accountants the top 5 lead generation sources to grow your firm
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David Oliver's Top Five Lead Generation Sources for Accountants wanting to grow their firmsTRANSCRIPT
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The top 5 MOST profitable
Ways to GROW your firm
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We’ve paid the price
Discovered as a result of many mistakesSignificant errorsFailed campaigns Discouraging resultsExpensive and time consuming tests
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All - Proven, Tried & Tested
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We will cover
• Inbound Model with no selling • Don’t start cold • Be Agile - Launch your own App• Automated Email Marketing• Targeted Telephone Follow Up• Active Referral Scheme
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Attracting Buyers NO Selling
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Get ‘them’ to come to ‘you’
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Only this guy starts Cold
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Start With Your Clients
BBATF
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Annual Client Survey
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Benefits
• Protect Existing Clients• Update key data• Identify opportunities for new work• Generate quality referrals
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Have a Referral Scheme
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App’s have been the biggest key and the biggest surprise
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Be Agile
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App Use Dominate Mobile Web
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An App is:
The most affordableEffective Productive Efficient
Tool for you to reach & interact with existing & future customers.
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This is commonplace
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For businesses, the App ecosystem represents a commercial and
customer services opportunity that should not be missed.
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The most exciting thing I have seen in
over 45 years of accountancy
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What Can An App Do?
Mobile is no. 1 communication channel
Apps will become the interface between a firm and its customers.
Our App is already the face of hundreds of firms, in time it will be the face of thousands.
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Calculators, Content & Tools
16 Powerful Calculators
Tax Tables Financial Dates Key Practice InfoClick 2 Call Financial News Precious Metal TrackerBlog Stream Social Media Skype Integration
Photo Receipt Manager Mileage Tracker Income Management
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A Permission Based Mobile Communication Channel
A deeply personal connection
Push is the the voice of your App
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Lets Have a Closer Look
Emails Push
Inboxes are overflowing Personal connectionData accuracy vital Client manages dataBounce rates high 0% bounce rateOpen rates of 3 – 4% 80% + higher open rate Difficult to send Seconds to sendLegal issues/data protection etc No data stored by you
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An App will WIN you clients
Increased Referrals Direct Enquiries App Promotion
Increased Customer Loyalty Hours of Time savedFuture Proof
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Effective Email Marketing
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The Mechanics of Lead Generation
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Sending Successful Emails
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Plain Text
Reasons For
• Easy to create – type and send• Consistent display across devices • Can ‘feel’ more personal than HTML emails• May be less ‘salesy’
Reasons Against
• No colours or graphics • No links or ‘click here’• Hard to design and format • Tracking becomes more complex
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HTML
With HTML Emails you can do more • Track which emails are opened and by whom• Use images, colours, design and branding• Responsive design • Interactive response
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50% open rate on mobiles
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Subject Lines• Always write 4 subject lines • Keep it short, ideally below 50 characters • Avoid spam words like – Free, Offer, Save, Help, Percent Off,
Reminder • Inform your reader what they can expect from your email. • Add their name into the subject line • Personalise by industry or geographic area, for example
Accountants in Derby or Tax Review for Derby Vets • Create urgency using words like Alert, Breaking, Update etc.
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Send Them to a Landing Page
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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
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Blogging
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One Blog Updates Everything
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Award Winning Firm Use it Daily
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What About Content?
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What About the Content
1. Share articles from Accountancy Profession2. Guest Bloggers – invite clients and contacts
to post 3. Comment on other news relevant to your
clients4. One personal blog from you per month (or
use a hired editor from our team)
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