make sure the flow is
conversational and
engaging

46. Webinars:
How to Develop One-
Step 4:
Go Live
• Go through a final check 30
minutes prior to the final sound
check
• The organizer(s), the
moderator, and speakers
should independently do a
run through to optimize audio
and video connections within
the network
Compiled by authors from Sources: img.gotomeeting.com
Step 4:
Go Live
• Go to your hosting site and
meet with speakers one hour
prior to going live for a final
sound check
• Run through the slides one
more time, answer questions,
and review Plan B
• Be sure to grab something to
drink– speaking has the
tendency to parch a speaker’s
mouth

47. Webinars:
How to Develop One-
Compiled by authors from Sources: img.gotomeeting.com
Step 4:
Go Live
• Go live!
• Remind the speaker that it’s about connection, not perfection

48. Webinars:
How to Develop One-
Step 5:
Post
Webinar
Follow-up
• File a copy of the recorded
webinar
• Archive a copy of the
recorded webinar for future
use and reference
• Make sure that the file is
converted into a format that
can be viewed by the masses
Compiled by authors from Sources: img.gotomeeting.com
Step 5:
Post
Webinar
Follow-up
• Send a follow-up thank you to
all participant and include
valuable information
• Follow up with registrants
and attendees within 1-2 days
after the event

49. Webinars:
How to Develop One-
Step 5:
Post
Webinar
Follow-
up
• Send a follow-up all
who registered but did
not attend and include
valuable information
• Follow up with a link
to your recorded
webinar
Compiled by authors from Sources: img.gotomeeting.com
Step 5:
Post
Webinar
Follow-
up
•Do final analytics on the
registration, attendance, and get
performance reports
•Gather all of the metrics
collected before, during, and
after the webinar
•Determine which prospects are
ready to convert, which will
require additional nurturing, and
which are dead ends

50. Webinars:
Tips-
 It is suggested to have 3 weeks of
promotion prior to the webinar
 Tuesday and Wednesday are the
days most prefer to attended a
webinar
 For detailed topics, consider
making a series of webinars
 Participants prefer to attend
webinars late morning to early
afternoon- think lunch hour
 Keep delivery under 45 minutes to
retain audience and allow for Q&A
 Don’t save the call-to-action until
the last few minutes

51. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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