Social Media Marketing for Accountants - How to make LinkedIn, Twitter, Facebook and Blogs work for YOU!
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This is an exclusive free webinar by Insight to the Accountancy profession. It has been watched by thousands of firms who by implementing the ideas, tools, and tactics shared are now protecting clients better and winning quality new fees as a result. You can only cover so much in a short, easy to engage webinar - so this is also the place where you can access the unique Social Media Marketing Pack For Accountants. This is an inhouse training programme and resource pack worth over £1000 and available for just £198+vat per person. It is based on nearly 30 years of helping firms International through to Sole Trader to grow and how now you can easily establish and integrate social media so that is works for you and your firm. Covering LinkedIn, Twitter, Facebook, Google+, Websites, Digital Marketing, Blogs, Webinars and a a route to market that has made us £thousands but almost no firm in the UK is doing (or even aware of!) yet.... For Accountancy Firms of all shapes and sizes - Social Media is a goldmine and the industry is only just waking up to it. Learn for free here, and if you chose to engage the exclusive Social Media Marketing Pack developed by Insight, how to: - Save time - Easily setup your social media platforms yourself - Why Blogs are essential for every firm - Protect clients better (and your reputation) - Target high value, high quality new fees - Gain hot appointments - Produce a ROI for you and your firm This Free 30 minute webinar has helped thousands of firms to immediately gain more from their social networking. Those who go on to chose the Social Media Marketing Pack and implement that content, are those firms who are reaping the very best ROI. Enjoy, and if you would like to talk in person, please call me on +44 (0) 7879 654191 or email danielr@insight-marketing.com at anytime. Best wishes! Dan Richards and the Insight team.
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Social Media Marketing for Accountants - How to make LinkedIn, Twitter, Facebook and Blogs work for YOU!
- 1. Social Media Marketing For Accountants As attrition rates rise and clients are under more competition than ever, in more ways than they ever have been – firms of all sizes are discovering the goldmine that is Social Media Marketing! Learn how to protect clients better, win quality new fees and make social networking produce a return on investment. (Plus how to access the exclusive Social Media Marketing Pack for Accountants) Including: LinkedIn Twitter Blogs LinkedIn for Accountants, Facebook Slideshare Integration with websites and offline www.salesforaccountants.com Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 2. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 3. The entire profession is changing Over the next 12 months your clients will be approached more than ever by your competitors. In more ways then ever in the history of your practice And attrition rates will rise LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 4. The Stats Of Change •50% SMB’s get new customers thru social media •69% of small business get referrals thru social media •44% SMB decision makers use social •800 million facebook users 400 million login daily •Twitter 175 million •23% of all online time now social networks •LinkedIn well over 100 million including 8 Million in UK LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 5. Social Media Marketing Pack This webinar will focus primarily on LinkedIn We are tight for time & this is where accountants have made the greatest early wins easy win to gain new clients and reduce attrition. SMMP will give you this in much more detail - unique, in house, webinar based training and resources to make social media work for you and your team LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 6. The Stats Of Change LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 7. The Stats Of New Business Opportunity Ideal clients £2.5 k plus on compliance fees and added value services. Fun and pay well 324,770 IT 188,786 Financial services 124,785 Computer software 119,958 Marketing/advertising LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 8. The Stats Of New Business Opportunity IT - 50 miles from my office LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 9. Do you feel prepared? • UK LinkedIn over 8 million 60% + of professional services • LinkedIn say only 3% really know how to use it • 68% of accountants report that they feel “unprepared” for the challenges of social media marketing. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 10. The challenge for accountants!! Everything is changing around us at a fast pace…. More demands on us and less time to handle those demands.. Not enough time ? Social media enables accountants to make the best use of time you don’t have to secure High quality clients retaining & growing existing clients LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 11. 8 Proven ways social media can help you achieve far more from less…. 1. Manage existing clients 2. Distribution of quality info to clients 3. Generating referrals 4. Secure new high quality clients 5. Prevent attrition & offer additional services 6. Increase web visibility, SEO Rankings & traffic 7. Low cost no cost marketing 8. Recruitment LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 12. Your profiles – your shop front…. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 13. If your profiles are not up to date, they need to be! They are your ‘front of house’, your ‘shop front’ and must be an excellent representation of you, your firm, and your capability. You must be connected to all of your customers and encourage them to do so. Social Media Marketing Pack – exclusive content from Insight developed to help firms unlock the goldmine that is social networking and ensure it produces an ROI. Protect clients better and win quality new fees! LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 14. Social media makes current tasks a lot easier Blogs, LinkedIn, Twitter, Facebook & Google + can all make communicating, managing and protecting clients a whole lot easier LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 15. One LinkedIn example . . . LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 16. Sharing & commenting on existing material makes communication a breeze LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 17. Use the share icons to send the content straight to your profile/tweet/blog etc LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 18. Quick, easy, quality communication with your clients will help you protect them Share with my LinkedIn Then post a comment With a link to SNTW LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 19. Referrals – we all know we should ask for them BUT When it comes to it . . . . Sat with the client the biggest hurdle is when they say “ ” LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 20. Social media helps you overcome this hurdle LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 21. Find the client you are about to meet..... LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 22. Find the people they know, that you want to do business with.... LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 23. Use Social Networking to build priceless goodwill and loyalty within your clients LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 24. Quickly and easily make the introduction – everybody wins; especially you! LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 25. Making it count Prospect search then connect LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 26. Making it count Prospect search then connect The content funnel, Step 4 Tweet/Facebook LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 27. Making it count Prospect search then connect LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 28. Making it count Prospect search then connect The content funnel, Step 4 Tweet/Facebook LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 29. Making it count Prospect search then connect The content funnel, Step 4 Tweet/Facebook LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 30. Making it count Prospect search then connect The content funnel, Step 4 Tweet/Facebook LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 31. Making it count Prospect search then connect Where appropriate ask for an introduction… ideally a referral using phone or email LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 32. Making it count Been searched then connect LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 33. Making it count with new prospects.. LinkIn then search for shared connections Appt made ask if Prospect will kindly Link-In LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 34. Making it count with new prospects.. ‘Link In’ then search for shared connections LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 35. Making it count with new prospects.. ‘Link In’ then search for shared connections .. Then connect!! Where appropriate ask for an introduction… ideally a referral LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 36. Using Social media to win new prospects.. Invite then when accepted request a meeting or.. been invited accept then request a meeting Michael Broom - Shrewsbury Send invitation to connect. When confirmed send an email .. Can we meet? European Handling company yes straight away. 2 days later opportunity to present the firm and quote. Business agreed LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 37. Using Social media to avoid attrition & win new business 1. Share great content 2. Give clients referrals intro’s & recommendation 3. Gain referrals LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 38. Using Social media to avoid attrition & win new business 5. Been searched? Then connect 6. Invite or been invited then connect 7. Prospect meetings Link In then get introduced 8. Know the next step or steps LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 39. Using Social media to avoid attrition & win new business……..Aggregating the action Social Networking for accountants Not usually one singular substantial predictable result.. Rather an aggregate of a series of ; Small steps Small endeavours Small engagements Remember the wisdom literature; ‘sow your seed in the morning & in the evening do not let your hands be idle for you do not whether this or that will work or whether both will do equally well’ LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 40. Your exclusive Social Media Marketing Pack •4 audio recordings covering the key steps to making social media marketing work for accountancy firms of all sizes. •Your on tap, in house, training library, resources and total pack worth over £400 •A unique process put together by Insight to make social media marketing pay for accountants. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 41. Yes – Discover through just one programme how your firm can use social media with ease "I think we all get a little jaded with the promise of how a particular course will be so powerful etc. I must admit, although I think the guys at Insight are a great team, I was a little dubious about the claims for the Social Marketing Seminar. HOWEVER, the session was full of ideas and examples that any practice could implement without a massive investment in time and money. If you listen to just one course this year, this is the one!" Phillip Caplan LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 42. You will discover exactly how to win clients using social media, including: How to win great quality clients using social media How to get to grips with LinkedIn, Twitter and Facebook and make them work for you 10 new ways to generate referrals through social media Discover how fellow firms are making social media marketing work powerfully The mistakes most firms make and how to avoid them 15 key things to get right on your website to make social media pay Learn how other accountancy firms are using LinkedIn to protect their customer base Bringing it all together in one place to manage it with ease - enabling you to achieve more in less time LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 43. Your special gift worth over £1000 when you choose the Social Media Marketing Pack, includes: £300 voucher. 3 webinars on proven ways to win new clients for accountants. A guide with 50 + profile headline examples to inspire you and that you can use straight away. A guide with instructions as to how to create a great LinkedIn Bio. Plus 4 exclusive reports from Insight, to help you grow your firm, protect clients, and make more profits. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
- 44. Register today and gain your free gift worth over £1000 plus your Social Media Marketing Pack Registration is SUPER EASY Simply fill in the form on the web page or email danielr@insight-marketing.com with SMMP in the subject line. LinkedIn for Accountants, Twitter for Accountants, Facebook for Accountants, Marketing for Accountants, Sales for Accountants, Social media for Accountants. Social networking for Accountants
Notes de l'éditeur
- Hello and thank you for joining Insight Marketing for this webinar on How to use social media to win new clients (and protect current ones)”My name is Dan Richards and I head up client services here at Insight, and we will also be hearing from our founder, David Oliver. You will have seen a little about Insight during the opening slides just now, but for those of you who this is your first contact with us, then Firms have been surprised when we tell them that we can work with any size of practice from a start up sole practitioner to a top 50 firm. In fact the reality is our team work with firms of all sizes and with almost any budget. Some of our best long term clients started out small and we respect that and welcome that. I wanted to mention this at the outset because some of our entry level marketing solutions are available for just a few hundred pounds. If you want to grow and need help or advice in any area of sales & marketing there is a solution for youRead this slide out....
- Hello and thank you for joining Insight Marketing for this webinar on How to use social media to win new clients (and protect current ones)”My name is Dan Richards and I head up client services here at Insight, and we will also be hearing from our founder, David Oliver. You will have seen a little about Insight during the opening slides just now, but for those of you who this is your first contact with us, then Firms have been surprised when we tell them that we can work with any size of practice from a start up sole practitioner to a top 50 firm. In fact the reality is our team work with firms of all sizes and with almost any budget. Some of our best long term clients started out small and we respect that and welcome that. I wanted to mention this at the outset because some of our entry level marketing solutions are available for just a few hundred pounds. If you want to grow and need help or advice in any area of sales & marketing there is a solution for youRead this slide out....
- The entire profession is changing, over the next 12 months your customer base will be under more competition then they ever have been, in more ways then ever in the history of your practice and attrition rates will rise. And one of the most effective ways we have found to protect your clients is through social media and we will explain why…It is the most powerful marketing tool and it stands to reason that your competitors will use this to target the weakest area for almost all firms, in the most accurate and incisive way.If you don’t take steps now to use social media to speak to and protect your clients, then when they are approached by your competitors, they will be left exposed to their ideas, their commentary, their invitations and their proactivity – in direct contrast to your silence. Perhaps what is worse is the negative effect this can have on how your firm is perceived. Ultimately the firms which engage in social media with their clients, will be perceived as the more proactive, more advanced, more up to date and the firm that cares more than those who ignore it.
- Lets focus on LinkedIn as for almost everyone attending today, this is the most powerful, pragmatic and easy to engage tool amongst the social media.
- Thanks David….Before we look at 3 practical and proven tips you can make work right now, it is worth making sure that the very first step is complete or at least understood. Your profile is your ‘shop front’. A profile is the page a visitor, your client or prospect, will see when looking at you on your chosen social media platforms. It will also be what they see when you comment on conversations or network within groups.
- It goes without saying, that if your profiles are not up to date, they need to be! They are your front of house, your shop front, and must be an excellent representation of you, your firm and your capability. The vast majority of the profiles we review, are incomplete, poorly constructed and written in a CV type manner.An ex CEO of British airways once said that a client can tell how well we maintain our engines by how clean the drop down coffee table is in front of them. If we take care of our ‘front of house’ well, it gives great confidence as to how the really important stuff is looked after.Make sure you have a great looking profile and take your online reputation seriously.We haven’t got time on this webinar to go through all the fundamentals, but if you do take up David’s invitation at the end of this webinar and attend the workshop, we will be covering all of this on the day including a resource pack giving you example profiles and profile updates.
- One of the biggest challenges you tell us as partners you face is maintaining regular quality client communication with minimal time investment. To be clear, this is personal communication from partners, this is not about generic newsletters being pumped out identically by thousands of firms.Across facebook, twitter and linkedin, status updates are a phenomenal way of solving this problem.You can easily communicate something of interest that has value and it allows you to remain regularly in their consciousness. This is vital as your competitors will be also be targeting your clients in these same ways. What’s more, inviting prospects to join you online will also show you as a proactive, forward thinking firm.Now, if this was an integrated campaign –which by the way is how firms are achieving the very best results in terms of clients protected, new fees won and time saved – then you could take this content and use the same update through your blog, facebook, twitter and on your website. A blog is an incredibly effective bridge to all these different channels. If you want one, we do bespoke and integrated blogs for £750. if you want to find out how to do this more yourselves, come to the SOCIAL NETWORKING THAT WORKS events in May.Let me give you one example, using LinkedIn......
- Ivan came along to one of our workshops last year and from this has implemented a number of the ideas and recommendations we made. In this example he has taken a news article from the Guardian, easily put it into his LinkedIn profile and added a quick short comment to make it his own. This is brilliant, as it has real value to his connections, makes clear an area of expertise he has, and is non salesy....You might also note at the bottom it give room for others to ‘like’ or add their own comments. By ‘liking’ this, it now means all those in my network or who find me through a search will also see Ivan’s post. He has just reached hundreds of quality business owners he is not connected to.Here’s how you can do the same: NEXT SLIDE
- Accountancy Profession is one place where you can find good and relevant content, quickly and easily. By using the headlines they provide or searching the categories, you can swiftly find an article that is relevant to your audience and what you do. The good news about this is it is no longer dependant upon you and your limited time to write wholly unique content. Instead, you can take good stuff that already exists, and add your own commentary to it. This process takes seconds, or minutes if you stop to sip your tea along the way
- Most sites like ‘accountancy profession’ will have social share buttons on them. This is the part that makes it process so quick for you. You can find the information you want to share – in this example David Oliver has found a video by Accountancy Age Editor, Kevin Reed to share with this own accountancy connections on LinkedIn. Simply click where the arrow is pointing on the linkedin share icon and it automatically sends it your linkedin profile status update.
- Now it has arrived on your status update, you can add your own comment in a few words to endorse the content, put it into context, or display credibility, and click ‘share’ and it will appear on your profile and any status updates that in this example, Davids connections will read. On this occasion, David went a step further and added a weblink that is trackable to our own website on the social networking event to help accountants do more of this themselves. Still adding value, still avoiding being ‘salesy’, and giving his connections something they can do to benefit them. From Davids point of view, because he used this special weblink, he is able to see analytics and how many click throughs to the website were generated and from seeing who viewed his LinkedIn profile, some of those who read his update and so could follow up personally with them to chat further.... You can do the same with your connections and clients.
- Most of you tell us time and again that the best source of new business you have is from client and intermediary referrals. Yet you also tell us you rarely, if ever ask for them! Mark Lloydbottom puts the stat at 96% of clients think they’ve never been asked! But 97% would be happy to refer!!!One recurring reason for this is the inherent awkwardness involved in being sat with a client or on the phone with them and simply saying ‘glad you like what we’ve done, is there anyone else you know who we can talk to who would also appreciate this sort of support?’ almost all clients will want to say yes, but very few will be able to give you a name there and then...This is one of the most powerful applications of social networking and the best way we have ever seen to overcome the biggest referral generation challenge.This challenge is two fold. The asker’s confidence, and the person being asked knowing someone there and then who is appropriate.LinkedIn (and other social channels) give you real powerful intelligence and make the whole process so much more comfortable for everyone involved. In short – it completely removes the referral hurdle.Here’s how. Imagine now that before every client meeting you spend 10 minutes looking at their LinkedIn profile or facebook account, and identify the 3 people they know that you really want to do business with and could genuinely help. Now, when you meet your client and they are happy and grateful you can simply say ‘Dan, I notice that you know John, James and Sarah. I think we could really help them having looked at their businesses and would love to be able to do so. are you happy for us to use your name if we call them, or perhaps we could even go for lunch together?’How easy you have just made it for them to say ‘yes’. No pressure, no awkward figitting trying to politely say they’ll think of someone and let you know, being fully aware they’ll get busy and it will slip away despite best intentions....Regular, quality, referrals – allowing you to grow your business, the best way you know how....
- This is how you find this intelligence..............TAKE THEM THROUGH THE STEPS, QUICKLY AND CONCISELY.
- Find the person you’re going to meetClick on their connections
- This will bring up a list of their connections so that you can quickly browse, find those you’d like to work with and because LinkedIn offers so much intelligence, you can easily profile them further and gain the information you need approach them with confidence and integrity....
- The next practical tool to leave you with on this webinar is how to build PRICELESS goodwill and loyalty within your clients.This goodwill can be leveraged, often without you needed to do anything else, as you have been as close to autruistic as possible.Spend just a few focussed minutes, putting people you know together – where you know they could work together or add value to each other in some way. In return they will do the same for you, or repay you in another way. After all, It is human nature to want to ‘repay’.Here’s how you do it.....
- Its my sincere hope that todays webinar has given you some ideas you can put into action within your practice. Of course there is a limit to what we can cover on a short 30 minute webinar – that’s why I would like to offer every webinar delegate an invitation to join me and 3 other leading presenters to our up and coming one day event SNTW. This is the only time we will run this event this year, it’s a must attend topic and whats more I am extending an invitation to register today and save 25% on your registation fee.