The document provides tips and strategies for small business marketing. It discusses the importance of consistency in branding, focusing on the customer, building credibility through recommendations and co-branding, creating relevant content, understanding context, optimizing for conversion, and using clear calls to action. The key recommendations are to profile clients, utilize ProAdvisor marketing materials, and update the website with tips discussed like customer testimonials and clear calls to action.

1. Hannah Thilthorpe, Account Director, twogether
Marketing your firm –
Key foundations you’ve got
to get right
WiFi: QBConnect No password required#QBConnect

2. 2
An introduction
You’re all experts in:
What you may not be
expert at is marketing
My goal
To get you on the road
to better marketingmulti-tasking your chosen field being consumers

3. 3
Basic principles
In 1960, respected professor and author, E J McCarthy, created what
we now know as the marketing mix: the 4 Ps
Product Price Place Promotion

4. 4
This worked for a while, but it didn’t account for the human element.
So we increased it to 7 Ps:
Basic principles
Product Price Place Promotion
People Process Physical
evidence
But none of this accounted for the ascension of the internet…

5. Traditional, status-quo marketing is dead –
children of today will certainly never, ever
understand this concept of mass communication.
Marketing in the new era
Grassegger and Krogerus

6. 6
The 7 Cs of marketing in the new era
Customer
Credibility
Context
Call to
action
Conversion
Content
Consistency

7. 1. Consistency

8. 8
Consistency
Source: Google

9. 9
Consistency: logo

10. 10
Consistency: your brand is not just your logo
Packaging
WEB
Placement
Events
Displays
Salesperson
Check-in
front desk
Invoice
Up
sale
Social
media
Loyalty
programs
Newsletter
Store
front
Coupons
Customer
service
Ad
promos
Surveys
PR
Direct
mail
Sales
Word of
mouth
Promo
Brand
touchpoints

11. 11
Consistency: builds your brand
Think about what is consistent in
your firm today
Repetition and replication builds
reputation and awareness
Your brand is part of this mix

12. 12
Consistency: brand equity
A brand has a persona and image
in the mind of consumers and it
is based on the sum of all
information and experiences
consumers have with the brand
Source: Effect of Co-Branding on Brand Equity Usman Ali Warraich1+ , Muhammad Awais1+, Ahmed Amin1+, and Rakesh
Parkash1+ 1 Department of Business Administration, Indus University, Karachi, Pakistan

13. 13
Consistency: brand equity
Once you’ve built equity across all your touchpoints you can evolve
your visual look and feel…

14. 14
Consistency: Shell logo evolution
1900 1904 1909 1930 1948
1955 1961 1971 1995 TODAY

15. 15
Quiz time

16. 2. Customer

17. 17
Customer
Put them at the heart
of everything you do
Source: www.macinnismarketing.com.au
Know me
Make my
life simple
Anticipate
my needs
Look out
for me
Reward
me
Customer centric
marketing

18. 18
Customer
Customer-centric
marketing increases:
Loyalty
Engagement
Efficiency
Agility
Differentiation

19. 19
Customer: profiling
Think about your
current customers

20. 3. Credibility

21. 21
Credibility
of B2B buyers distrust
vendor claims
There are two core success
factors to combat this:
58%
Published 27 January, 2017 by Nikki Gilliland @ Econsultancy
Buddying with a
more established
brand
Customer
recommendations

22. 22
Credibility: customer recommendation
Anytime someone
else sings your
praises rather than
you, it’s more
credibility
Word of mouth is
crucial for all
companies –
especially small
businesses
More credibility
equals more
business

23. 23
Credibility: co-branding
To associate yourself
with another brand that has
already got high brand equity
leapfrogs you ahead of
the competition

24. 24
Credibility: co-branding tips
Visit the ProAdvisor portal
which is available through the
QuickBooks Online Accountant
product to get brand
guidelines, logo files and
ProAdvisor badges

25. 25
Credibility: free marketing templates

26. 26
Credibility: Marketing development fund
Also, use the marketing funds being offered by Intuit to claim against
all kinds of marketing activity:
BEFORE AFTER

27. 27
Credibility: Marketing development fund
http://gf-sheridan.co.uk/quick-book/

28. 28
Credibility: actions you can take
Use the free
marketing templates
Reviews on your ‘Find an
Accountant’ listing
Reviews on Google
Plus to improve your
organic search ranking
Use the MDF
Reviews on your website
Use Intuit’s branding
wherever possible

29. 4. Content

30. 30
Content
According to a recent study by
the Content Marketing Institute:
88%of B2B marketers
currently execute
content marketing
while
32%have a documented
content marketing
strategy
only
Think about how much
content you consume
across your day
Content planning doesn’t
need to be complex or
hugely time-consuming

31. 31
Content: tips
Retweet relevant
content
Share on social – whether
yours or third-party
content – to LinkedIn
or Facebook groups
Recommend articles to your
customers – it gives you a
reason to email them
Think about what
your customers are
asking you about

32. 32
Content: tips
If you have a blog,
make sure you
give people a way
to subscribe
Commit to writing a
number of tweets,
posts, blog articles,
or maybe try video
shorts and stick to it
Use that profiling
you’ve done to
identify which social
channels and which
days/times your
target is likely to
be there

33. 33
Content: social tips
• Social channels should
sound natural not
business like
• Schedule posts
Source: gemmasands.co.uk
Tweets with hashtags
get two times more
engagement than
tweets without
2X When you use more
than two hashtags, your
engagement drops by
an average of 17%
17%
Interactions are highest
on Instagram posts with
11+ hashtags
11+
Facebook posts without a
hashtag fare better than
those with a hashtag
NO#
A quick guide to
#HASHTAGS

34. 34
Content: top tips for your website
Add customer testimonials
Don’t be afraid of white space
Differentiate hyperlinks
Don’t try to say everything
Think about the tags you use behind
the scenes
Address customer rather than talking
about you

35. 35
Content: top tips for your website
Look at your website performance reports
If you’re collecting data, then you need to
publish your cookie policy
Clear call to actions (more on that later)
Think about how you navigate around
websites as a customer

36. 36
Content: top tips for your website
Use drag-and-drop template tools such
as Wix or Moonfruit for your website, which
start at just a few pounds a month
Use an online keyword analyser, such
as Google Trends, to find the relevant
words and phrases, which you can use on
your website pages and blog posts to
improve SEO (search engine optimisation).
Try to capture site abandoners

37. 37
Content: site abandonment example

38. 38
Content: where not to aim

39. 39
Content: great information architecture

40. 40
Content: you already know what good looks like

41. 5. Context

42. 42
Context
Did you know that your
Google search results could
be totally different to the
person sitting next to you?
Let’s try it…

43. 43
Context: why?
The type of device used for the search
(desktop, laptop, phone, tablet)
Your search history
Whether you are logged in to a
Google Account while searching
Your geographic location
Source: 7 Reasons Google Search Results Vary Dramatically. September 29, 2015 by Mike McEvoy

44. 44
Context: why?
What type of browser you are using
The number of Google-generated ads
on the page
What type of search you are doing
Source: 7 Reasons Google Search Results Vary Dramatically. September 29, 2015 by Mike McEvoy

45. Context marketing respects the habits,
goals and devices of people.
Context
@kippbodnar

46. 46
Context
Context is where the
magic happens
It’s all about the right
time, the right place and
the right message…
…which is very easy to
get very wrong

47. 47
Context: relevant online targeting

48. 48
Context: good retargeting
But when it’s right,
it’s so right!
Contextual marketing can happen
throughout the customer journey

49. 49
Think about what your
customers are searching for
Think about the
sites they visit
Context: tip

50. 6. Conversion

51. 51
Conversion
The holy grail of any
marketing effort simply means
succeeding in your goal:
Source: How To Conversion Optimize And Avoid A/B-Testing Failure, Kristian Jønsson, 25 January 2017
Purchase Contact ReferReview

52. 52
Conversion
Sales
conversion
Website
conversion
Google
AdWords
conversion
Marketing
conversion
Organic search
conversion

53. 53
Conversion: let’s keep it simple
A
awareness
A
action
I
interest
D
desire
````````

54. 7. Call to action

55. Call to action
A beautiful ad with no call to action is
just a piece of art.
Hannah Thilthorpe, circa 2003

56. 56
Call to action: top tips
This is closely linked
to conversion
Be really clear what you
want people to do
Make it short
Give it a sense
of urgency
!!!!!!!!!
!!!!!
>>>>>
SHOUTYSHOUTY
SHOUTY
CAPITAL LETTERS
Or too many >>>>>
Or too many
Try not to use too many
!!!!!!!!!!

57. 57
Call to action:
sorry Jami Lin!

58. 58
Useful resources
15 Tips to Boost Your Content
Marketing Strategy
A guide to Context Marketing
6 Things Your Small Business
Should Know About Pay-Per-
Click Advertising
How to Add Google Analytics to
Your Website

59. 59
1
Profile your clients
and decide who
you should
market to
3 things you must do now
2
Log in to the
ProAdvisor Portal
and use the
marketing
materials
3
Update your
website using
some of the tips
we covered
Low
Hanging
fruit!

60. Thank you

61. Access the presentation materials via:
The QuickBooks Connect 2017 Conference App
or
Slideshare at: http://www.slideshare.com/tag/QBCUK17