Why marketing is not a ‘creative’ pursuit – It’s so pragmatic you can build a ‘marketing machine’ for your accounting firm

Info User - Wednesday, June 02, 2010 - Comments (0) | Trackbacks (0) | Permalink

Many people believe that marketing is the domain of ‘the creative types’ in advertising agencies and innovative companies like Apple and Google.

Not so. Whilst creativity is certainly a valuable attribute in any business field, marketing included, for most businesses marketing needs to be a pragmatic, systematic, measurable, predictable process.

Thankfully it can be. There’s no mystery to the process, but there are important principles that need to be adhered to.

On 9 June 2010 we’re presenting the first webinar in a 3-part series, “Your Marketing Machine, Part One: 10 Steps to Building a Marketing Machine for Growing Your Accounting Firm”. (We specialise in helping accounting firms in their marketing and selling processes, though these principles apply to any service-based or knowledge-based business.)

You can register for free here.

It’s interesting. Accounting firms have for years been in the enviable position of having to do little (if any) marketing. “All my business comes via referral,” we hear practitioners say.

However, with Australian Treasurer Wayne Swan’s impending ‘tick and flick’ changes regarding self-assessment of income tax returns (as has been done in other countries already), the accounting profession in Australia is headed for a new era where only the progressive will survive.

This means marketing is shifting from optional to mandatory for growth oriented firms.

We firmly believe you need to make marketing a core competency in your business.

In this free 3-part webinar series you will learn:

• What is a ‘High Clientshare™ Accounting Firm’?
• Why is a High Clientshare accounting firm a more profitable (and enjoyable) model?
• Practical everyday examples of opportunities (that many firms miss) for growing fees with existing clients
• 5 reasons we call this marketing approach a ‘marketing machine’
• Why your firm needs to build its own marketing machine
• 10 steps to building a marketing machine for your accounting firm
• Marketing Machine Component #1: Your Radar
• Component #2: Your Hopper
• Component #3: Your Fuel
• Component #4: Your Engine
• Component #5: Your Conveyor Belt
• Component #6: Your Filter
• Component #7: Your Packaging
• Component #8: Your Pipeline
• Component #9: Your Oil
• Component #10: Your Control Panel

In this first webinar in the 3-Part series, we will focus on the first 3 components of your marketing machine.

You and your team will learn:

• Why your firm desperately needs a marketing radar
• The only 3 strategic options for your accounting business
• Why businesses that ‘go an inch wide and a mile deep’ with their marketing focus tend to flourish
• Common fears practitioners have about niche marketing
• What is a ‘subscriber acquisition’ approach to marketing?
• Why subscriber acquisition is a more effective focus than client acquisition
• What is ‘engagement marketing’ and why does your firm need to do it?
• What does ‘content is king’ mean and what to do about it

We hope you can join us for this free live event: https://www1.gotomeeting.com/register/337115032

Feel free to make any comments below regarding any questions you have that you’d like addressed during the Q&A session at the end of the webinar.