Marketing | AccountingWEB

Marketing

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.
Practice

AAM Awards Distributed to Honor Accounting Firms' Marketing Efforts

The Association for Accounting Marketing (AAM) distributed thirty-three Marketing Achievement Awards (MAAs) to twenty-three firms in recognition of their outstanding achievements in the areas of accounting marketing and communications.
Practice

Logo Logic

A logo is probably the most visible – and versatile – branding tool there is. And when you consider the most famous logos, like the Nike swoosh or McDonald's arches, it's easy to see how valuable they can be.
Practice

What Personal Qualities Do Clients Look for in Their Accountants?

Are you memorable or boring? What personal qualities do you have that make clients like you? Do the people you meet, whether at networking events or elsewhere, remember you and feel comfortable referring their clients and contacts to you?
Technology

Social Media: Ten Things Accountants Should Never Do

If you're an accountant who has been experimenting with social media, this article is for you. It will be of particular interest if you've been disappointed by your social media experiences. And you're not alone if you started out with unrealistic expectations or misunderstood how social media works.
Practice

The Tools That Build Brands

What identity do you want your firm to have? What do you want people to think of when they hear the name of your firm? Once you've identified your firm's desired positioning, the next step is to plan the branding strategy that will make it a reality.
Practice

[Blank] Your Way to a Better Brand

Imagine that your firm comes up in a conversation between two business people. One says, "Smith and Jones, CPAs, sure, I've heard of them. They're the [blank] firm." Now, what do you want the [blank] to be? That's brand positioning.
Practice

Top Priorities: Improve Your Marketing, Business Development

A recent survey of CPA firms by Sageworks' ProfitCents Professional Services identified marketing and business development as among the most important management issues facing these establishments.
Practice

Platypus Marketing

At some point in your career, it's likely that you've been involved in a project that seemed to meander endlessly without any real direction. It could be a marketing project or just about anything else. In marketing, there's a name for a project like this: the platypus.
Practice

Are You At Risk of Losing Clients?

Knowing just how satisfied clients are with your services might be difficult if not impossible to gauge on a daily basis. For accountants, recognizing whether clients are considering shifting to another service provider is not always blatantly obvious.
Practice

Implementing Social Media and Networking Strategies to Market Your Firm

Exposure is vital to the growth of your firm, but the different channels can be intimidating. With endless social media avenues, websites, and networking events, it's easy to get overwhelmed.
Practice

Opportunities in Bloom: Uncovering Midyear Client Opportunities

Spring is a time of optimism, so it's a great time for accounting firms to look for fresh opportunities to grow the business. Lauren Prosser offers five ways accounting firms can "fertilize" existing efforts in order to jump-start business and grow deeper, stronger roots with clients.
Practice

Low-Maintenance Marketing

You may not have time to do any active marketing, but right now is a great time to be doing passive marketing. As the name suggests, passive marketing doesn't require any action from you once it's in place.
Practice

Are You a Secret Expert?

Do you serve a particular niche especially well? Have you served clients with complex issues that took a great deal of research? Do you have more knowledge than most in a particular area of tax or accounting? If so, congratulations – you're an expert. But are you keeping your hard-earned expert status a secret?
Practice

CPA Firms Need to Find New Ways to Build Revenue in Post-Recession World

The US accounting services industry, including CPA firms, is expected to remain in a slow-growth mode, with annual revenue expected to rise a pedestrian 1.3 percent this year, to $72.9 billion.
Practice

Tax Season May Be Opportune Time to Market Tax Preparation Services

With less than a month left to go until the April 15 tax deadline, most tax return preparers are up to their elbows in work. Nevertheless, it might be an opportune time to land some new clients.
Practice

Twelve Metrics Firms Should Track

Dozens of metrics exist for firms to track, number crunch, and strategize around. No two firms will track the same exact metrics in the same way for the same exact reasons. However, focusing on a "defining dozen" can propel firms to the next level.
Practice

Developing Authentic, Ongoing Client Relationships

Just about every day, my BMRG GAP members ask me a question similar to, "How do I grow my clients? I want to increase my revenue, so what do I do?"
Technology

Stand Out and Stay Ahead of the Competition

When you know who your competitors are and what services they provide, you can better plan your marketing efforts and messaging to stand out among your peers. A quick review of competitors' websites will reveal a lot.

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