Changing how you market your firm is a daunting task for CPA firms, but marketing as usual is actually becoming more and more unusual. Just when you thought you had your game plan figured out, along comes all of these new game changers like the explosion of mobile devices, the importance of content marketing, social media for lead generation, advanced marketing metrics possibilities, and a lot more. In this webinar, CPA marketing expert Alan Vitberg will discuss key game changers, their budgeting implications, and show examples of how CPA firms are responding.

1. Sponsored by
10 Marketing Game
Changers for Professional
Services Firms –
WHAT’S IN YOUR BUDGET?
#10gamechangers

2. TODAY’SOBJECTIVE
Introducing Today’s Speaker
“My mission is to help my clients get more ROI
from their investment in marketing and
business development.”
• 25+ years experience
• HubSpot Gold Certified Partner
• Recent HubSpot Award
• Best Vertical Marketing Agency 2012
• Services
• Re-engineer outbound marketing
programs
• Lead generation campaigns,
strategies & tactics
• Install inbound marketing programs

3. TODAY’SOBJECTIVE
Today’s Objective
Present 10 key trends that will impact the way you design your
marketing strategy and spend your marketing budget…We call
these game changers
4 Polling Questions for CPE!

4. WHATI’VELEARNED
What I’ve Learned
 Early adopters grow faster
and put more distance
between competitors
 Theory of inevitability:
it’s going to happen
 Pace of change is only
going to get more drastic

5. GAMECHANGER1
Game Changer 1 – A Changing of the Guard
Goodbye Boomers …Hello Gen X & Y

6. GAMECHANGER1
Game Changer 1 – A Changing of the Guard
Digital Marketing
More comfort
More familiarity
Higher adaptability
Greater acceptance
Goodbye Boomers …Hello Gen X & Y
Movement
away
from
“traditional”
marketing

7. GAMECHANGER2
Game Changer 2 – Content is King
Content marketing means
• creating and distributing relevant and
valuable content
• Using that content to attract, acquire, and
engage a clearly defined and understood
target audience

8. GAMECHANGER2
Game Changer 2 – Content is King

9. GAMECHANGER2
Game Changer 2 – Content is King
Using content for lead generation

10. GAMECHANGER2
Game Changer 2 – Content is King
Using content (blog) for SEO
SEO
SEO
SEO
SEO

11. GAMECHANGER2
Game Changer 2 – Content is King
Using content for personal branding and thought leadership

12. GAMECHANGER2
Game Changer 2 – Content is King
 On average B2B marketers
are spending 33% of their
budget on content
marketing
 54% plan on increasing
their content budget

13. POLLINGQUESTION1
Polling Q1
How strong and effective is your firm’s content
management strategy and program?
 Very strong and effective
 Strong and effective
 Somewhat strong and effective
 Non existent or ineffective

14. GAMECHANGER3
Game Changer 3 – Smart Money is Flowing Towards
Digital Marketing
Better targeting … lower costs …. More
measureable … higher ROI

15. GAMECHANGER3
Game Changer 3 – Smart Money is Flowing Towards
Digital Marketing
Where are firms allocating their budget?

16. POLLINGQUESTION2
Polling Q2
How significant is the budget shift in your firm from
traditional to digital marketing?
 Very significant
 Significant
 Somewhat significant
 Insignificant

17. GAMECHANGER4
Game Changer 4 – Less Interruption and More Permission
The rise of “Inbound Marketing”

18. GAMECHANGER4
Game Changer 4 – Less Interruption and More Permission

19. GAMECHANGER4
Game Changer 4 – Less Interruption and More Permission

20. GAMECHANGER5
Game Changer 5 – “ I Can See Clearly Now”

21. GAMECHANGER5
Game Changer 5 – “I Can See Clearly Now”
Unique Visitors
New vs. Repeat Visitors
Traffic Sources
Referring URLs
Most/Least Popular Pages
Indexed Pages
Landing Page Conversion Rate
Bounce Rate
Keyword Performance &
Rankings
Total Traffic From Organic Search
Branded Vs. . Non-Branded Search Traffic
Unique Search Terms Driving Traffic
Inbound Links
Conversion Rates From Organic Search
Blog Traffic & Referral Sources
Social Audience Growth & Reach
Traffic From Social Media
The Rise of Marketing Analytics
What to measure: KPIs

22. GAMECHANGER5
Game Changer 5 – “I Can See Clearly Now”

23. GAMECHANGER6
Game Changer 6 – “This Ain’t Your Grandpa’s Website”
Online Brochure Marketing Hub

24. GAMECHANGER6
Game Changer 6 – “This Ain’t Your Grandpa’s Website”
www.raincastle.com

25. GAMECHANGER6
Game Changer 6 – “This Ain’t Your Grandpa’s Website”
Characteristics of an Effective Website:
 Built for lead generation (offers, landing pages)
 Optimized for search
 More about issues and solutions than firm
advertorial
 Blog
 Social media account connections /share-ability
 Internal cross links
 Great user experience

26. POLLINGQUESTION3
Polling Q3
How effective is your website for lead generation?
 Very effective
 Effective
 Somewhat effective
 Ineffective

27. GAMECHANGER7
Game Changer 7 – Lead Generation Campaigns are Replacing
Branding as a Growth Strategy
Print ads
Directories
Trade shows
Collateral

28. GAMECHANGER7
Game Changer 7 – Lead Generation Campaigns are Replacing
Branding as a Growth Strategy
The Key Parts of a Lead Generation Campaign:
1. Pain Issue/Need
2. The Offer
3. The Device
4. Database
5. Landing page
6. Campaign
7. On-site promotion
8. Off-site promotion
9. Metrics and analysis
10. Lead nurturing

29. GAMECHANGER7
Game Changer 7 – Lead Generation Campaigns are Replacing
Branding as a Growth Strategy

30. GAMECHANGER7
Lead Generation Campaigns:
 More complex
 Less costly (OOP)
 Greater ROI
Game Changer 7 – Lead Generation Campaigns are Replacing
Branding as a Growth Strategy

31. GAMECHANGER8
Game Changer 8: Segmentation + Automation = Customers
Create marketing your prospects will love by
delivering the right message to the right target
at the right time.

32. GAMECHANGER8
Game Changer 8: Segmentation + Automation = Customers
Segmentation + Automation = Customers

33. GAMECHANGER8
Game Changer 8: Segmentation + Automation = Customers
Segmentation + Automation = Customers
http://www.inbound-marketing-agency.co.uk

34. GAMECHANGER8
Game Changer 8: Segmentation + Automation = Customers
What is marketing automation?
Segmentation + Automation = Customers

35. GAMECHANGER2
Polling Q4
What’s the status of marketing automation in your firm?
 All pieces in place and fully used
 All pieces in place, but not fully used
 Some pieces in place
 No marketing automation in place

36. GAMECHANGER9
Game Changer 9 – Share-ability is a Marketing Force Multiplier
We’re increasingly
depending on
friends, fans,
followers to carry
our marketing
message forward
through sharing

37. GAMECHANGER9
Game Changer 9 – Share-ability is a Marketing Force Multiplier
Source: Forbes

38. GAMECHANGER10
Game Changer 10 – Real Time Marketing
Real time marketing is about
monitoring, reacting, capitalizing
and being first to market with a
response to a comment, news or
an event.
It’s about being nimble.
It takes resources, dedication and
chutzpah

39. GAMECHANGER10
Game Changer 10 – Real Time Marketing
1st Tweet
“Saw a bird
crap on a
Smart Car.
Totaled it.”
Smart Car’s
Response
“More like
4.5 million
birds”

40. GAMECHANGER10
Game Changer 10 – Real Time Marketing

41. HOWANDWHEREYOURBUDGETISGOINGTOCHANGE
Upping Your Game – How and Where Your Budget is Going to
Change
SEO – key word research and analysis
Website re-design / re-engineering / maintenance
Marketing technology
Content acquisition
People: consultants or staff w/digital mktg skills
Mobile marketing specialists
Targeted PPC
Integrated lead gen campaigns
d
d
d
d

42. CHANGEYOURGAME
How can we change the game for you?
Scheduling
Email: svitberg@vitbergllc.com
Call Shannon at 585-329-4579
EXCLUSIVE OFFER FOR WEBINAR PARTICPANTS
 Marketing infrastructure review
 Website review
 Competitive analysis
 Brainstorming: lead generation
60 Minutes That’s Going to Change
the Way You Do Marketing!
Complimentary Consultation w/VLLC

43. CONCLUSION
Conclusion
Thank You!
VitbergLLC
www.vitbergllc.com
avitberg@vitbergllc.com
@VitbergLLC
#10gamechangers
585.425.2552