Empower Your Business with the Customer Buying Funnel for Accounting

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hey folks we're going to talk about lead generation and in particular this might be for accountants bookkeepers tax advisors or anybody out there um when it comes to lead generation really there's two things or three things that are going to drive leads big time and i'm going to hit on those real quick so remember when it comes to digital marketing the first thing you have to do is you have to have messaging and a website that's actually going to connect with users and close them right i already hit on that the second thing is is now we have to intersect with people when they're really ready to take a step with you right and there's one way that we'll do that much better than just about anything else and i just want to hit on this real quick there's a difference between inbound marketing and disruptive marketing that's the language that i use there's smarter people that add language that's different to that but inbound marketing the idea is this is really based upon a search right so if i have a question i grab my phone and i look up a question i search for something now there's kind of top middle and bottom funnel questions right so here's a quick example if you think about it if i were to type in the tax difference between an llc and an s corp that doesn't mean i need an accountant right but it means that i'm probably a business owner and i'm considering what i should do that's more of a top or a middle of funnel type of keyword now if you had a solution to that if you had whether it was a website or a web page or something similar to that what you're going to see is that we can get in front of that user through search engines we can do that through paid ads we can do that through blogs we can do that on youtube those are kind of the three spots but that's what inbound is all about a query and then the top of funnel in middle of funnel is more of about it's it's kind of topical but the bottom of funnel are your core commercial keywords are cpa near me bookkeeping services bookkeeper near me tax account near me business account near me cpa near me those keywords boy if anybody searches those particularly in a 40-mile region around you you want to win and that's what i want to hit on right now the the two most powerful forms of lead generation that i found and there are two more we'll hit on them but the two are first of all search ads you can use google ads and bing ads to ensure that when someone searches accountants near me we can get in front of them and you can get in front of them in a pretty compelling way the second stage of that is a search ad that targets local google my business i just call that the local google my business ads those two are really the the foundations of what will drive good consistent business your way you can fill your sales funnel and take market share right then and there and let me just hit on this real quick so again if i were to say accountants near me what you'll see is that you have a paid ad up on the top underneath that you have your google my business and then underneath that you have organic search results but organic search results are incredibly difficult right now they're they're dominated by companies like yelp thervo.com yelp thumbtack angie's list thumbtack and unfortunately these third-party aggregators are between you and your clients but up here we can win up here you have a paid search ad and this is a google my business paid search ad we specialize in helping you do this okay and i'm telling you anytime there's a local snap pack like this which is accountants near me bookkeepers near me cpas near me anytime that's a part of the the the search result you have an opportunity to beat all of the national folks out there you no longer have to rely on really big complicated things get marketing systems you can really target folks in fact let me show you something here real quick and i'll move on to the other two things but um there is a very important thing that you want to understand is how much keyword volume there is how many searches there are for these so let me show you real quick i did a quick search in the google adwords system and what this did was show me the keywords and their monthly average search volume and this is just in the united states so if you look at this cpa near me gets 61 000 searches a month you have bookkeeping services 8 100 a month bookkeepers near me 6 hundred a month bookkeepers sixty thousand accountants near me forty thousand accountants ninety thousand that's monthly search traffic that's incredibly important if you understand that and then that's applied pro rata across you know each area if you're a smaller area you have a smaller percentage of that but we find that it's very true that it remains very similar throughout what you're doing so i'm telling you when when it's time to drive leads you want to make sure that you hit on these paid search ads and google my business ads we know how to do that with any kind of budget now the this the other type of advertising that we do is called social media lead generation right and what this is is it's all about kind of this lead magnet principle right and the lead magnet principle is that people you can target folks on facebook primarily or linkedin or even on google display and you find the right people and you make an offer to them and the offer is usually hey you can download my five tips to reduce your taxes for daycare businesses in exchange for your email and after they they fill out your form and they they head to your website fill out a form you will give them this resource in exchange for that resource they give you their email and i'll just show you i've got a little client confidentiality i already kind of gave it away uh how we do it but let me show you this is here's an example of something a lot of you guys have probably seen because it's it's an ad that we actually use here now this is a squeeze page and i run a facebook ad to this and essentially what i'm trying to show is that i recorded a couple of videos that are really high value for um small business or for accountants right and if you hit this little play button there's a little video where i give a pitch some people watch that but most people come here they see this they read this they read my ad and they fill this out and when they fill that out what you're going to see is that we can push them to what's called a video sales landing page right and really the idea there is that by um doing that you're going to be able to pitch to them what it is that you're in the business of doing they're going to get some valuable information you can also then email and build a relationship with them over time in fact when you fill out that with my company and on my website what you're going to see is you come here and we have a normal sales page so we're going to have all our calls to action here our video sales landing pages are done more like a full-fledged website but after they download that they can actually come right here watch the video they can watch a second video that's pretty informative and then we have all of our sales copy that just helps them understand what we do who we are examples of our work and this works really well for us folks i'm telling you we do something similar it's a little bit different for our accountants and again um what i'll tell you is that the ads when we set them up we are able to tap into kind of the best of what facebook google and all these other places um have in fact if you kind of take a look here i'll show you what our ad looks like our ad is pretty powerful but what i'll tell you is that we're able to get in there create graphics that make sense and not only that but we do what's called custom conversions and machine learning optimized versions of this long story short over time we will drive improved results for that ad we know how to do that better than just about anybody and then we get into retargeting and that's probably the next thing that is most important so again we do this facebook lead magnet thing where we're going to help you um get in front of the right people generate emails we can help you email them we have automation usually you do about five or six emails in a row that all land to this and then you move them along into another list on facebook so that you can spend a little more time putting even more facebook ads but once you have their email you should really be able to generate um good conversations with them so again as i come here that's our we have the first two search ads google my business search ads we have social media lead generation and then the last thing is retargeting and retargeting is huge okay retargeting is we will make an audience in facebook google and linkedin of people who have been on your website and once they've hit your website we can create a smaller subsection a small audience right and that audience has already seen you in fact most of the time they've done a paid search at to get there and the only reason why they would search is because they have a problem and that's the beauty of inbound marketing they're showing they have a problem and they're going to click on it so once they click on it we make them an audience now we can create messaging that would be in front of just that small group of people which means it's much more inexpensive you're able to commit less daily budget to it and you're going to keep your messaging in front of them and it's a great way to target so again that's called retargeting so again when you do this folks we're going to make sure that we build a website that makes a ton of sense for you we're going to work on your writing and messaging we're going to get your website all designed out we're going to help hook it up to the the marketing machine and i could go on and on and on about that but really what we're going to do is we're going to help you implement best in class search ads google my business search ads social media lead generation and retargeting boy i'm looking forward to connecting with you god bless good luck you know we're a small firm we've got a full-time web designer full-time project manager full-time video guy got a couple of writers that work with us we're going to be hiring again pretty quick here we're based out of the twin cities and our values are to be trustworthy competent enjoyable and rigorous as we're working with you we would love to help you fill your sales funny look we got over 75 five-star reviews we got 76 and uh probably 10 of those are character reviews but the rest are from customers that we've actually helped and i know we'll be able to get results for you too good luck god bless looking forward to connecting