To help you be clear about the next marketing step for your firm, start with foundations. This one-to-one workshop will protect you from deciding too quickly on a big project (and changing your mind). It also helps confirm what the next project is, and what will make sure it’s a success.
You’ll work with two PF team members in a series of five sessions. Together you’ll talk about who your firm is and who you serve, and make sure your marketing delivers what they need. (You also get some practical deliverables you can read about below.)
The five sessions you’ll work through, one to one, with the PF team are:
Yes, marketing must deliver results. But based on what? Marketing isn’t just about “getting more leads”. In this session, you’ll share your personal goals and those for the firm, so together we can review them and identify what area of marketing will best support those.
Core to all your marketing is brand. Together we’ll review your values, who you are and who you serve. We’ll also look at your logo, firm name, images, colours, and messaging, and talk about what story your brand is telling prospects. Does it cause them to hesitate, or hurry up?
Now we know the people you serve and the story you want them to know, together we talk about the order you want your clients to follow when they first make contact. What do you want them to know first, to do first? What next? We’ll build a custom structure and identify the pages your site needs (or needs to update).
In this session you share what you’ve tried so far in marketing, what did (or didn’t) work, and what you are experimenting with now. Your deliverable is a detailed action plan, listed in priority order to match those goals you shared in session one.
You have a detailed Compass report sharing who you are, who you serve, how your website will walk visitors through this journey, and all the marketing you’d like to do. Now it’s time to decide who does what. Will you do it all? Work on it with help from PF? Outsource some of it to PF on a monthly basis? Start with a brand or website project? It’s entirely your decision, and everything you’ve received is yours to keep and use.
“We have always been prepared to take a risk on new technology. When you take risk and are first to market with a new way to do something for your clients, this gives you massive competitive advantage. Every accountant has a few clients that will be happy to be your guinea pigs or testing ground. Explain to them what you’re trying and why, and invite them to be part of the risk.”
When I was asked at the Xero Roadshow about marketing, the first thing I thought of was the Content Marketer programme from PF. I think I actually used the term “game changer”, which doesn’t sound like me, but it is true! This programme gave me the skills to do some of the marketing myself, but it’s also a process. It helps you focus on who you are as a firm, and who you want to be. Who are your clients? What are their real needs? If you speak to a client, they don’t want accounts. They don’t want a tax return. They want advice, help, and support. This programme will help you figure out how to integrate this into your marketing. If you haven’t yet, sign up!
There is currently a 4-8 week waiting list for all workshops, so get on the list sooner rather than later! As soon as your workshop fee (or deposit) is paid, we’ll let you know where you are on the list and the earliest date for your first session.
You’ll get some preparation questionnaires and homework to do, so your waiting time is used well.