Client Driven Marketing June 2011

Client-Driven Marketing:
Strategies that Deliver
by Neal Hannon
WebPro XBRL Consulting

Presented to FICPA
June 9, 2011

Free Powerpoint Templates
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Client-Driven Marketing will show you how to

• Actively engage the self-identified prospective clients

• Prospects turn first to the Internet for answers when faced with a problem
your firm can solve

• Companies who invest in online reputation and trust will be sought after.

•Climb aboard and we’ll explore the dynamics of client-driven marketing.

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What Is Client-Driven Marketing?

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• Traditional marketing has not died. All existing methods of obtaining
new clients and retaining old ones are still valid.
• Client Driven Marketing stimulates inbound marketing of self-identified
prospects.
• Inbound marketing happens when customers with specific business
needs seek out firms that can help them by using channels such
as; Search Engines, the company Website, Articles, LinkedIn, Twitter,
YouTube and Facebook.

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Matching Needs with
Strategy Services Offered
Skills, Experience
Reputation Inbound Client-Driven Train

Internet
WebSite
Blog
Facebook
LinkedIn
YouTube
Twitter
PodCasts
EZines

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Seven Reasons to Use Client-
Driven Marketing
1. It's Measurable
2. Doesn't Interrupt Your Prospects
3. Focuses on Adding Value
4. Generates Higher Quality Leads
5. Clarify Your Efforts By Matching Tactics with
Strategy
6. Prospects' Interests Come First
7. Quick Implementation

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Will They Chose You?

• First they need to Find You

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Once they know about you..
• Reputation
– Can be enhanced online
• Trust
– Built through delivering; enhanced online
• Referrals
– Online: Facebook “likes”; Twitter followers; LinkedIn Groups
• Services match needs
– Website, webinars, whitepapers, video can supplement
potential client knowledge of services offered
• Strong Value received

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Strategy First :

Here's the difference: The right strategy makes any tactic
work better. The right strategy puts less pressure on
executing your tactics perfectly.

It takes real guts to abandon a strategy, especially if you've
gotten super good at the tactics. That's precisely the reason
that switching strategies is often such a good idea. Because
your competition is afraid to.

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Practical Strategy :
Solutions to present and potential client problems matched
Up with firm expertise. The client needs to see that you
have the expertise and have built up enough trust so that
your firm is the first place they look for help. Client-Driven
marketing helps you make that happen.

• Do the things your firm does well.
• Build Integrity.
• Build Trust.
• Deliver Information that lets the clients believe
that you can be a part of solving their problems.

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How are Strategy and
Tactics Different?

At noon on Tuesday a siren blared….

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Tuesday, 11:30 Am… Sirens when off in Pleasant Hill Missouri

Just Days after the devastation in Joplin Missouri..

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Strategy

• When you only have 10-15 minutes
of warning, what will you do to
protect your life?
– What should you protect and why?
• Protect body from flying objects
• Protect body from collapsing objects
• Protect body from becoming a flying object

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Joplin, Missouri
Before

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Joplin, Mo Today

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Tactics
• Build a “safe area” in your house
• Build a storm shelter away from the house
• Travel to a community shelter
• Go to your neighbor’s house or shelter
• Make due (See bath tub survivor below)

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Quick Review
• Strategy outlines the plan and looks to accentuate
strengths. Strategy is goal oriented.
• Strategy foresees opportunity and directs resources.
• Strategy anticipates change in needs and habits of Clients
while molding the firm to take advantage.

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Quick Review
• Tactics are operational.
• Tactics are action items that make plans happen.
• Tactics put strategy into motion.

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Four Reasons Why Getting New Clients Isn’t the Only Answer
(I want to share this insightful post written by Ric Telberg, editor of CPA Trendlines and President of BayStreet Group.)

Getting new clients may be many firms’ chief concern these days.

But for most firms, there’s un-mined gold in their current clients.
The accounting business may not be the same in five years. Today’s standard products and services are evolving quickly. How long,
for instance, will simple 1040 tax prep last with the speed of data aggregation?
But if you still have the same clients, you will still have cash flows.

The Bottom Line:

1.Cash flows come from clients, not services. If your service line changes but clients remain, so do your revenues.

2.Client satisfaction is an important predictor of client loyalty and firm health.

3.When clients stay with firms longer, those clients are more profitable because they buy more, complain less,
are easier to serve and are less sensitive to price increases

4.Although few companies focus on client retention, it leads to greater profitability, and even a small increase in retention can pay off
substantially.

How are you focusing on client satisfaction and retention? Are you making them aware of what more you can do for them
through ezines, blogs, YouTube ,LinkenIn and Twitter?

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There Is a Growing Array of Tools Available:
Web Tools Sharing Communication
(Productivity) (Community & (Reach)
Leverage)

•Blogs •Website •Marketing / PR
•RSS / Email •YouTube •Sales
Feeds •Flickr (Photos) •Customer
•Newsletters •Slideshare Service
•Press Releases •Twitter •Executive
•Podcasts •Linkedin •R&D
•Webinars •Facebook •Internal –
•Photos •Skype Intranets
•Videos •Four Square •Global
•eBooks •Mobile Apps Connections
•eCourses •(and many
•Presentations more…)
•SEO (Search
Engine
Optimization)

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Measurement Tools

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What is Google Analytics?

Google Analytics shows you how people found your site, how they
explored it, and how you can enhance their visitor experience. With
this information, you can improve your website return on investment,
increase conversions, and make more money on the web. This guide
can help you familiarize yourself with the main features of Google
Analytics. To start using Analytics, sign in with your Google Account.

Don't have an Analytics account?
Sign up now
Don't have a Google Account?
Get one today

Page 28

The Power of LinkedIn:

LinkedIn has 100M +members in over 200 countries and territories
worldwide
More than half of the members are from inside the U.S.
There were nearly two billion people searches on LinkedIn in 2010.
Executives from all Fortune 500 companies are LinkedIn members
More than 2 million companies have LinkedIn Company Pages.

Source: LinkedIn, March 2011

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LinkedIn Group Discussion

Follow Maxine
Maxine Brand • I totally enjoyed your posting. The problem seems to be to get business owners and individuals
to take the time to START! I run a LinkedIn Live event in our community and get tremendous participation. I provide
training materials so folks can get set up at a comfortable pace with little to no expense on their part. Each
month, people come back to learn more, but when I ask if they have actually done anything...they meekly say no.
So it seems it might be fear and time management that prevents people from jumping in. And soon, they will simply
be left behind.
13 hours ago
•• Reply privately
•• Flag as inappropriate

Neal Hannon • Maxine.. Starting without knowing where you are going will get you lost. CPA firms who use LinkedIn
wisely start with a strategy in mind
and move to execute with specific tactics such as LinkedIn Group postings. Building reputation online using LinkedIn
and other outlets will help to convert new clients who look first to the net for answers to their questions.
7 hours ago

Follow Maxine
Maxine Brand • I'm with you Neal. I emphasize strategy at the outset of my meetings and throughout the training materials we provide. And I know the
audience understands the concept. I think as time goes by and LinkedIn continues to be promoted, they will find it a necessity to get involved and will
then find the time.

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Register twice
Fill in the bio
AND upload a
Name &
photo of YOU
Company name

Use one of the
Make sure you platforms:
enter your Tweetdeck |
website URL Start a Seesmic |
Twitter SocialOOMPH
Newspaper
Page 36
www.sironaconsulting.com|
andy.headworth@sironaconsulting.com | 0870 850 8038

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Tweet: An update message with a maximum length of 140
characters, visible by everyone including Google
Following: you see the tweets when people you follow update
them
Followers: they see your tweets when you update Twitter
@replies: you reply with @username, and engage in
conversation
Direct Messages: if you follow each other, you can send
private direct messages to each other – DM’s

Why people won’t follow you in return
1. You have a picture of your dog as your image
2. According to your bio, you don’t exist
3. You are obviously going to try and sell me
something
4. You are not playing by Twitter rules
5. They are trying to balance following to followers

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Various Business Tweets

1. Info tweet
Note: All Tweets should be in
2. Re-tweet or RT alignment with strategy. Tweeting
3. Help tweet without purpose is harmful.
4. Blog tweet
5. Webinar/white paper

..and just watch the
ratio
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Ten reasons to use for business

1. Branding, Reputation, Trust
2. Traffic to Blogs, Website
3. Networking
4. Notify customers | job seekers
5. Latest news
6. Find prospects
7. Get feedback
8. Make friends with peers
9. Track your competitors
10. SEO – your @name – inbound links – Google

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Ten ways to use Facebook for business

1. Find and source industry contacts
2. Build and develop business relationships
3. Raise your profile in your sector
4. Develop your brand
5. Extend reputation and trust
6. Develop a niche
7. Convert “likes” into Clients
8. Target your messages
9. Cost effective extension to traditional marketing
10.Meet your industry peers

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Top Ten Reasons Blogs Are Awesome
1. Blogs are a cheap, do-it-yourself way to get started on the web. Blogging platforms
are available free or at very low cost, andresources abound to help you set up and
launch your blog.
2. You can add to or change your blog content anytime. No more waiting until your
webmaster has time to update your website! Write new posts, update old ones, even edit
your static pages
3. Add audio and video yourself. With the help of a plug-in and a place to host your
audio/video, you can spice up your blog with content for your readers to watch and listen
to
4. Add interactivity with readers. Blogs are designed to elicit comments from readers, so
now you can have conversations with potential customers, instead of just a broadcast.
5. Build your list with blog subscribers. Add a subscription box to your blog, where
readers sign up to receive email whenever you write a new blog post. You can
even replace your ezine with your blog!
6. Make your blog search-engine friendly with plugins. SEO plugins exist to manage
meta tags and sitemaps easily.
7. Search Engines LOVE blogs. Static websites are boring — blogs provide fresh content
that readers like to visit often, so search engines tend to rank them higher, too.
8. Keep your blog updated even when you are away. Write your posts ahead of time,
then schedule them to be published on a date on a date in the future. Readers won’t get
bored waiting a month for you to return from vacation!
9. Change your blog design easily. How a blog looks is determined by a design theme
that is changeable and independent of your content. Update your blog with a new look,
without losing a single post or reader comment.
10. Move blog content between platforms. A free blogging platform is a great way to start
your blog, but you may outgrow its limited features. Export your blog content and then
import it into a new platform with more features when you are ready.

Source: January 24th, 2009
10 Reasons a Blog is Better Than a Website
By: Terri Zwierzynski (see my bio) | Leave a comment
More posts by Terri Zwierzynski | Follow me on Twitter

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Ten things to write about on your blog

1. Services aligned with company strategy
2. Stories about people in your business (format: Web consumable)
3. Developing solutions to client problems
4. Views on the CPA hot topics such as FASB, SEC, IRS
5. Video of your company environment & your people
6. Information regarding industry exhibitions, trade shows etc
7. Industry interviews
8. How you work with your customers
9. Case studies and testimonials from your customers
10. Company news; awards, contract wins etc

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Client-Drive
Marketing
Resources

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Social Media Resources

• Hubspot.com
• Hootsuite.com
• SocialMediaMonitor.com
• http://paper.li/WebProXBRL/1305742630
• SocialNetDaily
• Ned Campbell
• Michelle Golden
• Bill Sheridan
• Tom Hood
• Most State CPA Institutes including FICPA

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Questions?

Thank You

neal.hannon @ webproxbrl.com
51 Page 51

CPE Polling Question #1

What is the size of your CPA firm?
a. 1-5 partners
b. 6-20 partners
c. 20-100 partners
d. Over 100 partners

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CPE Polling Question #2

Is your firm actively engaged in Social Media?
a. We maintain a static website and send email
b. Website, email, occasional blog
c. Website updated frequently, email, Blog,
Facebook, Twitter
d. Website updated frequently and optimized for
search, digital newsletters, active LinkedIn
accounts, YouTube channel, Facebook and Twitter
e. All the above plus Webinars, Whitepapers and
subscriptions for ezine

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Polling Question #3
• What percentage of your new business is presently coming
from Internet Search, blogs, webinars, ezines, and
whitepaper downloads?
– A. Less than 20%
– B. Between 20 and 40%
– C. Between 40 and 60%
– D. Over 60%

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Polling Question #4

Are you presently maintaining a LinkedIn personal site?
– Yes
– No

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Polling Question #5

• Is your firm’s strategy aligned directly to your online media
plan?
– A. Yes, we actively seek alignment with strategy
– B. Yes, but there are some loose ends
– C. We are thinking about alignment but hasn’t been
formalized as yet
– D. No, the social media activity is not aligned with Firm
strategy
– E. What strategy?

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Polling Question #6
• When using Twitter, CPA firms should
– A. Tweet about everything a potential client would like
to hear about
– B. Use Twitter to point to company blogs, webinars,
white papers and appearances
– C. Use twitter to add credibility to firm’s service
offerings
– D. Monitor tweets about their firm
– E. All above except A

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Polling Question #7
• What is the greatest use of LinkedIn in your CPA firm?
– A. Individuals have personal LinkedIn pages only
– B. The firm has a company page, discourages individual
pages
– C. The firm does not have a company page and does
not encourage individual pages
– D. The firm uses LinkedIn strategically to increase firm
and individual reputation

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Polling Question #8
• What is your CPA firm’s opinion on Blogs?
– A. We encourage blogs to come from selected thought
leaders and maintain an editorial calendar
– B. We allow all employees to blog on our company
website
– C. We put all blog articles though an intensive round of
internal approval before posting
– D. We do not allow blogs on our company website

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Client Driven Marketing June 2011

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