Xero GM Marketing Jonathan Allan and NZ Marketing Manager Tarryn Brent's presentation from Xerocon NZ 2014. Xero is beautiful online accounting software that connects small businesses and their accountants together in the cloud.

1. Beautiful accounting software

2. Marketing your practice
Jonathan Allan, GM Marketing
Tarryn Brent, NZ Marketing Manager
Beautiful accounting software

3. What is
marketing?

4. Why is brand
important?

5. Six marketing plays
Play 1
Know your target market
Play 2
Match client needs
Play 3
The elevator pitch
Play 4
Don’t wait, act
Play 5
Make yourself heard
Play 6
Always add value

6. Know your
target market

7. Know your target market
Who they are
What they do
Where they are
Their needs

8. Business
management
nancials
Designers
Accounting
Copywriters
Architects
Agencies
Accounting
Financials
Photographers
Bring concepts
& ideas to life
Financials
Busines
managem
Financials

9. Match client needs
to your service

10. Creatives

11. The elevator
pitch

12. Photo: Crush & Lovely Creative Studio

13. Don’t wait for customers
to come to you

14. Website
Brochure
Newsletter
Campaigns
Event

15. Make yourself heard
through content

16. Website
Collateral
Email
SEO
SEM
Social media

17. Enable Business – enablebusiness.co.nz

18. SEO recommendations

19. Meet your SEO experts
Lucy Goodwin
Dave Anderson

20. GUIDE FOR PARTNERS
SEARCH ENGINE OPTIMISATION
GUIDE FOR PARTNERS
SEARCH ENGINE OPTIMISATION
Introduction
1
What is SEO and why is it important?
2
SEO suggestions for Xero Partners
4
Example co-branded page
8
Example optimised page
9
Resources
10
General SEO suggestions
11
Further reading on SEO
13
Appendix – Xero branding
14
Glossary
15
INTRODUCTION
This guide provides general advice on search engine optimisation (SEO).
After reading it, you’ll be familiar with basic SEO methods, which you
can use to optimise your website. The goal is to make it easier for search
engines – and customers – to find your site.
SEO
Guide for Partners
Before you jump in, it’s important to note that SEO is complex and there
is no guarantee of success. Your website ranking can be affected by
competitor’s efforts, algorithm updates, and other factors outside your
control. Luckily, the basics are fairly easy to understand and implementing
them can drastically improve your website.
If you don’t see results immediately, don’t worry! SEO is an ongoing
process – a marathon, not a sprint.
Guide contains:
• An explanation of what SEO is – how it works and why it’s an
important online marketing tool.
• Our suggestions for Xero partners – these are practical steps
you can take to ensure the Xero section/s of your website are
more likely to be found by search engines.
• General SEO guidance – you can use this as a starting
point to improve your whole website.
Beautiful accounting software
www.xero.com
• Further reading on SEO – extra information on some of the
tips discussed in this guide.
PAGE 1

21. Social Media
Photo:

22. Social Media
Photo:

23. Always add
value

24. Add-ons

26. Beautiful accounting software