Digital Marketing

There is no denying that relaying complex or technical information through the written word can be difficult. Hearing someone explain it, and seeing it illustrated with diagrams or images, often resonates better with the audience and helps get the message through.

But what do you do if you are not keen on webinars, either live or pre-recorded, where your face is visible to the audience, and you feel every fidget will be exaggerated by your nervousness?

As we all adapt to remote working, our homes have now become an office, nursery, school, virtual meeting room and conference facility! As we change to the appropriate situation, it is important to ensure that we have the correct technology and set up. Presenting digitally is now, for many, a daily routine in their work environment but, for others, the dread of technology going wrong can be one of many anxieties.

How do you make sure you have the right set up and are fully prepared for presenting online?

We probably all wish we had latest state of the art technology, lighting, sound, mics and green screen, but as this is not possible for everyone, we have outlined some tips to giving a good remote presentation.

Content marketing is defined as “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.” - Lexico 

Clients don’t want to be sold to; they want to build relationships. Start by identifying who your ideal clients are, put yourself in their shoes, work out what their key problems are and focus on solving them.

Lawyers, Accountants, Financial Advisers are all used to standing up in front of people delivering and hosting presentations, seminars and events as part of their marketing plan. Webinars can now take that place as the ‘virtual conference’ and keep you connected with your audience and generate leads.

Webinars can be very engaging, aren’t very expensive to create and can be done from the comfort of your own home!

Every company will be or should be aware of their brand guidelines – from font, colours, photography, logo and messaging, brand guidelines help to create your brand identity.

Even if one person or a mix of people are managing your social media, successfully marketing your brand on social media requires consistency. This is where a social media style guide is important - this is a separate document that relates to your company brand guidelines and having a social media style guide helps you to maintain a consistent brand, reduces mistakes, and useful for new recruits or agencies to get to grips with the right style.

“Print is dead” – the cry of digital marketers everywhere. In a world where every aspect of your life can be managed through your mobile phone, from shopping and dating, to job applications and banking, it’s easy to see why the focus of marketing has shifted online.

But don’t give up on ‘traditional’ approaches to marketing your business – take a fresh look at how it can work for you.

Recently, we worked with a client whose firm had been completely rebranded. New website, new domain, new email addresses. Unfortunately, before the old accounts disappeared, they didn’t update Google My Business, Twitter or Facebook.

These accounts were registered to an email address that no longer existed, meaning login details couldn’t simply be updated – passwords couldn’t be recovered, and email addresses couldn’t be changed.

On Thursday 6th February, Cal Partners’ Director, Chris Lucarelli will be presenting at the ACCA Northern Counties and AAT Networking Event.

This session is to learn more about marketing in the accountancy world and how to attract your ideal clients.

Clients being loyal to one firm for a long period of time are rapidly decreasing. Traditionally, especially in the professional services sector, a client would stay loyal to a solicitor firm, for example, as a ‘trusted adviser’ for an entirety, using them for all their needs, whether personal or business, and that same firm would be used down through their family generations.

With uncertainty around Brexit cited as the main cause, the past 3 years have been tough for many businesses. When times are tough, some businesses reign in their spend on marketing, events and even staff training. But these are the very things that set you apart from your competitors during challenging times and help attract new work and the best talent, the lifeblood of any professional services business. How much will you invest in your business in 2020?