After 15-20 years of using digital resources 90 - 100% of new business still comes from client referrals. This is almost all organic and simply a result of your good work.
Google is important, having a good responsive website is invaluable for validation, and social media makes the practice look younger. Practices are frustrated and disillusioned with some even moving away from digital resources.
However, we've found that search engines can contribute up to 5% (less for accountants) and up to 2.5% for social media. Ironically most money is spent by practices on these two sales funnels.
There's been far more money spent than made. So forget the past, let's start again.
A lack of time. This vital task is often passed to staff who already have a full time job doing something completely different or a Partner takes responsibility or an inexperienced graduate is employed. None of these options has delivered.
Few practices have the proper expertise in-house plus most websites are not good enough to be the cornerstone for marketing to clients. Practices outsource IT and some admin tasks and your clients outsource to you, so why not outsource digital marketing. Get someone with the expertise to develop the potential in your client base.
There is a lack of focus on a practice's greatest asset - its clients. Clients are far and away the 'main game' yet almost no practice focus on this group with the genuine aim of developing the enormous potential that resides there. Most are led into looking in the wrong direction, SEO and social media, in the belief that technology will get the job done.
Stop doing the same thing and expecting the results to change. There is significant untapped potential in every client base but it remains undeveloped year after year. Client development is the future of your practice.
Stop simply thinking a new website (5%) is the answer. Stop just sending newsletters. Stop giving a vital job to someone who can't do it. Stop following the 'dreams' of new technologies. AND stop doing nothing.
Outsource your digital marketing function to experts who know your industry and who can supply the tools as well, as we can.
Focus on clients rather than technology. The potential in a client database can't be overstated. Become the 'hub' for all the financial services your clients need and be involved for their lifetime.
Developing your client base also adds a real dollar value to your practice.
Absolutely! and quickly as well. A newsletter is just information transfer but our marketing has also generated good leads, positive feedback, high levels of website traffic, client education and client appreciation.
An example from 1,950 e-mail addresses and from almost no response at all to newsletters. Over 2,500 website page hits from actual clients: that's over 2,500 chances to educate, communicate, promote a brand, build relationships, promote services, and generate turnover, plus it is a good start to making clients the practice's best sales people. The practice is very happy.
Leads generated in the same example are valued at over $100,000 and much of this will continue year after year.
Access gained to a group of 20-30 year old professionals, possible clients for 20-40 years.
An improved awareness among clients of a practice that focuses on the medical profession. This has added to the number of doctors seeking accounting and planning services.
40 website queries in a month compared to 3-4 previously.
A 176% increase in new sessions (client visits) and a 44% increase in new Users (first time client visits).
THIS IS A HUGE IMPROVEMENT ON PAST RESULTS AND ALL BECAUSE OF OUTSOURCING TO THE RIGHT PEOPLE.
DON'T KEEP DOING THE SAME THING HOPING RESULTS WILL CHANGE.
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