I interviewed Allison Semancik, a marketing consultant in Miami, and asked her questions about marketing principles for CPAs and other professionals. This entry is the last in the series.
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Me: Email seems pretty low-tech these days, but studies indicate it still dominates business-to-business communications. Any ideas about how accountants and other professionals can do more with email to enhance their overall marketing?
Allison: I love email marketing and for most people, it’s still the choice of communication online (as opposed to social media sites like Facebook or LinkedIn). It’s very inexpensive to sign up with an email marketing service (iContact and MailChimp are two I like) that offers slick newsletter templates.
Accountants and IT professionals have a wealth of information that their clients and potential clients are craving. Send out a monthly or bi-monthly newsletter with tips or let them know about upcoming seminars you are presenting. The important things to remember:
1. Be consistent with your email marketing – set up a schedule and stick to it. Send out your newsletter every month or quarter, so your list expect. You don’t want to have someone sign up and then not email them for months.
2. Give your list useful information – it’s not all about selling.
3. Build your own list – don’t buy it. You’ll be much better off with a targeted list of people who have a real interest in what you have to say.
4. Put a newsletter sign up form on your website and considering giving a free report to anyone who signs up. They’ll have an incentive to sign up and it gives them a taste of the great information you’ll be providing in your newsletter.
Me: Any final tips or ideas for us?
Allison: Have some patience! Inbound marketing is a great way to build relationships, drive traffic to your site and gain new clients. But it will take time. Give yourself 3-4 months before you can expect to see some results. Once you do, you’ll be well on your way to expanding your online presence.
Me: Thank you, Allison!
Allison Semancik can be contacted through her blog.