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