Matt Wilkinson of Bizink who help make accountants incredible online. With their websites, content and online marketing, they help accounting firms across the globe win more business, engage their clients and save time.
There is a sweet spot between technology and business owners.
- stop obsessing over cloud
- get the software that is best to help grow
- working on some files
- efficiency through technology
- enables to be a more effective advisor
20% of businesses are in the cloud, 75% adopt a mixed model.
Too many accounting firm website are just online brochures.
Differentiation – what makes you different. You need to convey the story.
- lack of marketing skills
- lack of time
Main objection to a web strategy is that they “get lead from referrals”. This becomes a self fulfilling prophecy.
First purpose of a website is to seal the deal with a referral.
Lots of firms are not doing online marketing and what they are competing against is not great.
When people are looking at firms they are looking for ways to eliminate.
Base all marketing around that strategy of focus.
Create content and then put it where the customers are.
Creating content need to be linked to clients pain points. Repurpose content. It is important to put the content where the customers are.
Traps – not having a plan. Plan content 90 days out. Make creating content valued in the business.
Getting clients from website is deceptively easy.
10-15% conversion rate on Amazon. If accountant gets 1% then it is a great result.
Also another role of a website is to be increase attractiveness to team members.
- Reconsider email marketing
- Blog – at least once a month. Keeping an active blog establishes credibility.
Website – Bizinkonline.com (also you can book an online demo of what they do)
Blog – Bizinkonline.com/blog
Twitter – @bizinkonline