According to the CSOEC (Higher Council of the Order of Chartered Accountants), 70% of the profession’s activity will be available through online services that are much cheaper and faster. They therefore need to develop value-added consulting activities (30% today) around taxation, merger and acquisition (M&A) arrangements, or even Human Resources (HR).
Jérémy Decré, Founder of Fluxeos, explains the importance of an inbound strategy and Marketing Automation for his Chartered Accountant clients.
Fluxeos with Webmecanik Automation implements a digital strategy that generates new assignment opportunities, based on highly targeted automated communication campaigns.
Two-step methodology:
First, rely on personalized content. Such as a “tax savings calculator” created to promote the handling of DEMETIC declarations for farming clients, or website optimization to reflect the firm’s expertise in a given business sector and optimize the site’s conversion potential, as well as the writing of impactful email campaigns conveying the firm’s real value proposition to generate maximum interest.
Next comes updating the newsletter. Behavioral analysis made possible by Marketing Automation to detect the reader’s topics of interest in real time (business owner, assistant, HR, CFO) makes it possible to alert a manager or partner in charge of the relationship so that they can intervene immediately with the right offer at the right time, without waiting for the presentation of the annual or quarterly accounts!
For example, a company executive who shows interest in the topic of paying income tax at source – on the website or in the Newsletter – must be able to be contacted within 15 minutes at most and receive a meeting proposal with a partner of the firm! This is a real upselling opportunity for the firm, but also the risk that they will go elsewhere on this subject … and take the rest of their business to the competition!
Article co-written with Jérémy Décré, Founder of Fluxeos.
