Marketing

Practice

Small Firms Can Market Like the Big Guys

You cannot be all things to all people but you can develop a well-recognized name, no matter what size you are, when you pursue a structured and consistent process. Just stay targeted.
Practice

Expert Says Specialization Only Option for CPAs

Niche CPAs started showing appearing about five years ago when roughly 10% considered themselves specialists. Today, almost 33% now consider themselves specialists or are planning to.
Practice

Marketing 101: What Every Small Firm Should Know

Large firms have in-house marketing and PR teams to take care of business development. Small firms, however, need to be strategic in their marketing efforts. Here's how to match the big boys.
Practice

AAM Marketing Ideas: The Firm Scorecard

Competition today is tougher, expectations are higher, and costs are increasing. To sustain growth and profitability, firms need to put an easy-to-use scorecard in place. Uncover what needs to be done and measured at your firm.
Practice

How Accountants Can Really Market Themselves

When it comes to “accounting marketing,” you're getting serious—this isn't about some late-night infomercial or selling Girl Scout cookies door-to-door. You are your brand. It's time to ask yourself the big questions.
Practice

Public Relations Should Be Kept in Your Firm’s Mix

Building relationships with the press should not be overlooked as a way for your firm to receive some great exposure and to help build its reputation within the business community.
Practice

Top Ten, Easy-to-Follow Marketing New Year's Resolutions for CPAs

Here are ten New Year's resolutions that every CPA can follow. Once you've begun the process of embracing these ideas, you'll probably see a difference in your attitude toward client service and business development!
Practice

End of Year - There Isn't a Better Time for Marketing!

While your client service schedule may seem a bit overwhelming to you in December, this is actually a perfect time for you to add real value to your client interactions.
Practice

Marketing Your Cloud Accounting Services Differently Than Audit and Tax

Predominantly, when I meet with new firms and go over the Cloud accounting services opportunity, the first thing they want to do is start putting together a marketing plan. Most firms quickly find they're lost when they start this way.
Practice

Is Value-Based Pricing a Good Idea for Professional Services Firms?

Considering that professional services providers have traditionally charged an hourly rate, there are only two options, as I see it, to increase revenues – either they stop sleeping or they continually increase their hourly rate.
Practice

The Underpricing Conundrum

CPAs complain their services are being treated like a commodity and that they're undercharging for fear of losing clients or prospects to the firm around the corner. So what can they do to avoid this?
Practice

How to Build a Better Call to Action

Marketing expert Jack LaRue of Thomson Reuters Tax & Accounting offers some tips that can make your marketing campaign calls to action more effective.
Practice

Why Frequency Matters in Marketing

All too often, small accounting firm owners will try something once, expect immediate results, and then draw the conclusion after a couple of weeks that it was or was not effective.
Practice

How and When to Raise Your Accounting Firm's Prices

If you're being paid the same rate as five years ago and client demands have increased, it can lead to unprofitable client relationships and resentment. It may be time for your accounting firm to raise prices.
Practice

Accounting Firms Rank Content-Based Offerings and Relationships as Most Successful Lead-Generation Strategies

The nation's most progressive and largest accounting firms generate more leads through content-based offers, networking, and referrals, yet they aren't using technology to their advantage to find and resource leads.
Practice

How to Build and Manage Your Local Reputation

Now is the perfect time to proactively build and manage your reputation on a local level. With tax season on the horizon, you should take steps over the next six to eight weeks to positively influence your reputation.
Practice

How to Use Your Firm's Financial Performance as a Selling Point

Looking at the net profit margins of financial statements from September 2012 to September 2013, accounting firms were the second most profitable industry in the Sageworks database.
Practice

Marathon Marketing

I've found that marketing is a lot like running. It's better to do a little of it consistently than do too much all at once. If you're out of shape, trying to run ten miles in a day won't solve your problem. It'll just make you sore less likely to get out there tomorrow.
Practice

Ten Ways to Boost Your Referrals

What's your most powerful new business tool? For almost every accountant I talk to, it's word of mouth. But when I ask them what they're doing to grow their referrals, I'm often met with an uncomfortable silence.
Practice

Modern Technology Lacking in Most Small Businesses

Although a little more than half of small business owners who were recently surveyed use technology for accounting, only a minority use automated technology for other key business operations, such as appointment booking and scheduling, CRM, and acquisition marketing.

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