With Adrian Dayton And Eric Majchrzak

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Presentation transcript:

With Adrian Dayton And Eric Majchrzak Content/Social Media With Adrian Dayton And Eric Majchrzak

Eric Majchrzak Shareholder + CMO BeachFleischman PC @EricMajchrzak @BeachFleischman Association for Accounting Marketing’s 2015 “Marketer of the Year” award – Presented by Inside Public Accounting Content marketing practitioner producing over $8 million in revenue over the course of 13 year accounting marketing career. 2013: Keynote: Thomson Reuters/Hildebrandt Institute's Social Media for Law Firms Conference, NYC. *BECCA* A shareholder and the chief marketing officer of the Arizona-based BeachFleischman CPAs, Eric has 25 years of marketing and business development experience and is this year’s “Marketer of the Year”. You may recognize him as a past two-term board member of AAM as well as a past website committee chair. Named one of the “Top 100 Most Influential People” in accounting several times by Accounting Today magazine, Eric has taught courses at many influential organizations including the Accounting Today Institute, iShade, Upstream Academy, Arizona Society of CPAs and the Hildebrandt Institute in addition to his frequent presentations at many of the profession’s leading conferences, from the AAM Summit and AICPA’s Practitioners Tech+ Conference to Winning is Everything and the Leading Edge Alliance. He is a contributing blogger/author for Intuit’s Accountants Blog.

Twitter Advertising – Beta Program

Sponsored Presidential Primary Debates

Case Study - Twitter

Web is structurally social

Search Results Ranking Factors – Socially driven Source: SEOMoz

Content Strategy Aligns with Buying Cycle SCREENING (Awareness) EVALUATION (Interest) CONSIDERATION (Desire) PROCUREMENT (Action) Buying Cycle Describe the ‘Problem/issue’ Explain Cause and Symptoms Introduce your solution Prove Credibility, Trust and Value Consult Overcome Objections Messaging

Short Forms

Use value offers and experiences Make the intangible, tangible Legislative Overviews Issue Whitepapers Industry Surveys Checklists Case Studies Book Webcasts Free Consultations Diagnostic tools Q&A “Test Drives”

Content Strategy: Interactive tools

Content Strategy: Interactive tools

How do you get professionals to create content and share?

What are the additional 124 leads worth?

Sales Funnel – Example Practice Area $1.8 million new client revenue goal Contacts Appointments Proposal Sale 6,000 10% appointment rate 600 30% proposal rate 180 67% win rate 120 Wins = $15,000 average engagement size = $1.8 million

Content Strategy: Collaborative content

How do we get enough good content?

How do we convert blog posts into appointments?

How do you find material to write about that matters to the community?

How big is your staff Eric? How do you get your people to share?

How do you show ROI?

Should the staff be more active on social?

Where have you had the most pushback?

How do you integrate Twitter, Facebook and LinkedIn in a holistic, planned manner?

What about re-purposing What about re-purposing? Any tips on how to get more use/hits from material firms produce?

How do I get increased attendance at webinars?

Is it advisable for law firms to advertise using social Is it advisable for law firms to advertise using social? Are there negative connotations of doing so?