Take Your Marketing Online!

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en Limba Engleză Carte Paperback – 09 Jun 2017
In this comprehensive guide, CPA firm marketing expert Bonnie Buol Ruszczyk teaches the art of growing a firm in the digital age, guiding the firm through exercises to help them uncover their unique value while sharing proven techniques for communicating that value through the most effective online channels. By following the steps provided, CPAs will be able to enhance their professional reputation and allow their firm to thrive in the digital age.
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ISBN-13: 9781941651551
ISBN-10: 1941651550
Pagini: 160
Dimensiuni: 166 x 227 x 8 mm
Greutate: 0.22 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

CPAs, marketing managers


Preface ix Acknowledgments xi
About the Author xiii
1 A Long and Winding Road 1
The Slow Climb 2
Consistency and Commitment Are Key 4
Push Versus Pull Marketing 5
Push Marketing 5
Pull Marketing 5
2 Where Are You Headed? The Importance of a Marketing Plan 11
Building Your Marketing Plan 12
Business Analysis 13
Market Analysis 17
SWOT Analysis 20
Strengths 21
Weaknesses 22
Opportunities 22
Threats 22
Objectives 23
Tactics 24
Now It s Your Turn 25
3 Your New Front Door: Your Website 27
The New Front Door 27
Let Your Freak Flag Fly 30
The Building Blocks 32
Home 32
Services 33
Industries 33
Profiles 33
Contact 34
News and Articles 35
Resources 35
Other 35
3 Your New Front Door: Your Website continued Tips to Turbo Charge Your Website 36
Create a Site Map 36
Update Regularly 37
Maintain Some Control 39
Write Dynamic Content 39
Keep Navigation Simple 40
Please the Eye 41
Be Mobile Friendly 42
4 Give to Get: The Power of Thought Leadership 47
Eight Steps to Becoming a Thought Leader 50
1. Define Your Area of Specialization 50
2. Identify the Audience You Want to Reach 51
3. Update Your Personal Information 51
4. Stay Abreast of What Is Happening in Your Area of Expertise 51
5. Follow Other Thought Leaders to See What They Are Doing 52
6. Create and Share Content 52
7. Become a Sought–After Speaker 53
8. Respond Quickly and Follow Through 56
NowGoDo It! 56
5 Content Marketing: Blogging and Beyond 59
First, a Bit of History 59
What Is Content Marketing? 61
Don t Jump in Just Yet! 62
Blogging 66
Overcoming Obstacles and Making It Work for You 67
Generating New and Interesting Topics 67
We Are CPAs, not Writers! 69
Finding an Audience for New Content 70
On Your Mark, Get Set, Go! 71
6 Reach New Audiences: Social Media 75
A Brief History of Social Media 76
Types of Social Media 76
The Pros of Social Media for Your Accounting Firm 77
6 Reach New Audiences: Social Media continued The Cons of Social Media for Your Accounting Firm 79
What Do I Do Next? 81
7 Your Most Powerful Network: LinkedIn 87
Why Is It theOne toWatch? 87
Your Profile 88
Recommendations and Endorsements 92
Recommendations 92
Endorsements 92
Your Firm s LinkedIn Page 93
Making Connections 94
Your Groups 96
Joining 97
Creating 97
Promoting 98
Managing 98
Search Options 99
Other Ways to Use LinkedIn 100
Ads 100
Job or Candidate Search 100
Messages and InMail 101
Paid Versus Free 101
8 The Right Social Media Tool for the Job: Twitter, Facebook, and More 105
It s Not Just Reports on Lattes and Grandkids 105
Twitter 106
Creating Your Twitter Account 107
Following and Getting Followed 107
What to Tweet 108
Facebook 109
Creating Your Facebook Business Page 110
Getting People to "Like" You 111
What to Post 112
Additional Social Media Platforms and Tools 113
Social Media in the Long Term 114
9 Driving Traffic and Measuring Success: Search Engine Optimization and Analytics 119
Ranking High: SEO 119
The Evolution of SEO 120
Improving Your SEO 121
A Peek Inside Your Site: Analytics 125
Reading the Numbers 126
Audience 128
Acquisition 129
Behavior 130
10 The Future Is Now: There s No Looking Back 135

Notă biografică

Bonnie Buol Ruszczyk brings a comprehensive eye to accounting marketing and communicates its online transition in language that is easy to understand and apply. She is widely recognized as a go–to expert in the industry, having worked as the marketing director for an accounting firm before starting her own successful agency and going on to be named as one of Accounting Today s Top 100 Most Influential People two years in a row.