Online channels for your accounting practice

ONLINE CHANNELS FOR YOUR PRACTICE

LAUNCHPAD: FUTURE OF ACCOUNTING & TECH.

IN MARKETING WE TRUST / VINCENT KOC

ABOUT VINCENT -  Head of SEO & Inbound Marketing @ IMWT -  Geek inside -  Analytics & Search Marketing Background

t: @koconder e: [email protected]

DIGITAL MARKETING CHANNELS FOR YOUR PRACTICE

THE RIGHT CHANNELS FOR YOUR BUSINESS

DIGITAL MARKETING CHANNELS

GETTING THE RIGHT MIX FOR YOU DIGITAL MARKETING CHANNELS

There are quite a few types of marketing channels with a number of pro’s and con’s. Get the mix that works for your practice

Paid Inbound Marketing

PR & Social

Email & CRM

PAID – PAY PER CLICK “PPC” DIGITAL MARKETING CHANNELS

Pros: Ø  Fast setup Ø  Quick validation Ø  Highly targeted Cons: Ø  Expensive & Saturated Ø  No long term asset value Ø  There are incumbent advertisers Ø  Requires active optimization Tools: Google Adwords, Bing

PAID – DISPLAY DIGITAL MARKETING CHANNELS

Pros: Ø  Fast setup Ø  Targeted Audiences Ø  Good for cheap/quick branding Cons: Ø  Generally poor engagement rate Ø  More likely to complete Naval Seal

Training or survive a plane crash than click a banner ad Tools: Google Display Network, Buy

Sell Ads

EASIER THAN CLICKING THE AD?

PAID – RETARGETING DIGITAL MARKETING CHANNELS

Pros: Ø  Cheapest inventory out there Ø  Strong engagement audience Ø  Highly targeted based on your

users Cons: Ø  Cool factor makes you look bigger Ø  You need visitors first Ø  Requires constant maintenance

and optimisation Tools: Adwords, Adroll, Facebook

PAID – FACEBOOK & TWITTER DIGITAL MARKETING CHANNELS

Pros: Ø  50/50 depending on audeince Ø  Super awesome for products Ø  Crazy demographic and location

targeting Cons: Ø  Users are oversaturated with ad’s Ø  Requires even more ad refreshing Ø  Can get expensive fast if you don’t

keep an eye out Tools: Twitter, Linkedin, Facebook

INBOUND MARKETING DIGITAL MARKETING CHANNELS

Credit: @Moz

PR & SOCIAL DIGITAL MARKETING CHANNELS

Pros: Ø  Exposes you to big numbers at once Ø  Gives spike of traffic Ø  Maybe strategic instead of growth

(i.e. getting in front of VC’s) Cons: Ø  No Guarantees Ø  Sinks a lot of time Ø  Can backfire or feed your vanity Tools: Haro, Sourcebottle, Google

Alerts

CRM – EMAIL MARKETING DIGITAL MARKETING CHANNELS

Pros: Ø  Still one of the most engaged Ø  Can drive significant revenue Ø  Strong lead nurturing capability Cons: Ø  Needs a sizable list to work Ø  Can’t hammer with offers every

day, focus on value to customer

Tie with Facebook ads from CRM emails? Tools: Intercom, Mailchimp

HOW CAN I MEASURE MY MARKETING IN A FEW EASY STEPS?

INTRO TO MEASURING WITH ANALYTICS

WHAT IS WEB ANALYTICS? INTRO TO MEASURING WITH ANALYTICS

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.

Aquisition Behavior Conversion

How did users found me ? What did users do ? Did users do what I want them to ?

IN COMPARISON TO OFFLINE INTRO TO MEASURING WITH ANALYTICS

1 • People know your business

from newspapers, magazines or word of mouth

2 • People visit or call your

physical business for services

3 • People check out directly

1 • People find your site from

digital marketing channels

2 • People browse around your

online store, look for products/service details

3 • People checkout or fill a form

on your website

ONLINE OFFLINE

BUILDING A BETTER PICTURE INTRO TO MEASURING WITH ANALYTICS

Web analytics allows us to start building a better picture for each step of the funnel and provide information for any marketing you are doing online.

STEP 1. GOOGLE ANALYTICS “GA” INTRO TO MEASURING WITH ANALYTICS

There are a number of tools out there, but Google Analytics is FREE and gives you a breath of information and lets you get started right away and very simple to setup on most sites!

STEP 2. CRAZY JARGON INTRO TO MEASURING WITH ANALYTICS

There are some terms used in Digital Marketing that may not make much sense. Most business are used to dealing with “people” instead of: -  Sessions -  Pageviews

A A C B DAY 1

DAY 2

USER X

USER Y

USER X A CB

A B

B 1 hour lunch

A C

STEP 3. CONVERSION / GOALS INTRO TO MEASURING WITH ANALYTICS

Newsletter

Download A file

Play a video

Like a content

Macro conversion Micro conversions Ultimate goal of your success Goals toward your success



WE NOW HAVE DATA!

SO I'M UP AND RUNNING… WHAT'S NEXT?


BUT FROM WHERE? “ACQUISITION” INTRO TO MEASURING WITH ANALYTICS

DIFFERENT TYPES OF TRAFFIC INTRO TO MEASURING WITH ANALYTICS

Direct

•  Types url •  Bookmark

Search

•  SEO •  Adwords

Referral

•  Forums •  Blogs •  Related

sites

Social

•  Facebook •  Twitter •  Linked in •  Etc.

Others

•  Email •  Banner

Ads

TRAFFIC CHANNELS REPORT INTRO TO MEASURING WITH ANALYTICS

Data to look at : -  How the different channels distribute ? -  Which channel converts most ? -  Which channel bounce most ?

Things to consider : -  Aim for a « balanced diet » on the traffic

sources -  Stop investing in channels with low

conversion rate

SOCIAL NETWORKS REFERRAL INTRO TO MEASURING WITH ANALYTICS

Data to look at :

What are the top social networks?

Any surprises ? (e.g. Facebook on which I’ve spent a lot of money is not that efficient compared to Naver)

Things to consider :

Kill campaigns on the social media that drives low traffic volume if you’re spending a lot on them.


SO…. HOW ABOUT THE REST


WHO & WHY? “BEHAVIOUR” INTRO TO MEASURING WITH ANALYTICS

HOW ARE THEY MOVING AROUND? INTRO TO MEASURING WITH ANALYTICS

ON A PAGE LEVEL? INTRO TO MEASURING WITH ANALYTICS

DRILL-DOWN “DIMENSIONS” INTRO TO MEASURING WITH ANALYTICS

DRILL-DOWN ON ALMOST ANYTHING! INTRO TO MEASURING WITH ANALYTICS

+ REAL-TIME INTRO TO MEASURING WITH ANALYTICS

+ IN-PAGE ANALYTICS INTRO TO MEASURING WITH ANALYTICS


AND FINALLY



CONVERSIONS!


SHOW ME HOW IM CONVERTING!


FURTHER DOWN FOR BREAKDOWN


SOME CASES ITS MORE THAN 1 CHAN.

IN CONCLUSION INTRO TO MEASURING WITH ANALYTICS

•  Know what you are looking for before you start •  Look for important/impactful items •  Ensure your data is significant •  You can’t break GA if you are not an admin so

go for it •  The more you use it and go back to it, the more

insight you can get out of it, the more interesting it gets

Tools are fantastic but they only can provide a limited

value without you

FURTHER THINGS TO TRY INTRO TO MEASURING WITH ANALYTICS

Free further online training to widen skills and analytics knowledge

Free tools to start giving you more analytics on the social media side

Paid Remarketing/Display advertising to bring back users that almost converted

Free Journalism opportunities in your inbox everyday – Potential gem!

Q&A?

FEEL FREE TO REACH OUT!