Download pdf - How to get 16 leads from your accounting website every month

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How to get 16 leads from your website every month

Host: Matt Wilkinson, CEO BizInk

Presenter: Kate Jessop, Managed Marketing Solutions


The self-fulfilling prophecy

Guided Tour: bizinkonline.com/tour

“All our leads come from referrals”


About Kate


Kate has 15 years marketing experience in accounting and financial services. For the last

two years, she has worked with Omnis Group, a leading accounting practice in Perth,

WA. In that time, she achieved these results:

•  Increased web traffic by over 300% (150 visitors per month to over 500)

•  Took the website to the top of the first page in Google for their key search

phrases

•  Increased website leads from zero to an average of four leads every week

•  Achieved a conversion rate of 60% on website leads with an average monthly

fee value of $4,000

•  Automated marketing processes so all of this saved the firm time!


The traditional online marketing funnel

Most effort and resource spent here


My online marketing funnel

Most effort and resource spent here


Step 1 – Focus on Conversion


1% conversion rate with 300 monthly visitors is better

than 600 visitors and 0.5% conversion rate.


First impressions count


Contact details – everywhere!


Allow users to get in touch their way



Clear point of difference



Copy that converts


Website visitors only care about “what’s in it for me?”


The customer journey


At every stage, offer value:

•  Relevant information

•  Links to other parts of the site

•  Calls to action


Calls to action



Step 2 – Capture & Engage


Most website visitors won’t get in touch. That doesn’t

mean they aren’t interested.


Become a source of knowledge

Great content = longer visits and more engagement


Capture visitors’ details



Make it relevant


Page Call to action and Giveaway

Home page Request a free business healthcheck

Business Accounting Services FREE ebook – understanding the numbers

Business Advisory FREE ebook – Building your business brick by brick

Business planning page Action plan – develop a business plan in 5 simple steps

Cashflow page Action plan – improve your cashflow


Use social media too



Step 3 – Nurturing Leads


Not every lead is “sales ready”. Warm them up using

these tactics.


Keep communicating


Give away more useful content to keep contacts

engaged and build trust.


Use email marketing


Email is the most effective form of online marketing.

Follow up with targeted, automated email campaigns

I use MailChimp & Emarketing Solutions


Email newsletter


Send a regular email about non-compliance topics


Step 4 – Attracting web visitors


With your conversion and engagement sorted, it’s time to

turn on the traffic tap.


Search engine optimization (SEO)


SEO – getting a good ranking in Google.

It’s not as hard as you think!




Find your key phrases (aka keywords)

Key phrases

Business Accounting Perth

Business Advisory Perth

Tax Accountant Perth

Business Planning Perth

Cloud Accounting Perth




Then create targeted landing pages for each phrase


Basic SEO is enough


Make sure your key phrases are in: •  Page title •  Headings in the page •  In the body copy

This will get you 80% of the benefits. Which might be enough for first place in Google.


Blogging


Blog at least weekly, twice per week is better

Choose a theme each month


Social media


You need your own pages

But leverage online communities for the real benefits


Social media


Plan your activity


Social media


Share content as well


Paid Advertising


Google AdWords – instant traffic for a cost


Wrap up


Step one – Improve your website conversion: •  First impressions count •  Make it clear what you offer •  Contact details prominent •  Give people choice in how they contact you •  Create a point of difference •  Improve your copy – what’s in it for them? •  Guide the customer through your site •  Give each page a single focus


Wrap up


Step two – Capture and engage leads: •  Become a source of knowledge •  Give away free resources to capture data •  Use social media to gather more data


Wrap up


Step three – Nurture your leads: •  Keep communicating •  Give away free relevant resources •  Close with relevant offers •  Send a monthly newsletter You’re then ready to push more traffic to your website.


Wrap up


Step four – Attract more visitors: •  SEO – rank well on Google •  Blogs •  Social Media •  AdWords


Thanks for coming!

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