A process must underpin successful, reliably consistent new business
Only by getting buy in from all the senior team can it work in the medium term
Our new business methodology underpins all our work and that’s why, like Blair, our recommendations from past clients fall into 2 camps. The politely nice and the ecstatic. For the latter, we succeed in embedding a process that has continued long after our consulting assignment ended. That is the difference the Creative Agency Secrets team makes in new business development.
Follow our 8 step New Business Methodology in the categories on the right side you’ll see articles listed on each step that can help your business embed, codify and practice new business development successfully.
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-08-20 09:00:002020-01-24 01:44:28Failure of the creative agency business model
Accountancy firms are the backbone of the business economy serving every sector of the community. Business owners use their accountant to get advice and recommendations on a wide range of commercial issues. They are trusted advisors for New Zealand business.
Yet accountants often present themselves poorly online. They are difficult to find on the internet, their websites are dull, unremarkable, and aren’t easy to use for prospective clients who want to research and find an advisor.
The attributes of a good business website:
Findable on search engines for search phrases that relate to the industry or product not the business name
State the services or products offered in clear, non-technical language
Illustrates specialisms and points of difference for the firm
Helps guide the customer to the correct service they need
Enable the customer to get in touch with the business by a range of communication channels – including social media as well as traditional telephone and email
Name key members of staff and their contact details
Show office locations, ideally on a map
Every business uses some form of marketing promotion to bring in new clients and to keep current clients coming back for more.
A website is the linchpin of modern business marketing activity. Most other marketing work directs curious web searchers to the website. These days, who hasn’t got a business card without the firm’s URL?
Creative Agency Secrets has appraised a substantial amount of accountancy firms’ websites for evidence of current marketing and promotion activities within the industry.
Here’s what we found
Over one quarter of all firms surveyed do no marketing promotion aside from their website.
38% have some basic promotion, normally in the form of a newsletter.
And at the other end of the scale 6% are very active and seek to engage website visitors and encourage them to get in touch with the firm.
Where does your firm sit on the proactive marketing scale?
Top performers include
Deloitte
Cabbage Tree Accounting
William Buck
Astill Hawke
DJCA
Gilligan Rowe
What sets these firms apart?
The best accountancy firms have several key attributes in common
They are highly informative both on their business, what they offer, and their industry
Their web pages maintain public resources for research and self-discovery
The have prominent and recent communication activity using written, audio and visual media which engages readers and keeps them on the website
They encourage the visitor to reveal his identity to the firm
Why do prospective clients find these factors appealing?
Imagine going into a shop for the first time – you browse around looking for the product you want to buy and at “just the right moment” a sales assistant steps forward and offers to help you. They guide you in an un-pushy manner to the product you want but stay on hand to answer any further questions you have. A modern website needs to do the same job for the firm.
But on a website a visitor is anonymous.
You have no idea who has visited your site – just tracking cookies and the number of visitors in your analytics. The Firm doesn’t know their names, what their interest is and whether they are looking to buy some accounting advice.
Social Media
Businesses are moving into the social media scene. Yet most accountancy firms have not taken advantage of the core social media sites.
Our research reviewed accountants’ websites for public links to social media sites. We expected to see LinkedIn used the most because it is the professional business social media site but we were wrong: 34% had LinkedIn pages; 34% had Twitter and 46% had Facebook profiles.
Firms with an active social media presence tended to also have higher scores in overall web presence and influence. There are many additional influencing factors and it is important to note that where a company is on social media, they also have invested time in YouTube videos, blogging, or email marketing as well.
We ranked firms comparing their activity on the web by assessing how often they updated their marketing activities and what tools they used to market themselves online. This shows that activity really does boost your noticeability as an accounting firm online. What’s more interesting about these results is the outlying firms with our assigned activity scores of 2, 3 and 4 who also have a good Alexa Rank which suggests that content is an important factor in gaining a prominent online presence.
Online Marketing Tools used by Accounting Firms
There are a lot of opportunities to display expertise using content marketing techniques online.
Newsletters
When searching there accountancy firms’ websites for newsletters, we looked at whether firms actively requested prospective clients’ email addresses, and the ways in which the firm used them. Many displayed historic newsletters but they were often displayed in PDF format which is less searchable or sharable.
Of those with newsletters, a significant amount website visitors had no way to subscribe to receive the news online. Giving visitors the ability to subscribe gets you their email address for a mailing list and analytics information about those visitors. Mailing lists are a great way to start a dialogue with customers by building a self-service database. An opportunity lost by these firms.
Opted in databases of email addresses are among the most powerful marketing assets a firm can own. They can even be used to deliver a series of emails called autoresponders. These can welcome new subscribers, give them an introduction to the firm, and explain its services.
Blogging
Many of the news pages or blogs for the accounting firms we researched are static and have not been updated for many months or even years. They have no clickability or linking to other pages in the website and they are created on a single web page. This means an individual article cannot be hyper-linked, only the whole page.
By creating a blog-style page, the opportunity exists to create more internal and external links to your site which again increases the chances for search engines to visit more frequently as well as encouraging visitors to browse across multiple website pages. This also provides opportunities for other websites to link to specific articles from you which ultimately lead the visitor to your website.
Videos
Larger accountancy firms host videos on their websites, mainly used for training. None have made use of online broadcasting technologies like webinars, podcasts or recordings. Video and audio recording is now cheap and easy to do. They are a good way to communicate and to enable listeners to share your content and are far more engaging than text.
Training
Many accountants provide training and conduct seminars for in-person attendance. It would be very easy to broadcast a training event or record it at the same time for later broadcast. Training is a fantastic marketing tool but if someone can’t make the event time, watching a recording means they can still gain value from it.
In Conclusion
Most accounting firms have the beginnings of a good website presence. However they need to add new functionality that works to continuously draw new visitors into the website from search, from the email database and to encourage them to reveal their identities and join in a dialogue with the firm. This can be enhanced by including social media in their marketing plans as they create more and more points of contact for potential clients, as long as you know your clients use social media to connect. LinkedIn is particularly good because of its professional nature.
If you’re an accounting firm looking for a free website appraisal, you’ll find one here at Creative Agency Secrets.
THis week I’m focusing on a client whose website was not showing up on Google – not for pages and pages.
He knew this was a problem and had been overcoming it by paying for SEO to put it onto the top of search. But he knows this is a short term solution which he doesn’t want to continue.
We investigated and found 3 quick things to correct
Site meta tags were not populated
Blog was created as a page not posts
Photo Alt tags weren’t used and images were uploaded with the camera image id (long string numbers)
So some easy quick fixes.
Medium term, we’re teaching them how to use links and key words in blog posts which will reinforce search queries as well as social sharing and reciprocation.
Check out Otautahi Tattoo’s amazing story as refugees from the Christchurch earthquake and relocation, growth and reinvigoration in Auckland – the photo is of All Black Keven Mealamu having his latest ‘rose’ design added.
Otautahi Tattoo with Keven Mealamu All Black rugby player
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The Economist digital adverts on their app has an interesting native advertising content link sponsored by GE – it’s all about clean energy. A web page clearly with the Economist website layout and with their header – but independently closable (the X in the top left corner). All driven off a full page advert in their current edition 25th May 2013.
GE Advert in Economist app
GE Future Energy native advertising page
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-05-27 10:00:002019-04-23 14:32:00The Economist Native Advertising with GE
Wildfire was one of the first apps we found to do promotions on the Facebook platform. Founded by cool Kiwi entrepreneur Victoria Ransom, they got bought by Google and have clearly been spending time refocusing their work onto large customers who can afford $2,500 per month fees. The little people will have to go elsewhere in future.
Here’s a list we curated on List.ly of Wildfire Alternatives. Please add your own favourites.
[listly id=”4KA” layout=”full”]
[read our interview with List.ly c0-founder, Shyam Subramanyan]
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-04-17 15:56:402020-01-24 01:44:27Alternatives to Wildfire as they withdraw pay-as-you-go
Encouaging prospects to reveal their interest in your business is one of the hardest-to-master techniques for online new business development copywriting. You know you have website visitors, the analytics show the passage of traffic but it’s all anonymous.
You need to get better at contact forms:
Here are the symptoms
lots of people visit your website (probably)
few get in touch to find out more
fewer move up the funnel towards purchase
pipeline does not get many new enquiries from the website
How to Copywrite contact forms
Be economic with words
Only ask for information you NEED
Seek originality in your wording
We found a great example from Markitors – they offer a neat free tips service. Using the one free tip offer encourages action by the reader and recruits an email address to an autoresponder series.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-04-16 10:00:002019-04-23 10:55:37Contact Forms: New business development copywriting
Xero is a hugely popular cloud accounts package that has taken much of the Intuit QuickBooks and MYOB business from SMEs worldwide.
Image via CrunchBase
Prompted by an article in Forbes about in-house marketing teams versus external agency use, I remembered a pitch we sent off to Xero.
As a customer of Xero and as a marketer, the things I think are lacking or could be enhanced primarily relate to the ease of re-using content and proactively driving it out to the right audience.
B2B comms for existing customers, in a nutshell.
Since Xero is growing internationally, they increasingly have separate user groups who should be communicated to differently – because they need different things from Xero.
Marketing suggestions – I have lots more….
After signing up, there’s nothing to drive me deeper into using the higher features of your products, unless I search.
Apart from support issues and feature requests, what are the useful things you could be communicating with my business [clues – finding support, accountancy advice, higher level feature uses, plug ins, apps developers, tax questions, work-rounds for bug fixes]
How could Xero be leveraging existing customers to drive improved new business and new trial accounts using member-get-member referrals and other incentives?
Autoresponders – for new users within the trial period and for first few months of use – Xero could have a ‘guide’ much like Kiwibank‘s “Becky” who is there for the user, who acts as a signpost to helpful information inside your knowledge base, who helps check they’ve got the system set up properly.
Why are you using FeedBurner to distribute your RSS feed from the blog? It’s unsupported and you could be leveraging the channel for marketing messages to your active users in order to drive deeper brand engagement and possibly sales (see 2,3,4 above).
Split out your blog into separate streams so that articles automatically send to different groups (e.g. developers and accountants, US versus NZ) Each would get articles designed for that audiences. Create separate news feeds for different audiences, and further use them to drive marcoms to support your business growth goals
The more you blog, the bigger your archive. Readers rarely dive very deep and yet there’s probably heaps of helpful content which is being ignored. Could they be created into “tip sheets”, e-books, training manuals and other support material? These content solutions can be supporting 1, 2 and 4 above.
As Forbes says, it’s great to be an in-house agency – but lifting your head above the parapet and seeking input and inspiration from an external agency team can be very beneficial.
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-04-05 12:02:142020-01-24 01:44:27Xero Marketing: a pitch & a critique
We got an enquiry from a reader who asked this question “I’m utilizing LinkedIn for meeting clients but currently everyone seems to be a third degree. what are some ice breakers I can use to introduce myself.”
As you know, it’s very difficult to get peoples’ attention as they are busy professionals.
Here are some suggestions for you.
Become the ‘go to’ person for interesting articles online about the topics relevant to your clients’ interests. Share these using Linked In Groups. Don’t use these groups to promote jobs you are recruiting for.
EVERY DAY check who looked at your LinkedIn profile. Send them an invitation to connect saying ‘hey, you looked at my profile, did you notice the articles I’m sharing about XYZ. If you connect with me you get these sent to you as I publish. Thanks and best wishes. Use this article we wrote to find their names for 3rd degree connections
When they connect with you, you can see their email address; add them to your email list of folks who receive your shared articles, get their permission to mail them, and set up a newsletter outside of LinkedIn (we recommend FeedBlitz.com) to send out these messages, preferably linked to a blog of your own.
If you would like to work with Creative Agency Secrets and let us coach you as you build your skills, organize a skype call with us to give us a fuller brief.
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-03-19 09:26:522020-01-24 01:44:27All my LinkedIn contacts are 3rd degree - how can I connect?