Alex Cumberland of Synergy 8 joins Steve Major on the Pricing Power podcast.

Alex is the operations manager of Synergy 8 software. Their software is designed to make it easier to manage a website and online presence, provide more marketing knowledge and power through integration. 

Alex has previously been a web developer in a freelance capacity. He is passionate about implementation of digital strategies to help businesses achieve a better result from website, social, e-mail and SMS marketing.

I met Alex at Xerocon South as we both sat down for some lunch and during the conversation we discussed the challenges confronting the accounting & bookkeeping industry from a digital marketing perspective. 

Show Notes

Better websites / Better Newsletters.

Challenges :-

• digital changing so dramatically it is hard to find the right set of tools
• marketing challenge is how to target the right type of client
• finding time to find the solution.

Opportunities :-

• the addons are opportunity to provide great value
• SEO opportunity
• digital will help business advisory solution

Importance of content creation – DIY or outsource. Work out what works for you to create content eg using the phone to take notes or questions & ideas.  Schedule a time in the calendar that is important as client meeting.

Digital allows to advise on similar things eg 

• what types of clients
• building websites
• email newsletter
• content creation

Role of website  – 2 functions

1. attract new clients
2. evidence of expertise

Relevant content is king. 

Workflow :-

• post articles on blog
• push it out on social media
• then at end of month send a summary newsletter.

Measurable analytics are imperative and can be obtained via digital.

Onboarding – the experience of a customer. 

In SAAS there is a definitive point where you become a client.  In the accounting industry accountants have sometime left this a grey area. 

It is necessary to document and then explain the onboarding process. 

Social :-

• work out where you fit
• work out where your clients are

One critical piece :-

• identify what you want to achieve
• who it is relevant to
• and then find tools

Website – synergy8.com