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The Long Runway of Marketing

Chan & Naylor generates around 9,000 to 10,000 clicks on their website per month and generates around 2,500+ leads a year for all offices via digital marketing.

It’s a long runway and if you don’t know what you are doing you can throw a lot of money away with little result.

Also if you have this belief that for every dollar you spend you will get a dollar back then you will be mistaken. It must be seen investment and not an expense otherwise you won’t persist with it.

That’s the difference between thinking like a business person and thinking like an accountant.

You cannot think like an accountant otherwise you will not invest the money.

The following is what we have learnt

You need 3 levels of marketing support:

1. Strategic ideas and direction
2. Marketing Manager to make sure the strategies are being implemented
3. Grinders to actually do the marketing activities.

An individual staff member does not know how to do the whole ambit of activities in digital marketing like SEO, Websites, SEM, Social media, graphics, PPC, and so on. At Chan & Naylor they have separate staff who does each of the above.

Then it’s a long runway.

You need to build a database of prospects. At Chan & Naylor we have 18,000 potential clients (prospects) on our database. All of our future new clients will come from the prospective database when they are ready to change accountants.

So the investment in the long runway is to build the prospective database via the following:

1. Build familiarity with your company/brand
2. Build credibility via digital marketing activities
3. Build Trust via the above activities.

Only once they trust you will they think of you when they are ready to change accountants.

It’s not when you are ready but when they are ready to change accountants.

P.S. Whenever you’re ready… here are 4 ways we can help you grow your Accounting or Bookkeeping business:

1. Grab a free copy of 
our book
 – Accountants 20-Hour Workweek
It’s the blueprint to structure, staff and scale your firm whilst dramatically reducing your work hours. — Click Here
2. Join the Wize WaterCooler and connect with other Accountants who are scaling too
It’s our new Facebook community where business minded Accountants and Bookkeepers learn to build a firm that runs without them. — Click Here
3. Join our new WizePulse Implementation Program
We’re putting together a new mentoring case study group this monthIf you’d like to get the plan, tools and advice from the Wize Mentors to scale your firm… just send us a message with the word “Pulse” – Click Here

4. Work with the Wize Guys privately
If you’d like to work directly with the Wize Mentor team to take you from stuck to scale…just send us a message with the word “Growth”… tell us a little about your firm and what you’d like help with, and we’ll get you all the details! – Click Here