Presentation by Skoda Minotti Strategic Marketing to the 2013 BDO Seidman Alliance Conference.
The presentation reviews some of the best tactics for accounting firms looking to implement an inbound marketing campaign.
2. INTRODUCTION
• Skoda Minotti, CPA Firm
Cleveland, Akron & Tampa
• Seven year BDO Alliance firm member
• Built our own internal agency from scratch
• Insights from the inside
• Practice what we preach
• Marketing partner with BDO Alliance firms
3. What is Inbound Marketing?
• Creating content that your clients/prospects
will seek out rather than pushing your message
onto them
• Creating marketing content that your clients
highly value
• Making yourself and your content easy to find
• Leverages your website to generate qualified
leads
3
INBOUND
MARKETING
4. • Website Goals
• Search Engine Optimization
• Blogging
• Social Media
• E-Communications
• Online Lead Generation Tactics
• Calls-to-Action & Landing Pages
• Website Tracking/Analytics
• Lead Tracking
AGENDA
6. What Are The Marketing Goals of Your Website?
• Four Main Buckets
1. Establish a web presence/credibility
2. Promote your brand
3. Serve as a resource to your clients
4. Generate qualified leads for your firm
WEBSITE GOALS
7. GOAL: Establish a Web Presence/Credibility
• People are Googling your company
• What do they find when they get to your website?
First impression
Establishing a web presence allows you to control this message
• Smaller budgets that leverage existing templates
• Typically not more than 25 pages
• Functions as a “cyber-brochure”
• Restrictions to design/customization
• Typically leveraged by firms who live off of referrals
• Verifies you exist and hopes someone will give you a call
WEBSITE GOALS
8. GOAL: Establish a Web Presence/Credibility
WEBSITE GOALS
• Basic overview information
• No call to actions
• No interaction
• No unique resource information
• No lead generation or tracking
INDUSTRIES
9. GOAL: Promote Your Brand
• First interaction with your brand
A branded website allows you to control the look and feel that your clients
and prospects encounter
• Allows you to differentiate your website from your competitors’
• Communicate core brand values visually
• Coordinate consistent messaging with your other marketing materials
• More flexible - allows for custom design
• Probably higher cost than template website
WEBSITE GOALS
11. GOAL: Serve as a Resource
• 16% of Google searches are
performed for the first time!
WEBSITE GOALS
12. GOAL: Serve as a Resource
• Clients, business contacts and prospects are looking for answers to their
questions online
Can you be the answer?
• Become visible in search engines for questions your customers are asking
• Drives them to your site
• Have visitors return to your site over and over
• Further brand awareness
• Requires time investment to create content
WEBSITE GOALS
14. GOAL: Generate Leads For Your Business
• Attracting hundreds or thousands of visitors is great, but…
Do you know who they are/how to get in touch with them?
• Create relevant content that your visitors find valuable, and they will give
you contact information in exchange
Collect lead details by using offers (i.e., e-books, PPTs, videos, etc.)
o Will everyone do it?
o Will some folks do it?
• Invest your time pursuing qualified leads
• Time must be invested to create content that your visitors will value highly
• Leverage your team for content
WEBSITE GOALS
No.
Yes!
17. • Determine marketing goals & objectives for your website
Establish a web presence/credibility
Promote your brand
Serve as a resource to your clients
Generate & track leads
SUMMING IT UP
WEBSITE
20. Does Anyone Click On Paid Ads?
• Depends on the search
• People trying to buy products or services favors PPC
• Questions and informational searches favors organic
• Organic is more favorable for CPA firms
PAID VS. ORGANIC
29. Find New Link Partners
• Partners/vendors
• Trade associations
• Community organizations
• Local Chambers of Commerce
• Better Business Bureau
• Colleges/Universities (recruiting)
LINK BUILDING
SEO
30. • Think about paid vs. organic search
• Keyword research using Google Keyword Tool
• Make website updates to:
Page titles
Meta descriptions
Headlines, body copy and links
• Explore link building opportunities with
business partners and local organizations
SUMMING IT UP
SEO
33. BLOG
Content Generation
• Industry News/Opinion
Content Curation Sites (i.e., Scoopit.Com)
• FAQs From Clients
• Firm News
• Guest Blogs
• Repurposed Content From Other Platforms
Speaking engagements, white papers, videos, etc.
• Leverage Keywords (i.e., headline & body copy)
• Build a Team of Bloggers and Go!
37. • Generate significant, targeted organic search traffic on an ongoing basis
• Content “lives forever” online
• Continue to attract search traffic long after it has been posted
2009
Search Hits: 1,115
Blogs Posted: 131
2010
Search Hits: 5,866
Blogs Posted:174
2011
Search Hits: 12,712
Blogs Posted: 200
2012
Search Hits: 20,416
Blogs Posted: 274
BLOG
Search Growth
2012 blog posts only 2x more than 2009
Yet yielded 18x more search hits
38. • Start a blog
WordPress is a free tool
• Start creating content
• Form a blogging team
• Conduct keyword research
• Monitor results to shape topics
• Push the rock up the hill
SUMMING IT UP
BLOGGING
45. • Allow users to easily share your content
• Allow users to easily add you to
Circles/groups, follow on LinkedIn,
re-tweet on Twitter, like you on
Facebook, etc.
• Take advantage of design capabilities
• Drive traffic to your website
• Don’t forget Google Plus
SUMMING IT UP
SOCIAL MEDIA
47. Never Purchase an Email List
• Build organically through clients and
contacts
• Develop process for adding new
contacts to the list
• Promote signup in email signature, on
website, social media, etc.
LIST BUILDING
49. EMAIL SERVICE PROVIDER
Find your ESP:
www.marketingsherpa.com/page/espinator
MailChimp
ExactTarget
Constant Contact
50. • Company News
• Industry News
• New Service Offers
• FAQs
• Team Member Profile
• Blogs
• Surveys
• Leverage Call-to-Action (CTA)
• House All Content on Website
CONTENT
52. MEASUREMENT
Send Stats
• Open Rate
• Click Through Rate
• Unsubscribes
• Bounce Rate (bad email address)
• Popular Links
53. • Build your list
Never buy an email address list
• Find an email service provider
(i.e., MailChimp, Constant Contact, etc.)
• Create a template
• Identify content sources
• Set delivery schedule
SUMMING IT UP
EMAIL MARKETING
55. Contact Form
• Base model
• Requires almost no effort from site
owner
• Low lead generation
LEAD GENERATION
Practice Areas
Accounting & Auditing
Business Consulting
Employee Benefit Plan Audits
Estate Planning
Litigation Advisory
State & Local Tax
Tax Planning
RANALLO
& AVENI LLC
RANALLO
& AVENI LLC
56. Ask an Expert
• Answer direct questions from
clients & prospective clients
• Requires technical expertise &
monitoring
• Timely response
• Dedicated
• Provides direct interaction with
prospects and clients
• Positions you as an industry
expert/leader/authority in your
market
LEAD GENERATION
57. Mailing List
• Sign up for information
• Typically a e-newsletter
• Need to create and provide information
• Dedication (i.e., quarterly, monthly
weekly, etc.)
LEAD GENERATION
60. Lead Follow-Up
• Someone MUST own this
• Create process and follow it
• Personal contact
• Add leads to marketing communications
(i.e., e-newsletter, e-blasts, etc.)
• Keep-in-touch program
LEAD GENERATION
61. • Requires interaction with site visitors
• Create an offer for them
E-newsletters, blog alerts, events, etc.
• Create mailing lists
• Develop premium content
Qualified leads
• Have a process for follow up
SUMMING IT UP
LEAD GENERATION
63. • Capitalize on traffic you are driving
with calls-to-action (CTA) and
landing pages
• Create content people want/need
• CTAs drive traffic to landing pages
PPC, web banner ads, within website, etc.
• Landing pages convert traffic into
leads
LANDING PAGES
CALL-TO-ACTION /
66. Summing It Up
• Create a piece of content that your
prospects find valuable (i.e., white
papers, e-books, survey
results, presentations, podcasts, etc.)
• Create a landing page that gathers contact
information
• Promote the landing page
E-blasts/e-newsletters, PPC, social
media, existing website, online banner
ads, direct mail, traditional
advertising, etc.
LANDING PAGE
CALL-TO-ACTION/
68. How Are You Measuring the Success of Your Website?
• Number of visitors?
• Search visibility?
• Quality of visitors?
• Number of leads?
• Number of sales?
WEBSITE TRACKING
69. Google Analytics
• In order to start tracking, you need an
analytics program
• Google Analytics is free and easy to use
• http://www.google.com/analytics/
• Install tracking code and you can be up and
running in minutes
WEBSITE TRACKING
83. Name Pages Seen Visitors Leads Visiting From
PROSPECTS
LEAD TRACKING
84. • Create web forms to capture lead data
• Monitor lead and prospect activity
throughout website
• Make sure someone owns follow-up
SUMMING IT UP
LEAD TRACKING
85. QUESTIONS?
Jonathan Ebenstein
Managing Director, Marketing Services
Phone - (440) 449-6800 x7231
Email - jebenstein@skodaminotti.com
Website: www.skodaminottimarketing.com
Cleveland | Akron | Tampa
Let us Deliver on the Promise of timely information through our monthly e-newsletter and
our regular blog and Twitter updates. Also, visit our website for a free SEO Report, PPC
Analysis, Social Media Audit or Web Design Consultation.
Notes de l'éditeur
Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
Balance between outbound marketing and inbound marketing. Continues to work for you on an ongoing basis. And may work harder and have longer duration than say an ad in a monthly business publication. It also more trackable.
Tell Ron fleeter story?
Stats for our landing pages. 129 people viewed 58 gave us their informaton. 48% conversaion rate which is very high.
Typical search result layout page layout. These can vary depending on the type of search. Sometimes, you will see a map, images, videos, etc.
Google Keyword Tool - https://adwords.google.com/o/KeywordToolFind out number of searches in Google monthly and estimated cost in AdWords. How do you go about conducting key word searches? Google has a tool. Anyone can use it. Google keyword tool and it will pop up. It’s free. It will give you suiggestedtyerms based on the keyterm you recommended. It will tel you what people are searching for and then you can customize your keyword strategy based on the keyword researchj. It all starts with the research. You need to know what people are searching for before you can target. your pages
Title tags are the first place Google looks for search purposes on your page. Make sure these tags are keyword friendly. Base this off of your keyword research.
Using only your company name in your title tag will not help you for SEO. Consider adding service/geographic targeted keywords to optimize your page titles. Also, do not repeat page titles throughout the site. Each page should have a unique page title and description.
Headlines are also important to Google. Being descriptive here can help for more specific searches in Google such as “Employee Benefit Plan Selection Services” and help qualified prospects find your website.
Using a one-word or generic title will make it tougher for your firm to standout in search results. A more descriptive title and headline such as “tax department outsourcing” may have helped to bring in additional qualified search traffic.
Think of a meta description as an “elevator pitch” to get a searcher to click on your search result. It is on brand and describes what they do.
Meta descriptions longer than approximately 160 characters will be cutoff by Google. Keep your meta descriptions short and to the point. No detail of what they do. How they help clients.
Google looks at links to your website from other sites just like you would think of a referral from a professional contact. If you hold that contact in high regard, their referral carries more weight than if it was a contact with little or no reputation. Thus, the better the reputation of the site linking to you, the bigger SEO boost you’ll receive.
The more quality links that you have pointing to your site, the more highly Google will think of your site. The best way to build links is to create content that people want to share through social media or even through traditional media channels.
We highly recommend the implementation of a blog for most companies as a way to spur content creation. Creating content on a regular basis is a great way to improve search engine rankings as well as position yourself as a resource to your clients and contacts.
Some key elements of a blog.
Ideas for blog topics can come from many sources. Try to involve multiple team members to contribute to your blog.
There are many free platforms on which to host your blog. Wordpress is the most popular and is easy to get started with.
Now that you’ve created a blog, you need to attract traffic. There are many ways that you can promote your blog.
Track your most popular blog articles to determine where your readers find value in the blog.
The chart above outlines the search growth of blog.skodaminotti.com. Even though total blogs posted in 2012 was only 2x the amount posted in 2009, search traffic jumped 17x over year one because all of the content from the previous years continues to be found online.
LinkedIn recently launched new company pages. Make sure to update your page with a new cover photo, products and services, etc. Encourage employees to share your updates with their connections. Exponentially get your message out.
From a business standpoint, creating a Place page is where you get started on Facebook. In the case of our firm, we try to make our page friendly to possible new recruits.
Twitter recently redesigned their header to allow for some design element like Facebook pages.
Twitter recently redesigned their header to allow for some design element like Facebook pages.
Google Plus, Google’s social media site, is heavily promoted by the search engine. Creating a Google Plus account can give you more real estate on the search results page and may become a larger part of search results going forward. Helps you own the real estate on the right side of the page.
Circle is google plus’s like groups Plus one you
Make it easy for contacts to signup for your newsletter. Opt-in lists are more effective.
Remember to include call to actions in your email sends. Takes you back to landing pages. I’ll show you what that looks like in a minuite.
Remember when you are building a list to try to avoid adding outdated email addresses or contacts as it can lead to increased spam complaints.
Having hundreds or thousands of visitors to your site per month is great, but it does not directly lead to sales. Turning more of those visitors into leads can help you generate real revenue from your website. The following is an example from skodaminotti.com.
Remember when you are building a list to try to avoid adding outdated email addresses or contacts as it can lead to increased spam complaints.
We found a site driving a lot of traffic for the search term “SSAE 16.” The site built trust with its users by providing updated, relevant content. We were able to secure a paid banner ad on the site which we used to promote a free download related to the search terms the site was driving traffic for.
The ad drove traffic to a landing page which offered a free download in exchange for contact information. The page received over 500 submissions over the course of the campaign. The campaign generated 484 leads, 210 meetings, 31 proposals and 6 engagements for $88,000 in revenue thus far. Ad cost was $2,000/month.
Ask who has Google analytics installed?
Track keywords that people are using to find your site in organic search. “Not provided” Google is providing confidentiality to Google account oweners (i.e., s so it won’t share your search queries when you are logged in to a Google account such as Google Plus, G-mail.
Track websites that are sending you traffic.
Track your most popular pages. Check your traffic and as appropriate market with call to Actions.
Good to know whether you need to consider a mobile version of you About 10% of ouorsite traffic webiste.
Let’s you know where people are clicking. Can test call to action buttons. See which ones are most popular. Allows you to view this information visually.
If you are running a social media campaign Google Analytics will help you track.
It’s possible to get a much more comprehensive view of what leads are doing on your website. It starts with capturing their contact information through a landing page.
Lead tracking software such as HubSpot will help you track individual lead activity.
Using lead tracking software, you can gauge their interest in various topics and services.
It is also possible to track companies who have found your site online but did not fill out a form while there were there.