Why Traditional Marketing is Failing Accountants: The Partnership Solution to the Trust Recession скачать в хорошем качестве

Why Traditional Marketing is Failing Accountants: The Partnership Solution to the Trust Recession

Episode Summary: Traditional marketing is losing its power - and accountants are feeling it. In this episode, Talila Kroy, Wayne Findlay and Ian Aldridge unpack why SEO, funnels and broad-based marketing are delivering diminishing returns, and how the emerging “trust recession” is reshaping the way firms win work. You’ll hear why partnerships now outperform almost every other marketing channel, why trust is the ultimate differentiator in an AI-saturated world, and how human-to-human relationships are becoming the most reliable path to consistent, high-quality growth. What You'll Learn: Why SEO and traditional marketing are becoming less effective with AI disruption How the trust recession is making cold marketing nearly impossible Why partnership marketing delivers higher quality leads at lower cost The importance of niching and becoming known for a specific expertise How to leverage your partners' databases for events and workshops Why quality partnerships beat quantity every time Key Takeaways: Structured partnerships can significantly reduce — or even replace — traditional marketing spend Partner-referred clients convert at 75 percent+, far exceeding cold marketing conversion rates Trust transfers: when a trusted adviser refers you, clients arrive pre-sold Accountants who clearly articulate their niche make it dramatically easier for partners to refer Partnership ecosystems let you reach ideal markets through trusted, established audiences. ⏱ Chapters 00:00 Traditional marketing is less effective; partnerships offer a stronger path 01:45 AI and algorithm updates are disrupting SEO and increasing noise 04:20 Partnership leads convert at 75%+ vs under 25% for many marketing leads 06:50 The “halo effect” - how referrals bypass the sales cycle and win high-value clients 09:10 Mutual accountability; how partners vet clients carefully to protect relationships 11:30 Firm-wide referral networks empower every partner and senior manager building ecosystems 13:00 Joint ventures in action to create value and new income streams 14:45 Niching with “tradies” - Wayne’s strategy and telling partners about your ideal client 17:40 Partner decks and assets – helping referrers understand exactly what you do 20:50 Returning to face-to-face meetings to deepen trust and cut digital fatigue 23:15 Advisory rises as AI commoditises technical work, increasing the value of humans 26:00 Final insights: use AI for leverage and give partners a clear, compelling niche Notable Quotes: "If you think about us at Emple, we've had the privilege of working with a lot of businesses and they've spent tens of thousands of dollars on their marketing funnels and websites. And half the time it's totally hit and miss." - Talila Kroy "If I was to set up an accounting firm again, my marketing budget would be a lot lower than what it was back in the day, just through partnership having a good partnership structure set up." - Wayne Findlay "When you are referring clients because we've got a relationship, you want to make sure that the clients that we send are of higher quality. There's accountability there too." - Ian Aldridge 👥 Connect with the speakers: Talila Kroy – Emple 🌐 https://emple.com.au 🔗 linkedin.com/in/talila-kroy Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay – The Back Room 🌐 https://thebackroomop.com 🔗 linkedin.com/in/waynenz Specialisation: Offshoring solutions for accounting firms Ian Aldridge – Progressive Legal 🌐 https://progressivelegal.com.au 🔗 linkedin.com/in/ianaldridge1 Specialisation: NewLaw firm for growing Australian businesses Production: 🎙️ Co-host: Anthony Perl – Podcasts Done For You 🌐 podcastsdoneforyou.com.au 🔗 linkedin.com/in/adperl Website: podcastsdoneforyou.com.au