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Marketing CFO Consulting Services.pdf

If you ve read our eBook Packaging Your Knowl edge Services as a CFO Consul t ant you are ready t o l earn how t o market t hese services Firstly 1 What who is t he market f or t hese services Any organisation that can t justify the cost of employing a full time CFO or Financial Controller is in the market for the services In some cases there may be a Financial Controller on the payroll but the work being performed is more of a high level bookkeeping role An employed Financial Controller can get bogged down in the day to day and doesn t always get the opportunity to look at things from a high level strategic perspective They often aren t trained or have had experience to a high level They don t get involved in doing diagnostics on the financials or in strategic planning The business owner may not see them as a strategic thinker however may be more likely to listen to the expert from afar i e a CFO Consultant 1 1 Copyr igh t CFOon Call com au by CAD Par t n er s Pt y Lt d www CFOonCall com au
If you ve read our eBook  Packaging Your Knowl edge  Services as a CFO Consul t ant  you are ready t o l earn how t o mark...
2 Why is t here a market f or t he services SMEs often lack any financial training or understanding Due to their entrepreneurial and creative nature they often aren t left brain logical thinkers They have great skills at seeing opportunities and taking advantage of them but often fail to check the viability of an undertaking before diving in They are passionate about their offering and often good at marketing sales and delivery but profit and cash flow management is far from the forefront of their thinking They see the financial side as a necessary evil for the tax office or lender They think selling more will solve any financial issues they might encounter We know from the high level of business failure this is a real issue If there was more awareness and resources in the business community to help SMEs closely with their finances they would be in much better shape as would the national economy 1 2 www CFOonCall com au
2. Why is t here a market f or t he services  SMEs often lack any financial training or understanding. Due to their entrep...
3 How do you market t he services t o SMEs Education to engage and gain trust through Content is a great way to engage with clients and prospects It lets them see you know what you re talking about When we say Content we don t mean promotional about yourself we mean educational that teaches them something It must be written in plain English so they can connect with the message and refer to issues they face day to day rather than tax and compliance related issues which they tend to glaze over The marketing process Digital has become a buzz word recently to describe things done over the internet We re hearing a lot about Digital Disruption nowadays and an example of this is more information being shared online than in print Social Media is a great way to connect with people especially if you have something educational and interesting to share 1 3 www CFOonCall com au
3. How do you market t he services t o SMEs  Education to engage and gain trust through  Content is a great way to engage ...
4 Digit al Market ing Net working Considerat ions a Expect at ions Your expectations must be realistic Establishing a marketing system today will not give you immediate business tomorrow or next week It can take months to get a reasonable flow of interest in your services It takes a special kind of mindset to appreciate that a consulting business becomes successful only where you consider the marketing and networking side an everyday habit and never a chore b Your Target Market It s time to decide what is your target market Is it any business or do you have particular expertise that would be attractive to a certain group of businesses It s best to settle on one or two industries to target and research them really well so that you can engage with business owners in the industry and speak the same language as them as well as being able to present potential solutions to them immediately This enables you to have a much more engaging conversation with a prospect when you can demonstrate a good understanding of the industry It also helps you to quickly build rapport with a prospective client and gain their confidence 1 4 www CFOonCall com au
4. Digit al Market ing   Net working Considerat ions a. Expect at ions Your expectations must be realistic. Establishing a...
c Cust omer Rel at ionship Management CRM Dat abase The start of smart marketing is creating a good database and adding to it week in week out Continually growing your database is the most significant of the key success factors in marketing The more people you reach the more leads you will get Think of it in simple terms if you have a database of 30 contacts who are recieving your marketing materials the likelihood of getting lots of leads is pretty slim Your target should be 10 times that amount at the minimum and that s just for the first year If you re serious about building a consulting business and do this in five years time you can scale the marketing back because you will have more work than you can handle Start by reaching out to contacts old and new and ask them for permission to send them some information on your business 1 5 www CFOonCall com au
c. Cust omer Rel at ionship Management  CRM   Dat abase The start of smart marketing is creating a good database and addin...
d Market ing Aut omat ion At first it may seem like overkill to want to automate your marketing efforts however once you are off and running and have a good number of contacts on your database you will want to make it as efficient as possible to ensure continuous results The best way is to set up a marketing automation system such as Capterra Hubspot etc You need such a system to Seamlessly and efficiently send your content messages to your database Measure response Avoid keeping contacts on a smartphone or spreadsheets Setting up your marketing system includes Landing pages to promote your content Forms to capture prospect information when downloading content Lists to collect information of a prospect from content engagement Email templates for newsletter type communications Process for regular blog article releases 1 6 www CFOonCall com au
d. Market ing Aut omat ion At first it may seem like overkill to want to automate your marketing efforts, however once you...
1 7 www CFOonCall com au
1 7  www.CFOonCall.com.au
e Market ing Goal s It pays to set yourself a monthly goal of how many new subscribers you would like on your list 30 40 is ideal Once you have your goal think about how you will get them Here are some ideas to get your started Sharing content on social media platforms such as LinkedIn Building connections networking and followers via social media LinkedIn This means making introductions and communicating with people Once you ve made the connection then you can share content with them You can do this by joining groups researching people and industries and reaching out to them Networking face to face Chamber of Commerce BNI etc f Email Market ing You need to create engaging emails to advise people about what you are doing and how you can help them You can use your marketing automation system to distribute regular emails 1 8 www CFOonCall com au
e. Market ing Goal s It pays to set yourself a monthly goal of how many new subscribers you would like on your list - 30 -...
g Net working in t he Cl oud LinkedIn Your Profile Add a strong profile headline This is your professional identity A summary that brings out your personality not the place for your entire work history a few paragraphs that sum up who you are and what you do It should be warm and inviting Building Connections 5 Steps Post regular status updates give people opportunity to comment like and share your posts Review Your Wall regularly and share comment on and like other people s updates and long form posts Personalise your connection requests don t just use the standard one Add Your LinkedIn Profile to your email signature it provides a resume testimonial social proof a portfolio of projects and clients and proof of expert value all in one convenient place Connect with people in groups answer questions join in surveys and ask your own questions of the group When people start to engage send a connection request and offer advice or information 1 9 www CFOonCall com au
g. Net working in t he Cl oud -  LinkedIn -  Your Profile -  Add a strong profile headline. This is your professional iden...
Sharing Content Think of your business page as a discussion form rather than an advertising platform While you can and should post news this isn t a direct sales channel It s a place for industry talk and thought leadership content Your key objective is engagement so post helpful tips advice and resources related to your industry If you solve a problem for users or make their jobs easier in some way they ll be more likely to share your content with their peers 1 10 www CFOonCall com au
-  Sharing Content -  Think of your business page as a discussion form, rather than an advertising platform.  -  While you...
h Net working Face t o Face Online networking is great however you do eventually need to get together physically with people There are many event opportunities available such as Chamber of Commerce Research your local Chamber and join one that suits you Attend events and perhaps offer to present a session on financial control for SMEs BNI Similar to Chamber of Commerce Research and seek out your local chapters Attend one or two for free to decide which one you wish to join Other Networking Hubs There are literally hundreds of different networking hubs do some research and decide which ones fit best for you If you would like to explore further the idea of starting your own advisory business simply visit our website to see how easy 1 it can be ht t p www CFOonCal l com au become a part ner 11 Copyr igh t CFOon Call com au by CAD Par t n er s Pt y Lt d www CFOonCall com au
h. Net working Face t o Face Online networking is great, however you do eventually need to get together physically with pe...