Congrats! If you made it this far, you’re already 90% ahead of most marketers. If you need to recap all the lessons we’ve gone through so far, you can do so here.
In this final lesson, we’re going to cover how to bring everything together. How to implement, take action, review, adjust, and accelerate your marketing action plan.
At this stage, you should have your market and message defined (if you didn’t do this exercise, please refer back to section 1)
Next, we went over how to write and talk with benefit statements, and how to setup marketing measurement and metrics to track your campaigns.
THEN we went into tactical channels, such as organic channels, website optimization networking groups, paid channels, and referral resources.
Now let’s take a look at putting it in practice.
The first steps I recommend doing is:
Joining 3 targeted networking groups and associations
Why start here? Well, this is one of the fastest ways to build up a new client base (assuming, again, you know your message and market!). Start with 3, test them, give them 3-6 months, and see how it goes. You can start here as an in person meeting is one of the best ways to build a relationship
Optimize your website
Aside from meeting in person, most of your leads will come from referrals, organic, or paid sources. All of which will likely visit or review your website before visiting. It’s no longer a question… you will review and research online before a prospect meets with you. Set up your site with a proper call to action, testimonials, benefit statements, and add high value, education content.
Building a referral network
As part of your marketing foundation, we recommend launching two referral initiatives. One with potential partners, and the other with existing clients. Reach out to 20 well-researched, highly complimentary service and product providers, set up a meeting, and discuss what a potential relationship could look like. On the flip side, write a thank you note to existing clients, give them a call and ask for referrals, or mention referrals at your next client meeting. Start with your best clients, then go from there.
Testing paid channels
Testing paid channels is last for a reason… this can often be a very profitable, highly scalable channel… but it requires more patience, money, and testing. Do not assume because *one* ad didn’t work that “advertising” doesn’t work for you. It’s often the fault of a “me too” boring, vanilla ad that was running to potentially the wrong audience, for a price point that was potentially too high. There are many factors that go into running a profitable ad campaign. If you decide to pursue this route (which I ultimately do recommend), you need to have a best practice website setup and running. This is a requirement unless you want to pour precious marketing dollars down the down. Once you’ve seen results come in from your website based purely on word of mouth and organic traffic, only then start pouring on the paid marketing gasoline. The common channels are Google Adwords, but don’t be afraid to test retargeting, email list buys, and more. If you decide to pursue social media ads, I recommend directing visitors to a place they can download something … a free guide, a case study, a checklist. Anything. Often times these prospects can be great clients, but if they’re on Facebook, they’re not thinking about hiring anyone… they want to be entertained and/or educated… so don’t be disappointed 🙂 !
This marks the conclusion of the marketing for accountants course. If you have any questions, feel free to ask below. If you know of a colleague or friend that could benefit from the free course, be sure to share it!