The explosion of social media services like Twitter and Facebook should be good evidence that people not only tolerate electronic communications, but they actually prefer them in many instances. In many ways, electronic communication is easier, which is why it comes as a surprise that two-thirds of local accounts in a recent survey admitted that they either do not use email to follow-up with online leads or that they only contact prospects offline.
In a focus group following the survey, two-thirds of local accountants admitted to not having access to email campaign software for such follow. The remaining one-third indicated that they used a paid or promotional product, such as an e-book, as a giveaway to solicit email subscriptions. Accountants who did not to engage in online marketing used postcard mailers and limited telephone follow-up as their primary marketing means. Eleven percent used email to communicate newsletters to existing clients only.
With internet advertising set to hit $50 billion by 2014, it is a tremendous oversight not to be involved, even if only on the local level. For those accountants who are not engaged in online marketing, particularly through email, market share is being lost to more aggressive competitors and major franchises that employ such techniques. One expert in marketing accounting services point out that, "the first problem is that clients anticipate such communications and have become accustomed to them. Internet searches now use geographic targeting, which means customers will search for services online and expect to be immediately connected to an email address or twitter account through which they can communicate with the provider. Clients are likely to pass up providers who do not offer such services in favor of those that do. The second problem with not engaging in electronic communications is that it makes the service provider look dated and out of touch."
Clearly, advertising and marketing are changing. The way that customers expect to communicate with a business is also changing. Potential clients are rarely looking to invest the time and energy needed to make a phone call or have a lengthy discussion. They are interested in having information delivered in a fast, efficient, electronic format. Email and other forms of electronic communication are no longer novelties, they are essential to the success of all businesses. Accountants should be making full use not just of email marketing, but also sites like Twitter, LinkedIn, Facebook, Tumblr, and more. A practitioner's online presence is quickly becoming the only one that matters.
In a focus group following the survey, two-thirds of local accountants admitted to not having access to email campaign software for such follow. The remaining one-third indicated that they used a paid or promotional product, such as an e-book, as a giveaway to solicit email subscriptions. Accountants who did not to engage in online marketing used postcard mailers and limited telephone follow-up as their primary marketing means. Eleven percent used email to communicate newsletters to existing clients only.
With internet advertising set to hit $50 billion by 2014, it is a tremendous oversight not to be involved, even if only on the local level. For those accountants who are not engaged in online marketing, particularly through email, market share is being lost to more aggressive competitors and major franchises that employ such techniques. One expert in marketing accounting services point out that, "the first problem is that clients anticipate such communications and have become accustomed to them. Internet searches now use geographic targeting, which means customers will search for services online and expect to be immediately connected to an email address or twitter account through which they can communicate with the provider. Clients are likely to pass up providers who do not offer such services in favor of those that do. The second problem with not engaging in electronic communications is that it makes the service provider look dated and out of touch."
Clearly, advertising and marketing are changing. The way that customers expect to communicate with a business is also changing. Potential clients are rarely looking to invest the time and energy needed to make a phone call or have a lengthy discussion. They are interested in having information delivered in a fast, efficient, electronic format. Email and other forms of electronic communication are no longer novelties, they are essential to the success of all businesses. Accountants should be making full use not just of email marketing, but also sites like Twitter, LinkedIn, Facebook, Tumblr, and more. A practitioner's online presence is quickly becoming the only one that matters.
You can continue to learn about Practice Marketing For Busy Accountants by visiting Secrets of Marketing Accounting Services
Kirk Ward is a retired tax expert, accountant and auditor. He provides the same resources he used in building his practices to startup accountants through his Secrets of Marketing Accounting Services website and creates all sorts of marketing goodies for accountants who really want to build their practices.
His latest creation is the "Bean Counter's Cookbook" (http://beancounterscookbook.com/). And, it's just one of many bright ideas that come crawling out of the warped mind of this retired "Bean Counter!"
Kirk Ward is a retired tax expert, accountant and auditor. He provides the same resources he used in building his practices to startup accountants through his Secrets of Marketing Accounting Services website and creates all sorts of marketing goodies for accountants who really want to build their practices.
His latest creation is the "Bean Counter's Cookbook" (http://beancounterscookbook.com/). And, it's just one of many bright ideas that come crawling out of the warped mind of this retired "Bean Counter!"
0 comments:
Post a Comment