From the Table of Contents, by Becky Livingston for CPA Trendlines
1 | Introduction
2 | You Know More Than You Think About Your Clients—4 Ways
to Strengthen Your Email Marketing
3 | Three Tweets a Day to Real Results
4 | Five Steps to Turn LinkedIn Into a Lead-Generating Machine
5 | What Accountants Need to Know About Pinterest
6 | Five Ways to Add Pinterest to Your Marketing Mix
7 | Is “Rounds” the Next Big Thing in Video Chat?
8 | Conclusion
From the Introduction
This ebook has been written to give you a fundamental understanding of how to use social media and digital marketing in your firm.
We’ll start off by talking about customer relationship management techniques, then work our way through some social media and digital marketing tips, and end with “Rounds” a Facebook app that could help improve virtual teaming.
Social Media and Digital Marketing
What does social media have to do with my accounting firm? Over the past five years, there has been a significant change in how firms are marketing themselves to their clients. The shift has gone from a heavily-based email marketing program to a more flexible, social media effort. Firms are reinventing their marketing strategies, and gone are the days of print and email.
Firms are embracing online marketing techniques not only to network, but also as a viable means for generating income. Further, geography is now less of a challenge than in the past, and clients are looking for the best solutions regardless of geographic location. That said, seeking and implementing a solid online strategy, from search engine optimization (SEO) and marketing (SEM), to having a social media presence is key. Further, when seeking new talent, do you focus your efforts using an online media? Recruiting talent to help serve a younger client base requires an online presence. Ensuring you are leveraging both social and digital marketing efforts is imperative; since many studies show social media and online engagement are huge success factors when reaching the twenty- and thirty-something age group of today. Lastly 70 percent of financial services providers plan to increase their online marketing efforts by 23 percent in 2013. One thing to keep in mind is that social media and digital marketing are not a one-shot deal where you create a post and forget about it. It’s about nurturing relationships, building trust, and engaging in the conversation.
About the Author
Becky Livingston is the President of Royal Apple Marketing. Her company specializes in social and digital marketing for small businesses, nonprofits, and CPA firms with a particular interest in building/expanding an online brand, increasing web site traffic, and developing a strategic marketing plan that leverages digital marketing.
With 20 years’ marketing and communication experience in the engineering, technology, and financial services industries, Becky has been a leader in helping teams to reach their goals through effective and strategic communication and marketing execution.
Speaker, author, and trainer, Becky enjoys helping teams to meet their full marketing potential through social and digital marketing efforts. She holds a Corporate Training Certificate from New York University, a Master’s degree in Information Systems from PACE University, and an undergraduate degree in Marketing Communications from the State University of New York—Geneseo.