Suppose your accounting firm targets three distinct niches: manufacturing, high net worth individuals and real estate prospects. You would like to get your corporate message out to these unique groups, but because they are unique, they each need specialized content to make the newsletter relevant to their market segment. Now, I’m going to go out on a limb here (not very far out) and assume that you don't want to purchase and manage three different newsletters. Yet with only one newsletter you are doomed to having a manufacturing specific announcement being delivered to the high net worth individuals and the real estate article going to a manufacturing prospect or client. On the other hand, there are certain messages you want all groups to get. An example might be opening a new office or promoting a partner.
What can you do?
BizActions has recently completed version 2 of an enhancement called Master Accounts. This enhancement allows sub-accounts within one Master account. There are many ways to strategically design a Master account. One method is to create sub-accounts by target market and send selected messages to each target market while still having the ability to send messages to all accounts. You could even send to a target market by partner. Additionally, you can have unique mastheads and other attributes for each target market. So ... as an example: the masthead for the manufacturing division could say, Friedman and Company, CPAs - Manufacturing Division.
The strategic design possibilities are endless with Master Accounts - it all depends on how you go to market. What works for your company and your strategies? Here are a couple of examples:
1 - Sub-accounts by office location
2 - Sub-accounts by sales rep or partner
3 - Sub-accounts by independent reps
4 - Sub accounts by member type - client, prospect, referral source
5 - Sub-accounts by department
6 - Combinations of the above
One other great opportunity with Master Accounts. Suppose you go to market through independent reps. You now have the ability for each rep to have their own branded account within your Master Account. You can send announcements that will appear in each reps newsletter and the rep can add their own content about their services. This would be very effective for real estate brokerage companies, financial brokers etc.
Hopefully, you see the advantages of target marketing through Master accounts. It is a major step forward in sending the right message to the right target market. It will increase readership and click-activity which should generate more warm leads.
How do you get started? Just talk to your Customer Support Rep. They can help you analyze what works best and the process for managing the sub-accounts.
Barry Friedman
CPA, CEO, Co-Founder BizActions LLC
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