Categories ArchivesMarketing

The Beginner’s Guide to Inbound Content Creation standard

Regardless of your business entity’s status; a start-up or seasoned, when it comes to content creation, you may need some coaching at the beginning. Here are some easy tips to consider when the beginner of an inbound marketing strategy takes on the role of copywriter. Start with the end in mind No matter the effort, it is the results we are all after. Effective copywriting must be directly focused on the organization’s key objectives and goals. Remember, your goal is primary, so if it is to generate more leads, one must consider your present generation methodology and results, and therefore, what you need to do to reach your company targets. If your goal is to simply educate your audiences rather than ...

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Email Marketing for Accounting Firms standard

Email marketing is a great way for you to attract or shore up some of the client base, and accounting firms know that once the April rush begins, there will be no rest until it is all put aside. It won’t be long until tax filing season comes into focus; no sooner than the holiday decorations are returned to their resting place. It’s a vicious cycle familiar to those in the world of tax preparation and unique to that industry. The CPA’s and EA’s we work with strive to build up their rest over the period between holidays, and avoid drinking too much bubbly on New Year’s Eve. You know you are going to need your strength once the pressure ...

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Content Marketing Adoption and Success standard

We have been writing about content marketing, also known as inbound marketing, for more than 18 months, and our clients are enjoying the greater exposure and qualified leads this marketing approach provides them. Yet we occasionally are invited to meet with prospective client firms that are reluctant in adopting the concept. I thought it might be a good time for those that are undecided about getting started with an inbound approach to have a look at what our firm considers to be the formula for online marketing success. Of course, those already using inbound marketing can use this as a checklist to measure the progress of their process. Begin with the end in mind Make sure you know where your success ...

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The Cold Calling Conundrum standard

While the world has “gone digital,” cold calling is out of date to say the least. However, there are cold calling statistics that make me wonder; well sort of; it’s a bit of a conundrum actually. In the past I posted articles relating to the cold calling marketing strategy. One article alluded to the fact that cold calling has definitely had its day; another stated that the marketing shift caused by technology has left even the best cold calling sales people wanting, and another still that bashed the “training systems” still being marketed on the net. In my training workshops, I speak to professionals and discuss cold calling and their reluctance, if not abhorrence of the concept, you can read more ...

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Inbound Marketing is Cold Callings Best Friend standard

What inbound marketing does really, really well is eliminate the cold call. After all, when you have scores of interested people taking the time to visit your landing page or blog and then leaving you their contact information the odds are pretty good your call will be taken. This behavioral bridge is amplified when they have taken advantage of a download (white paper, case study or some other relevant piece of information) and have something really tangible... and it has your brand on it! What we are actually describing is an effort to create a warmer environment and avoid a cold one. To accomplish this a good sales professional will usually "prime the pump" with an introductory letter (print or e-mail) ...

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Strategic Marketing Crucial During Stagnant Economies for CPA’s standard

Strategic marketing is crucial during stagnant economies for CPA's. Regardless of this time of year, the current economic storm we find ourselves in does not seem to be relinquishing its grip on the market. It is tax time, and everyone in the financial services field is busy taking care of clients. Let us not forget the importance of the client; we need them now more than ever. Even though the last two quarters of 2012 began to push businesses a bit more towards recovery, we know now that this was a little spark not a substantial blaze. Our economy has been trying to maintain a growth curve, with a few areas of the country actually sliding back toward the abyss the ...

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Reverse Cold-Calling, or How to Lose a Customer in 10 Seconds or Less standard

We know it as Cold Calling 2.0 (in our office we refer to it as interruptive sales) but there is a tactic in telemarketing and phone sales that is guaranteed NOT win the hearts and minds of your potential customers. Don’t know to what I am referring? Reverse – cold calling is the act of trickery in getting someone to phone you. Here’s an example: “Hello, is Mr. Jones in?” “Will you please leave him a very urgent message about a significant purchase we would like to make?” Obviously, when Mr. Jones returns to his office and is told by his secretary that a very important call may mean a big sale. Of course Mr. Jones will call you back immediately. ...

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Does Your Marketing Strategy Include Data? standard

Does Your Marketing Strategy Include Data? Professional services firms (PSF’s) rely on many things to accomplish their revenue goals, and marketing strategy certainly plays a big part. But do CPA’s, Lawyers, Architects and other PSF’s incorporate data into their marketing efforts? Whether traditional advertising methodologies or the use of digital, inbound marketing, or even a combination of the two, the data collected from the marketing activities should drive your marketing strategy. Data-driven content marketing (also called inbound and/or digital) can change the entire outcome, especially when it is automated. There is no denying that CPA’s and accountants are involved with numerical data all day long; how much of it is intended for their marketing efforts? Not as near as much as ...

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Maximizing Your Direct Mail Campaign in the Digital Marketing Era standard

You rarely hit a home run in small business marketing; small ball works best. A well defined marketing plan around a realistic number of differing tactics will run up the score nicely. But because of restrictive budgets (or sometimes attitudes) many small businesses try a tactic and when the home run doesn’t happen abandon it and move on to the next “idea of the week”. This is certainly the case with direct mail. Before the onslaught of the internet, websites, e-mail marketing and social media the war was between newspaper advertising and direct mail. The savvy business person who was unafraid to invest the time and money to secure a well defined mailing list and manage it properly had a ...

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Lead Your Competition with Content Marketing standard

We have covered the value of creating content marketing to allow prospects to find your website (and find you!) for quite a while now. One way to lead your competition and establish yourself as an industry expert is by creating engaging content in a variety of media. You not only bring valuable attention to your brand, but also gain recognition as you rise above the competition. Content marketing is not really all that new. Neither is the concept of being a market or industry leader. Leading your competition may not be your goal, but driving new business should be. Content marketing IS the way today to build credibility and drive new business creation. Actually, content marketing gets its humble beginning by ...

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