February 26th, 2013
Events are a popular means of lead generation, especially among those in the B2B sector such as accounting firms. On the other hand, one of the most common mistakes in using events for lead generation is losing relevancy by not sticking close to what the event itself is actually about. This is why it is important also apply the principles of targeted marketing to selecting events in which to market your business.
February 22nd, 2013
When the clock strikes 5pm, some of us are ready to head on out (except for those who love overtime work) and step back into the comfort of our homes – either that or go get a drink with the guys. Once that happens, well, there wouldn’t really be anyone left in the office to handle your lead generation campaign. And because of that you’re missing out on the chance to generate some good leads.
August 1st, 2012
In case you’re still not familiar with the term, upskilling is commonly defined in business as the practice of training one’s in-house workforce to have additional skills. For accounting, this can be an advantage during times when job requirements do not match the skills of the general population. Another advantage could be expanding the range of specializations of your accounting services by increasing the skills of your current employees. On the other hand, doing so should also be complimented by adding variety to the way you generate accounting leads.
For example, if you’ve only been using telemarketing so far then you can either try and upskill if it’s in-house or outsource to a company that is already in the midst of upskilling their call center agents. And yes, they’re out there. Besides, the costs of training could be high and it could still take time just for your own accounting personnel to learn the new skills. You wouldn’t want the cost of your services to skyrocket as a result because your raised up the costs of your own accounting leads.
Now with regards to upskilling itself, here are a few things that marketing can teach you:
- Make sure the basics are covered – Be careful about just upskilling anybody. Start first with those whose current skill set can match the new ones you’d like to add. It’s only common sense that if you’re going to add variety to the accounting skills of your work force, that work force needs to know accounting basics.
- Pick skills that give you an edge – Be aware of current events as well as the current state of your target market. Use market research to help you predict new demands for a certain type of accounting service. After that, you’ll now know which kind of skills you’ll need to invest in.
- Keep an eye on costs – Naturally, you have to make sure that upskilling doesn’t eat too much out of your finances that they’ll raise costs. A rise in cost might not work to your advantage if a lower one was supposed to be your main selling point.
Another thing you need to keep in mind is that you don’t necessarily have to market these new skills. Despite how you’ve predicted a rise in demand for certain accounting services, not all businesses have any real need for them. Don’t present them with too many options that aren’t relevant to their more immediate needs.
Now with that said, it’s now time to see how you (or an outsourced provider) can upskill your current telemarketing service. It can arguably be a lot simpler compared to upskilling your accountants because it’s just about integrating additional forms of marketing:
- Email marketing – Some telemarketing firms are already integrating the use of email so that it can offer support to telemarketing efforts. For example, emails can be used to request permission to call instead of calling directly first.
- Social media – The telemarketing industry has also begun to use social media to a certain degree. The online engagement can be considered as a form of qualification before taking it into the next phase of actually talking with the prospect on the phone.
- Websites – Managing websites and optimizing their content can attract more calls but it takes additional IT-marketing skills to completely succeed.
As the saying goes, variety is the spice of life so upskilling to increase the variety of both your services and B2B lead generation can be a good idea. Outsource though if you want to play it safe.
May 17th, 2012
Obviously, when it comes to high-end calculation, accounting firms do it on a regular basis. However, you’ll need to focus on more than just that if you’re thinking of outsourcing.
But first off, plenty of companies have already decided on it (e.g. Australia). You may have even heard of some who don’t just do it for the low costs. The low costs enable them to pursue other opportunities. On the other hand, this growing trend in outsourcing also means that there are plenty of candidates out there already (not to mention, competitors may already picking up on it too).
With so many candidates and so many competitors, deciding on the right company to outsource is already a part of the whole race. A common mistake though is when you just look at the costs and weigh them against the benefits. You need to calculate for more than just that because not looking at what’s happening between the moment you pay the money to the resulting quality of information you have on an accounting prospect.
Sometimes the resulting information isn’t as well done as you expected when you carefully look into how the money circulates. That’s why you need to require a level of transparency. Another thing you should watch out for in your calculations is how it relates the business practices of your outsourced company.
Ethics are still an important role and there are laws to be followed. Don’t just hand over your money and then look away. Do even just a small bit of investigating beforehand. Pitting the costs of offshore against onshore outsourcing may be a hot topic when it comes to lead generation in Australia. Regardless, you do not want to be associated with a company that has shady means of distributing the money it earns.