GLOOM DOOM OR BOOM - Grant Thornton Australia · 2016-02-08 · 45% of firms are focusing on marketing/selling their additional services in 2016 Yet on average firms spend only 0.8%

WHERE IS YOUR F IRM GOING IN 2016?

G L O O M D O O M O R

BOOM

AGENDA

1 The State of the Profession – Time for Change?

2 Is It Time to GO? - Selling Your Practice

- Current Supply v Demand

- Factors that Influence Practice Values

- Key Performance Indicators

AGENDA

1 Is It Time to GROW? – Marketing for Accountants

- Digital Inbound Marketing

- The 5 Proven Marketing Essentials for Accountants

1. Branding

2. Website

3. Niche Markets

4. Search Engine Optimization

5. Video

{ } 1 The State of the Profession

Time for Change?

Compliance

Sweatshops

Introduction

of GST

Peak

Ageing Client Base

- Retirements

- Sale of Businesses

- Natural Attrition

- Client Leakage

- Referrals Dry Up

- Flat Line or in Decline

GFC

THE STATE OF THE ACCOUNTING PROFESSION

For the past decade, "Growth" has been a Top 5

challenge for firms each year, and for 7 of those

years it's been the No.1 challenge

For the first time in 14 years of conducting the

Good the Bad and the Ugly benchmarking

survey, revenue per partner has tumbled by 8.9%

Revenue per-firm has declined by 4.5%

Source – The Good, The Bad and The Ugly – Business Fitness

THE STATE OF THE ACCOUNTING PROFESSION

45% of firms are focusing on marketing/selling

their additional services in 2016

Yet on average firms spend only 0.8% of

revenue on marketing activities

84% of firms believe that for accountants to

survive they must provide advisory services

(in addition to compliance)

Source – The Good, The Bad and The Ugly – Business Fitness

THE STATE OF THE ACCOUNTING PROFESSION

Source – Hinge Marketing

{ } 2 Is It Time to GO?

Selling Your Firm

THE STATE OF THE ACCOUNTING PROFESSION

WHAT’S YOUR PRACTICE WORTH?

FUTURE MAINTAINABLE FEES

• Exclude - Multi Year Work

• Exclude - Disbursements

• Exclude - One Off Assignments

• Exclude - Lost Clients

• Include - Estimated Fees from New Clients

PRACTICE VALUATION FACTORS

• Client Mix – Business vs I’s VS SMSF’s

• Ageing Client Base

• Location - Regional vs Metropolitan

• Profitability

• Trend in Gross Fees

• Risk of Major Client Groups

PRACTICE VALUATION FACTORS - Other

CLOUD BASED

PAPERLESS

STAFF

OUTSOURCE

PRACTICE VALUATION FACTORS

• PROFITABILITY

• FEES PER FTE

• NUMBER OF SMSF’s

• WAGES % OF FEES

{ } 3 Is It Time to GROW?

Marketing the Modern Firm

MARKETING IN THE DIGITAL AGE

There's been a fundamental shift in the

way consumers make important

purchasing decisions in the past decade.

The availability of free, high-quality

information online has simply changed

the game for the way all businesses,

small and large communicate with and

sell to consumers.

MARKETING IN THE DIGITAL AGE

Source : Square2Marketing

MARKETING IN THE DIGITAL AGE

MARKETING IN THE DIGITAL AGE

2 x AS PROFITABLE

Firms that generate at least

60% of their leads online are

Source : Square2 Marketing

GROW 4 x FASTER

Firms that generate at least

40% of their leads online

5 DIGITAL MARKETING ESSENTIALS

THE MARKETING ESSENTIALS

• FONT

• COLOURS

• SLOGAN

• MODERN & FRESH

• ONLINE

• CONSISTENT

THE MARKETING ESSENTIALS

The main reason your website exists is

to generate more traffic, convert traffic

into clients and make more money

THE MARKETING ESSENTIALS

… you need to create remarkable content, optimize that content for the search engines, publish the content, market the content through the blogosphere and social media channels and measure what is working and what is not working.

THE MARKETING ESSENTIALS

HEADLINE

LEAD MAGNETS

SOCIAL PROOF

THE MARKETING ESSENTIALS

THE MARKETING ESSENTIALS

SPECIALIST SERVICES

- SMSF

- NEGATIVE GEARING

- IT & CLOUD

- AUDITS

- NOT FOR PROFIT

THE MARKETING ESSENTIALS

SEARCH ENGINE OPTIMIZATION

THE MARKETING ESSENTIALS

SEARCH ENGINE OPTIMIZATION

THE MARKETING ESSENTIALS

THE MARKETING ESSENTIALS

THE MARKETING ESSENTIALS

THE MARKETING ESSENTIALS – # 6 Social Media

THE MARKETING ESSENTIALS – #7 Client Newsletter

THE MARKETING ESSENTIALS – #8 Blog

THE MARKETING ESSENTIALS - #9 Client Seminars

WHAT’S YOUR 2016 MARKETING PLAN?

QUESTIONS

Pat Camm

P J Camm & Associates

(03) 9824 5300

1355 High St, Malvern 3144

[email protected]