Marketing

Writing: A Great Tool for Accountants?

If you are looking for a way to get yourself out there in front of specific audiences, namely those belonging to niches you’d like to grow, consider your article writing abilities. As professionals, we all turn to various trade publications to teach us the latest and greatest in our industries. This is a great place for accountants to stretch some marketing muscle and get smack in front of your target audience.If you’re considering getting articles published, think first of where you want to be.
Practice

Direct Mail that Grabs the Reader

The name junk mail is just that for a reason; because it’s junk. A company may have many wonderful things to inform you about but unless they grab you and give you a reason to read, you will find yourself dumping it without giving it a second glance. Don’t let this happen to your letter.Start by making sure you know your audience. Sometimes hitting the masses and hoping that your target it nestled somewhere within is not as effective as shaving down your list knowing full-well that these recipients are people who will be interested.
Practice

Do You Really Know Your Clients?

If you’re looking to position yourself as a leader in your industry you’ve probably found yourself focusing on the intricacies of the accounting industry itself. While this is a mandatory aspect of what you do as an accounting professional, a way to differentiate yourself from the competition is to be an expert in your client’s industry.Make it a point to subscribe to publications focusing on the industry you find your practice wanting to grow the most, or the ones your practice has developed a strong client base in.
Practice Management

Are Digital Business Cards Worth the Effort?

The latest craze in electronic gadgetry is sure to be the electronic business card, a hand-held, smaller-size CD-ROM that can serve as a gateway to lots of different kinds of information about your firm or business.But are these cards worth producing, and are the benefits going to truly help?Like any marketing tactic, the answer sometimes is vague, but CPAs and accounting professionals will want to quantify this effort first by looking at the card's cost.
Practice Management

Is Accounting the 'World's Oldest Profession'?

The following is an editorial by Paul Dunn, co-founder of Results Accountants' Systems.Come on — time to own up! Is the Profession actually the oldest Profession in the world?In every gathering of Accountants I'm asked to address, I always ask the question: "how many of us have clients we wish we didn't have?
Practice Management

Seminars: Let’s Get the Word Out

Seminars are a great way for accounting firms to introduce a new service, educate on a current service or inform clients on an issue that may be very pertinent to their financial situation. However, often times the message misses its mark due to an unsure approach to the audience and lack of follow-up. The following are a few ways to update your checklist for ensuring greater success with your own seminar.Make sure your audience is appropriate for the topic. Not everyone on your client list is meant for every subject or service your firm hosts seminars on.
Practice Management

Ready, Set, Market!

So you’ve decided it is time to add a marketing director to your staff. Before you bring your new marketing director on board there are a few things to take into consideration. Currently, the shelf life for an accounting firm marketing director is about 13 months. The following might help you keep your marketing director beyond the current attrition rate.Make sure that the consensus among your partner group is one of a positive nature when it comes to bringing this individual into your firm. While not everyone will agree, it’s important that the majority do.

Getting Great People

The following editorial was provided by Results Accountants Systems.It seems a long time ago now.I was playing the classic ‘victim’ — something had happened that I didn’t think was my fault and I said so. And then this wise person said something I’ve remembered ever since:“When you point the finger of blame at someone, there are one, two, three fingers pointing right back at you.” (To understand that graphically, just go ahead and point at someone close to you right now.

Is your newsletter getting the attention you want?

If you are like most accounting firms, you want to get the most bang for your newsletter buck. A quarterly newsletter often can cost a firm thousands of dollars per year to produce. Follow these tips to make sure your newsletter is read – not tossed.1. Name your newsletter with the audience in mind. Sure, you want to get company name recognition with your newsletter, but you also want your newsletter to say something to your readers. What is your publication going to do for them? Think benefits to your readers when naming your newsletter.2.

Want Information Now? Look to the Web!

When your firm is busy prospecting, the sales function needs to be a streamlined machine. Each team member needs access to sales information and they need it fast. If you have been struggling with a sales contact software that just doesn't seem to make the grade, consider a Web-based alternative. Two good sites that allow you to upload your information and maintain it online are UpShot.com and SalesForce.com.

AccountingWEB Hosts First Ever Live Press Conference!

The firm of SS&G Financial Services chose the AccountingWEB workshop room as its venue for announcing the merger of Greene & Wallace Certified Public Accountants with the SS&G Financial Services Group.

HOT Trade Show Trends

If you think that trade shows are a marketing tool of yesteryear, think again. A recent survey of one thousand executives shows that 85 percent believe trade shows are MORE important today.The trick is that the way they visit trade shows has changed. Trade show visits aren't a haphazard jaunt down the aisles; they are pre-planned strategies with a mission. And, because of lack of time, serious visitors stay late to accomplish their task. But, according to another survey, more than 60 percent of booths are empty the last hour of the show.

Where do businesses go to find an accounting firm?

Bsource.com - ever heard of it? If you act quickly, you can list your accounting firm with the web site and get exposure to millions of qualified, prospective clients. So what's the deal? Well, Bsource is a matchmaker for businesses and vendors. Beyond being a directory online, the site uses a proprietary matching system that connects you with clients that specifically match your firm's skills and interests.Many news sites use Bsource as their "matchmaker" service, so you get the benefit of being on many sites at once with just one listing.

Increase Your Newsletter Exposure

Wouldn't it be nice to double, maybe even triple your newsletter audience without increasing your production costs one penny?You can. And this little tip may just help you reduce your current costs if you've been sending several copies to people in the same company. Unless your newsletter features time sensitive information, this is a great way to get your newsletter passed around.How? You ask. It's easy. Simply incorporate a routing box on your newsletter.
Practice

Maximizing Referral Systems in Practice

Ask any practitioner where the vast majority of new clients come from and they say “Word of Mouth” or “Referrals.”We all know that referrals cost you next to nothing to get and usually (if a good existing client has referred them) the new client is of relative good quality. The $64,000 question is “what systems do you have in place to make sure the referral happens?”Before we look at the systems let’s look at the importance of referrals to your practice. To quantify how you can grow your practice through referrals, consider your existing client base.
Technology

Four Prominent Consultants Join Forces

Four of the most experienced and knowledgeable consultants in the accounting and financial services industry have joined forces in a collaborative new venture called The Advisory Board.Founding members of The Advisory Board include:L. Gary Boomer, CPA, CEO of Boomer Consulting in Manhattan, Kansas, email: lgboomer@boomer.comAllan D.

Words That Kill

Words that kill a direct marketing campaign are easily avoided, but are they? Do you know which words will foil your next direct marketing piece? On average, you have about 10 to 20 seconds to grab your prospect’s attention.When you are talking to a business to business prospect, it’s about them. Make sure you beef up your market-tested winners and leave the negative ones at the door. One marketer estimates that one word change in his direct marketing campaign dropped results by 60 percent.
Practice

Great News!

This is the third in a series of editorials by Results Accountants' Systems.This has been my week for great news (more about that soon).It’s also been my week for a quarterly check-up at the doctors. And as I was sitting there in the waiting room (why can’t doctors see you on time?). I thought about being a doctor and the parallels between being a doctor and being an Accountant in Public Practice.There are two that I thought of. First, a sign I saw in a medical practice several years ago.
Technology

Not-For-Profit Information Bonanza!

If you work with not-for-profit organizations and are looking for comparative financial information, or you are looking to develop a not-for-profit niche and want to identify prospects in your marketplace, your search is now over.A web site designed to give contibutors access to financial records of the organizations they want to help can also be a boon to the accounting firms who are looking for comparative information from similar entities.Guidestar describes its mission as helping "to improve the effectiveness of the nonprofit sector through the

Poll Shows Accountants at Top of Approval Rate

A new survey conducted by MarkTrend Research of Vancouver shows that British Columbians publicly approve of Certified General Accountants (CGA). The trust factor is well intact for these professionals, according to the survey.The survey ranks eight different groups and this year’s survey puts accountants, police officers, doctors and educators among those most highly revered. The researchers interviewed 503 people in random telephone interviews.

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