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Title header Content A site is only some 5% of what’s needed. A site is only some 5% of what’s needed. Until recently, almost all Planner and Accountant websites have failed as a proper marketing, communication and lead generation resource. A site’s lack of productivity is usually obvious. A site’s lack of productivity is usually obvious. Today we’ll look at how this is being fixed and how to use such a resource. Today we’ll look at how this is being fixed and how to use such a resource. Start with Business and Marketing objectives not the site. Back to square 1. Start with Business and Marketing objectives not the site. Back to square 1. Your site is a marketing issue not an IT one. Your site is a marketing issue not an IT one.

Title header Content Sam’s research showed extra planning can generating up to 20% growth. Sam’s research showed extra planning can generating up to 20% growth. Problem: When we ask Planners for a copy of their Marketing Plan they don’t have one. Their Objectives are largely in someone’s head. Your site will become part of your day-to-day rather than just a bit player? Your site will become part of your day-to-day rather than just a bit player? Problem: Planner’s perception of what Marketing is. Short vs long. Good news: Finally, the vehicle is built, now, learning to drive it. Good news: Finally, the vehicle is built, now, learning to drive it. Planning is about attaining your objectives and what to use to get there. Planning is about attaining your objectives and what to use to get there.

Title header Content Examples of Objectives Planners are seeking: Gain greater penetration of client database: Up to 80% don’t know ‘their’ Planner. Gain greater penetration of client database: Up to 80% don’t know ‘their’ Planner. Promoting Referral and word of mouth. Promoting Referral and word of mouth. Have x% of clients set their site as the default in their Browser. Have x% of clients set their site as the default in their Browser. Generate number of qualified leads. Generate number of qualified leads. Gain better access to Accountants and their clients. Gain better access to Accountants and their clients. Focus on different demographics. Focus on different demographics.

Title header Content Start working on a new market opportunity.Start working on a new market opportunity. Build Trust and confidence.Build Trust and confidence. Improve communications (very important in times of stress)Improve communications (very important in times of stress) Uncover a needUncover a need Protect self and assetsProtect self and assets Fear of lossFear of loss

Title header Content If a website strategy is to work then some of the Weaknesses that had to be overcome include: Lack of Planner’s time.Lack of Planner’s time. Lack of expertise.Lack of expertise. Role of staff – who does what and how much time is needed?Role of staff – who does what and how much time is needed? How much time will clients give?How much time will clients give? What are we trying to achieve with a website?What are we trying to achieve with a website? Understanding the difference between Using and Maintaining a site.Understanding the difference between Using and Maintaining a site.

Title header Content The multitude of ways to build a site, most can’t add other’s services The multitude of ways to build a site, most can’t add other’s services A site was the only option (now it’s just the start of a road). A site was the only option (now it’s just the start of a road). Relative value of a long term strategy vs short-term tactic such as S E O. Relative value of a long term strategy vs short-term tactic such as S E O. One or two ‘relevant’ content flows isn’t enough. One or two ‘relevant’ content flows isn’t enough. Perception of what a site is and what it’s doing. EG, real function of services. Perception of what a site is and what it’s doing. EG, real function of services. Structural issues: EG, client addresses and overcoming ISP limitations. Structural issues: EG, client addresses and overcoming ISP limitations.

Title header Content The last real issue now is the ‘You’ factor. The last real issue now is the ‘You’ factor. Ironically, costs are still what they used to be, the value hugely improved. Ironically, costs are still what they used to be, the value hugely improved. ‘You factor’. Why do some make fortunes and others fail? ‘You factor’. Why do some make fortunes and others fail? But you can’t fly without a plane, you can’t drive without a car, you can’t sail without a boat. Likewise you can get involved with website marketing unless you work towards having a proper website based marketing, communication and lead generation solution OR ‘vehicle’.

Title header Content What our clients have always asked for: Sounds easy but it’s taken us 5-6 years with Planners and Accountants being our sole focus. 4. Make money 3. Save money 2. Offer a number (5-7) of services that provide benefit to all 1. Make the Practice look professional

Title header Content Need to ‘thaw’ this group.Need to ‘thaw’ this group. Need to put your brand and services in front of all every month.Need to put your brand and services in front of all every month. Up to 80% of client database is left out in the cold by many Practices up to 10 yrs.Up to 80% of client database is left out in the cold by many Practices up to 10 yrs. They go ‘off’ at different times and you need to be there when they do. They go ‘off’ at different times and you need to be there when they do. Need to get addresses. Need to get addresses. Need to Educate and inform – hmm, trust and confidence Objectives as well? Need to Educate and inform – hmm, trust and confidence Objectives as well?

Title header Content Trust, confidence and consistencyTrust, confidence and consistency Quality of Practice = professional image portrayed by a website. Quality of Practice = professional image portrayed by a website. Stimulate word of mouth Stimulate word of mouth After family, friends, colleagues, children and associates of clients After family, friends, colleagues, children and associates of clients Focus on sub-sets within client base. Focus on sub-sets within client base. Allows a greater level of client focus to be demonstrated. Allows a greater level of client focus to be demonstrated. Provide extra services that can help in the background. EG: Client’s children Provide extra services that can help in the background. EG: Client’s children

Title header Content You need a model or vehicle to present to show how you service all your clients. You need a model or vehicle to present to show how you service all your clients. Accountants are a very conservative - image and savings are vital. Accountants are a very conservative - image and savings are vital. A very popular objective for most Planners. A very popular objective for most Planners. But need to show you have a model for servicing all their clients not just a few. But need to show you have a model for servicing all their clients not just a few. This is a battle ground. If win, then cost of tools and planning is usually worth it. This is a battle ground. If win, then cost of tools and planning is usually worth it. Only a proper website solution can be such a model as so cheap to cover all. Only a proper website solution can be such a model as so cheap to cover all. Newer Planners have 80% issue, older have got rid of their 80% issue. Newer Planners have 80% issue, older have got rid of their 80% issue.

Title header Content A lot of the benefit is longer term and subtle. -ie- A lot of the benefit is longer term and subtle. -ie- If used a website strategy and attaining Objectives then give credit where due. If used a website strategy and attaining Objectives then give credit where due. A method to cover short term and long term marketing and selling needs. A method to cover short term and long term marketing and selling needs. Easier access to ATO resources? Etc. Easier access to ATO resources? Etc. Generates a lead but could you convert it? Generates a lead but could you convert it? New clients from regularly seeing site but weren’t ready until now. New clients from regularly seeing site but weren’t ready until now. A referred potential client who ‘double checks’ via your site first?. A referred potential client who ‘double checks’ via your site first?. Potential new staff member? Potential new staff member?

Title header Content Better Planning = up to 20% and your website is part of that process. Better Planning = up to 20% and your website is part of that process. 35% of hits on Calculators and growing. Better capture of this flow 35% of hits on Calculators and growing. Better capture of this flow Better understanding of roles played: long term vs short term tactics Ads, SEO, YP. Better understanding of roles played: long term vs short term tactics Ads, SEO, YP. Question: What is not having a proper website based solution costing? Question: What is not having a proper website based solution costing? Some have given up Yellow Pages. Some have given up Yellow Pages. Anecdotes of new high net wealth won after website strategy implemented. Anecdotes of new high net wealth won after website strategy implemented year olds year olds