TIMES HAVE CHANGED … LET’S DEVELOP A PLAN -The Importance of Adapt & Change -The Social Media Revolution -New Media VS Old Media -The Worm vs The Octopus The Value Ladder -Multi-Services Value Ladder -The Customer Journey -The 8 Core Disciplines of Modern Digital Marketing -Understanding the Customer Journey -The Problem - The Solution -Email Marketing Tutorial
REMEMBER THESE GUYS?
THEY THOUGHT “FILM” WOULD LAST FOREVER…
FAST FORWARD… HOW MANY DIGITAL CAMERAS DO YOU SEE THESE DAYS ?
TIMES CHANGE. WE MUST AS WELL.
REMEMBER THE GOOD OLD DAYS… OUR FAVORITE NEIGHBORHOOD VIDEO STORE
AND THEN “THESE GUYS” CAME ALONG
HAPPY TIMES!!!
OUT WITH THE OLD, IN WITH THE NEW.
DO YOU KNOW THIS MAN?
MAY NOT RECOGNIZE THE FACE, BUT YOU DEFINITELY KNOW THE COMPANY! REED HASTING - FOUNDER - NETFLIX
A SO THE STORY GOES…
The Tax Preparation Industry Who are the Wolves that want to Eat your Lunch?
How do We Compete Against the BIG BOYS?
We Need to Outsmart them by using all of the Tools and Resources that are Available in Todays Marketplace.
OLD MEDIA VS NEW MEDIA
The WORM vs. THE OCTOPUS
WORM Marketing Referrals - Direct Mail
OCTOPUS Marketing Yelp Google Search Facebook You Tube Office Signage Email Marketing Referrals Referral Partners Postcards & Direct Mail Telephone Calls
CASE STUDY www.infinityschools.com AFTER BEFORE Customer List: 800,000 Customer List: 45,000 New subscribers: 500 Mo New subscribers: 0 Emails monthly: 1.8 million Emails monthly: 15,000 I transformed my business within 5 years with no formal training. YOU CAN TOO! Faster, Easier and with Less $$$ Invested!
THE VALUE LADDER
THE VALUE LADDER
IDEAL CLIENTS = Those clients that will walk up your Value Ladder 1. WHO ARE THEY? 2. WHERE CAN YOU FIND THEM? 3. WHAT BAIT WILL YOU USE TO ATTRACT THEM 4. WHAT RESULT WILL YOU GIVE THEM?
The Importance of Developing a Multi-Services Business Model
Sample Multi-Services Business Lines Tax IDP Insurance Investments Consulting Annuity Individual Return Citizenship Class Travel Insurance - Mexico Business Creation Identity Theft Protection IRA Fingerprinting Health Branding Audit Protection Replace Green Card Wills Life Automation Tax Resolution Background Checks Trusts Commercial Strategy Credit Repair Translation Services Mutual Fund Expansion Business/Corporate Return Citizenship Estate Planning Ideal Clients Bookkeeping I-130 Package Value Ladder Payroll Services Mentoring Business Entity Set-Up Tax and/or Mastermind Audit Representation Instructor - Tax Preparation Business Advisory
Ideal Client $$$$$ Multi-Services Value Ladder Consulting $5000 Investments $3500 Financial Planning Estate Planning VALUE Immigration Services - Provisional Waiver $3000 $1800 Immigration Services - Green Card Package Commercial Insurance $1200 Life Insurance $800 $600 Business Entity Formation Credit Repair $600 $500 Business Tax Preparation Identity Theft Protection $100 Individual Tax Preparation $200 Ideal Client LEAD MAGNET (BAIT) PRICE $ FREE OFFER
The Importance of Continuing Increase your Qualifications & Expertise
Are you licensed as an Enrolled Agent?
Are you licensed as an Insurance Professional ?
CONTINUING EDUCATION • INSURANCE • TAX PREPARATION • ENROLLED AGENTS PRE-LICENSE TRAINING • LIFE & HEALTH LICENSE • PROPERTY & CASUALTY • ENROLLED AGENT www.infinityschools.com
Successful customer gives a Successful customer tells testimonial/case study friends about your brand Customer makes larger/ Customer gets value from Prospect makes a small additional purchases initial transaction purchase/schedules demo Prospect reads blog post or Prospects opts in to receive Prospect sees an ad watches a video gated content
http://digitalmarketdesigns.com/wp-content/uploads/2016/10/Essential-Rules.pdf
Digital Marketing & WHY ITS A MUST • Why you need an in-house digital marketing team (even if it’s a “Team of 1”) • 8 critical skills that every marketing team must have in 2017 • The 4 roles that make up the modern “Growth Team” • How to structure your team to maximize communication and accountability • How you can use online training courses, tools and resources s to train your own team of marketing rockstars from scratch
SO YES … THINGS HAVE CHANGED.
QUESTION If marketing and sales have changed, shouldn’t your marketing and sales STRATEGIES change reflect those changes?
THE POWER OF KNOWLEDGE AND IMPLEMENTING DIGITAL MARKETING STRATEGIES
YOU MUST BEGIN TO LEARN NEW SKILLS & TEACH YOUR STAFF NEW SKILLS
Four “Roles” On Every Growth Team 1. Content (blog posts, videos, search, lead magnets) 2. Acquisition (traffic campaigns, landing page optimization, email promotions) 3. Monetization (sales, copywriting, partners/affiliates, ecommerce, business development) 4. Success (customer support, account management)
THE GROWTH TEAM ISN’T JUST IN CHARGE OF GROWING REVENUE …
… THEY OWN THE ENTIRE CUSTOMER JOURNEY!
THE 8 CRITICAL CORE DISCIPLINES OF MODERN DIGITAL MARKETING CONVERSION FUNNELS CONTENT MARKETING CUSTOMER ACQUISITION EMAIL MARKETING SOCIAL MEDIA SEARCH MARKETING DATA & ANALYTICS TESTING & OPTIMIZATION
PROBLEM: I DON’T HAVE THE KNOWLEDGE OR SKILLS
SOLUTION: Commit To Training YOURSELF and YOUR TEAM
BAD NEWS: GOOD MARKETERS DON’T COME CHEAP …
SOLUTION: 1. TRAIN YOURSELF 2. TRAIN WHO YOU HAVE 3. HIRE SOMEONE TO TRAIN
WHAT IS THE FASTEST, EASIEST AND MOST INEXPENSIVE WAY TO LEARN?
BOOKS & AUDIO BOOKS
ONLINE TRAINING COURSES CONVERSION FUNNELS CONTENT MARKETING CUSTOMER ACQUISITION EMAIL MARKETING SOCIAL MEDIA SEARCH MARKETING DATA & ANALYTICS TESTING & OPTIMIZATION
YOUR COMPETITION IS BEGINNING TO LEARN IMPLEMENT THESE SKILLS. Don’t let them beat you. It’s time to invest in yourself, in your business and in your team.
HERE IS A LOOK AT THE DIGITAL MARKETING TRAINING DASHBOARD WWW.DIGITALMARKETER.COM
Recommended Training Topics - Intro Level
FREE 14 DAY TRAIL http://a.digitalmarketer.com/aff_c?offer_id=14&aff_id=1056
UNLIMITED ACCESS TO ELEVEN DIFFERENT TRAINING CLASSES
CERTIFICATION UPON EACH COMPLETION Kimberly Nunez
The Ultimate Marketing Plan Checklist For Tax Season
Prior Customer Checklist Plan Aggressive campaign for the highest customer retention possible. You cannot afford to be lax on this. Be sure your service is at the highest quality and that your are earning the business of your customer each and every year. Do not assume that they are just going to stay with you forever without you showing then each year that you value and deserve their business because you are going to take care of them better than anyone else will. Postcards Direct Mail Letters Free Gift Offers Contest Give-Aways Email Campaigns Outbound Phone Calls
Digital Marketing Checklist Plan All of your digital communications need to be reviewed and you need a plan for moving forward this coming season. This means you need to look at the following: If you don’t have a website, GET ONE & NOW If you have a website - Be sure its follows the “STORY BRAND” TEMPLATE Google Analytics Installed Get YELP Listing Submitted Get GOOGLE Regional Search Listing Submitted Create Blog and a write content for Regular Blog Posts Create Lead Magnet Create Email campaigns, plan out your strategy & write the copy Be sure you are marketing your “Virtual Tax Service” offerings Facebook Ads with following the “Customer Journey” Content marketing strategies Study your Data and Analytics Test and Optimize
Social Media Checklist Plan Social media can really help build awareness of your business. You should be using it on a regular basis throughout the year and have a plan to really ramp it up around the holidays when tax season is closer. Regular Facebook Posts Other Social Media if your Ideal Clients are on that platform Have graphics created for social media posts Flesh out Contest and Give-Away ideas and begin posting them Create your YouTube Channel and make at least 5 Short Interesting Videos Customer Testimonial Videos for Website, Facebook and YouTube Be sure your personal LinkedIn page is current and up to date Be sure your LinkedIn company page is up to date and has reviews Have all tax preparers update up their LinkedIn profiles and be sure that their current position is listed and linked to your company
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