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 2nd in the series.

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Me: Allison, your Twitter profile lists inbound marketing, pay-per-click, social media, and email marketing as areas you deal in. Are any of those more critical for professionals trying to expand or bolster their markets?

Allison: Everything works to a degree, but you shouldn’t rely on any one method to grow your online presence. Each of these techniques works in a different way:

Inbound marketing: The idea behind inbound marketing is that you are drawing visitors to your site instead of pushing out your sales message.  So you want to ensure your site is properly optimized to be found in search engines, get involved in social media and forums and consider starting a blog.  All of these tactics will start a flow of traffic to your site.

Pay-Per-Click: Work with a PPC specialist (or learn on your own) to run ads on Google AdWords or even Facebook (if it fits for your business).  It’s a quick way to drive traffic to your site.

Social Media: With all of the knowledge service professionals have, they should get out there and share it.  On LinkedIn, people ask questions on LinkedIn Answers.  Start answering questions that you have expertise in or create your own LinkedIn group.  Get involved on Twitter by sharing great articles and listening to what your potential clients need.

Email Marketing: A must for any business.  Again – you have knowledge that others would love to tap into.  Share your smarts with others in a newsletter.

  • Next blog entry: Social media goals for accounting and other professional firms.

Allison Semancik can be contacted through her blog.

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