Take Your Marketing Online!

Table of contents

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