Marketing Growth Strategies for Accounting Firms - Marketing Machine Webinar - Part 1 of 3

10 Steps to Building a Marketing Machine for Growing Your Accounting FirmYour Marketing Machine | Part 1: Steps 1 to 310 Steps to Building a Marketing Machine for Growing Your Accounting FirmMichael ‘MC’ Carter - Director of Practice ParadoxIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | What we’ll cover today• First 3 components of your firm’s ‘Marketing Machine’• The only 3 strategic options for your business• Why your firm desperately needs a marketing ‘Radar’• Why businesses that 'go an inch wide and a mile deep' with their marketing focus tend to flourish• Common fears about niche marketingIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | What we’ll cover today (continued)• Your firm’s ‘Hopper’: 'Subscriber acquisition' marketing• Subscriber acquisition versus Client acquisition• 'Engagement marketing', why does your firm need to do it• What does 'content is king' mean and what to do about it• Announcing Clientshare™ Academy training program• Practitioner interview - Steph Hinds of GrowthwiseIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | PolWhat percentage of your firm’s referrals come from your existing clients?Introduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | MarketingIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | 5 Common Myths About Marketing• MYTH #1: Marketing requires creativity• MYTH #2: Marketing is about getting your name out there• MYTH #3: Marketing is focused on acquiring new clients• MYTH #4: More market share and broad appeal is the aim• MYTH #5: Marketing requires a big budgetIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | Why do we call it a Marketing Machine?1. It works! No mystery. Predictable performance.2. Structure and design to it. Understandable.3. Works without you. Flick the switch. Duplicatable.4. It’s scalable and adjustable. Turn it up, turn it down to suit.5. You can learn how to run it. There is a manual!Introduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | Your Only 3 Options - Porter’s Generic Strategies1. Cost Leadership2. Differentiation3. FocusIntroduction | Your Radar | Your Hopper | Your Fuel | Practitioner Interview | Questions | Your Only 3 Options - Porter’s Generic StrategiesAdvantageLow CostUniquenessCost Leadership Differentiation BroadStrategyStrategye(Industry Wide) ScopTargetFocus Strategy Focus Strategy Narrow(Low Cost)(Differentiation)(Market Segment)