mobile marketing in the cpa profession

© 2015 Penheel Marketing™

Mobile Marketing in the CPA Profession

Becky Livingston President

Penheel Marketing February 2, 2015


Today’s Topics ü Immediate and long-‐term mobile trends in the CPA profession

ü Behavioral changes taking place due to mobile tech ü Best practices for collecting and analyzing data ü Stochastic Models for conversions, targeting, and cross-‐selling

ü Mobile strategies that integrate analytics ü Critical role of analytics in responding to customer needs


Preparedness Are accountants really as prepared to “go mobile” as they think? Yes and no.


Mobile Trends


Mobile Trends, cont.

80%


Mobile Trends, cont.


Behavioral Changes •  Simplistic messages; overly complex are dismissed

•  Engagement via text and social media with financial advisors is O.K.

•  Collaboration through technology is common

•  New Norm -‐ anytime, anywhere, any device (Triple A access)

•  No boundaries •  Expect to have cash flow, receivables, payables, bottom line information available at their fingertips

80% of business owners said they needed anywhere, anytime access to company data.

48% expected to be doing more

business tasks on their mobile device in the next year.

“ “


Collecting Data •  What mobile KPIs should you pay attention to?

•  What are the best tools to help you tell the mobile story?

•  How do you make the right interpretations of the data?

•  How do you translate the data to tell a story through images?


KPIs •  Traditional •  Bounce Rate, Time on Site, Conversion

•  Segment data by device •  Mobile, desktop, tablet

•  Determine conversions based on device

•  Pages viewed •  Correlation between time on site, pages viewed, + device

You may find infer that

while the mobile

conversion rate is low,

a mobile user is still

somebody with

purchase intent who is

likely to convert later

on another device.


Tools


Social Listening Tools 1.  Sysmos 2.  Visible Technologies 3.  Oracle Social Cloud 4.  SalesForce Radian 6 5.  uberVu 6.  ViralHeat 7.  Brand24 8.  DataShift 9.  Brandwatch

Comparison Chart http://social-‐media-‐monitoring-‐

review.toptenreviews.com/


Behavioral Marketing •  Strategy is needed. •  What is the behavior funnel for visitors? •  Have you looked at the behavior analytics on your site? •  Google Analytics and BTBuckets (both free) can help you achieve this.

•  Create a flowchart or workflow swim lanes to help you determine the action you want visitors to experience once a trigger is engaged.

•  Work with the other business teams – Sales, CRM – to determine the process flow


Example – Behavior Flow


Example – Workflow


Example – Workflow, cont.

CRM Examples •  SalesForce and SalesForce

Service Cloud •  InfusionSoft •  Bullhorn •  SnapForce •  Hatchbuck •  Base •  Zendesk •  NetSuite •  SharpSpring


Role of Analytics in CRM •  New opportunities •  Increased client care •  Clearly-‐defined target market •  Lead conversion with target market

•  Efficient and effective marketing •  Create customized user experience


Long-‐Term CRM Strategy 1.  Get sponsorship from leaders 2.  Build a team 3.  Define business objectives 4.  Identify the key customers – including life stages 5.  Identify customer segments 6.  Agree on desired customer behaviors 7.  Define customer experience goals 8.  Create an integrated customer strategy 9.  Define and map data requirements 10.  Standardize data by department


Long-‐Term CRM Strategy, cont. 11.  Dialogue with customers (gasp! I know) 12.  Personalize triggered efforts 13.  Develop success metrics 14.  Create customer engagement programs (acquisition,

growth, and retention) 15.  Collect data 16.  Test! 17.  Monitor 18.  Automate 19.  Keep it simple 20.  Communicate success

http://www.crm

tren

ds.com

/crm

.htm

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Key Takeaways ü  Mobile marketing is changing the way professional services are bought and sold.

ü  Mobile marketing will help your firm adapt to the changes in the new marketplace.

ü  The Internet is faster, more convenient and more powerful way to shop for services.

ü  Mobile marketing offers flexibility, control, and geographic reach over traditional marketing methods.

ü  Firms that don’t adopt are at risk. ü  Create the strategy to take your firm to the next level.


Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-‐profits.

http://Penheel.Com

Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads.

Email Send personalized, segmented Emails based on any information in your contact database.

Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords.

Lead Management Track leads with a complete timeline-‐view of their interactions with your firm.

Blogging Create blog content quickly while getting SEO tips and best practices pointers.

Social Media Publish content to your social accounts, then nurture leads based on their social engagement.

© Penheel Marketing 01.07.14


References •  Charting a Course for the Future – A Report on Firm Preparedness

http://www.cchgroup.com/PreparednessSurvey •  CPA Horizons 2025 Report

http://www.aicpa.org/Research/CPAHorizons2025/DownloadableDocuments/cpa-‐horizons-‐report-‐web.pdf •  Getting Ahead: The Financial Challenges for Generation X and Y

https://www.bmoharris.com/financialadvisors/pdf/ATTBLC69.pdf

•  Is Gen X The Dark Horse In 50+ Marketing? http://www.mediapost.com/publications/article/239701/is-‐gen-‐x-‐the-‐dark-‐horse-‐in-‐50-‐marketing.html

•  Mobile Emerging as “the New Norm” for Next Generation Accounting http://www.digitalfirst.com/2014/03/04/mobile-‐emerging-‐new-‐norm-‐next-‐generation-‐accounting/

•  A+E Networks Shares Mobile Analytics Best Practices at Adobe Summit http://blogs.adobe.com/digitalmarketing/mobile/ae-‐networks-‐shares-‐mobile-‐analytics-‐best-‐practices-‐adobe-‐summit/

•  Why mobile matters http://www.lukew.com/ff/entry.asp?1506 •  eCommerce KPI Study: There’s (Finally) a Benchmark for That

http://moz.com/blog/ecommerce-‐kpi-‐benchmark-‐study •  G2 Crowd Publishes Winter 2015 Rankings of the Best Digital Analytics Platforms

http://about.g2crowd.com/blog/best-‐digital-‐analytics-‐platforms-‐winter-‐2015/

•  Top 10 Social Media Monitoring Tools http://social-‐media-‐monitoring-‐review.toptenreviews.com/ •  Using Behavioral Targeting to Optimize SEO Traffic

http://online-‐behavior.com/targeting/behavioral-‐targeting-‐for-‐seo-‐637

•  Marketing workflow http://www.copernicanshift.com/wp-‐content/uploads/2014/06/Marketing-‐Automation-‐Campaign-‐Flowchart.jpg

•  Compare CRM Software http://www.softwareadvice.com/crm/

•  CRM Trends http://www.crmtrends.com/crm.html

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