Transcript Marketing
Effective Marketing Strategies for Accounting Professionals Intuit Canada ULC What is Marketing? 1 Intuit Canada ULC Marketing Is Not… ×Sales Tactics & Hype × Logo × Brochure × Website 2 Intuit Canada ULC Marketing Is… Identifying an ideal client/prospect and using a variety of communication methods to engage them and provide them with an outstanding client experience. 3 Create Awareness Generate Interest Incite action Intuit Canada ULC Marketing Strategy Target Mkt Identity Tactics Strategies 4 Intuit Canada ULC Marketing – Essentials • Brand – Work with a designer to develop a unique look and feel to help convey your brand • Business cards – Have your cards professionally printed • Website Use Professional Designations and Certification logos to help provide prospects and existing clients with confidence – Develop a simple Website to manage your Online reputation • Networking – Ask clients for referrals and get out there and meet people 5 Intuit Canada ULC Websites 6 Intuit Canada ULC How will clients find my website? Submit your Website URL to the most popular search engines Global Search Engine Market Share MSN Global 3% AOL - Global 2% Yahoo Global 11% Search Engine Submission location Google www.google.com/addurl/ Yahoo http://search.yahoo.com/info/submit.ht ml Bing/MSN www.bing.com/docs/submit.aspx Aggregate Submission www.submitexpress.com/submit.html Open Directory www.dmoz.org/add.html Google Global 84% 7 Intuit Canada ULC Top 3 things your Website needs 1. Relevant Content for your practice • • • Keywords and phrases in the body copy, meta tags, Hyperlinks and back links to and from relevant websites to drive organic rankings Frequently update your content 2. Client case studies and testimonials • Validate why prospective clients should work with you by sharing your professional experinces 3. Easy to access contact information and professional background • 8 Help clients and prospects find you! Intuit Canada ULC Website Meta Tags Meta Tags: title, description and keywords <title>Small Business Accounting Software | QuickBooks® Canada 2010</title> <meta name="description" content="Accounting software for Canadian home & small businesses, QuickBooks simplifies accounting tasks & improves efficiency giving you back time for yourself…" /> <meta name="keywords" content="QuickBooks 2010, quickbooks software, accounting software, accounting software, small business accounting software, business accounting, accounting, Canada quick, book, books, quikbooks, quik, quickbook, quikbook" /> 9 Intuit Canada ULC How to generate traffic to your Website 1. Search Engine Optimization (SEO) • Robots are searching for relevant content…help them find it! 2. Online Advertising • Pay Per Click (PPC) Advertising Google Adwords www.adwords.google.com offers a great opportunity increase your website rankings by bidding for keywords. • 10 Banner Advertising :The critical items with Online Banners are - Media placement-what website it’s located on and where on the page - Strong call to action-convince me to click messaging Intuit Canada ULC Old Fashion Networking • • • • • • • Current Clients Bankers Lawyers Insurance Agents Other small business owners Family, friends and acquaintances Peers—locally and online networks Cultivate referral relationships with others. Intuit Canada ULC Reputation as an Expert- Its Your Brand Speak or write articles Useful, relevant content Inform and educate New laws, changes or updates Potential avenues: Association or industry meetings Local newspapers Seminars – live or online Podcasts Online – blog, ezines, Community Forums and more. eNewsletter • Quoted as expert by others Create a reputation and deliver. 12 Intuit Canada ULC Delighted Clients are your best referral source! 13 Intuit Canada ULC Questions? 14 Intuit Canada ULC