Last Wednesday we presented Part 2 of our 3-part webinar series, '10 Steps to Building a Marketing Machine for Growing Your Accounting Firm.' We addressed components 4, 5 and 6 in the Marketing Machine model: - Component #4: Use an Engine (one-to-many content publishing platforms, including social media tools) - Component #5: Build a Conveyor Belt (series of small increasing-gradient steps for prospective clients to take) - Component #6: Apply a Filter (structured 3-step sales process)

1. 10 Steps to Building a
Marketing Machine for
Growing Your Accounting Firm
Your Marketing Machine | Part 2: Steps 4 to 6

2. 10 Steps to Building a
Marketing Machine for
Growing Your Accounting Firm
Michael ‘MC’ Carter - Director of Practice Paradox

3. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
What we’ll cover today
• Recap first 3 components (last month’s webinar)
• Next 3 components of your firm’s ‘Marketing Machine’
• Your Engine: Ways of publishing your content
• Your Conveyor Belt: Turning subscribers into clients
• Your Filter: 3-step sales process with prospective clients
• The plug: Last chance to join Clientshare™ Academy
• Question and Answer time

4. Your Marketing Machine

5. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Why do we call it a Marketing Machine?
1. It works! No mystery. Predictable performance.
2. Structure and design to it. Understandable.
3. Works without you. Flick the switch. Duplicatable.
4. It’s scalable and adjustable. Turn it up, turn it down to suit.
5. You can learn how to run it. There is a manual!

6. Your Marketing Machine

7. Your Marketing Machine
1. Your Radar

8. Your Marketing Machine
1. Your Radar

9. Your Marketing Machine
2. Your Hopper

10. Your Marketing Machine
3. Your Fuel

11. Your Marketing Machine

12. What we have time
to cover per topic in
these free webinars

13. What we have time
to cover per topic in
these free webinars
What we cover per
topic in our 10-month
The Clientshare™
Academy program

14. Your Marketing Machine
4. Your Engine

15. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Engine - Ways to Publish Your Content
• Every business is now a publisher
• Web site must have a blog
• Email newsletters must be sent using
email marketing system (not Outlook)
• We recommend MailChimp.com
• Statistics on open rates and click throughs
• More professional presentation

16. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Poll
How does your firm send
out its email newsletter?

17. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Engine - Ways to Publish Your Content
• Publish links to your blog articles via social media
• LinkedIn.com
• Twitter.com
• Facebook
• YouTube
• Use a consistent name across all accounts
• Use namechk.com to check availability

18. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Engine - Ways to Publish Your Content
• Get an account on bit.ly
• Link shortening and tracking
• Use social media client software
• We recommend TweetDeck
• Allows you to publish to all your sites in one step

19. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Poll
Does your firm use social
media such as LinkedIn,
Twitter or Facebook?

20. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Engine - Ways to Publish Your Content
• Survey your clients
• Lots of great survey tools available
• Write about the survey results
• Articles in blog and in email + printed newsletter
• Write a white paper or report - Builds your profile

21. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
20 Page Course Outline
Available After Webinar

22. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
20 Page Course Outline
Available After Webinar

23. Your Marketing Machine
5. Your Conveyor Belt

24. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Conveyor Belt - Converting Subscribers to Clients
• Concept of ‘gradient’ is marketing and sales
• Create series of at least 3 steps of increasing gradient
1. Subscribe to your email newsletter or blog
• Take part in a survey, Comment on blog, etc.
2. Download your white paper or special report
3. Attend a seminar or webinar
• Then … the next step can be to meet with you ...

25. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Conveyor Belt - Converting Subscribers to Clients
• ‘Obligation free meeting’ is typical
• ‘Business Potential Diagnostic’ is better
• or ‘Business Growth Potential Session’
• or ‘Wealth Planning Workshop’
• Place a value on the meeting/service
• e.g. 2 hours of your time
• Your choice whether you charge for that session

26. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Conveyor Belt - Converting Subscribers to Clients
Becomes a client
Meets with you
for diagnostic
Attends an event
Views a video online
Downloads special report
Engage via survey or blog
Subscriber

27. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Conveyor Belt - Converting Subscribers to Clients
Becomes a client
Meets with you
for diagnostic
Attends an event
Views a video online
Downloads special report
Engage via survey or blog
Subscriber

28. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Conveyor Belt - Converting Subscribers to Clients
Becomes a client
Meets with you
Enquiry

29. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Poll
Does your firm have a
defined sales process?

30. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
20 Page Course Outline
Available After Webinar

31. Your Marketing Machine
6. Your Filter

32. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Filter - A Defined Sales Process
• How are enquiries handled from prospective clients?
• A 2-step ‘sales process’ is not a sales process
• Step 1: Meet with prospective client
• Step 2: Hope they give go-ahead
• Your ‘3-step evaluation process’ needs to be explained
to prospective clients on the very first first call
• Always explain it in 3-steps ...

33. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Filter - A Defined Sales Process
• Any more than 3 steps is overwhelming to take in
• Explain reason for the process
• Allows the client to evaluate the firm
• Allows the firm to evaluate the client
• Builds in permission right up front to follow-up
• If you don’t have permission, you’re chasing them
• BAMFAM - Book A Meeting From A Meeting

34. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Your Filter - A Defined Sales Process
• Suggested structure for process:
1. Initial meeting/session/diagnostic
2. Proposal outlining options
3. Meet again to explain and discuss proposal
• Suggested script for very first call ...

35. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
20 Page Course Outline
Available After Webinar

36. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
The Plug

37. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
July 14 launch of
The Clientshare™ Academy

38. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
• 10-month course teaching you how to
build your own Marketing Machine
• Delivered 80% over the web, plus
two 3-day workshops
• Monthly classes
• Monthly ‘Nuts & Bolts’ sessions
• User forum
• Very interactive and hands-on

39. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
• Structured for CPE/CPD hours
• Certificates of Completion for Classes,
Nuts & Bolts Sessions, Workshops
• Focus is on training and education
• Empowers you and your team
• Launches in July 2010
• Foundation Member pricing still
available - until Friday

40. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Questions?

41. Your Marketing Machine

42. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |
Next Month’s Webinar - August 4 - Part 3: Steps 7 to 10
10 Steps to Building a
Marketing Machine for
Growing Your Accounting Firm
Your Marketing Machine | Part 3: Steps 7 to 10
grow@practiceparadox.com.au
www.practiceparadox.com.au