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

2. Eric Majchrzak Shareholder + CMO BeachFleischman PC
@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.

5. Twitter Advertising – Beta Program

6. Sponsored Presidential Primary Debates

7. Case Study - Twitter

8. Web is structurally social

9. Search Results Ranking Factors – Socially driven
Source: SEOMoz

10. 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

11. Short Forms

12. 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”

13. Content Strategy:
Interactive tools

14. Content Strategy: Interactive tools

15. How do you get professionals to create content and share?

18. What are the additional 124 leads worth?

19. 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

20. Content Strategy: Collaborative content

23. How do we get enough good content?

24. How do we convert blog posts into appointments?

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

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

27. How do you show ROI?

28. Should the staff be more active on social?

29. Where have you had the most pushback?

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

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

32. How do I get increased attendance at webinars?

33. 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?