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

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    The self-fulfilling prophecy

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    All our leads come from referrals

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    About Kate

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    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 trac 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!

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    The traditional online marketing funnel

    Most eort and resource spent here

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    My online marketing funnel

    Most eort and resource spent here

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    Step 1 Focus on Conversion

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    1% conversion rate with 300 monthly visitors is better

    than 600 visitors and 0.5% conversion rate.

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    First impressions count

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    Contact details everywhere!

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    Allow users to get in touch their way

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    Clear point of dierence

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    Copy that converts

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    Website visitors only care about whats in it for me?

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    The customer journey

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    At every stage, oer value:

    Relevant information Links to other parts of the site Calls to action

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    Calls to action

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    Step 2 Capture & Engage

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    Most website visitors wont get in touch. That doesnt

    mean they arent interested.

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    Become a source of knowledge

    Great content = longer visits and more engagement

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    Capture visitors details

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    Make it relevant

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    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

    Cashow page Action plan improve your cashow

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    Use social media too

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    Step 3 Nurturing Leads

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    Not every lead is sales ready. Warm them up using

    these tactics.

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    Keep communicating

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    Give away more useful content to keep contacts

    engaged and build trust.

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    Use email marketing

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    Email is the most eective form of online marketing.

    Follow up with targeted, automated email campaigns

    I use MailChimp & Emarketing Solutions

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    Email newsletter

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    Send a regular email about non-compliance topics

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    Step 4 Attracting web visitors

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    With your conversion and engagement sorted, its time to

    turn on the trac tap.

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    Search engine optimization (SEO)

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    SEO getting a good ranking in Google.

    Its not as hard as you think!

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    Search engine optimization (SEO)

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    Find your key phrases (aka keywords)

    Key phrases

    Business Accounting Perth

    Business Advisory Perth

    Tax Accountant Perth

    Business Planning Perth

    Cloud Accounting Perth

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    Search engine optimization (SEO)

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    Then create targeted landing pages for each phrase

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    Basic SEO is enough

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    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.

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    Blogging

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    Blog at least weekly, twice per week is better

    Choose a theme each month

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    Social media

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    You need your own pages

    But leverage online communities for the real benefits

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    Social media

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    Plan your activity

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    Social media

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    Share content as well

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    Paid Advertising

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    Google AdWords instant trac for a cost

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    Wrap up

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

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    Wrap up

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    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

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    Wrap up

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    Step three Nurture your leads: Keep communicating Give away free relevant resources Close with relevant oers Send a monthly newsletter Youre then ready to push more trac to your website.

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    Wrap up

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

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    Thanks for coming!

    Questions & feedback: enquiries@bizinkonline.com Find our more about BizInk: bizinkonline.com/tour