Marketing

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.
Practice

Accounting Firms Showing Signs of Economic Growth

Now that the economy is on the upswing, accounting firms are encouraged to target certain industries that were popular five to ten years ago.
Practice

How to Win Your Next New Accounting Client

Your firm may be successful today, but everyone knows that success can be fleeting unless you're continuously thinking ahead to identify and win the next client. The key to developing a strategy for winning new clients is to answer these key questions: Why? Who? What? How?
Practice

Gifts That Keep on Giving: Choosing the Right Business Gift

Nearly all of us give business-related gifts from time to time. Maybe you need to thank an employee who has gone above and beyond, or maybe you need to thank a client. Whatever the reason, choosing just the right gift can be a challenge.
Practice

Long-term Customer Loyalty Pays Off

Have you ever wondered why almost every retailer has some variation of a customer loyalty program? Research studies have proven time and again that loyal clients spend more and provide free word-of-mouth advertising.
Practice

Stop Competing for New Business on Price Alone

Competition in the accounting industry is fierce, which can pressure some CPAs to compete for business using pricing alone. But many accountants realize this is a losing proposition.
Practice

Emotion Is at the Heart of Winning New Clients

Developing an emotional connection with prospects is at the heart of convincing them to leave their existing accountant, more so than price or any other logical rationale.
Technology

Accountants' Social Media Use Focus of SocialCPAs Survey

When CPA Barry MacQuarrie started the "Social Media Survey" in 2010, he said social networking was still relatively new to the accounting profession. He was curious about how accounting professionals were using such sites as LinkedIn, Facebook, and Twitter.
Practice

Business Cards That Work for You: Fifteen Tips

Mark Lee explains the importance of business cards, particularly for start-up practices. He highlights fifteen common business card mistakes and how you can avoid them.
Practice

"Cinnamon Girl" - A Corollary for Getting New Clients

Back in college, my friend John knew something that took me decades to learn: When the sparks are flying and you let the interest build, the other party can't wait to hear from you.
Practice

The 'Stuff' of Marketing: Collateral Pieces

Collateral is the "stuff" of marketing: brochures, postcards, fact sheets, and the like. Collateral pieces are tangible things that we're all familiar with, so they're easy to talk about.
Practice

How to Attract Clients and Promote Your Payroll Business

Customers may be interested in trying your payroll services as an extension to existing services if they see a benefit to making a change from what they are currently doing.
Technology

A How-to Social Media Action Plan for Accounting Firms

PracticeWEB Marketing Manager Elizabeth McMahon has provided the following structured framework that can help your firm get the most out of social media tools.
Technology

Google Authorship: Taking Your Niche a Step Further

Google Authorship is helping small- to midsize business owners improve SEO, develop a personal brand tied to their business, improve click-throughs, and increase lead generation from the Internet.
Practice

Creating Must-Read Marketing E-mails

E-mail is one of the most widely used marketing tools. But with so many marketing e-mails out there, it takes skill and practice to cut through the clutter. Here are a dozen tips that will help you do just that.
Practice

Marketing Turned Outside In

We've all heard the expression "content is king." Well, when it comes to marketing, that's becoming all the more true, according to a presentation about inbound marketing at the 2013 Association for Accounting Marketing Summit.
Practice

Building Your Brand

Your firm's brand is the image that is continuously presented to the outside world, customers, prospects, and the greater community your small business serves. The process of branding your firm is about leveraging who and what your business is known for - your brand is your business identity.
Technology

LinkedIn Tips Part 6: Lead Generation

In the final segment of Mark Lee's LinkedIn series, he covers what's probably of most interest to accountants – how to use LinkedIn to find prospective clients.

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