Marketing & CRM for accountants

Driving revenue and client growth

Effective Marketing for Firms

Daniel RichardsInsight Marketing

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Having the right Strategy, or even a strategy at all, is essential.Without clear direction, and measures – something that may be very ‘pretty’ can all too easily flounder.

Test, Measure, Adapt & Improve

• Agree intervals to review the individual routes to market

• The results

• Find ways of improving what is working well And stopping what does not

T.M.A.I.

What is your business growth built on?

If you know the parable, then where would you choose to build your house? Rock or sand? Get the foundations wrong, the story tells itself....

Who has a prospect database? How many records? Right profile for you? What CRM is it on?

Becomes the core to all your marketing and client management integrating your online & offline

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Example database summary from a real campaign

       

ID Status Total

  5 34  

  4 214  

  3 1  

  2 5  

  1 1695  

  0 1125  

  TC 814  

  HTC 957  

  Bad data 144  

  Duplicate 17  

  Blank field 781  

  Competitor 2  

  Export 8  

  Do not call 12  

Totals 5809  

       

       

Here we can see that 214 people have been met with and not yet closed – a fantastic list to focus time on to and get a greater yield from the marketing efforts. Without this sort of data, it is very hard to measure and get best returns from an investment into practice growth, or even predict new income. Using a great CRM system to display or even automate the creation and presentation of this data is even more preferable.

Measure, Predict, Decide...

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Sending a plain text email to the same data you have sent a letter to will increase the overall responsiveness – sometimes justifying the campaign, other times producing a fantastic ROI.

What is working?

Sales pipeline

M.D.S.A.

Process based referral strategies

Offline, direct marketing

Apps

Marketing-led websites

You can Avoid this

Discovered as a result of many mistakes

Significant errors

Failed campaigns

Discouraging results

Expensive and time consuming tests

Proven, Tried & Tested

The Lie We All Got Sold

If You Build It!

Its Caused a Mess!

The New Myth

• Having a mobile version of an already poor website will only produce more rubbish.

• These are examples of great mobile websites, but still there is more to making this work than just making your website look and navigate well on a mobile phone.

More Rubbish

Creating a mobile version of a Rubbish website will result in More Rubbish

What’s more, despite the considerable rise in smartphone growth, App use dominates.

Attracting Buyers - NO Selling required

Get ‘them’ to come to ‘you’

Getting Your Site Found

SEO every page on your website….

a) Page Title

b) Meta Description

c) H1

d) H2

e) H3

f) Keywords in body

Important Listings

You must be on Google Places

Google + & LinkedIn

The 3 Phrase Test

A website should be focussed with it’s SEO. Choose 2-3 phrases at most and optimise every page of your website.

Integrated blogs… Integrated blogs are one of the very best, and most cost effective way to gain otherwise highly difficult web rankings.

Gain difficult web rankings; easily…

Increased traffic – often by 50% or more!

One post updates everything

What Happens When I land?

Where do YOU want them to go?

????

One clear Message

Meet The Team Ignored

Get it Right

Quality Photo and not a wedding shot

Make if fun if you want

Carefully constructed bio

Well written and checked by someone

Personal contact details for staff

Links to their personal profile on LinkedIn

The Mechanics of Lead Generation

Soft Offers & Calls To Action

Send Them to a Landing Page

Automated Email Follow Up

Mail form filled inLinked with mailchimp ‘Thank You’ email generatedAutoresponder emails generated

Simple, targeted updates + free email!Use LinkedIn groups to easily share your content and ideas amongst profiled audiences, plus be a part of the email that LinkedIn send those users each week and so essentially ‘free email marketing’.

Bespoke design of an App means you get something amazing, but avoid looking the same as other people.

Simple, Effective, Productive

Push notifications via an App are an un-paralleled way to communicate with 90% open rates!

Emails Push

Inboxes are crowded Singular & Instantaneous

Filtered by secretaries and spam Direct & Irresistible

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

The conversation must be taken offline in order to make money and close business.Variety of ways to do this, but ought to be a structured part of your plan and it will help you make a meaningful and lasting ROI.

Targeted Telephone Follow Up

• Quality telephone follow up• Email Opens• Website Visitors• Free Report/Free Content requests• Hot & Warm follow up• Relational Prospecting not Selling• Appointment setting

Process based, consistent referrals with no more £ required from you!

No Selling, Just Referrals.

The Wolters Kluwer Marketing Survey

www.ianmoyse.co.uk

@ianmoyse

CRM for Marketing

Ian Moyse – Sales DirectorWorkbooks.com

Ian Moyse : Validity To Speak

26 yrs+ in IT, 9yrs in IT Security, 7yrs in Cloud

Sales Director, Workbooks.com, Cloud CRM Vendor Sit on Board of Eurocloud UK Sit on Governance Board of Cloud Industry Forum (CIF) Advisory Board Member SaaSMAX Advisor to Board for Evoco ‘Journey2Cloud’

40th most connected LinkedIn Worldwide, 4th In UK Top 10 of UK Sales Directors on Social Media Ratings

Named by TalkinCloud one of the global top 200 cloud channel experts in 2011 Listed on the MSPMentor global top 250 list for 2011

Named ‘Channelnomics 2011 Influencer of the year for Europe’ Won ‘European Channel Personality of the year 2011’ Awarded global ‘AllBusiness Sales AllStar Award for 2010 Thought Leader to ‘Compare The Cloud’ Comptia Cloud Essentials Exam Certified 2012 Worldwide SMB Nation 150 Channel Influencers List 2012, 2013 Approved Speaker Schoolspeakers.co.uk

Practice Growth Fundamentals

• Keep existing clients and service and communicate with them well• Find new customers• Provide more services to existing clients where you have gaps in what they take from you.

How ?

Accountancy Growth Challenges

How ?

• Account & Prospect Profiling

• Activity + Follow Ups

• Marketing Campaigns

• Email Marketing

• Event Management

• Lead Creation

• Lead Tracking

• Pipeline Management

• Nurturing Existing and New Clients

• Reports and KPI’s

DATA QUALITY : Marketing, Staff, Tools (CCH PM / CRM)

An average 25% of B2B marketing databases are inaccurate (Source : Sirius Decisions)

30% of Data is out of date in 12 months (Source : Sirius Decisions)

On average, one person can cleanse 30-60 records per day

Opt In

Ping Email Tools

CTPS register 

DATA SEGMENTING

Touching a customer at the right time isn’t luck !

95% prospects are browsing : 70% will eventually buy : 5% ready to buy right now

Relevant Content : Builds Authority, Respect & interest

Ongoing touches : Maintaining Permission

Timing is everything

Nurtured leads make 47% larger purchases than non-nurtured lead. (Source : The Sales Experts 2014)

For each month you do not contact your customers / prospects, your influence drops 10%.

R&D tax credits

‘Don’t Know What Don’t Know’

Right Message has more impact !

Creating Need

What you can do with CCH CRM powered by Workbooks

What Could You Know ?

Referrals

Delivering More Business By Knowing

Event Management

CCH & Workbooks

Practice Upsides of CRM Include

Clean Data

Segmentation is easy – What If’s…….

Nurture, Nurture, Nurture

Right Message, Right Person, Right Time

The Whole Business is responsible, not just marketing!

Doing More Business very achievable