How Freed Maxick & Battaglia dove in to developing business leads online

The buzz around Internet marketing has taken the accounting profession by storm.

One cannot escape the barrage of articles and webinars surrounding the topics of search engine optimization, social media and other Web-based marketing strategies. The potential benefits of these strategies are well-known. If implemented properly, we are told these strategies can afford CPA firms the ability to increase brand awareness and Web site traffic, and uncover new opportunities.

But when all of the dust settles, one can't help but ask: Does this stuff really work? Or is it all "buzz?"

After conducting research and speaking with industry insiders, I discovered that there is little concrete evidence about firms successfully implementing such programs.

I recently spoke with Eric Majchrzak, marketing manager at Buffalo, N.Y.-based Freed Maxick & Battaglia, and a board member of the Association for Accounting Marketing. In 2003, he developed and deployed a search engine marketing program for his firm. Over the past six years, his firm's SEO program has generated real results that can serve as an example for firms considering starting their own program. What makes Freed Maxick's story different is the level of success they have had using Internet marketing to drive sales. Below, Majchrzak shares some strategies.

What have been the results of your firm's efforts?

I can tell you, in general, that freedmaxick.com generates hundreds of leads every year. The leads we've developed and nurtured over the past six years have resulted in millions in new business revenue. For our directors, the program has provided them the ability to maximize their chargeable hours because the leads that come in through our Web site tend to be "hot" and they don't have to chase down cold opportunities. We see that the prospects are ready to make a purchasing decision. SEO has expanded our marketing footprint to include clients all over the world. We get leads and clients from all over the U.S., Canada and Europe.

What types of clients are you attracting via the Web?

It runs the spectrum, from the SEC company to the small business. We also get governmental, nonprofits and closely held businesses. But it's not random - we deliberately appeal to them.

Where did you obtain your skill set?

My involvement with Internet marketing began a decade ago, when I was working for a major financial institution. My role, in part, included webmaster duties. My experience there taught me firsthand how a well-thought-out search engine marketing strategy can drive targeted traffic. I also learned that developing conversion techniques was critical to the success of any Internet marketing strategy. I gravitated towards organic search engine methods, as opposed to pay-per-click efforts, because it was more of a challenge. It was fascinating to learn how and why search engines ranked some sites over others. Back then, SEO was driven by meta-data, a very different practice than today. I was fascinated by the ever-changing search engine algorithms and trends in SEO.

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