Post on 12-Nov-2014
description
Social Media Lessons from the Accounting Industry
Eric Majchrzak
Chief Marketing Officer
BeachFleischman PC
9 ½ Years 1 year
10 Lessons Learned
1. Develop principles, framework of approach and marketing philosophy
2. Adopt a Blue Ocean Strategy or create your own space.
3. Focus on the brand values/attributes- digital vs “in person”
4. Make the intangible, tangible
5. Align marketing efforts with buy-cycle
6. Dominate online search
7. Leads and new business = Currency
8. It’s OK to Fail – It’s tough to be good at something never tried
9. Become a student of marketing
10. Surround yourself with people smarter than you
Buffalo State College ‘87-’91
Accounting
Beer
Radio
Over 100 concerts and 200 Remote Broadcasts
Beer + Music =
1999-2002
1999
Keeping up w/SEO
2003-present
Old website ’03• Brochure website
• All About the Firm
• No Issues
• No Solutions
• No content
• No calls-to-action
• No value
• No conversions
• No results
“People don’t use Google to find a professional services firm”
Comprehensive SEO/SEM Strategy
Get found for searches conducted regarding:
•Services•Industry Expertise•Hot-button issues•Geography
First page of results on Yahoo, Google, etc.Create geographic dominance where necessaryNational dominance where possibleMassive effort to build out content
50 state strategy with search engines
Volunteer Editor - DMOZ
Early Social Media
• Looking for “High Value” backlinks
Google Groups
Wikipedia Technical Articles
Posted comments on blogs relevant accounting and taxes – Blogger relations
CPA Practice Management Forum
2006 “Rookie Marketer of the Year”
Integrated Marketing
Conversion Strategies
800 #
Quote
Forms
WebinarsThreshold Tests
Submit
Questions
Here!
Sign-ups
Tax credit
locator
Live Chat
• High value content
• Visitor-centric
• Tools
• Events
• Webinars
• Survey results
• White papers
• Checklists
• Articles
• Live Chat
10-15 campaignsper year
2008-2012“Seat Belt” Years
Committee Chair
Proposed Strategic Plan for Social Media
Google Alerts to
Identify RFP opportunities
Facebook 2008
2008: LinkedInMonitoring for leads on LinkedIn
Subscribe to LinkedIn Q&A
Twitter 2009
Monitoring for leads on Twitter
42
Outdoor Digital Twitter BillboardTakes Real-Time Feed From Twitter
Digital Billboard Takes Real-Time Feed From Twitter
2009: Elected to Board of Directors
Branding Task Force
Chris Brogan Jeffrey Hayzlett
2009
2010: Mobile and QR Codes
Book Reviews/Case Studies
2010: Real-Time Digital Facebook Billboards
2010: YouTube
2010: Named Faculty Member/Instructor
Practitioners Symposium and TECH+ Conference
2011
Verified
Sponsored Presidential Primary Debates
In 6 Months: Twitter Followers
Twitter Case Study
Beta Tester
• Google Plus• Twitter• Facebook Developer’sTimeline • Over half dozen other platforms
2010: Marketing Automation
Buy Cycle Marketing
Align Digital Strategy with Buying Cycle
Buying Cycle
Content Messaging
Tactics
• Qualifying activities• Governance Changes• Process Changes• Technology Changes• Operational Changes• Legislation, Compliance
and Regulatory Matters• Changes at CEO/CFO • Board, Audit Committee
Changes • M&A/Spin-offs
• Restructuring • Restatements• IT security problems• Fraud• Patents• Construction• Doing business Globally• Expansion• Outsourcing/CoSourcing• Bankruptcy• IRS Audit
Understanding “Change Events” and “Triggers”and what services they relate to
Digital media strategy
Marketing Department Structure
Marketing Committee MARKETING COMMITTEE CHAIR
Eric MajchrzakMARKETING DIRECTOR
(Overall Marketing Planning, Niche Marketing)
PROPOSAL WRITER EVENT COORDINATOR GRAPHIC DESIGNER eMARKETING & COMMUNICATIONS
Rebrand
Branded Social Pages
90
Over 20 National and Local Awards
Begin Search Engine
Optimization
New Website
Launched
Intro to Social Media
Wikipedia, Blogs, Google Groups
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
6.6 Million- Digital Revenue
Content Marketing
$75K$140
K
$300K
$528K
$635K
$800K
Content build-out
$900
K
Billboard$1
Million
Hubspot
Youtube
Facebook Billboard $1
Million
$1.3
Millio
n
Twitter Beta
2012: Buffalo to Arizona
Brand StrategyStrategic Planning
Institutional Marketing Business Development Marketing Infrastructure
Content Marketing – Lead Nurturing
Contact Info• Eric Majchrzak, Chief Marketing Officer• BeachFleischman PC• 1985 E. River Road, Suite 201, Tucson, AZ 85718• (520) 618-7935 phone• emajchrzak@beachfleischman.com• linkedin.com/in/ericmajchrzak• @BeachFleischman