How accountants are using webinars, slide share, and social media for powerful results!
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A free webinar on how accountants are using webinars, slideshare, social media and i-blogs to create stunning results. Almost no firms are employing this strategy right now and it is able to greatly differentiate you in an increasingly competitive and busy market place. You can easily reach new prospects and communicate with your current clients. You can 'feed' your social media with quality content that will engage your audience and perhaps most important of all, more than the fact you can actually win quality new business doing this, is that you can leverage your time. Done once, and one well, it can live for ever! Going on working for you through the smart use of email marketing, social media, websites and word of mouth - your time invested once, can continue to deliver your engaging and valuable message to your audience. Building you goodwill, producing enquiries, generating you new income. I hope you enjoy this webinar. You can reach me direct on danielr@insight-marketing.com or +44 (0) 7879 654191 to speak further and see how you can make this work for your clients and your business. Best wishes! Dan Richards
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How accountants are using webinars, slide share, and social media for powerful results!
- 2. Introduction Helping any firm any size any need • What does Insight do with accounting firms? • 10,000 calls monthly (1.2 million) • 10,000 firm requested reports • 100’s of appointments monitored p.a. • 200 + website reviews monthly • 2000+ delegates in the last 12 months • 300 1:1’s with accountants • Blogs & LinkedIn Profiles • Hourly web or marketing consultancy Helping any firm any size anywhere
- 3. Introduction Helping any firm any size anywhere! • Seminars • Websites & digital marketing consultancy • Blogs & LinkedIn Profiles • LinkedIn training & profile creation • Telemarketing & offline lead generation • Strategic consultancy marketing consultancy • Partner days & In-company training • 1:1 often the first step
- 4. What will this webinar cover in 45 minutes... – Why webinar – What technology you need and how much it £costs – Proven process for successful webinars – DIY or outsource – What platforms you need – How to use SlideShare – an introduction – How to leverage your new webinar – TMAI – What next...?
- 5. Why webinars? – 7 key benefits 1. TIME – speed of message to market 2. TIME – ease of access for your audience and staff 3. TIME – easily reuse + leverage your most valuable resource 4. Communication - Easy, quality, affordable + relationships 5. Win business – convert business now and in the future 6. First mover advantage plus ‘feed’ your social media 7. Greater ROI than video
- 6. What technology and how much does it cost? 1. http://www.gotomeeting.co.uk/fec/webinar - FREE 30 day trial, up to 100 people 4. http://www.webex.co.uk/ - FREE 14 day trial, up to 25 people 8. http://www.powwownow.co.uk/Web-Conferencing - FREE
- 7. Proven process to successful webinars – Your strategy – why do this? What is the stepped sale? – Your audience – their preferences – FPOOP. – Your data – where is your audience? – Your invite – how will you get them to attend? – Retain the crown jewels – MDSA. – Give value, but leave them hungry. – Choose your technology. • Know it inside out and test it first. – PPPPPPP! Prepare, rehearse, then... • ‘prepare to care’
- 8. Well thought through direction is essential... If you don’t have a goal, a strategy for your webinar and how it fits into your overall practice growth plan – you will end up with something pretty which will flounder....
- 9. Proven process to successful webinars – Your strategy – why do this? What is the stepped sale? – Your audience – their preferences – FPOOP. – Your data – where is your audience? – Your invite – how will you get them to attend? – Retain the crown jewels – MDSA. – Give value, but leave them hungry. – Choose your technology. • Know it inside out and test it first. – PPPPPPP! Prepare, rehearse, then... • ‘prepare to care’
- 10. Focus on your audience, not what you want to say F ears P roblems O bstacles O pportunities P references
- 11. Proven process to successful webinars – Your strategy – why do this? What is the stepped sale? – Your audience – their preferences – FPOOP. – Your data – where is your audience? – Your invite – how will you get them to attend? – Retain the crown jewels – MDSA. – Give value, but leave them hungry. – Choose your technology. • Know it inside out and test it first. – PPPPPPP! Prepare, rehearse, then... • ‘prepare to care’
- 12. Email marketing: educate, build goodwill and gain registrations...
- 13. Using blogs to promote your webinars: - Google rankings - social share - engage web visitors
- 14. Why every accounting firm should have an i- Blog Five compelling reasons 2. Saves time 3. Insight i-blog package automatically updates Facebook LinkedIn & Twitter 5. Increased natural traffic at least 50% 6. Simplicity regular quality content re-usable 7. Visitors & enquirers driven back to your website for webinars, white papers, SlideShare etc
- 15. How to get a Blog Getting Your Customised Blog is quick, easy, and incredibly low cost and .. use your voucher • Customised - your branding & design your colours • Integrated for you into your website ready to use • Automatically updates LinkedIn Facebook Twitter one post no more work • Blog training with an expert • Comprehensive manual including screen grabs and detailed SEO tips
- 16. How to get a Blog Getting Your Customised Blog is quick, easy, and incredibly low cost and .. use your voucher AND SAVE £150 • Customised - your branding & design your colours • Integrated for you into your website ready to use • Automatically updates LinkedIn Facebook Twitter one post no more work • Blog training with an expert • Comprehensive manual including screen grabs and detailed SEO tips For more details type ‘BLOG DETAILS’ Into the chat or question section on your panel or email danielr@insight-marketing.com
- 17. Webinar Registration – gather intelligence
- 18. Proven process to successful webinars – Your strategy – why do this? What is the stepped sale? – Your audience – their preferences – FPOOP. – Your data – where is your audience? – Your invite – how will you get them to attend? – Retain the crown jewels – MDSA. – Give value, but leave them hungry. – Choose your technology. • Know it inside out and test it first. – PPPPPPP! Prepare, rehearse, then... • ‘prepare to care’
- 19. DIY or outsource? – Play to strengths – revert to your strategy, why are you doing this and who is best to create and present this? – Will you do it live first then leverage recorded version, or straight to recorded? – Must use a GREAT presentation – visually attractive, compelling stats and words • Build Keywords into your presentation for increased SEO – Must present an entreating audio – clear, concise, human, NOT boring , quality
- 20. What platforms will you need to use... – Webinar platform – SlideShare
- 21. How to use SlideShare – an introduction to the fundamentals – What is SlideShare and why use it? – How to create an account – make the free one work first. – Must complete your profile – Must link to your LinkedIn profile – how to do this? – How to upload slides – How to upload audio – How to sync the two (slidecast) – How to SEO your webinar
- 22. How to create an account in 3 quick steps 1. www.SlideShare.net 2. signup
- 23. How to create an account in 3 quick steps 1. Complete your core details!
- 24. How to use SlideShare – an introduction to the fundamentals – What is SlideShare and why use it? – How to create an account – make the free one work first. – Must complete your profile – Must link to your LinkedIn profile – how to do this? – How to upload slides – How to upload audio – How to sync the two (slidecast) – How to SEO your webinar
- 28. How to use SlideShare – an introduction to the fundamentals – What is SlideShare and why use it? – How to create an account – make the free one work first. – Must complete your profile – Must link to your LinkedIn profile – how to do this? – How to upload slides – How to upload audio – How to sync the two (slidecast) – How to SEO your webinar
- 29. How to use SlideShare – an introduction to the fundamentals
- 30. Scroll down until you find the SlideShare app
- 31. Click the tick boxes to show it on your profile
- 32. Sync it with your SlideShare account
- 33. Show your SlideShare webinars direct on your LinkedIn profile – plus know who’s viewed them
- 34. How to use SlideShare – an introduction to the fundamentals – What is SlideShare and why use it? – How to create an account – make the free one work first. – Must complete your profile – Must link to your LinkedIn profile – how to do this? – How to upload slides – How to upload audio – How to sync the two (slidecast) – How to SEO your webinar
- 35. How to upload your slides
- 36. Click then browse for your file
- 37. Click then browse for your audio file
- 38. Once audio uploaded, use the simple sync tool
- 39. How to use SlideShare – an introduction to the fundamentals – What is SlideShare and why use it? – How to create an account – make the free one work first. – Must complete your profile – Must link to your LinkedIn profile – how to do this? – How to upload slides – How to upload audio – How to sync the two (slidecast) – How to SEO your webinar
- 40. Add basic yet vital SEO to your webinar
- 42. How to leverage your new webinar with social media – Webinar archive page on your website with landing page registration forms – i-blog to bridge your website, social media and content • SEO • Easily create • Push • Pull • Convert – LinkedIn – SlideShare app – Facebook – on company page – Email marketing • Lists on your database • Customer referral generation • Affiliates – Direct mail – Telemarketing
- 43. Webinar Registration – gather intelligence
- 44. Done once, lives for ever – enormous value!
- 45. How to find your embed code here
- 46. S4A i-blog example with webinar embedded
- 47. Test – Measure – Adapt – Improve = £ROI • Refine your process • Build a series
- 48. Your bespoke ‘SlideShare Webinar’ • For one simple payment of £3k + vat you get: Collaboration on your strategy, script and slides All slides created and designed for you Your script presented for you Your webinar recorded and hosted on SlideShare for you Your SlideShare webinar linked to your social media Your SlideShare webinar embed code provided Your ‘learning curve’ accelerated – avoid costly mistakes Unique content to ‘feed’ your social media, improve your website, increase SEO, differentiate your firm and engage your audience!
- 49. What next? – special offer to help – Insource or outsource? • Learning curve – what is the time cost? • Just scratching the surface regards implementation! – Use the social media group – Your free 1:1 professional advisory clinic 60 minutes, free, by phone to discuss your firms growth danielr@insight-marketing.com +44 (0) 7879 654191
Editor's Notes
- (This will be an intensive 45 minute presentation on the fundamentals of making webinars work for your firm. and using the Insight Intelligence gained to produce an £ROI through smart, powerful, yet simple use of webinars with SlideShare and social media.) What will this webinar cover in the next 45 minutes.. (list the titles) We will cover the ‘why’ first. Because, ‘before we hit the throttle on the car, its best make sure it has the right fuel inside it!’ The problem with many firms is that they take ‘half an idea’, run with it and then become frustrated and disappointed when it doesn’t work out as they hoped or expected. The reason we make money out of these webinars, and you can too, is that we have learnt to take the time to get the first stages right. i.e. Our car, has the right fuel in it, and where possible it is premium grade. And so we’ll begin with reasons you might do a webinar, and then the do’s and don’ts to make this a success. The right webinar will enhance your brand, do you and your audience good. Done wrong, it will make you look clueless, out of touch and undermine your hard won reputation. We will give you the key steps to building your own stunning webinar and to truly leverage your investment – when most people give up. There will also be an offer at the end to help you further, through a proffesional advisors clinic; totally free and 1:1 by phone with me. Equally, if you like what you hear through this webinar but would prefer to outsource it, we can help – just let us know.....
- TIME – speed of message to market – a webiner enables you to deliver a message to your customrs and prospects rapidly; todays webinar is a good example of a webinar that was put on at short notice to fulfil a need of a current clients – you our SNTW delegates – to cover 2 topics you wish we had given more time at the live event. TIME – ease of access for your audience and staff; today is another great example of this as you have easily been able to attend this 45 minute presentation and not travel for an hour or a day... And this is just david, I and one of our internal team rather than a whole host of staff travelling to a venue and involved in admin. TIME – easily reuse your time already invested - record it once and reuse it mulitple times, enabling you to leverage your most valuable asset – your own time. Communication – enables you to communicate with ease to potential and current clients in an effective, attractive and affordable manner. At the moment, david is in hampshire, I’m in county durham and we’ve got delegates on this webinar across the UK. (if you have multiple offices, or partners that are often out – it is easy to drop into a quite room in a hotel and present your webinar, or save partners travelling to be in the same place. Likewise, your clients may be spread far and wide and you have now made it far easier for them to stop for 30-40 minutes and engage your content) Create buzz – establish and improve your brand – firms spend tens of thousands marketing to business owners to build relationships, you only meet a handful of those each year, but with hundreds of others you’ve established contact, and are nurturing quality relationships. This is a highly effective way to continue to do that in your community and/or your niche. To add to your existing marketing and to gain more from that investment already made. Win business – convert business now and in the future.. Convert prospects from your live webinar, (ensure you have an easy, appropriate, and attractive call to action within and at the end of your webinar) build a pipeline, and generate new leads from your deliberate use of your ‘recorded webinar’. It allows you to Up and cross sell to clients = If you have something in the next 6 months that you think is of interest and of value to your customers, we would urge you to consider a webinar to promote that service or product to your customers base in an interactive and time effective way. A common remark you tell us, is that ‘most of our clients don’t even know what we do’ . Well this is a fantastic way to educate them further and serve them at the same time. Historically firms write to their clients to share a new service. the cost of direct mail to your clients is c.£1 each letter that is sent. One firm recently sent a letter out to their client base encouraging them to take up tax investigation insurance – how much better would it have been to have done this by a short, engaging webinar? What’s more, you get such detailed and incisive analytics meaning you can see how many have registered, how many attended, who attended, how ‘engaged’ they were or did they click off screen and do something else all the way through, get them to write comments or vote, and target your follow up powerfully and easily. (what stats of take up versus direct mail do we have?) first mover advantage (explain this) plus ‘feed’ your social media – its a way of integrating the person, the digital and the social. Many of you have asked the question ‘now I’ve got my social media up and running – what on earth do I do with it? What do I send out? What is valuable? What is different? Well the use of i-blogs is one answer to that and so is the use of webinars in the way we are encouraging you to do and will do so more in a few slides time.... Greater ROI than video – we have made more money through webinars than we have videos. Videos certainly have their place, and what we are advocating is their use in addition to, not necessarily instead of.. The reason webinars produce more seems mostly to be because they gives you the opportunity to engage your audience through slides, stats, pictures, messages as well as the human interaction through the audio presentation.
- There are a number of platforms out there, these are three that we use to host our live webinars, and our prefered one is gotowebinar. I’m not going to go into the detail of how to setup a webinar, but each of these platforms have their own instructions on their websites. And, if you would rather, it is also something we can do for you as part of a wrapped package which I’ll explain later in this presentation.
- Now that we’ve noted the main reasons why you might use a webinar and the main hosting platforms you can choose from, In this section we’re going to take you through a proven process to creating successful webinars and cover each of the points on screen, with practical examples to help you. (List the slide quickly) The first place to start is of course with your strategy (next slide....)
- If you don’t have a goal, a strategy for your webinar and how it fits into your overall practice growth plan – you will end up with something pretty which will flounder..... How does this form part of a stepped sale for your business – why do you want people to attend and engage your content, what do you want to happen next? What will the call to action be on the webinar and what is your pre thought through follow up by email, by social media and by telephone to your attendees.... How can you automate as much of this as possible, and How will each webinar help you reach your 12 months strategic goal for your firm?
- Once you have agreed your webinars purpose, and your strategy to make it ‘pay’ – you next need to STOP and think about your audience and THEIR perspective....
- In white paper written by Ken Molay – a ‘webinar guru’ he stresses the following: “ The single most important tip is to approach your work from the audience’s perspective. It is the philosophy that should influence everything from initial planning, content preparation, delivery style, and follow-through after the event.” Our own proven approach to this is FPOOP. Explain this....
- Now that you’ve identified the message and how best to focus this on your audiences perspective, the next question is where are they? For your customers, this should be easy as you ought to have a cracking, up to date, and easy to access database of your clients details. If you don’t you may want to start by ensuring you rectify this point . For your prospects, then you need a quality email list, profiled on exactly the right sort of people you want to do business with and who you are tailoring your message to. If you can’t access a list like this, then feel free to ask us and we’ll help you. you’ll normally need at least a 1000 names to make this work for your firm.... Having established your database, the next key stage is your invitation – how will you get them to attend?
- Use emails to communicate to your database, using a variety of plain text, highly personalised emails – but still through a mail merge with your CRM system to save you time. Plus use different messages and designs on HTML emails so that between them you get the best response rate. By the way, it is also a valuable way to test messages for your future marketing For example this email ‘2 biggest challenges’ is taken directly from the 2 biggest challenges that accountants told us they have from surveying hundreds of firms over a couple of weeks just before this went out. So, we sculpted a message to meet those very challenges and amazingly it got the worst response rate from all three! Test, measure, adapt, improve..... David, can I hand over to you to explain how i-blogs are also a highly effective way to gain registrations and why every firm should have one....
- Use contact forms on your website to gather information and automate your follow up through autoresponders. This data gathering must also be fed back into your database.
- Thanks David. Now comes one of the hardest parts and in truth it is something we continually struggle with. And that is getting the balance right between giving your audience real value, focussed on their perspective, and yet still retaining the crown jewels; leaving them happy but hungry for more. Sometimes we get it wrong and over deliver – the more you practiced this, the better you will get at walking that line and so delivering something that builds your reputation and brand, and allows you to comfortably sell off the back of it. In doing so, Everyone wins- your audience have got the value they seek, plus a solution they now want. You have done more business, (even if it is simply a small amount as part of your pre thought through stepped sale.) For example, from this webinar, we are giving you a lot of content and ideas that if you implement them will make you money. The balance we hope to strike is giving you these great ideas, and for some of you, you will want our direct help with creating an integrated i-blog, or our help in creating your first webinar linked with SlideShare. --- You will already have chosen your webinar platform (gotowebinar etc). It is vital you are practiced and know how to use it inside out before you present live as by appearing to not know how to use it, you undermine everything else you say or do. This applies to your use of social media and email marketing in conjunction with your webinar. Finally, the 7 P’s!! Hopefully you are all family with these and I can say it without being rude or tying my tongue in a knot, but Proper prior planning prevents piss poor performance. Ken Molay who we quoted earlier, also was at pains to say that preperation shows you care. And the opposite is also true.
- SlideShare itself is a search engine and social platform. SlideShare is the world's largest community for sharing presentations. With 60 million monthly visitors and 130 million pageviews, it is amongst the most visited 200 websites in the world. Besides presentations, SlideShare also supports documents, PDFs, videos and webinars. It is most powerful for us, not just because it is its own social platform and the programme is really smart and easy to use, but because it can link to your other social media and crucial your website and email marketing. It is this ability that will give you the biggest benefit from this tool.
- On screen here, you can see what a profile page can look like on SlideShare. It is important to take the same care and attention over the quality of your profile as you would any other representation of your firm.
- And this is how you complete your profile.
- Heres how you link to your LinkedIn profile...
- Here is a screen shot of part of my LinkedIn profile, with the SlideShare app in full use which allows viewers to see your webinar within your LinkedIn profile – and enquire from there. Once established on your LinkedIn profile, then by knowing how often your webinars are viewed each week through your SlideShare stats, and by seeing who is viewing your LinkedIn profile – you can follow up personally with those who have been engaging your content. Again, this is content that is adding real value to your connections, establishing your credibility, differentiating you and selling to them without being crass.
- I’m now going to briefly explain how to upload slides, how to upload audio and then how to easily synchronise the two together....
- Finally there is real power in the SEO SlideShare can help you acheive, especially when integrated with your i-blog, social media and website.
- Here is an example from a recent webinar we ran: Hosted on SlideShare and linked with our website and LinkedIn, it means that we are now, position 1, 4, and 6 on page one of google for ‘how accountants win clients using social media’ within just one week! You can create similar benefits for your firm, and your services.
- Then there is the webinar itself – Impacting, and run live to all who attend. This one had nearly 300 register and nearly 200 attend it live. It delivered real value to those who watched it, we received tremendous feedback, and it created new sales for Insight. Since it was first run live, it has had over 1000 views, because we have leveraged that same resource, the time invested once, by effective use of email marketing, social media and SEO - creating more sales, and more leads into our pipeline.....
- The beauty is, this is now on our webinar archive page on our website. It is on SlideShare, and on my LinkedIn profile – something you can also easily achieve and it is a resource that can be used and promoted time and again and so continue to deliver enormous value to your market place and create new opportunities for you – without any more work needed! We are now emailing this link to the recorded webinar, hosted on SlideShare and embeded on our website page, to different profiled lookups on our database, gaining hundreds more views, a steady stream of enquiries plus sales being made as a direct result of this thought through content and follow up. It is also being distributed through updates and ‘shares’ on LinkedIn, Facebook, Pinterest and Twitter.
- To easily link your webinar into your website, emails, social media and i-blog, you can do a straight forward copy and paste of the embed code that SlideShare provide for you....
- Here is an example of one of our most popular webinars (it is on client protection, upsells and referal generation) embedded in a blog, which is then distributed to our readership, discoverable on google in its own right, and shared across our social media. Gaining more views all the time.... You can acheive the same for your firm and your services.
- As will all things sales and marketing, our mantra remains true – test measure adapt and improve. Use the analytics, that your website, your email marketing, LinkedIn, facebook and SlideShare all provide you to measure your success, how and where your audience are engaging your content and use this to improve your use of this powerful and exciting tool.
- Do you insource or outsource these ideas now? – what is right for you? You can of course keep using the social media group.... Most valuable of all is the opportunity for you and I to work together on a free 60 minutes professional advisory clinic by phone. This will help you focus on what you need, the right priorities for you and the right support. It may be you simply want to email us following this webinar asking us to create you an i-blog for £950 or your first SlideShare webinar for £3000. if so that is great and you’ll be taking action.... If you would like to talk this, your social media marketing, and your broader marketing for your firm through further, then take advantage of the free professional advisory clinic.... It is 60 minutes by phone with me and you’ll leave with clear decisions you can make that will help you with both current and new activity to reach your goals. Simply email me direct, put clinic in the subject line and suggest a time that is good for you and I’ll respond personally to book your clinic. Or you can call me on the number on screen... Thank you and best wishes!