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Eric tells the story of how he brought in over $6 million dollars in business to his accounting firm as marketing director. As a result he made the top 100 list of most influential people in America twice.
PRESENTERThere is a four-step basic framework to creating a social media strategy: Gather intel – also known as research. How are your target audiences using social media? How are your competitors using it?Defining your goals & objectives – you should know what you’re trying to accomplish. Are you looking to generate leads? Network? Recruit? All of this will affect how you use the social media platforms.Draft a plan of action. Based on your goals, you decide how you will use the various social networking tools. You might be primarily monitoring conversations, or you might share relevant links, browse LinkedIn profiles, publish original content, and so on.Choose social media platforms – this is the last step because knowing your goals, and thus the tools you need, will instruct which social media platforms will best accomplish these goals.As we stated at the beginning, knowing what you want to accomplish in social media is very important. Taking stock of where you are now and looking at how you use the tools available to you will help establish what your next steps should be. Is your Facebook page not attracting as much attention as you’d like? What sort of content are you posting? If it’s just a wall full of ads for your business, there is little reason for people to come to your page.You might use your page to publish or share, but if you don’t have the time or inclination to update regularly, you can also use your profile to just be a listener, and monitor clients, prospects, competitors, and questions in the way we discussed.If you can’t regularly update a Facebook page or a Twitter feed, a blog will almost certainly consume more resources than you can spare. But reputational and SEO benefits also represent one of the greatest opportunities to improve your online presence and thus your business.
Social media lessons from the accounting industry by Eric Majchrzak
Social Media Lessons from
the Accounting Industry
Chief Marketing Officer
10 Lessons Learned
1. Develop principles, framework of approach and marketing
2. Adopt a Blue Ocean Strategy or create your own space.
3. Focus on the brand values/attributes- digital vs “in person”
4. Make the intangible, tangible
5. Align marketing efforts with buy-cycle
6. Dominate online search
7. Leads and new business = Currency
8. It‟s OK to Fail – It‟s tough to be good at something never tried
9. Become a student of marketing
10. Surround yourself with people smarter than you
Old website ‟03
• Brochure website
• All About the Firm
• No Issues
• No Solutions
• No content
• No calls-to-action
• No value
• No conversions
• No results
“People don‟t use Google to find
a professional services firm”
Comprehensive SEO/SEM Strategy
Get found for searches conducted regarding:
• Industry Expertise
• Hot-button issues
First page of results on Yahoo, Google, etc.
Create geographic dominance where necessary
National dominance where possible
Massive effort to build out content
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Content Marketing – Lead Nurturing
• Eric Majchrzak, Chief Marketing Officer
• BeachFleischman PC
• 1985 E. River Road, Suite 201, Tucson, AZ 85718
• (520) 618-7935 phone