intuit canada ulc effective marketing strategies for accounting professionals
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Intuit Canada ULC
Effective Marketing Strategies for Accounting Professionals
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What is Marketing?
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×Sales Tactics & Hype
× Logo
× Brochure
× Website
Marketing Is Not…
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Identifying an ideal client/prospect and using a variety
of communication methods to engage them and provide
them with an outstanding client experience.
Create Awareness
Generate Interest
Incite action
Marketing Is…
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Marketing Strategy
Strategies
Target Mkt
Tactics
Identity
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• Brand–Work with a designer to develop a
unique look and feel to help convey your brand
• Business cards– Have your cards professionally printed
• Website – Develop a simple Website to manage your Online reputation
• Networking– Ask clients for referrals and get out there and meet people
Marketing – Essentials
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Use Professional Designations and Certification logos to help provide prospects and existing clients with confidence
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Websites
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Submit your Website URL to the most popular search engines
How will clients find my website?
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Search Engine
Submission location
Google www.google.com/addurl/
Yahoo http://search.yahoo.com/info/submit.html
Bing/MSN www.bing.com/docs/submit.aspx
Aggregate Submission
www.submitexpress.com/submit.html
Open Directory
www.dmoz.org/add.html
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1.Relevant Content for your practice• Keywords and phrases in the body copy, meta tags,• Hyperlinks and back links to and from relevant websites to drive organic
rankings• Frequently update your content
2.Client case studies and testimonials• Validate why prospective clients should work with you by sharing your
professional experinces
3.Easy to access contact information and professional background• Help clients and prospects find you!
Top 3 things your Website needs
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Meta Tags: title, description and keywords
<title>Small Business Accounting Software | QuickBooks® Canada 2010</title>
<meta name="description" content="Accounting software for Canadian home & small businesses, QuickBooks simplifies accounting tasks & improves efficiency giving you back time for yourself…" />
<meta name="keywords" content="QuickBooks 2010, quickbooks software, accounting software, accounting software, small business accounting software, business accounting, accounting, Canada quick, book, books, quikbooks, quik, quickbook, quikbook" />
Website Meta Tags
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1.Search Engine Optimization (SEO)• Robots are searching for relevant content…help them find it!
2.Online Advertising• Pay Per Click (PPC) AdvertisingGoogle Adwords www.adwords.google.com offers a great opportunityincrease your website rankings by bidding for keywords.
• Banner Advertising:The critical items with Online Banners are
-Media placement-what website it’s located on and where on the page- Strong call to action-convince me to click messaging
How to generate traffic to your Website
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• Current Clients• Bankers• Lawyers• Insurance Agents• Other small business owners• Family, friends and acquaintances• Peers—locally and online networks
Old Fashion Networking
Cultivate referral relationships with others.
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Speak or write articles Useful, relevant contentInform and educateNew laws, changes or updates
Potential avenues:Association or industry meetingsLocal newspapersSeminars – live or onlinePodcastsOnline – blog, ezines, Community Forums and more.eNewsletter
• Quoted as expert by others
Reputation as an Expert- Its Your Brand
Create a reputation and deliver.13
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Delighted Clients are your best referral source!
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Questions?