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A site is only some 5% of what’s needed. - PowerPoint PPT Presentation


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Until recently, almost all Planner and Accountant websites have failed as a proper marketing, communication and lead generation resource. A site’s lack of productivity is usually obvious. A site is only some 5% of what’s needed. Your site is a marketing issue not an IT one.

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Presentation Transcript
slide2

Until recently, almost all Planner and Accountant websites have failed

as a proper marketing, communication and lead generation resource.

  • A site’s lack of productivity is usually obvious.
  • A site is only some 5% of what’s needed.
  • Your site is a marketing issue not an IT one.
  • Today we’ll look at how this is being fixed and how to use such a resource.
  • Start with Business and Marketing objectives not the site. Back to square 1.
slide3

Sam’s research showed extra planning can generating up to 20% growth.

  • Planning is about attaining your objectives and what to use to get there.
  • Your site will become part of your day-to-day rather than just a bit player?
  • Good news: Finally, the vehicle is built, now, learning to drive it.

Problem: When we ask Planners for a copy of their Marketing Plan they don’t have one. Their Objectives are largely in someone’s head.

Problem: Planner’s perception of what Marketing is. Short vs long.

slide4

Examples of Objectives Planners are seeking:

  • Gain greater penetration of client database: Up to 80% don’t know ‘their’ Planner.
  • Focus on different demographics.
  • Have x% of clients set their site as the default in their Browser.
  • Promoting Referral and word of mouth.
  • Generate number of qualified leads.
  • Gain better access to Accountants and their clients.
slide5

Start working on a new market opportunity.

  • Build Trust and confidence.
  • Improve communications (very important in times of stress)
  • Uncover a need
  • Protect self and assets
  • Fear of loss
slide6

If a website strategy is to work then some of the Weaknesses that had to be overcome include:

  • Lack of Planner’s time.
  • Lack of expertise.
  • Role of staff – who does what and how much time is needed?
  • How much time will clients give?
  • What are we trying to achieve with a website?
  • Understanding the difference between Using and Maintaining a site.
slide7

Perception of what a site is and what it’s doing. EG, real function of services.

  • Structural issues: EG, client e-mail addresses and overcoming ISP limitations.
  • One or two ‘relevant’ content flows isn’t enough.
  • Relative value of a long term strategy vs short-term tactic such as S E O.
  • A site was the only option (now it’s just the start of a road).
  • The multitude of ways to build a site, most can’t add other’s services
slide8

But you can’t fly without a plane, you can’t drive without a car, you can’t sail without a boat. Likewise you can get involved with website marketing unless you work towards having a proper website based marketing, communication and lead generation solution OR ‘vehicle’.

  • The last real issue now is the ‘You’ factor.
  • ‘You factor’. Why do some make fortunes and others fail?
  • Ironically, costs are still what they used to be, the value hugely improved.
slide9

What our clients have always asked for:

1. Make the Practice look professional

2. Offer a number (5-7) of services that provide benefit to all

3. Save money

4. Make money

Sounds easy but it’s taken us 5-6 years with Planners and Accountants being our sole focus.

slide10

Up to 80% of client database is left out in the cold by many Practices up to 10 yrs.

  • Need to put your brand and services in front of all every month.
  • Need to ‘thaw’ this group.
  • They go ‘off’ at different times and you need to be there when they do.
  • Need to get e-mail addresses.
  • Need to Educate and inform – hmm, trust and confidence Objectives as well?
slide11

Trust, confidence and consistency

  • After family, friends, colleagues, children and associates of clients
  • Stimulate word of mouth
  • Quality of Practice = professional image portrayed by a website.
  • Focus on sub-sets within client base.
  • Allows a greater level of client focus to be demonstrated.
  • Provide extra services that can help in the background. EG: Client’s children
slide12

A very popular objective for most Planners.

  • Accountants are a very conservative - image and savings are vital.
  • But need to show you have a model for servicing all their clients not just a few.
  • Newer Planners have 80% issue, older have got rid of their 80% issue.
  • You need a model or vehicle to present to show how you service all your clients.
  • This is a battle ground. If win, then cost of tools and planning is usually worth it.
  • Only a proper website solution can be such a model as so cheap to cover all.
slide13

A method to cover short term and long term marketing and selling needs.

  • If used a website strategy and attaining Objectives then give credit where due.
  • A lot of the benefit is longer term and subtle. -ie-
  • Generates a lead but could you convert it?
  • New clients from regularly seeing site but weren’t ready until now.
  • A referred potential client who ‘double checks’ via your site first?.
  • Potential new staff member?
  • Easier access to ATO resources? Etc.
slide14

Better Planning = up to 20% and your website is part of that process.

  • Question: What is not having a proper website based solution costing?
  • Better understanding of roles played: long term vs short term tactics Ads, SEO, YP.
  • 25-35 year olds
  • Anecdotes of new high net wealth won after website strategy implemented.
  • Some have given up Yellow Pages.
  • 35% of hits on Calculators and growing. Better capture of this flow