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Inbound Marketing for Accounting Firms

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Inbound Marketing for Accounting Firms

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Presentation by Skoda Minotti Strategic Marketing to the 2013 BDO Seidman Alliance Conference.

The presentation reviews some of the best tactics for accounting firms looking to implement an inbound marketing campaign.

Presentation by Skoda Minotti Strategic Marketing to the 2013 BDO Seidman Alliance Conference.

The presentation reviews some of the best tactics for accounting firms looking to implement an inbound marketing campaign.

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Inbound Marketing for Accounting Firms

  1. 1. Inbound Marketing For Accounting Firms April 30, 2013
  2. 2. INTRODUCTION • Skoda Minotti, CPA Firm  Cleveland, Akron & Tampa • Seven year BDO Alliance firm member • Built our own internal agency from scratch • Insights from the inside • Practice what we preach • Marketing partner with BDO Alliance firms
  3. 3. What is Inbound Marketing? • Creating content that your clients/prospects will seek out rather than pushing your message onto them • Creating marketing content that your clients highly value • Making yourself and your content easy to find • Leverages your website to generate qualified leads 3 INBOUND MARKETING
  4. 4. • Website Goals • Search Engine Optimization • Blogging • Social Media • E-Communications • Online Lead Generation Tactics • Calls-to-Action & Landing Pages • Website Tracking/Analytics • Lead Tracking AGENDA
  5. 5. Setting Website Goals
  6. 6. What Are The Marketing Goals of Your Website? • Four Main Buckets 1. Establish a web presence/credibility 2. Promote your brand 3. Serve as a resource to your clients 4. Generate qualified leads for your firm WEBSITE GOALS
  7. 7. GOAL: Establish a Web Presence/Credibility • People are Googling your company • What do they find when they get to your website?  First impression  Establishing a web presence allows you to control this message • Smaller budgets that leverage existing templates • Typically not more than 25 pages • Functions as a “cyber-brochure” • Restrictions to design/customization • Typically leveraged by firms who live off of referrals • Verifies you exist and hopes someone will give you a call WEBSITE GOALS
  8. 8. GOAL: Establish a Web Presence/Credibility WEBSITE GOALS • Basic overview information • No call to actions • No interaction • No unique resource information • No lead generation or tracking INDUSTRIES
  9. 9. GOAL: Promote Your Brand • First interaction with your brand  A branded website allows you to control the look and feel that your clients and prospects encounter • Allows you to differentiate your website from your competitors’ • Communicate core brand values visually • Coordinate consistent messaging with your other marketing materials • More flexible - allows for custom design • Probably higher cost than template website WEBSITE GOALS
  10. 10. Example: Promoting the Brand WEBSITE GOALS
  11. 11. GOAL: Serve as a Resource • 16% of Google searches are performed for the first time! WEBSITE GOALS
  12. 12. GOAL: Serve as a Resource • Clients, business contacts and prospects are looking for answers to their questions online  Can you be the answer? • Become visible in search engines for questions your customers are asking • Drives them to your site • Have visitors return to your site over and over • Further brand awareness • Requires time investment to create content WEBSITE GOALS
  13. 13. GOAL: Serve as a Resource WEBSITE GOALS
  14. 14. GOAL: Generate Leads For Your Business • Attracting hundreds or thousands of visitors is great, but…  Do you know who they are/how to get in touch with them? • Create relevant content that your visitors find valuable, and they will give you contact information in exchange  Collect lead details by using offers (i.e., e-books, PPTs, videos, etc.) o Will everyone do it? o Will some folks do it? • Invest your time pursuing qualified leads • Time must be invested to create content that your visitors will value highly • Leverage your team for content WEBSITE GOALS No. Yes!
  15. 15. GOAL: Generate Leads For Your Business WEBSITE GOALS
  16. 16. GOAL: Generate Leads For Your Business WEBSITE GOALS
  17. 17. • Determine marketing goals & objectives for your website  Establish a web presence/credibility  Promote your brand  Serve as a resource to your clients  Generate & track leads SUMMING IT UP WEBSITE
  18. 18. Search Engine Optimization
  19. 19. PAID VS. ORGANIC
  20. 20. Does Anyone Click On Paid Ads? • Depends on the search • People trying to buy products or services favors PPC • Questions and informational searches favors organic • Organic is more favorable for CPA firms PAID VS. ORGANIC
  21. 21. SEO - GOOGLE KEYWORD TOOL
  22. 22. SEO PAGE TITLES
  23. 23. SEO PAGE TITLES
  24. 24. SEO HEADLINES
  25. 25. 25 SEO HEADLINES
  26. 26. META DESCRIPTIONS SEO
  27. 27. META DESCRIPTIONS SEO
  28. 28. SEO LINKS
  29. 29. Find New Link Partners • Partners/vendors • Trade associations • Community organizations • Local Chambers of Commerce • Better Business Bureau • Colleges/Universities (recruiting) LINK BUILDING SEO
  30. 30. • Think about paid vs. organic search • Keyword research using Google Keyword Tool • Make website updates to:  Page titles  Meta descriptions  Headlines, body copy and links • Explore link building opportunities with business partners and local organizations SUMMING IT UP SEO
  31. 31. Blog
  32. 32. BLOG
  33. 33. BLOG Content Generation • Industry News/Opinion  Content Curation Sites (i.e., Scoopit.Com) • FAQs From Clients • Firm News • Guest Blogs • Repurposed Content From Other Platforms  Speaking engagements, white papers, videos, etc. • Leverage Keywords (i.e., headline & body copy) • Build a Team of Bloggers and Go!
  34. 34. Blog Platform BLOG WordPress Blog.com Blogger
  35. 35. Attracting Traffic • Search Engine Optimization • Website • E-blast/E-newsletters/E-mail signatures • Social Media BLOG
  36. 36. Measurement BLOG
  37. 37. • Generate significant, targeted organic search traffic on an ongoing basis • Content “lives forever” online • Continue to attract search traffic long after it has been posted 2009 Search Hits: 1,115 Blogs Posted: 131 2010 Search Hits: 5,866 Blogs Posted:174 2011 Search Hits: 12,712 Blogs Posted: 200 2012 Search Hits: 20,416 Blogs Posted: 274 BLOG Search Growth 2012 blog posts only 2x more than 2009 Yet yielded 18x more search hits
  38. 38. • Start a blog  WordPress is a free tool • Start creating content • Form a blogging team • Conduct keyword research • Monitor results to shape topics • Push the rock up the hill SUMMING IT UP BLOGGING
  39. 39. Social Media
  40. 40. LINKEDIN SOCIAL MEDIA
  41. 41. Individual vs. Place (Business) Pages FACEBOOK SOCIAL MEDIA
  42. 42. Customize To Fit Your Band TWITTER SOCIAL MEDIA
  43. 43. Individual/Business Page TWITTER • Retweeting other accounts SOCIAL MEDIA • Retweeting separate niche service accounts
  44. 44. GOOGLE PLUS SOCIAL MEDIA
  45. 45. • Allow users to easily share your content • Allow users to easily add you to Circles/groups, follow on LinkedIn, re-tweet on Twitter, like you on Facebook, etc. • Take advantage of design capabilities • Drive traffic to your website • Don’t forget Google Plus SUMMING IT UP SOCIAL MEDIA
  46. 46. e-Communications
  47. 47. Never Purchase an Email List • Build organically through clients and contacts • Develop process for adding new contacts to the list • Promote signup in email signature, on website, social media, etc. LIST BUILDING
  48. 48. BUILDING LIST
  49. 49. EMAIL SERVICE PROVIDER Find your ESP: www.marketingsherpa.com/page/espinator MailChimp ExactTarget Constant Contact
  50. 50. • Company News • Industry News • New Service Offers • FAQs • Team Member Profile • Blogs • Surveys • Leverage Call-to-Action (CTA) • House All Content on Website CONTENT
  51. 51. MARKETING EMAIL
  52. 52. MEASUREMENT Send Stats • Open Rate • Click Through Rate • Unsubscribes • Bounce Rate (bad email address) • Popular Links
  53. 53. • Build your list  Never buy an email address list • Find an email service provider  (i.e., MailChimp, Constant Contact, etc.) • Create a template • Identify content sources • Set delivery schedule SUMMING IT UP EMAIL MARKETING
  54. 54. Online Lead Generation Tactics
  55. 55. Contact Form • Base model • Requires almost no effort from site owner • Low lead generation LEAD GENERATION Practice Areas Accounting & Auditing Business Consulting Employee Benefit Plan Audits Estate Planning Litigation Advisory State & Local Tax Tax Planning RANALLO & AVENI LLC RANALLO & AVENI LLC
  56. 56. Ask an Expert • Answer direct questions from clients & prospective clients • Requires technical expertise & monitoring • Timely response • Dedicated • Provides direct interaction with prospects and clients • Positions you as an industry expert/leader/authority in your market LEAD GENERATION
  57. 57. Mailing List • Sign up for information • Typically a e-newsletter • Need to create and provide information • Dedication (i.e., quarterly, monthly weekly, etc.) LEAD GENERATION
  58. 58. Webinar/Event LEAD GENERATION
  59. 59. LEAD GENERATION Premium Content
  60. 60. Lead Follow-Up • Someone MUST own this • Create process and follow it • Personal contact • Add leads to marketing communications (i.e., e-newsletter, e-blasts, etc.) • Keep-in-touch program LEAD GENERATION
  61. 61. • Requires interaction with site visitors • Create an offer for them  E-newsletters, blog alerts, events, etc. • Create mailing lists • Develop premium content  Qualified leads • Have a process for follow up SUMMING IT UP LEAD GENERATION
  62. 62. Call-to-Actions & Landing Pages
  63. 63. • Capitalize on traffic you are driving with calls-to-action (CTA) and landing pages • Create content people want/need • CTAs drive traffic to landing pages  PPC, web banner ads, within website, etc. • Landing pages convert traffic into leads LANDING PAGES CALL-TO-ACTION /
  64. 64. Sample CTA LANDING PAGES CALL-TO-ACTION /
  65. 65. LANDING PAGES CALL-TO-ACTION / Sample Landing Page
  66. 66. Summing It Up • Create a piece of content that your prospects find valuable (i.e., white papers, e-books, survey results, presentations, podcasts, etc.) • Create a landing page that gathers contact information • Promote the landing page  E-blasts/e-newsletters, PPC, social media, existing website, online banner ads, direct mail, traditional advertising, etc. LANDING PAGE CALL-TO-ACTION/
  67. 67. Website Tracking
  68. 68. How Are You Measuring the Success of Your Website? • Number of visitors? • Search visibility? • Quality of visitors? • Number of leads? • Number of sales? WEBSITE TRACKING
  69. 69. Google Analytics • In order to start tracking, you need an analytics program • Google Analytics is free and easy to use • http://www.google.com/analytics/ • Install tracking code and you can be up and running in minutes WEBSITE TRACKING
  70. 70. Google Analytics Overview WEBSITE TRACKING
  71. 71. Organic Keywords WEBSITE TRACKING TRACKING
  72. 72. Referring Sites WEBSITE TRACKING TRACKING
  73. 73. Top Content WEBSITE TRACKING TRACKING
  74. 74. Location WEBSITE TRACKING
  75. 75. Devices WEBSITE TRACKING
  76. 76. In-Page Analytics WEBSITE TRACKING
  77. 77. Social Media Sources WEBSITE TRACKING Social Media Sources
  78. 78. • Install free Google Analytics tracking code • Track organic search keywords • Track referring websites • Track top content • Track location • Track type of device SUMMING IT UP WEBSITE TRACKING
  79. 79. Lead Tracking
  80. 80. LANDING PAGE LEAD TRACKING
  81. 81. company.com LEAD DETAILS LEAD TRACKING company.com
  82. 82. HISTORY LEAD TRACKING
  83. 83. Name Pages Seen Visitors Leads Visiting From PROSPECTS LEAD TRACKING
  84. 84. • Create web forms to capture lead data • Monitor lead and prospect activity throughout website • Make sure someone owns follow-up SUMMING IT UP LEAD TRACKING
  85. 85. QUESTIONS? Jonathan Ebenstein Managing Director, Marketing Services Phone - (440) 449-6800 x7231 Email - jebenstein@skodaminotti.com Website: www.skodaminottimarketing.com Cleveland | Akron | Tampa Let us Deliver on the Promise of timely information through our monthly e-newsletter and our regular blog and Twitter updates. Also, visit our website for a free SEO Report, PPC Analysis, Social Media Audit or Web Design Consultation.

Hinweis der Redaktion

  • Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
  • Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
  • Tell Ron fleeter story?
  • Stats for our landing pages. 129 people viewed 58 gave us their informaton. 48% conversaion rate which is very high.
  • Typical search result layout page layout. These can vary depending on the type of search. Sometimes, you will see a map, images, videos, etc.
  • Google Keyword Tool - https://adwords.google.com/o/KeywordToolFind out number of searches in Google monthly and estimated cost in AdWords. How do you go about conducting key word searches? Google has a tool. Anyone can use it. Google keyword tool and it will pop up. It’s free. It will give you suiggestedtyerms based on the keyterm you recommended. It will tel you what people are searching for and then you can customize your keyword strategy based on the keyword researchj. It all starts with the research. You need to know what people are searching for before you can target. your pages
  • Title tags are the first place Google looks for search purposes on your page. Make sure these tags are keyword friendly. Base this off of your keyword research.
  • Using only your company name in your title tag will not help you for SEO. Consider adding service/geographic targeted keywords to optimize your page titles. Also, do not repeat page titles throughout the site. Each page should have a unique page title and description.
  • Headlines are also important to Google. Being descriptive here can help for more specific searches in Google such as “Employee Benefit Plan Selection Services” and help qualified prospects find your website.
  • Using a one-word or generic title will make it tougher for your firm to standout in search results. A more descriptive title and headline such as “tax department outsourcing” may have helped to bring in additional qualified search traffic.
  • Think of a meta description as an “elevator pitch” to get a searcher to click on your search result. It is on brand and describes what they do.
  • Meta descriptions longer than approximately 160 characters will be cutoff by Google. Keep your meta descriptions short and to the point. No detail of what they do. How they help clients.
  • Google looks at links to your website from other sites just like you would think of a referral from a professional contact. If you hold that contact in high regard, their referral carries more weight than if it was a contact with little or no reputation. Thus, the better the reputation of the site linking to you, the bigger SEO boost you’ll receive.
  • The more quality links that you have pointing to your site, the more highly Google will think of your site. The best way to build links is to create content that people want to share through social media or even through traditional media channels.
  • We highly recommend the implementation of a blog for most companies as a way to spur content creation. Creating content on a regular basis is a great way to improve search engine rankings as well as position yourself as a resource to your clients and contacts.
  • Some key elements of a blog.
  • Ideas for blog topics can come from many sources. Try to involve multiple team members to contribute to your blog.
  • There are many free platforms on which to host your blog. Wordpress is the most popular and is easy to get started with.
  • Now that you’ve created a blog, you need to attract traffic. There are many ways that you can promote your blog.
  • Track your most popular blog articles to determine where your readers find value in the blog.
  • The chart above outlines the search growth of blog.skodaminotti.com. Even though total blogs posted in 2012 was only 2x the amount posted in 2009, search traffic jumped 17x over year one because all of the content from the previous years continues to be found online.
  • LinkedIn recently launched new company pages. Make sure to update your page with a new cover photo, products and services, etc. Encourage employees to share your updates with their connections. Exponentially get your message out.
  • From a business standpoint, creating a Place page is where you get started on Facebook. In the case of our firm, we try to make our page friendly to possible new recruits.
  • Twitter recently redesigned their header to allow for some design element like Facebook pages.
  • Twitter recently redesigned their header to allow for some design element like Facebook pages.
  • Google Plus, Google’s social media site, is heavily promoted by the search engine. Creating a Google Plus account can give you more real estate on the search results page and may become a larger part of search results going forward. Helps you own the real estate on the right side of the page.
  • Circle is google plus’s like groups Plus one you
  • Make it easy for contacts to signup for your newsletter. Opt-in lists are more effective.
  • Remember to include call to actions in your email sends. Takes you back to landing pages. I’ll show you what that looks like in a minuite.
  • Remember when you are building a list to try to avoid adding outdated email addresses or contacts as it can lead to increased spam complaints.
  • Having hundreds or thousands of visitors to your site per month is great, but it does not directly lead to sales. Turning more of those visitors into leads can help you generate real revenue from your website. The following is an example from skodaminotti.com.
  • Remember when you are building a list to try to avoid adding outdated email addresses or contacts as it can lead to increased spam complaints.
  • We found a site driving a lot of traffic for the search term “SSAE 16.” The site built trust with its users by providing updated, relevant content. We were able to secure a paid banner ad on the site which we used to promote a free download related to the search terms the site was driving traffic for.
  • The ad drove traffic to a landing page which offered a free download in exchange for contact information. The page received over 500 submissions over the course of the campaign. The campaign generated 484 leads, 210 meetings, 31 proposals and 6 engagements for $88,000 in revenue thus far. Ad cost was $2,000/month.
  • Ask who has Google analytics installed?
  • Track keywords that people are using to find your site in organic search. “Not provided” Google is providing confidentiality to Google account oweners (i.e., s so it won’t share your search queries when you are logged in to a Google account such as Google Plus, G-mail.
  • Track websites that are sending you traffic.
  • Track your most popular pages. Check your traffic and as appropriate market with call to Actions.
  • Good to know whether you need to consider a mobile version of you About 10% of ouorsite traffic webiste.
  • Let’s you know where people are clicking. Can test call to action buttons. See which ones are most popular. Allows you to view this information visually.
  • If you are running a social media campaign Google Analytics will help you track.
  • It’s possible to get a much more comprehensive view of what leads are doing on your website. It starts with capturing their contact information through a landing page.
  • Lead tracking software such as HubSpot will help you track individual lead activity.
  • Using lead tracking software, you can gauge their interest in various topics and services.
  • It is also possible to track companies who have found your site online but did not fill out a form while there were there.

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