2. We’ve paid the price
Discovered as a result of many mistakes
Significant errors
Failed campaigns
Discouraging results
Expensive and time consuming tests
6. We will cover
• Inbound Model with no selling
• Don’t start cold
• Be Agile - Launch your own App
• Automated Email Marketing
• Targeted Telephone Follow Up
• Active Referral Scheme
22. What Can An App Do?
Mobile is no. 1 communication channel
Apps will become the interface between a firm
and its customers.
Our App is already the face of hundreds of firms,
in time it will be the face of thousands.
23. Calculators, Content & Tools
16 Powerful Calculators
Tax Tables Financial Dates Key Practice Info
Click 2 Call Financial News Precious Metal Tracker
Blog Stream Social Media Skype Integration
Photo Receipt Manager Mileage Tracker Income Management
24. A Permission Based Mobile
Communication Channel
A deeply personal connection
Push is the the voice of your App
25. Lets Have a Closer Look
Emails Push
Inboxes are overflowing Personal connection
Data accuracy vital Client manages data
Bounce rates high 0% bounce rate
Open rates of 3 – 4% 80% + higher open rate
Difficult to send Seconds to send
Legal issues/data protection etc No data stored by you
26. An App will WIN you clients
Increased Referrals
Direct Enquiries
App Promotion
Increased Customer Loyalty
Hours of Time saved
Future Proof
30. Plain Text
Reasons For
• Easy to create – type and send
• Consistent display across devices
• Can ‘feel’ more personal than HTML emails
• May be less ‘salesy’
Reasons Against
• No colours or graphics
• No links or ‘click here’
• Hard to design and format
• Tracking becomes more complex
31. HTML
With HTML Emails you can do more
• Track which emails are opened and by whom
• Use images, colours, design and branding
• Responsive design
• Interactive response
33. Subject Lines
• Always write 4 subject lines
• Keep it short, ideally below 50 characters
• Avoid spam words like – Free, Offer, Save, Help, Percent Off,
Reminder
• Inform your reader what they can expect from your email.
• Add their name into the subject line
• Personalise by industry or geographic area, for example
Accountants in Derby or Tax Review for Derby Vets
• Create urgency using words like Alert, Breaking, Update etc.
43. What About the Content
1. Share articles from Accountancy Profession
2. Guest Bloggers – invite clients and contacts
to post
3. Comment on other news relevant to your
clients
4. One personal blog from you per month (or
use a hired editor from our team)
Notes de l'éditeur
Marketing no longer has to be a gamble
Where from?
The competitive threat is already here, as this report itself highlights. The channels being used are the most diverse and technologically advanced in living history! Historically, barriers have been broken down through social networking sites. Small, local firms can gain a national presence at the touch of a few buttons.
We’ve also seen a rise in the number of ‘franchise’ or ‘overseas’ type firms growing under the rather sexy veil of ‘Cloud Computing’.
As the walls of client protection come down, we anticipate increased competition and pressure. It might come from a supermarket, a mobile phone provider or a bank. But as technology simplifies many accountancy functions, the market is likely to be wide open for a seismic shift.
Protect your clients by generating leads
Generating new leads via your App, website, email marketing and other routes can work extremely well. But don’t miss the chance to tap into a goldmine that almost every practice sits on - their own customer base.
The majority of profit in most businesses – including yours - does not come from new clients. The true profit comes from additional purchases from existing clients or referrals. I read in one book (‘All Accountants are Marketers’) that the basic Profit Growth Formula for a firm is B + BA + TF, where:
B Buy BA Buy Again TF Tell a Friend
The first sale made to a new customer Additional sales made to a current client One of the most effective sources of profitable clients
B Buy BA Buy Again TF Tell a Friend
The first sale made to a new customer Additional sales made to a current client One of the most effective sources of profitable clients
Of course, much has been written about accountants asking for referrals, yet the truth is few partners or senior staff have the time or even the inclination to do this effectively. So it’s probably no surprise to learn that according to Mark Lloydbottom in his book ‘Clients for Life’ he states:
“97% of clients would happily recommend their accountants, yet 98% have never been asked.”
What’s more, leads generated from referrals convert very highly, often close to 100%. So investing some time and effort into this route seems sensible.
So start first with an App
Dividend Verses Salary Corporation Tax Income Tax
Should I Incorporate? Increased Profit Contractor
IHT APR Stamp Duty
Inflation VAT Payslip
Loan Company Car Mortgage and Savings
What is a push notification?
A push notification is a short message that App clients can send out to all their App users.
It takes just seconds to write, its sent instantly and automatically lands on all your App users phones or tablets.
And for most of your connections, their smartphone is something they take with them all the time. Never before has this level of customer interaction been possible.
Just think about it for a moment, when was the last time you were without your smartphone for an entire day? For most readers, their smartphone is attached to you night and day.
What’s the very first thing you do in the morning? According to recent research by emailmonday over 65% of us check our phone first thing in the morning.
So when you send out your messages via your new App they are likely to become the most powerful communication tool at your disposal.
They get a staggering open rate and are so easy to send !
Because you are reaching your audience in this new way your message isn’t left fighting an impossible email inbox or a pile of junk mail carefully filtered by a secretary or PA.
Our own push notifications generate on average of a + 90% open rate, an email by comparison will generate an open rate of 4% if you are lucky.
Think about it for a moment, in seconds you can reach your App users, without any extra cost and with must less effort and time then any other route to market whilst enjoying the highest open rates of any current form of Marketing!
Lets put that another way, push notifications are easy to write, take seconds to send and generate a 90% higher open rate than emails
And now thanks to a handy in built scheduler, you can even schedule your messages for a month, quarter or even the entire year.
Communication – Send in Seconds, Enjoy a 97% open rate, and improve relationships
Improve the way you communicate with clients and prospects
So push messages give you a new, improved way to communicate with ease and enjoy a higher response rate. This is just one of the many reasons to consider launching your own App. To discuss your App project simply contact us or register for your App demo here
Don’t forget to log back on soon – the next blog article is on writing effective push messages.
Push Messages don’t fight for space in an inbox or mailbox
Generate a 80% + open rate
Can be scheduled in advanced
No extra charge
Once your site is effective and ready to actually convert visitors to enquiries its now about increasing traffic through email marketing and later Push Messages
So we use PT emails if we want to send a short message that does not require muiltiple links. There are perfectly suited to personalised, direct messages with one offer.
Hypertext Markup Language
Two for the first email and 2 for the re-send) using AB testing
Take it offline ASAP
A balanced approach to lead generation is one that will generate reliable results that you can predict and base your future growth upon. It means we are often cautious of bold or brash statements.
So when we suggest you should take it offline ASAP, that’s a counter-cultural statement that requires an explanation. So here it is . . . . .
You will only generate an ROI when you take the conversation offline.
Despite what many digital ‘gurus’ might suggest, we believe that those in the accounting profession will only make a positive ROI when they take a conversation offline... That means physically talking to a person and meeting with them.
No volume of email auto responders, LinkedIn posts or tweets in ‘The Cloud’ will change this for those selling a professional service like accountancy. All these other elements are important to generate leads, but to generate a sale, the conversation must be taken offline.
What does that mean?
What it means is that successful lead generation must have personal telephone follow-up ‘built in’ to respond to each and every contact/opportunity/lead generated online and offline.
Typically, a firm will either have a dedicated, internal person who can respond in a professional, timely manner to these opportunities or choose to outsource this responsibility to a competent third party. (See page 64)
This image serves two purposes
Its about time you considered a blog
An integrated blog with save you time, generate visitors and leads and attrract buyers
What is the role of a blog?
Ask the average marketing agency or web company on the role of a blog and they will probably start listing benefits like Search Engine Optimisation – which is a great benefit of a blog. But its not its role, that’s a benefit of having a blog. This is where so many blogs go wrong!
And that’s because the way our team have developed and integrated a blog to do far more than just content distribution.
The number 1 role of a blog is to save time – that’s right its to actually help you become more efficient and save your own valuable time. And we will explore together shortly just how it does that.
2. Update all your social media – many blogs as we will look at together are just dumped on a website or worse on a separate domain. The role of an i-blog is to fully integrate with all other marketing routes. This is really important because it can update facebook, LinkedIn, twitter, Google + y
What is the role of a blog?
Ask the average marketing agency or web company on the role of a blog and they will probably start listing benefits like Search Engine Optimisation – which is a great benefit of a blog. But its not its role, that’s a benefit of having a blog. This is where so many blogs go wrong!
And that’s because the way our team have developed and integrated a blog to do far more than just content distribution.
The number 1 role of a blog is to save time – that’s right its to actually help you become more efficient and save your own valuable time. And we will explore together shortly just how it does that.
2. Update all your social media – many blogs as we will look at together are just dumped on a website or worse on a separate domain. The role of an i-blog is to fully integrate with all other marketing routes. This is really important because it can update facebook, LinkedIn, twitter, Google + y
Take it offline ASAP
A balanced approach to lead generation is one that will generate reliable results that you can predict and base your future growth upon. It means we are often cautious of bold or brash statements.
So when we suggest you should take it offline ASAP, that’s a counter-cultural statement that requires an explanation. So here it is . . . . .
You will only generate an ROI when you take the conversation offline.
Despite what many digital ‘gurus’ might suggest, we believe that those in the accounting profession will only make a positive ROI when they take a conversation offline... That means physically talking to a person and meeting with them.
No volume of email auto responders, LinkedIn posts or tweets in ‘The Cloud’ will change this for those selling a professional service like accountancy. All these other elements are important to generate leads, but to generate a sale, the conversation must be taken offline.
What does that mean?
What it means is that successful lead generation must have personal telephone follow-up ‘built in’ to respond to each and every contact/opportunity/lead generated online and offline.
Typically, a firm will either have a dedicated, internal person who can respond in a professional, timely manner to these opportunities or choose to outsource this responsibility to a competent third party. (See page 64)
