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It’s All About Getting Found First
As many CPA and other professional services firms are in the process of developing their 2013 marketing budget, it’s a good time to think about how effective last years’ budget was and whether it’s time to take a new tact towards using your marketing dollars to grow your top line in better and stronger ways.
It may be time to shift the budget away from branding and other tactics that don’t produce leads, and hop on the bandwagon of inbound marketing. Perhaps this is the year where your marketing objectives, strategies and tactics will be designed to increase your online presence to get found first, and to use your website as a marketing hub for lead generation.
Here’s a list of 10 different tactics – all with budget implications – for increasing your online presence:
- Backlink strategy and resources
- Blog
- LinkedIn accounts for all partners and subject matter experts
- Podcasts, optimized for search using the keyword strategy
- Video, optimized for search using the keyword strategy
- SEO Research/Keyword analysis
- Thought leadership/content marketing program
- Twitter account, used and maintained
- You Tube account, optimized for search using the keyword strategy
The 10th tactic is the most important and will likely have the biggest budget implication is a newly designed and re-engineered website. A professional, customized website site built for getting found first and for lead acquisition can range to tens of thousands of dollars, and can easily be the largest line item in the marketing budget.
Some of these tactics may require outsourcing for the necessary expertise, others may require hiring new staff or training existing marketing staff to become inbound marketing coordinators. The bottom line, however, is that 2013 ain’t the time for the same old marketing plan and budget.
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