Does Everyone Know What You Do?
I hope all of you had a wonderful Fourth of July weekend. As we get into the summer months, it is a great time for reviewing your firm's marketing plans, discussing new strategies, and identifying initiatives that are relevant for your target market, including clients, centers of influence or other business owners and leaders in your community.
As you review your marketing branding and communications efforts, one thing to consider is your actual message. In other words, does your audience know what you do, what value you add, and what distinguishes your firm from others in the community? As you are focusing on how to leverage new communications platforms, like Twitter, Facebook and LinkedIn, you also should consider what you are saying about the firm - that is, what message your are conveying and what impression you are making? Work to ensure that your message is clear, understandable and compelling. Try asking a few trusted colleagues, friends, and nonclients what they know about the firm. Do a little digging to discover if your message is as obvious as you think it is. The results may surprise you and will be worth the effort.
Let me know what you find out about the impact of your marketing and branding message.
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.