marketing your practice, jonathan allan & tarryn brent – xerocon 2014
Post on 21-Oct-2014
323 views
DESCRIPTION
Xero GM Marketing Jonathan Allan and NZ Marketing Manager Tarryn Brent's presentation from Xerocon NZ 2014. Xero is beautiful online accounting software that connects small businesses and their accountants together in the cloud.TRANSCRIPT
![Page 1: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/1.jpg)
Beautiful accounting softwareBeautiful accounting softwareBeautiful accounting software
![Page 2: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/2.jpg)
Beautiful accounting software
Jonathan Allan, GM Marketing
Marketing your practiceTarryn Brent, NZ Marketing Manager
![Page 3: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/3.jpg)
What is marketing?
![Page 4: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/4.jpg)
Why is brand important?
![Page 5: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/5.jpg)
Know your target market
Match client needs
The elevator pitch
Don’t wait, act
Make yourself heard
Always add value
Six marketing playsPlay 1
Play 2
Play 3
Play 4
Play 5
Play 6
![Page 6: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/6.jpg)
Know your target market
![Page 7: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/7.jpg)
Who they are What they do Where they are Their needs
Know your target market
![Page 8: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/8.jpg)
Designers
Copywriters
Photographers
Bring concepts & ideas to life
Agencies
Architects
Business management
Financials
Financials
Accounting
Financials
Business management
Financials
Accounting
![Page 9: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/9.jpg)
Match client needs to your service
![Page 10: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/10.jpg)
Creatives
![Page 11: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/11.jpg)
The elevator pitch
![Page 12: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/12.jpg)
Photo: Crush & Lovely Creative Studio
![Page 13: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/13.jpg)
Don’t wait for customers to come to you
![Page 14: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/14.jpg)
Website Newsletter
Brochure Campaigns Event
![Page 15: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/15.jpg)
Make yourself heard through content
![Page 16: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/16.jpg)
SEO SEM Social media
Website EmailCollateral
![Page 17: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/17.jpg)
Enable Business – enablebusiness.co.nz
![Page 18: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/18.jpg)
SEO recommendations
![Page 19: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/19.jpg)
Meet your SEO experts
Lucy Goodwin Dave Anderson
![Page 20: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/20.jpg)
Beautiful accounting softwarewww.xero.com
SEOGuide for Partners
GUIDE FOR PARTNERS SEARCH ENGINE OPTIMISATION
Introduction 1
What is SEO and why is it important? 2
SEO suggestions for Xero Partners 4
Example co-branded page 8
Example optimised page 9
Resources 10
General SEO suggestions 11
Further reading on SEO 13
Appendix – Xero branding 14
Glossary 15
INTRODUCTIONThis guide provides general advice on search engine optimisation (SEO). After reading it, you’ll be familiar with basic SEO methods, which you can use to optimise your website. The goal is to make it easier for search engines – and customers – to find your site.
Before you jump in, it’s important to note that SEO is complex and there is no guarantee of success. Your website ranking can be affected by competitor’s efforts, algorithm updates, and other factors outside your control. Luckily, the basics are fairly easy to understand and implementing them can drastically improve your website.
If you don’t see results immediately, don’t worry! SEO is an ongoing process – a marathon, not a sprint.
Guide contains:
•!An explanation of what SEO is – how it works and why it’s an important online marketing tool.
•" Our suggestions for Xero partners – these are practical steps you can take to ensure the Xero section/s of your website are more likely to be found by search engines.
•" General SEO guidance – you can use this as a starting point to improve your whole website.
• Further reading on SEO – extra information on some of the tips discussed in this guide.
PAGE 1GUIDE FOR PARTNERS SEARCH ENGINE OPTIMISATION
![Page 21: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/21.jpg)
Photo:
Social Media
![Page 22: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/22.jpg)
Photo:
Social Media
![Page 23: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/23.jpg)
Always add value
![Page 24: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/24.jpg)
Add-ons
![Page 25: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/25.jpg)
![Page 26: Marketing your practice, Jonathan Allan & Tarryn Brent – Xerocon 2014](https://reader033.vdocuments.net/reader033/viewer/2022051608/5446f5cfafaf9f5d178b481d/html5/thumbnails/26.jpg)
Beautiful accounting software