2011 MARKETING PLANNER – EXISTING CLIENTS
This one page Excel spreadsheet is designed to allow you to input an overview of your marketing activities on one page. It is a document that should be completed by the partners of the firm in January (early February!) and used, firstly to discuss your strategy for keeping new clients FULLY informed of important tax and other events and to let them know about the full range of services you offer to add value to their businesses.
Most importantly, it means you are in REGULAR communication with your clients. The main reason clients leave us is that they feel their accountant did not communicate with them sufficiently. We recommend you send monthly emails and letters and quarterly newsletters to all clients.
In addition, remember to call up your best clients regularly just to “see how things are going”. This adds Value to what you do.
Once completed, the spreadsheet plan should be shared with all fee earners so that they understand the firm’s ambition to add value to all of its services.
The spreadsheet should be tailored for individual firms (we have “prepopulated” some of the cells for illustrative purposes).
Remember 2020 provides members with the following resources:
- Monthly ENews
- Monthly Tax ENews
- Quarterly Client Newsletter
- Monthly Marketing letter
- Monthly Press Release
- New Business Kit.
Use these resources to help your marketing department / person tailor specific letters and newsletters for your clients.
There is a section in the spreadsheet for training. 2020 Webinars are part of the subscription and are recorded in case you miss the “live” event. We recommend regular training on marketing for all fee earners.
Finally, once you have agreed the plan, give it to someone to action. This preferably should be someone who is not an accountant!
Open the Marketing Planner - Exisiting Clients
2011 MARKETING PLANNER – PROSPECTS
There is also a one page Excel spreadsheet for your activities in generating new leads and converting them to clients.
First thing to do is to create a database of businesses and individuals you would like to act for.
Then you can work out how you are going to let these people know you exist and the type of services you offer and how you can add value to their businesses or lives.
We recommend, as with current clients, regular communication with prospects by a variety of methods. Emails, letter and newsletters. You decide and outline your strategy on the spreadsheet.
Remember, our surveys show around one third of all business owners look to change their accountants at some point in the year. They may change or they may not. The key thing to remember is that if they know you exist and they are impressed with your offerings, they may talk to you. If they don’t know you exist, there is no chance of that happening.
Business owners market their products and services vigorously to their prospects and they expect accountants to do the same!
2020 provide you with the material to mail and Email prospects.
The spreadsheet also has room for you to target niche areas if you wish to do so.
Share the plan with fee earners and then have you marketing department / person action it!
Open the Marketing Planner - Prospects
