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by Sarah Warlick, Kelly Lucas, Bonnie Buol Ruszczyk
Take Your Marketing Online!
Cover Page
Title Page
Copyright Page
Preface
Acknowledgments
About the Author
Chapter 1: A Long and Winding Road
The Slow Climb
Consistency and Commitment Are Key
Push Versus Pull Marketing
Push Marketing
Pull Marketing
Chapter 2: Where Are You Headed? The Importance of a Marketing Plan
Building Your Marketing Plan
Business Analysis
Market Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Objectives
Tactics
Now It’s Your Turn
Chapter 3: Your New Front Door: Your Website
The New Front Door
Let Your Freak Flag Fly
The Building Blocks
Home
Services
Industries
Profiles
Contact
News and Articles
Resources
Other
Tips to Turbo Charge Your Website
Create a Site Map
Update Regularly
Maintain Some Control
Write Dynamic Content
Keep Navigation Simple
Please the Eye
Be Mobile Friendly
Chapter 4: Give to Get: The Power of Thought Leadership
Eight Steps to Becoming a Thought Leader
1. Define Your Area of Specialization
2. Identify the Audience You Want to Reach
3. Update Your Personal Information
4. Stay Abreast of What Is Happening in Your Area of Expertise
5. Follow Other Thought Leaders to See What They Are Doing
6. Create and Share Content
7. Become a Sought-After Speaker
8. Respond Quickly and Follow Through
Now Go Do It!
Chapter 5: Content Marketing: Blogging and Beyond
First, a Bit of History
What Is Content Marketing?
Don’t Jump in Just Yet!
Blogging
Overcoming Obstacles and Making It Work for You
Generating New and Interesting Topics
We Are CPAs, not Writers!
Finding an Audience for New Content
On Your Mark, Get Set, Go!
Chapter 6: Reach New Audiences: Social Media
A Brief History of Social Media
Types of Social Media
The Pros of Social Media for Your Accounting Firm
The Cons of Social Media for Your Accounting Firm
What Do I Do Next?
Chapter 7: Your Most Powerful Network: LinkedIn
Why Is It the One to Watch?
Your Profile
Recommendations and Endorsements
Recommendations
Endorsements
Your Firm’s LinkedIn Page
Making Connections
Your Groups
Joining
Creating
Promoting
Managing
Search Options
Other Ways to Use LinkedIn
Ads
Job or Candidate Search
Messages and InMail
Paid Versus Free
Chapter 8: The Right Social Media Tool for the Job: Twitter, Facebook, and More
It’s Not Just Reports on Lattes and Grandkids
Twitter
Creating Your Twitter Account
Following and Getting Followed
What to Tweet
Facebook
Creating Your Facebook Business Page
Getting People to “Like” You
What to Post
Additional Social Media Platforms and Tools
Social Media in the Long Term
Chapter 9: Driving Traffic and Measuring Success: Search Engine Optimization and Analytics
Ranking High: SEO
The Evolution of SEO
Improving Your SEO
A Peek Inside Your Site: Analytics
Reading the Numbers
Audience
Acquisition
Behavior
Chapter 10: The Future Is Now: There’s No Looking Back
Search in book...
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Take Your Marketing Online!
TAKE YOUR MARKETING ONLINE!
Proven Ways to GROW YOUR FIRM in the Digital Age
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