This is the second post following my presentation at the RanOne event in London last month titled Marketing in an Online World. This post is about Social Media.
Now, I don’t know what you think but it seems to me that Social Media is catching on. If you think about it, makes sense because we are social animals. Have a look at some of the numbers in this video.
So how can we use this in marketing for accountants?
Well, there are lots of Social Media tools and during my seminar I focused on LinkedIn because it is highly regarded as the tool for professionals. So what is so good about LinkedIn? Nothing, if you don’t network actively and you don’t have anything interesting to say. So, the first question to ask is; what is my content strategy? Actually, the first question for many will be what is my practice strategy? But, that is another issue.
The next question is; are you going to have a structured and active networking strategy? If you are, then wouldn’t it be useful to have a tool to help you leverage your time most effectively?
Let’s assume your strategy includes helping clients use financial systems effectively with consulting, training and coaching. I mention this because according to the Sage Pulse Report, only 11% of accountants are active with this type of support so there is a window of opportunity.
Let’s say you have just undertaken a successful project for a design client and helped them implement a new system. You have developed a case study and posted this on your Website as a bit of Social Proof. Now, you could invite the client to talk about their experiences in a Webinar.
You could invite your clients and prospects on your mailing list which may help generate opportunities but you can also review your contacts on LinkedIn and see if there are any targets/suspects they know. Perhaps you could do a search local businesses in the design industry?
You then call your contact, explain you are doing a Webinar. You explain the client is in the design industry and you see they know A, B and C who are also in that sector and ask if they would forward your invite to them? You could even do this direct to targets which have no connection with any of your contacts.
Remember to record the Webinar because it could go out as a CD and/or hosted on the Website as an on-demand Webinar!
LinkedIn is your personal Website so make sure it is completed and up to date. Get testimonials and host packed content like an e-book so visitors to you will leave with value. Use box.net to do this.
Link your blog to your LinkedIn profile. Visitors to your profile can then go to your Website and from here you can drive them to landing pages and capture their details and start nurturing and building a relationship.
One of the messages from the Profitable and Sustainable report published by the ICAEW is that accountants need to accept risk and be prepared to make mistakes. Marketing for Accountants can be difficult because the training is about prudence.
Mistakes comes from new initiatives and can include:
• Using new technology internally and externally with clients
• Cutting the portfolio
• Using new pricing strategies
• Outsourcing
• Forming strategic partnerships
• Implementing service guarantees
• Developing new services and products like business consulting and advanced tax planning
• Removing team members who are not a positive influence
• Changing business partners
• Employing staff you need but can't afford
• Re-branding and differentiating your practice
I thought this video may get you thinking about your attitude to risk and failure:
A quick word about failure...the concept is defined by time, like a race has a finishing line so if you don't stop you can't fail. Practice development and marketing should never stop and the firm should accept as much change as it can cope with.
Growth comes from being outside your comfort zone, get comfortable with it.