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Marketing Your Site - Online and Offline

The Hub for Your Offline Marketing

Your website should be used as the hub of all your marketing activities. It's a major shop window for your practice. Every form of marketing you undertake should be used to drive people to your website. Do not view online marketing as the only way to get prospects to your website.

Traditional marketing methods are probably more important and can achieve more than online marketing in attracting prospects. So use sales letters, adverts, etc as well as promotional items and giveaways with your web address on. If you have an office, have your web address prominent on the building if you can.

Two Step Soft Offers

You must give prospects a reason to visit your website. Therefore, it can help to offer two step soft offers such as offering a free special report in your marketing activities that prospects need to visit your website to obtain.

Not everyone will want to sign up with you immediately so a two step soft offer makes it easy for the prospect to give you their details without having to commit at this stage. In the long run this leads to more new clients.

Once you have collected email addresses you should then use an email marketing system to send your prospects regular emails. This is the easiest way to keep in touch.

You can also set up autoresponders to send a series of emails to your prospects. These are automated to be sent after they join your list. Autoresponders have become one of the most powerful marketing tools available.

Website Launch

When launching your new or redesigned website, send letters and emails to notify clients, prospects and referral sources about your new website.

Main Online Marketing Methods

  1. Search Engine Optimisation
  2. Pay Per Click
    • Google Adwords
    • Yahoo Search Marketing
    • MSN
  3. Accountants Online Directories and Referral Services
    • Accountant Local
    • Approved Accountants
    • Accountant Brokers
    • Search Accountants
  4. Yell.com
  5. Links from other sites including use of banner ads. For this you want to find relevant sites where your prospects are likely to visit. Try to to get some links from the websites of local solicitors, IFA's, printers and other organizations that service local SME's.
  6. Join newsgroups and forums where your prospects are likely to be and that are relevant. When you post, provide useful information and not blatant advertising.