Marketing is actually not that hard. In fact, if you have a Millenial on your team, chances are they are a natural at the best type of marketing in my opinion, digital and inbound marketing.
I have read SO many posts by the experts who say, Facebook doesn't work, Twitter doesn't work, LinkedIn doesn't work, social media has no ROI. I must whole heartedly disagree.
Here is the concept of modern and current day marketing that works. You create a digital platform (a website) about your company and services. You then write expert content and give your intellectual capital away for FREE! Yes! Free!! You do that on a regular basis. You host it on an incredible platform such as Hubspot and you then drive traffic to this site (basic inbound marketing).
How do you do that? That's where social media comes into play. The role of social media in this application is to create a path to your website. You post things that link to your well written expert content and make people want to go read your incredible posts.
Here is another secret. Hire a marketing professional! Not a party planner or even organizer; hire a true marketing professional that can write and understands inbound marketing. This is why CPAs stink at it. We try and direct the marketing team rather than listening to the team and doing what they tell us to do. I remember my days at a large firm where the marketing director took direction from a tax partner. Really? Yes, he would have it no other way. Ignored the ideas of the pro and used her to execute his thoughts and ideas on marketing. Sound familiar? Shouldn't the tax partner take the direction from the marketing director?
It is understandable. Real marketing is uncomfortable for CPAs, videos and writing are not in our repertoire of abilities but are required in today's marketing. But we love to be in charge and we are so smart, surely we know how to do this.
The last two posts and this one have purposefully been obtuse to say the least, hopefully to get the attention of business owners, especially CPAs, who think because they are great at their job, they think it translates into being great sales people, marketers and service providers. All of the statistics available say otherwise. In the end, doing a great job for our clients, being trustworthy and empathetic has been our best business development tools We do care. We do listen. We do want to help our clients. When you take these great qualities and pair them with great marketing and service professionals and great sales teams, it is a recipe for greatness.
As business owners, we need the right people in those roles, it is a key to success. Right people, right role. The right people are usually not the the one's who do their job the best in your company. Don't make them do it! (Square peg, round hole, sound familiar?)
This has been a sliver of what marketing is. Need a deeper dive into what real marketing is? Check out Lucas Hamon for his in-depth, well written marketing blogs.
Wesley Middleton is the managing partner at MRZ LLP, a Houston, Texas-based accounting firm voted Best Place to Work by the Houston Business Journal. Wesley is the author of Violent Leadership (Forbes Books, 2017) and is represented by PumpJack Speakers Bureau. To book Wesley for your event, email Wesley.Middleton@PumpJack.me or click here.