After a two-year hiatus, the magnificent marketing talent of Allinial Global member firms gathered in Chicago for the mission possible: leveling up each other’s accounting marketing game while reuniting with old friends and making new ones.
These are the top three themes that emerged from the long-awaited in-person event for Allinial Global marketing professionals.
- The mar-tech stack is ever-increasing in complexity and cost, but there are many free tools you should be leveraging to optimize your digital marketing.
David Toth, who recently hosted the inaugural Digital Deep Dive Summit for accounting marketers, recommended several tools during his presentation, including the following three:
- Webpagetest.org: runs a quick test on your website to ask three big questions. Is it quick? Is it usable? Is it resilient in terms of security issues? But it doesn’t stop there. It also provides detailed recommendations on how you can improve your website in all three areas.
- Clearbit: allows you to view 30 companies that have visited your website
- Surfer SEO: provides content recommendations to boost organic traffic, increase your visibility, and improve your rank
- Recruitment marketing is more important than ever, and firms of all sizes are outsmarting the competition with exceptional firm branding, creative videos, and user-friendly technology.
Specifically,
- Kat Jenkins of Barnes Dennig shared how she leveraged micro videos to increase traffic, enhance firm brand awareness, and optimize engagement.
- Jenny Brumfield of Saville, Dodgen & Company shared how she collaborated with the firm’s HR department to execute a stellar rebrand campaign that encapsulates Saville’s unique value proposition. They were able to optimize student interest and engagement by leveraging well-constructed landing pages with a clear call to action.
- Jennifer Backes and Shawn Barnes of Williams-Keepers shared how they leveraged their recruiting microsite, video testimonials from partners and associates, and Mailchimp email marketing to enhance recruitment efforts.
The first two members also happened to be among the Top 3 for the 2022 Biggest Marketing Wins (BMWs). Even if you were not able to join us for the BD/Marketing Conference, you’ll get to learn more about this soon, when the BMWs are published in November.
- No matter how big or experienced your marketing team is, marketing is a team sport, and strong leadership support is the essential element that transforms marketing from good to great.
- Listening to just the first few minutes of member firm Wipfli’s Chief Growth Partner Brian Blaha’s presentation, it was obvious why the Wipfli marketing team produces one of the highest percentages of marketing-sourced leads within Allinial Global. Not only is Brian growth-focused, he’s also passionate and knowledgeable about marketing, especially digital marketing and its infinite possibilities.
- The most successful marketers leverage technology, outsourced professionals, and in-house talent to render the best outcome. If you can’t get buy-in to hire a full-time marketer, consider asking for an external resource for a specific purpose, such as SEO, videos, graphics for social, etc.
If your definition of a marketing team is confined to your own firm, please consider broadening that definition by joining the wonderful world of the Allinial Global marketing communities! Contact Rosa Chun to learn how to harness the collective wisdom of your fellow AG marketers worldwide.
