Introduction

Course Outline

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Who’s driving the marketing for your firm? Where is the accountability for results? If you’re like most professional service firms, your marketing is largely focused on website management, ebulletin publishing and some ad hoc social media activity that generates little objective results. Do you have a formal marketing plan in place?

The Marketing Administrator course is designed to help administrators responsible for the co-ordination of marketing activities to take control of both the strategic and operational elements necessary for effective marketing activities. This 12 part course will guide you in establishing roles, responsibilities and expectations, setting goals, developing key elements and implementing actions with clear measurement and review processes.

The course is designed to be presented to individuals or teams involved in the development and implementation of marketing strategy. Assessment tasks will encourage and challenge your team to consider what they can do to improve the way the firm markets its services to clients and the external community. Support material will include workbooks, procedures and scripts relevant to the topics being discussed.

Core topics

  1. Expectations, roles and responsibiities
  2. Converting prospects into leads
  3. Establishing marketing goals
  4. Branding and positioning strategies
  5. Principles of content management
  6. Marketing and Business development reporting
  7. CRM and lead management
  8. Key challenges and solutions

Focus topics

  1. Key marketing principles for accounting and advisory firms
  2. Marketing administration core roles and responsibilities
  3. The role of social media in driving lead development
  4. Development of your firm's 12 month marketing plan

CPD

This self-paced course is eligible for 24 CPD hours

Modules

Here is the course outline:

1. Marketing strategies that work

Key marketing strategies for accounting and advisory firms

2. Marketing administration

Marketing administration core roles and responsibilities

3. Setting marketing goals

Marketing goal setting and reporting

4. Firm branding and positioning

Branding and positioning strategies for professional firms

5. Lead management strategies

CRM and lead management tools

6. Marketing and social media

The role of social media in driving lead development

7. Marketing content management

Content management strategies and tools

8. Event Management

Key principles of successful event management

9. Managing stakeholders

Working with internal and external stakeholders

10. Your firm's marketing plan

Develop your firm's 12 month marketing plan

11. Managing expectations

Setting and managing expectations

12. Marketing challenges and solutions

Getting past the roadblocks