The front end website is where accountants land after seeing an advertisement, conducting a Google Search, or visiting the website. This is set up to sell the product to the accountants, using the latest user experience data.
We had to develop a unique marketing strategy, as there were several large obstacles to this campaign:
- The big players (Xero and Intuit) are huge, with multi-million dollar marketing budgets
- Accountants are very busy people, and have an extremely short attention span
- Accountants are, on average, very slow to change—and require a lot more hand-holding through the sales process than the average customer would
Here is what we identified (and the most important part of the marketing process):
- Niched down to a very specific target market. Our software is not a good fit, for example, for a large accounting firm with many clients, and inventory needs. It’s meant for a CPA who serves businesses with fewer than 20 employees.
- Focused on what the target market does when they are looking for something like this. We didn’t just start posting a bunch of pictures on Instagram (which likely has a user base of 5 accountants in total) and we didn’t just start advertising on every paid medium we could find.
This became a full marketing strategy. I’ll leave a high level overview of that below:
5 Step Sales Outreach Program. We created an online sales program, that does a cold-call style approach to sell directly to a pre-determined list of targeted accountants.
Email Marketing. We run a weekly email marketing campaign, based on a larger content marketing strategy, touched on earlier.
Webinars. We put together two 30 minute webinars to help educate our prospects and clients with the software.
YouTube Videos. We created and worked with other staff members to create the videos (like the one earlier in this blog post) to help boost the SEO of the website, as well as providing instructions on how to better use the software.
Social Media. LinkedIn, Facebook, and Twitter are all utilized to engage with prospects on another medium, and create a branded presence for the company online. These platforms are used to meet up with potential JV partners (other companies who sell similar products and services) as well as our target market of accountants.