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• A site is only some 5% of what’s needed. A site is only some 5% of what’s needed.

Until recently, almost all Planner and Accountant websites have failed Until recently, almost all Planner and Accountant websites have failed as a proper marketing, communication and lead generation resource.as a proper marketing, communication and lead generation resource.

• A site’s lack of productivity is usually obvious.A site’s lack of productivity is usually obvious.

• Today we’ll look at how this is being fixed and how to use such a Today we’ll look at how this is being fixed and how to use such a resource.resource.

• Start with Business and Marketing objectives not the site. Back to square Start with Business and Marketing objectives not the site. Back to square 1.1.

• Your site is a marketing issue not an IT one.Your site is a marketing issue not an IT one.

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• Content • Sam’s research showed extra planning can generating up to 20% growth.Sam’s research showed extra planning can generating up to 20% growth.

Problem:Problem: When we ask Planners for a copy of their Marketing Plan they don’t When we ask Planners for a copy of their Marketing Plan they don’t have one. Their Objectives are largely in someone’s head.have one. Their Objectives are largely in someone’s head.

• Your site will become part of your day-to-day rather than just a bit Your site will become part of your day-to-day rather than just a bit player?player?

Problem:Problem: Planner’s perception of what Marketing is. Short Planner’s perception of what Marketing is. Short vs long.vs long.

• Good news: Finally, the vehicle is built, now, learning to drive Good news: Finally, the vehicle is built, now, learning to drive it.it.

• Planning is about attaining your objectives and what to use to get there.Planning is about attaining your objectives and what to use to get there.

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• Content Examples of Objectives Planners are seeking:Examples of Objectives Planners are seeking:

• Gain greater penetration of client database: Up to 80% don’t know ‘their’ Gain greater penetration of client database: Up to 80% don’t know ‘their’ Planner.Planner.

• Promoting Referral and word of mouth.Promoting Referral and word of mouth.

• Have x% of clients set their site as the default in their Browser.Have x% of clients set their site as the default in their Browser.

• Generate number of qualified leads.Generate number of qualified leads.

• Gain better access to Accountants and their clients.Gain better access to Accountants and their clients.

• Focus on different demographics. Focus on different demographics.

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• Content • Start working on a new market opportunity.Start working on a new market opportunity.

• Build Trust and confidence.Build Trust and confidence.

• Improve communications (very important in times of stress)Improve communications (very important in times of stress)

• Uncover a needUncover a need

• Protect self and assetsProtect self and assets

• Fear of lossFear of loss

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• Content If a website strategy is to work then some of the Weaknesses that had to be If a website strategy is to work then some of the Weaknesses that had to be overcome include:overcome include:

• Lack of Planner’s time.Lack of Planner’s time.

• Lack of expertise.Lack of expertise.

• Role of staff – who does what and how much time is needed?Role of staff – who does what and how much time is needed?

• How much time will clients give?How much time will clients give?

• What are we trying to achieve with a website?What are we trying to achieve with a website?

• Understanding the difference between Using and Maintaining a site.Understanding the difference between Using and Maintaining a site.

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• The multitude of ways to build a site, most can’t add other’s servicesThe multitude of ways to build a site, most can’t add other’s services

• A site was the only option (now it’s just the start of a road).A site was the only option (now it’s just the start of a road).

• Relative value of a long term strategy vs short-term tactic such as S Relative value of a long term strategy vs short-term tactic such as S E O.E O.

• One or two ‘relevant’ content flows isn’t enough.One or two ‘relevant’ content flows isn’t enough.

• Perception of what a site is and what it’s doing. EG, real Perception of what a site is and what it’s doing. EG, real function of function of services. services.

• Structural issues: EG, client e-mail addresses and overcoming ISP Structural issues: EG, client e-mail addresses and overcoming ISP limitations.limitations.

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• The last real issue now is the ‘The last real issue now is the ‘YouYou’ factor.’ factor.

• Ironically, costs are still what they used to be, the value hugely Ironically, costs are still what they used to be, the value hugely improved. improved.

• ‘ ‘YouYou factor’. Why do some make fortunes and others fail? factor’. Why do some make fortunes and others fail?

But you can’t fly without a plane, you can’t drive without a car, you can’t sail But you can’t fly without a plane, you can’t drive without a car, you can’t sail without a boat. Likewise you can get involved with website marketing unless without a boat. Likewise you can get involved with website marketing unless you work towards having a proper website based marketing, communication you work towards having a proper website based marketing, communication and lead generation solution OR ‘vehicle’. and lead generation solution OR ‘vehicle’.

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• Content What our clients have always asked for:What our clients have always asked for:

Sounds easy but it’s taken us 5-6 years with Planners and Accountants being Sounds easy but it’s taken us 5-6 years with Planners and Accountants being our sole focus. our sole focus.

4. Make money4. Make money

3. Save money3. Save money

2. Offer a number (5-7) of services that provide benefit 2. Offer a number (5-7) of services that provide benefit to allto all

1. Make the Practice look professional1. Make the Practice look professional

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• Need to ‘thaw’ this group.Need to ‘thaw’ this group.

• Need to put your brand and services in front of all every Need to put your brand and services in front of all every month.month.

• Up to 80% of client database is left out in the cold by many Practices up to 10 yrs.Up to 80% of client database is left out in the cold by many Practices up to 10 yrs.

• They go ‘off’ at different times and you need to be there when they do.They go ‘off’ at different times and you need to be there when they do.

• Need to get e-mail addresses.Need to get e-mail addresses.

• Need to Educate and inform – hmm, trust and confidence Objectives as Need to Educate and inform – hmm, trust and confidence Objectives as well?well?

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• Content • Trust, confidence and consistencyTrust, confidence and consistency

• Quality of Practice = professional image portrayed by a website.Quality of Practice = professional image portrayed by a website.

• Stimulate word of mouthStimulate word of mouth

• After family, friends, colleagues, children and associates of clientsAfter family, friends, colleagues, children and associates of clients

• Focus on sub-sets within client base.Focus on sub-sets within client base.

• Allows a greater level of client focus to be demonstrated.Allows a greater level of client focus to be demonstrated.

• Provide extra services that can help in the background. EG: Client’s Provide extra services that can help in the background. EG: Client’s children children

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• You need a model or vehicle to present to show how you service all your You need a model or vehicle to present to show how you service all your clients. clients.

• Accountants are a very conservative - image and savings are vital.Accountants are a very conservative - image and savings are vital.

• A very popular objective for most Planners.A very popular objective for most Planners.

• But need to show you have a model for servicing all their clients not just But need to show you have a model for servicing all their clients not just a few.a few.

• This is a battle ground. If win, then cost of tools and planning is usually This is a battle ground. If win, then cost of tools and planning is usually worth it. worth it. • Only a proper website solution can be such a model as so cheap to cover Only a proper website solution can be such a model as so cheap to cover all.all.

• Newer Planners have 80% issue, older have got rid of their 80% Newer Planners have 80% issue, older have got rid of their 80% issue.issue.

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• A lot of the benefit is longer term and subtle. -A lot of the benefit is longer term and subtle. -ie-ie-

• If used a website strategy and attaining Objectives then give credit If used a website strategy and attaining Objectives then give credit where due. where due.

• A method to cover short term and long term marketing and selling A method to cover short term and long term marketing and selling needs. needs.

• Easier access to ATO resources? Etc.Easier access to ATO resources? Etc.

• Generates a lead but could you convert it?Generates a lead but could you convert it?

• New clients from regularly seeing site but weren’t ready New clients from regularly seeing site but weren’t ready until now.until now.• A referred potential client who ‘double checks’ via your site A referred potential client who ‘double checks’ via your site

first?.first?.• Potential new staff Potential new staff

member? member?

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• Content • Better Planning = up to 20% and your website is part of that process.Better Planning = up to 20% and your website is part of that process.

• 35% of hits on Calculators and growing. Better capture of 35% of hits on Calculators and growing. Better capture of this flowthis flow

• Better understanding of roles played: long term vs short term tactics Better understanding of roles played: long term vs short term tactics Ads, SEO, YP. Ads, SEO, YP.

• QuestionQuestion: What is not having a proper website based solution : What is not having a proper website based solution costing?costing?

• Some have given up Yellow Pages.Some have given up Yellow Pages.

• Anecdotes of new high net wealth won after website strategy implemented.Anecdotes of new high net wealth won after website strategy implemented.

• 25-35 year olds25-35 year olds