View
353
Download
0
Category
Preview:
DESCRIPTION
presentation highlighting effective digital and traditional methods for accounting and CPA Firm to use to market your 401k audit practice - Flashpoint Marketing - Accounting Firm Marketing
Citation preview
Marketing Your Plan Audit Practice
Growing the EBP Audit Niche
Speaker IntroductionBrian D. Swanson • MBA in Finance & Accounting• 16 Years in Accounting Marketing• Experience at Big 4 & Regional CPA Firms• 11 Years Marketing Experience - EBP Audits• SEMPO Certified in Search Engine Marketing
Agenda• Benefit Plan Audit Marketing • Value of Benefit Plan Audit Marketing• Getting Started• Developing Your Plan• Traditional Marketing Strategies• Putting It Together
EBP Audit Marketing
Value of EBP Marketing• New Avenue of Entry for Approaching a
Prospect • Creates a Pipeline of Immediate, Short and Long
Term Opportunities.• Most will Consider Firms that Have a Niche
Practice.• Opens the Door to Other Opportunities
Wait…Not So Fast!
Getting Started• Profile of Ideal Prospect• Prospect Lists • Defined Tactics• Follow Up Process – When/How• Definition of Success• Champion
Develop a Plan
Combine Digital & Traditional Marketing
Traditional Marketing• Allows For Engagement with Prospect in
“Sanitized” (Peaceful) Environment• Specific Prospect Segmentation & Targeting• Direct Call to Action• Easier to Measure Impact/Engagement • Effective When Combined With Digital Marketing
Traditional Marketing Methods
Benefit Plan Audit
Practice
Direct MailExecutive
TelemarketingMarketing
Foundation
Marketing Foundation• Is There a Section on the Website Dedicated to
the EBP Audit Niche?• Does the Information Address Prospect
Concerns?• Is There an Explanation of the Value Your Firm
Offers?• Discussion on Why Prospects Should Switch?
Sample Website
Special Brochure
Direct Mail Marketing
It Should Be Done Professionally!
Benefits of Direct Mail• Focused Targeting• Additional Audience Access• Minimal Investment• Physical Connection• Straightforward ROI Measurement• Multiple “Creative” Options
Examples of Direct Mail
Executive Telemarketing
This is NOT Executive Telemarketing!
Telemarketing Process• Create/Segment Prospect List• Identify the Proper Target Contact• Develop/Enhance Direct Mail Program• Conduct Executive Telemarketing • Ongoing Professional Follow Up
Create/Segment Prospect List• Total Plan Participants• Total Plan Assets• Plan Year End• Physical Location• Current Plan Auditor
Target Plans That You Have References to Support!
Identify the Proper Contact• CEO• CFO• President• Director of Human Resources• Controller• Director of Benefits
Any of These May Be the Decision Maker!
Develop the Message • Expertise – EBPAQC, AICPA, PCPAOB• Service• Partner Contact• Well Trained Staff• Reasonable Fee Structure
High Quality Audits are Assumed!
Conduct Executive Telemarketing• What’s the Process?• Who Should Make the Calls?• Develop a Flex Script• How Often Should Calls Be Made?• Follow Up – It’s VERY Important• They’re Interested – Now What?
Ask for the Opportunity to do Business!
Executive Telemarketing Outcomes• Not Interested• Mildly Interested - Request Information• Interested but Not Right Now - Request Follow
Up (At a Later Date)• Immediately Interested - Interested in
Speaking with a Partner
Professional Follow Up• Be Sincere and Professional• One Follow Up Call is Not Enough• Lack of Response Does Not Mean Lack of
Interest• Prospects are Busy Just Like You• “Being There” At the Right Time is Critical
Putting It Together• Market the EBP Niche Specialty • Develop an Integrated Marketing Plan • Combine Digital Programs with Traditional• Have An Established Foundation• Conduct Regular Marketing Activities• Keep It Simple to Start
Best Practices• Create A Compelling Message• Research the Prospect List • Have A Polished Print & Digital Collateral• Target Companies Using Large Firms • Leverage Disruptions in the Marketplace• Be Consistent & Professional In Follow Up
Every Firm Conducts Effective Audits – Not a Differentiator
Questions?
Contact
Brian Swanson
612-886-3561
@bswan775
bswanson@flashpointmarketing.biz
www.FlashpointMarketing.bizwww.AccountingMarketingBlog.com
Recommended