Marketing

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.
Practice

Marketing Strategy: It's the How

How is your firm different? Since the "what" of your firm has already been defined, it may be a good idea to take a close look at the "how" of your firm as a way to set yourself apart from the competition.
Practice

Making More Time for Biz Dev (While Actually Working Less)

If you're like most busy accounting professionals I know, you probably aren't able to devote as much time to marketing your firm and as you'd like. I'm going to highlight a strategy that can help you achieve significant leverage from whatever amount of time you have.
Technology

Using the Web for Marketing

Using the Web for marketing is popular for good reason. There are many low-cost tactics that require little to no cash outlay, such as e-mail and social media. All marketing initiatives take time, and these options are no exception.
Technology

LinkedIn Tips Part 1: Getting Your Profile Right

I've long held the belief that LinkedIn is a serious online business networking tool, and it can be an effective tool for start-up practices. This is the first article in a three-part series where I'll explain how LinkedIn can help the solo practitioner.
Technology

Align Marketing and Technology to Improve Your Firm

Marketing and internal technology have, in the past, been two departments that were adversarial in many companies. The gap was easy to define. But it's increasingly necessary that the two areas work closely together.
Technology

How Accountants Use Social Media for Business

Many accountants use social media for their business as a way to be present online where the like-minded linger. Social media can start and nurture conversations between you and clients, prospects, and other business partners.
Practice

Four Guaranteed New Year's Resolutions

When was the last time you came across something that guaranteed you 100 percent satisfaction or your money back? Okay, these types of offers are all around us, so let's drill down a bit to our profession. . . .

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