عرض العناصر حسب علامة : التسويق
الأحد, 01 أغسطس 2021 15:16
ثلاثة أسباب لتجاهل العملاء المحتملين تسويق شركتك
تستثمر شركة المحاسبة الخاصة بك الكثير من الوقت والمال في جهودك التسويقية. لذلك من المحبط أن تبدو رسالتك التسويقية وكأنها تخطئ الهدف. نسبة النقر إلى الظهور لحملتك عبر البريد الإلكتروني منخفضة. لا أحد يعلق أو يعجب أو يشارك منشوراتك على وسائل التواصل الاجتماعي. لماذا؟
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المحتوى بالإنجليزية
3 reasons prospects ignore your firm's marketing
By Jon Hubbard
July 16, 2021, 9:00 a.m. EDT
2 Min Read
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Your accounting firm invests a lot of time and money in your marketing efforts. So it’s frustrating when your marketing message seems to miss the mark. Your email campaign’s click-through rate is low. No one is commenting, liking or sharing your social media posts, and the phone isn’t ringing. Why?
When we talk to firms about why their messaging is falling flat, it usually comes down to one (or more) of the following problems.
1. You’re talking about yourself too much
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As a profession, accountants talk way too much about themselves in their marketing and not enough about their clients — specifically about their clients’ problems. If you want your clients and prospects to start paying attention to your marketing, start talking about the problems they’re facing.
Time and again, an accounting firm’s website will share details about the firm’s long history, its certifications and awards, and how many offices or staff members it has. That information is somewhat valuable and may be interesting to some people, but it doesn’t hold people’s attention. It doesn’t get prospects to reach out to you or get interested in working with you.
People like to talk about themselves. They like people who ask questions about their problems. So if you want people to pay attention to your messaging, presentations or business development conversations, talk about their issues and problems — not your history or qualifications.
2. You’re long-winded and use too much jargon
Unfortunately, many firms use too much jargon and too many words in their marketing, when using simple, straightforward language would help them get their message across more clearly.
When a prospect visits your website or reads an article, they want to find the information they’re looking for right away. If they can’t find what they’re looking for quickly, they go elsewhere.
If you’re not clear about your message, don’t expect prospects to understand what you do and why they should choose your firm over the competition. Using big words and technical jargon isn’t a measure of your intelligence. In fact, in marketing, it’s a headache.
If you’re not sure whether your message is clear, give it to your grandparent (or a teenager or college student) who doesn’t work in accounting. Ask them to read it and tell you what your firm actually does. If they can’t figure it out, chances are your prospects can’t either.
3. You’re not clear on how you solve their problems
All of your marketing materials, whether digital or print, should answer two questions: what you do and what your prospects should do next.
You can be the greatest firm in the world and provide tremendous results for your clients, but if prospects look at your website and have no idea how you can help them, you lose their business.
Every piece of marketing content you create, including your website, emails, social media posts and blogs, should help your clients and prospects understand how you solve their problems and make their lives easier. It should also include a call to action letting them know what they should do next, whether that’s signing up for your email list, scheduling a discovery call with you, or calling your office to make an appointment.
Every day, your clients and prospects are bombarded with marketing messages, and it gets harder and harder to compete for their time and attention. If your marketing efforts are getting the results you want, consider the three problems above and try a new approach. When you fix these three problems with your messaging, I promise your clients will start listening.
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الثلاثاء, 29 يونيو 2021 09:15
بعض أدوات جوجل المجانية التي تساعد العملاء في العثور على شركتك
ستساعد أدوات Google المجانية هذه العملاء المحتملين في العثور على شركتك
معلومات إضافية
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المحتوى بالإنجليزية
These free Google tools will help potential clients find your firm
By Lee Frederiksen
March 12, 2021, 1:12 p.m. EST
In today’s digital world, you can’t make an impact — or remain relevant — if your audience can’t find you. As Google continues to raise the bar for digital marketers and webmasters attempting to uncover the best search terms to attract traffic to their websites, their ability to find the right keywords to draw audiences to their websites has become key to maintaining a pipeline.
Google has made this job all the more difficult by denying access to organic search terms — a change the search engine giant reportedly made to protect individuals’ privacy. Whatever the reason, the result has been a reduction of as much as 90 percent of keyword data available for research. Much of that data is now being represented as “not provided.” Instead of having the luxury of seeing every keyword that drove traffic to their websites, organizations looking to optimize their digital content must now get creative to determine what keywords will work for their online strategies.
Simply stuffing content full of keywords is not a productive optimization strategy either.
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Search engines, in general, have become a lot smarter. By processing large numbers of queries over time, their algorithms have gotten better at determining searcher intent behind keywords, in particular,whya user is searching. They can then present the most appropriate results, not just offer up “exact-match” search results that may or may not be satisfactory.
Given the rising necessity of proper keywords to achieving greater search engine visibility and the growing number of hurdles to figuring out what keywords will work best to help achieve online marketing goals, any digital marketer worth their salt must be familiar with the tools of the trade. Fortunately, some of the most indispensable tools happen to be free. Let’s take a look at the six best free tools to help you identify the most appropriate keywords for optimizing your content:
Google Auto-Populate: This is the best place to start your keyword research because it reveals what searchers are thinking when they start typing their query. Auto-Populate works by anticipating what searchers are looking for when they start typing and filling in long-tail search terms for them, which searchers often use instead of finishing their own typing. This not only provides clues to popular long-tail search terms but reveals the kind of content that already exists around your topic of interest. Who better to give you suggestions about keyword opportunities than Google?
Google Related Searches: This is another tool that should be at the top of your list when starting your keyword research. Similar to Auto-Populate, this function provides “related searches” at the bottom of most search engine results pages (SERPs). It too reveals popular search terms that Google has already identified and can help you expand your research parameters through word associations.
Google Ads Keyword Planner: This is a good place to start focusing your search for a new keyword. Typing in a prospective keyword will yield data on the average monthly searches for that term, the competition, and a suggested bid price for it, as well as alternative suggested keywords and phrases. You don’t need to be considering a paid campaign to use this function — it’s helpful by showing you alternative keywords you might want to consider and the average monthly searches for the keywords you’re interested in.
Google Search Console: This is the tool for hardcore webmasters and SEO professionals. It reveals the top queries being searched as well as the top web pages returned through search. Search Console will show you both the top queries and the content that has driven the most traffic to your site over the same time period.
Google Trends: Once you’ve established interest in a particular search term, this tool will help you choose the optimal variation of it. You can also use it to compare and analyze the popularity of several variations of your search term over time and even view a forecast for certain terms.
Google Analytics: Just because a large chunk of organic search data is now labeled as “not provided” doesn’t mean Google Analytics can’t be helpful. There is a section under “Acquisition” that contains your Search Console data if you have linked up both platforms. If you look under “Search Console – Queries” you’ll find information similar to what’s in Search Console.
Although it’s become harder to determine what keywords and search terms will work best for your website and other online content, it’s still vital that you do so. It’s also important to remember that all the best keywords in the world won’t help if your content is not useful, valuable and shareable. If the right content is there, visitors will come, and the right keywords will help them find it.
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الثلاثاء, 24 مايو 2022 07:19
إنفوجرافيك.. مستقبل التسويق المحاسبي هو الإستراتيجية
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إنفوجرافيك
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الأربعاء, 21 سبتمبر 2022 12:17
استراتيجية جيدة أم استراتيجية سيئة أم عدم وجود استراتيجية على الإطلاق؟
كان جاك ويلش، رئيس شركة جنرال إلكتريك الأسطوري، يحب أن يقول، "إن الخطوة الأولى لجعل إستراتيجية حقيقية هي الاكتشاف"
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المحتوى بالإنجليزية
2021: Good strategy, bad strategy or no strategy at all?
By Kyle Walters
January 12, 2021, 11:12 a.m. EST
4 Min Read
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Legendary GE chairman Jack Welch liked to say, “The first step to making a strategy real is figuring out the big ‘Aha!’ that gives you sustainable competitive advantage.” Following that logic, Welch said: “If you don’t have a sustainable competitive advantage, then don’t [try to] compete.”
I know what you’re thinking: “Our firm is doing well, but I don’t know if we really have a sustainable competitive advantage.” Actually, you do have a competitive advantage: It’s called your relationship with your clients. And if you’re thinking to yourself: “Geez, now I have to develop a strategy on top of getting through busy season,” that’s actually a good thing. It puts you ahead of most of your peers.
I’ve found that many highly motivated people confuse goals with strategy. There’s a big difference. There’s a great book by Richard Rumelt called Good Strategy, Bad Strategy. Rumelt believes there are three key elements at the core of every good strategy:
1. The diagnosis;
2. The guiding policy;
3. The coherent actions.
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Rumelt calls those three elements the “kernel” of a strategy. Let’s take them one at a time.
Step 1: The diagnosis. Like most people, many CPAs have a hard time simplifying all the complexity in their lives. It could be figuring out how to bring in great people to their firms, or improving their systems and processes. or getting better at marketing. Well, you can’t solve tough problems unless you diagnose them properly.
Charles Kettering, the iconic former head of research for General Motors liked to say, “A problem well stated is [already] half solved.” Using an "Impact Filter", which I discuss later in this article, can be a great, simple tool for helping you ask the right questions.
Step 2: The guiding policy. After diagnosing the problem, the next step is figuring out how you are going to deal with it. What’s your overall approach? What’s your big-picture plan? January is when most people, full of hope, talk about all the things they’re going to accomplish in the year ahead. Unfortunately, just talking about what you’re going to do is not going to move the ball down the field. Instead, you must be very intentional about how you plan to use your firm’s resources.
You only have so many resources — time, money and people — to go around. A truly coherent strategy forces you to pull resources toward areas of higher expected return and away from areas of lower expected return. You can’t allocate all your resources to every single initiative on your list. If you do, you’ll find yourself spread too thin and not making progress on anything.
Sound familiar?
Step 3: The coherent actions. According to Rumelt, these are the clear steps that need to be coordinated to carry out your guiding policy (see Step 2 above). In other words, identify what needs to be done, by whom and by when to implement your strategy.
Famed Silicon Valley venture capitalist Peter Thiel believes that with the right strategy in place, you can reach your 10-year goals in just six months. You don’t have to be a high-flying tech firm or a pharma company developing a COVID vaccine to accomplish this. You just need to determine the areas of your business that you need to be accelerated ASAP — and then allocate the necessary resources to support those areas.
What I learned the hard way
When I started my firm, I was full of boundless energy. I thought I had really solid 10-year goals and enough energy to tackle every opportunity that came my way. I learned over time that I did not have a coherent strategy. I did not have a kernel, as Rumelt would say. I simply had aspirations such as growing 10 percent each year, making three great new hires a year, or providing best-in-class client service.
Great ambitions, but I wasn’t thinking carefully about how many additional resources I’d need to deploy to reach those goals. I wasn’t thinking about where I’d have to sacrifice resources from other areas.
Resources and techniques to help you prioritize
One of the best ways to formulate a well-asked question is to use a simple Impact Filter. It’s a simple one-page form developed by Dan Sullivan, a.k.a. The Strategic Coach. The filter forces you to crystallize your thinking about an idea or initiative and helps you arrive quickly at a tangible go/no-go decision. If nothing else, the Impact Filter will prevent you from meandering and wasting precious time and resources.
90 Day Rocks, pioneered by EOS Software, are great for prioritizing your goals and resources — and for measuring your progress as you pursue them. Write down the top five things you could accomplish at your firm over the next 90 days:
1. Having a better client onboarding process;
2. Building a better client portal/vault;
3. Implementing a better CRM;
4. Just making April less stressful;
5. Improve your staff’s continuing education program.
Now pick one of those items above — just one — and cross off the other four. Be 100-percent committed to doing the one thing you selected. Make sure everyone at your firm is onboard with that decision, too.
Often the hardest part about developing a new habit is just getting started. Once you do, you’ll become a bona fide Anti-Fragile CPA before you know it — a trusted advisor who adapts well to change and who always helps clients and team members make better decisions.
Talk about a competitive advantage!
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الأربعاء, 09 ديسمبر 2020 12:48
مستقبل التسويق المحاسبي هو الإستراتيجية
عندما ننظر إلى الوراء في عام 2020، ماذا سنتذكر؟ COVID-19 ، بالتأكيد
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الأربعاء, 21 سبتمبر 2022 09:35
معهد المحاسبين الإداريين يقوم بتسليط الضوء على قيمة شهادة CMA خلال الأوقات الاقتصادية الصعبة
يقوم IMA بتسليط الضوء على قيمة CMA خلال الأوقات الاقتصادية الصعبة
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الأحد, 12 فبراير 2023 08:53
إستخدامات المحاسبة و مستخدموها
إستخدامات المحاسبة و مستخدموها
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الخميس, 11 يونيو 2020 13:07
كيف يمكن للمحاسبين تحقيق النمو عبر وسائل التواصل الاجتماعي؟!
نظرًا لأن معظم العالم يعزل نفسه الان، فقد زودت وسائل التواصل الاجتماعي المستهلكين بالاتصال خارج محيطهم المباشر، مما ساعد في الحفاظ على العلاقات عبر الإنترنت.
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تكنولوجيا المعلومات
الخميس, 04 يونيو 2020 15:30
الجمعية السعودية للمراجعيين الداخليين تفتح باب القبول للتدريب و التأهيل
الجمعية السعودية للمراجعيين الداخليين تفتح باب القبول للتدريب و التأهيل
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محاسبة و مراجعة
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