Online Marketing for Accounting Firms
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1 Online Marketing for Accounting Firms Follow Subscribe to our Blog: Hingemarketing.com/blog
2 Today s Speaker Spiraling Up Lee Frederiksen, Ph.D. Managing Partner, Hinge Marketing lfrederiksen@hingemarketing.com Online Marketing for Professional Services Connect with me on LinkedIn: in/leefrederiksen Connect on
3 Agenda What is Content Marketing? The Case for Publishing Content How Content Builds or Erodes Trust Writing for Robots and Humans How Professional Services Firms Are Using Content Today 3
4 New Study for Professional Services To download the report, visit 500! firms 20! Top Experts" 420! $41,378,857! average employees average revenue
5 Lead Generation 5
6 Lead Generation by Industry 6
7 Why Online Marketing? Growth 7
8 Why Online Marketing? Profitability 8
9 High Growth vs. Average Growth Accounting Firms 9
10 Lead Generation 10
11 Growth Rate 11
12 Profitability 12
13 Content Marketing for Accounting and Financial Services Firms 13
14 What is Content Marketing? Publishing educational content to your website in an attempt to attract and nurture targeted web visitors. 14
15 What Do You Mean by Content? Company Content Case Studies Services Descriptions Company News and Awards Team Bios Company History 15
16 What Do You Mean by Content? Educational Content Blog Posts Infographics Videos and Webinars White Papers Ebooks Kits and Guides Research Reports 16
17 5 Reasons Your Should Be Creating Fresh, Educational Content 1. Attract Search Engine Traffic 2. Use as Social Media Currency 3. Educate and Nurture Prospects 4. Qualify Leads 5. Build Trust 17
18 High Growth, Lead Generating Firms are Creating Content 18
19 The Content Marketing Model 19
20 Create Engaging Content 20
21 Writing for Robots and Humans You ve got to be engaging to your audience! You ve got to use the right keywords! 21
22 Finding Keyword Opportunities Keyword Difficulty Global Search Volume State and local taxes State and local tax Nevada state taxes State taxes Nevada Nevada state tax Local Search Volume , , ,
23 Content Example 23
24 Hinge: Using Engaging Blog Headlines 24
25 PricewaterhouseCoopers: Using Engaging Blog Headlines 25
26 Deloitte: Using Engaging Search Formats 26
27 Deloitte: Engaging through Podcasts 27
28 Promote Content 28
29 Hinge: Promoting Content by Allowing it to be Found in Search Engines 29
30 Hinge: Promoting Content through LinkedIn 30
31 Freed Maxick: Promoting through Web Communities 31
32 Freed Maxick: Providing Free Outside Content 32
33 Ernst & Young: Promoting through Twitter 33
34 PricewaterhouseCoopers: Promoting through Facebook 34
35 Mazuma- Promoting through Homepage 35
36 Mazuma: Promoting through Video 36
37 Convert to Greater Engagement 37
38 Hinge Conversion Example Conversion Offer 38
39 E. Cohen and Company: Conversion 39
40 PricewaterhouseCoopers: Conversion 40
41 Mazuma: Converting with Contests 41
42 Leveraging your Resources Who does what? Developing a strategy Developing blog or library functionality Writing of blog posts, guides, white papers, etc. Editing and optimizing of content Content promotion 42
43 Free Resources Online Marketing for Professional Services Online Marketing for Professional Services: Accounting/Financial Services Edition Online Marketing for Professional Services Study 43
44 Ask the Expert Session Make sure to join Lee and ishade after the webinar for a special Ask The Expert session! Log in to ishade Go to the Practitioner to Practitioner group Look for Discussion Topic, "Ask the Expert: Lee Frederiksen - Online Marketing for Professional Services Firms, Ask away! 44
45 Thank you! Questions? Lee Frederiksen, Ph.D. Managing Partner, Hinge Marketing Connect with Hinge Connect with me on LinkedIn: in/leefrederiksen Connect on
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