The recipe for online marketing success in 2017

Presenter: Matt Wilkinson, Founder & CEO Bizink

Web: bizinkonline.com

Twitter: @bizinkonline | @mattwilkinsonnz

About me...Matt Wilkinson, Founder & CEO of Bizink

Over 15 years working in online business

Worked exclusively with accountants & bookkeepers since 2010

Bizink makes accountants incredible online

Work with firms in US, Canada, UK, Australia and New Zealand

What we’ll cover…

Meetings matter

Understanding how your prospects think

Do you need more leads?

Marketing tactics from websites for search engines

Online is just a channel – it’s still about conversations

Your key metric: meetings

Also essential: conversion ratio

Limited time? Keep it simple

Maybe you have all the leads you need

Email Marketing

$38 returned for every $1 spent (DMA)

VersusSearch = $22.24Social = $12.71

(Direct Marketing Association)

Why is email so important?

Three ways to use email

• Newsletters• Email blasts• Automation

Websites

Is your website

• Different?• Credible?• Authentic• Visible?

How do accounting websites really work?

96% of people who visit your site are NOT READY to engage you**Source: KISSmetrics

79.5% of visitors to your site will NEVER RETURN**Source: Google Analytics Benchmarking Data

63% of people requesting information from service based businesses will not purchase for AT LEAST THREE MONTHS**Source: Marketing Donut

Website essentials

• Seal the deal with referrals• Turn visitors into leads

Sealing the deal with referrals

• Mobile friendly• Calls to action• Team page• Case studies and testimonials• Keep services simple• Blog - deep content• Take Bizink’s website audit

Turn visitors into leads

• Lead magnets• Give away to get back• Feeds your email marketing

Lead Nurturing

• Most leads don’t convert right away

• Use email automation and content to nurture leads

• You are top of mind when they are ready to engage a firm

Results of a firm using lead magnets & nurturing

• 16 qualified website leads every month

• 60% convert to clients• Clients worth $4000 annually

Social Media

Ways to use social media

• Paid advertising• Sharing content• Research• Networking

80/20 social media

• Facebook page• Facebook advertising• LinkedIn • Maybe Twitter

Search Engines

• Good for compliance firms doing fixed price

• 80/20 of effort to returns

Takeaways

Meetings matter: online is just a channel

Existing clients: your best source of more business

Email marketing should be a priority

Website is still the hub of online activity

Social media is relationships online

Stop worrying about SEO!

Any questions?

Free website audit: bizinkonline.com/website-audit

Connect with me:Email: enquiries@bizinkonline.comTwitter: @mattwilkinsonnz | @bizinkonline