inbound marketing for accounting firms
DESCRIPTION
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.TRANSCRIPT
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Inbound Marketing For Accounting Firms
April 30, 2013
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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
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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
3INBOUNDMARKETING
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• 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
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Setting Website Goals
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What Are The Marketing Goals of Your Website?• Four Main Buckets
1. Establish a web presence/credibility2. Promote your brand3. Serve as a resource to your clients4. Generate qualified leads for your firm
WEBSITE GOALS
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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
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GOAL: Establish a Web Presence/CredibilityWEBSITE GOALS
• Basic overview information• No call to actions• No interaction• No unique resource information• No lead generation or tracking
INDUSTRIES
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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
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Example: Promoting the BrandWEBSITE GOALS
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GOAL: Serve as a Resource• 16% of Google searches are
performed for the first time!
WEBSITE GOALS
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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
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GOAL: Serve as a ResourceWEBSITE GOALS
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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!
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GOAL: Generate Leads For Your BusinessWEBSITE GOALS
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GOAL: Generate Leads For Your BusinessWEBSITE GOALS
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• 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 UPWEBSITE
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Search Engine Optimization
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PAID VS. ORGANIC
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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
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SEO - GOOGLEKEYWORD TOOL
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SEOPAGE TITLES
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SEOPAGE TITLES
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SEOHEADLINES
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25SEOHEADLINES
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META DESCRIPTIONSSEO
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META DESCRIPTIONSSEO
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SEO LINKS
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Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• Colleges/Universities (recruiting)
LINK BUILDINGSEO
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• 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 UPSEO
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Blog
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BLOG
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BLOGContent 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!
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Blog PlatformBLOG
WordPress
Blog.com
Blogger
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Attracting Traffic• Search Engine Optimization• Website• E-blast/E-newsletters/E-mail signatures• Social Media
BLOG
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MeasurementBLOG
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• 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: 1,115Blogs Posted: 131
2010 Search Hits: 5,866Blogs Posted:174
2011 Search Hits: 12,712Blogs Posted: 200
2012Search Hits: 20,416Blogs Posted: 274
BLOGSearch Growth
2012 blog posts only 2x more than 2009 Yet yielded 18x more search hits
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• 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 UPBLOGGING
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Social Media
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LINKEDINSOCIAL MEDIA
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Individual vs. Place (Business) PagesFACEBOOK
SOCIAL MEDIA
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Customize To Fit Your BandTWITTER
SOCIAL MEDIA
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Individual/Business PageTWITTER
• Retweeting other accounts
SOCIAL MEDIA
• Retweeting separate niche service accounts
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GOOGLE PLUSSOCIAL MEDIA
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• 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 UPSOCIAL MEDIA
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e-Communications
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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
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BUILDINGLIST
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EMAIL SERVICE PROVIDERFind your ESP:www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
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• Company News• Industry News• New Service Offers• FAQs• Team Member Profile• Blogs• Surveys• Leverage Call-to-Action (CTA)• House All Content on Website
CONTENT
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MARKETINGEMAIL
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MEASUREMENT
Send Stats• Open Rate• Click Through Rate• Unsubscribes• Bounce Rate (bad email address)• Popular Links
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• 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 UPEMAIL MARKETING
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Online Lead Generation Tactics
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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
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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
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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
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Webinar/EventLEAD GENERATION
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LEAD GENERATIONPremium Content
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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
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• 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 UPLEAD GENERATION
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Call-to-Actions & Landing Pages
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• 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 PAGESCALL-TO-ACTION /
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Sample CTALANDING PAGES
CALL-TO-ACTION /
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LANDING PAGESCALL-TO-ACTION /
Sample Landing Page
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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 PAGECALL-TO-ACTION/
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Website Tracking
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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
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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
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Google Analytics OverviewWEBSITE TRACKING
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Organic Keywords
WEBSITE TRACKING TRACKING
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Referring Sites
WEBSITE TRACKING TRACKING
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Top Content
WEBSITE TRACKING TRACKING
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LocationWEBSITE TRACKING
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DevicesWEBSITE TRACKING
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In-Page AnalyticsWEBSITE TRACKING
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Social Media SourcesWEBSITE TRACKING
Social Media Sources
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• Install free Google Analytics tracking code• Track organic search keywords• Track referring websites• Track top content• Track location• Track type of device
SUMMING IT UPWEBSITE TRACKING
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Lead Tracking
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LANDING PAGELEAD TRACKING
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company.com
LEAD DETAILSLEAD TRACKING
company.com
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HISTORYLEAD TRACKING
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Name Pages Seen Visitors Leads Visiting From
PROSPECTSLEAD TRACKING
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• Create web forms to capture lead data• Monitor lead and prospect activity
throughout website• Make sure someone owns follow-up
SUMMING IT UPLEAD TRACKING
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QUESTIONS?Jonathan EbensteinManaging Director, Marketing Services
Phone - (440) 449-6800 x7231Email - [email protected] Website: www.skodaminottimarketing.com
Cleveland | Akron | Tampa
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