digital marketing for the digital future - acca the future of accounting
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Digital Marketing for the Digital Future
LEADFREAK [email protected]
07415 867 463
WWW.LEADFREAK.CO.UK
Digital Marketing for the Digital Future – Where to start?
Digital Marketing for the Digital Future
According to a recent survey of accountancy firms, the #1 challenge is:
ATTRACTING & DEVELOPING NEW BUSINESS
70.5% Hinge Research Institute
Digital Marketing for the Digital Future
According to a recent survey of accountancy firms, the #2 challenge is:
FINDING & KEEPING GOOD PEOPLE
51.1% Hinge Research Institute
Digital Marketing for the Digital Future
Quick exercise – who has heard of the following?
- LinkedIn - Inbound/content marketing - Marcel Maus - Customer Persona - Customer journey - Long-tail keyword
Digital Marketing for the Digital Future
Quick fact 1:
How customers find accountancy firms
Based on survey of over 1,000 buying firms
Digital Marketing for the Digital Future
Quick fact 2:
How customers “check out” accountants
Digital Marketing for the Digital Future
Quick fact 3:
How customers use social media
Digital Marketing for the Digital Future – Inbound Marketing
What is it? Inbound marketing uses helpful content to attract visitors and get them to engage of their own volition.
(Survey of over 4,000 respondents both B2C & B2B)
Digital Marketing for the Digital Future – Customer Persona
What is it? A customer persona is a semi-fictional characterisation of your target customer. It develops a customer centricity that translates your expertise and service proposition in to a value stream directly relatable to your customer’s position.
Digital Marketing for the Digital Future – Customer Persona
Example
FREE CUSTOMER PERSONA TEMPLATE https://goo.gl/0yEXvd
Digital Marketing for the Digital Future – Customer Journey
What is it? The customer journey highlights the states of mentality that a customer travels through before making a decision to purchase. The key to digital inbound marketing is to have valuable content in each area, addressing each mental state.
The customer experiences
symptoms of a problem but is
unaware of what the problem is.
The customer knows what the problem is but does not know
how to solve it.
The customer knows the problem, knows
how to solve it, and is currently making an informed decision.
Digital Marketing for the Digital Future – Customer Journey
What content does my customer persona need? In order to target customers at each stage, different forms of content can be used effectively.
- Analyst Reports - Research Reports
- eBooks - Editorial Content - Expert Content
- Educational Content
- Expert Guides - Live Interactions
- Webcast - Podcast - Video
- Comparison papers
- Vendor Comparison - Product Comparison
- Case Studies - Product Literature
- Testimonials
Digital Marketing for the Digital Future – Distribution
Where do you put this stuff? There are many platforms for distribution of content, the ones that are right for you are the ones that reach your buyer persona.
Digital Marketing for the Digital Future – Analysis
How to optimise performance Track key metrics on all content produced to see how effective it has been in its exposure to your customer persona and how effective it is in bringing leads to the business.
- Number of visits
- Leads generated
- Social proof, share-ability
- Inbound links
- Content performance by topic/author/format
- Long-tail keyword
Digital Marketing for the Digital Future – What Now
Actions to take away
- Understand your customer persona
- Optimise your LinkedIn profile - Generate ideas for content publishing
- Go to …..https://goo.gl/0yEXvd
- Email any questions to [email protected]
Digital Marketing for the Digital Future
LEADFREAK [email protected]
07415 867 463
WWW.LEADFREAK.CO.UK