Marketing Your Plan Audit Practice

Growing the EBP Audit Niche

Speaker IntroductionBrian D. Swanson • MBA in Finance & Accounting• 16 Years in Accounting Marketing• Experience at Big 4 & Regional CPA Firms• 11 Years Marketing Experience - EBP Audits• SEMPO Certified in Search Engine Marketing

Agenda• Benefit Plan Audit Marketing • Value of Benefit Plan Audit Marketing• Getting Started• Developing Your Plan• Traditional Marketing Strategies• Putting It Together

EBP Audit Marketing

Value of EBP Marketing• New Avenue of Entry for Approaching a

Prospect • Creates a Pipeline of Immediate, Short and Long

Term Opportunities.• Most will Consider Firms that Have a Niche

Practice.• Opens the Door to Other Opportunities

Wait…Not So Fast!

Getting Started• Profile of Ideal Prospect• Prospect Lists • Defined Tactics• Follow Up Process – When/How• Definition of Success• Champion

Develop a Plan

Combine Digital & Traditional Marketing

Traditional Marketing• Allows For Engagement with Prospect in

“Sanitized” (Peaceful) Environment• Specific Prospect Segmentation & Targeting• Direct Call to Action• Easier to Measure Impact/Engagement • Effective When Combined With Digital Marketing

Traditional Marketing Methods

Benefit Plan Audit

Practice

Direct MailExecutive

TelemarketingMarketing

Foundation

Marketing Foundation• Is There a Section on the Website Dedicated to

the EBP Audit Niche?• Does the Information Address Prospect

Concerns?• Is There an Explanation of the Value Your Firm

Offers?• Discussion on Why Prospects Should Switch?

Sample Website

Special Brochure

Direct Mail Marketing

It Should Be Done Professionally!

Benefits of Direct Mail• Focused Targeting• Additional Audience Access• Minimal Investment• Physical Connection• Straightforward ROI Measurement• Multiple “Creative” Options

Examples of Direct Mail

Executive Telemarketing

This is NOT Executive Telemarketing!

Telemarketing Process• Create/Segment Prospect List• Identify the Proper Target Contact• Develop/Enhance Direct Mail Program• Conduct Executive Telemarketing • Ongoing Professional Follow Up

Create/Segment Prospect List• Total Plan Participants• Total Plan Assets• Plan Year End• Physical Location• Current Plan Auditor

Target Plans That You Have References to Support!

Identify the Proper Contact• CEO• CFO• President• Director of Human Resources• Controller• Director of Benefits

Any of These May Be the Decision Maker!

Develop the Message • Expertise – EBPAQC, AICPA, PCPAOB• Service• Partner Contact• Well Trained Staff• Reasonable Fee Structure

High Quality Audits are Assumed!

Conduct Executive Telemarketing• What’s the Process?• Who Should Make the Calls?• Develop a Flex Script• How Often Should Calls Be Made?• Follow Up – It’s VERY Important• They’re Interested – Now What?

Ask for the Opportunity to do Business!

Executive Telemarketing Outcomes• Not Interested• Mildly Interested - Request Information• Interested but Not Right Now - Request Follow

Up (At a Later Date)• Immediately Interested - Interested in

Speaking with a Partner

Professional Follow Up• Be Sincere and Professional• One Follow Up Call is Not Enough• Lack of Response Does Not Mean Lack of

Interest• Prospects are Busy Just Like You• “Being There” At the Right Time is Critical

Putting It Together• Market the EBP Niche Specialty • Develop an Integrated Marketing Plan • Combine Digital Programs with Traditional• Have An Established Foundation• Conduct Regular Marketing Activities• Keep It Simple to Start

Best Practices• Create A Compelling Message• Research the Prospect List • Have A Polished Print & Digital Collateral• Target Companies Using Large Firms • Leverage Disruptions in the Marketplace• Be Consistent & Professional In Follow Up

Every Firm Conducts Effective Audits – Not a Differentiator

Questions?

Contact

Brian Swanson

612-886-3561

@bswan775

bswanson@flashpointmarketing.biz

www.FlashpointMarketing.bizwww.AccountingMarketingBlog.com