Marketing | AccountingWEB

Marketing

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. . . .
Practice

Seven Tips for Branding Your Firm

Branding your firm means putting your firm’s reputation, people, expertise, and knowledge in front of clients and prospects. It means building new relationships, strengthening old ones, and working to keep your firm in people's minds.
Practice

Defining Your Niche to Grow Your Business

The process for marketing an accounting firm includes establishing a niche – industry expertise that differentiates you from other accountants – and marketing your niche in a variety of ways, including a having a specific website for each niche.
Technology

Establish Your Business Presence Using the Web

Internet-based tools have become so varied and easy to use that almost all firms can take advantage of them to build a professional presence using their websites, e-mail, social media, blogs, videos, and SEO.
Practice

How Baker Tilly Successfully Approached Social Media

Baker Tilly tailors accounting and advisory services to more than ten industries, so when the time came to develop its approach to social media, it was clear that a one-size-fits-all strategy wouldn't work.
Practice

Sell the Dream, Not the Data

It's easy to see the power of emotion in purchases like cars and jewelry. But in the tax and accounting world, purchasing decisions are made based on hard numbers and data, not emotion. Right? Not necessarily.
Practice

Market Your Firm by Improving Your Website

An accountant's website must be more than a glorified business brochure. Ongoing improvements to a website will keep it fresh for new prospects and continually interesting for existing clients.
Practice

Drilling Down on the Dental Niche

In this interesting Q&A, Andrew Rose, Naden/Lean LLC’s director of Marketing and Business Development, talks about some specifics to managing a dental niche practice, his firm’s sweet spot, and how social media has changed the game.
Education & Careers

Five Ways to Write Fearlessly

I talk a lot about writing things - e-mails, firm brochures, websites, and the like. I talk about how they don't have to cost a lot and they often aren't difficult. But the fact is, sometimes writing is difficult.
Practice

Budgeting 2013: Bring on the Strategy and Structure

As marketing director at Rea & Associates, Katie Tolin will be meeting with partners at each of the firm's eleven offices across Ohio to talk about how their marketing dollars are being spent.
Practice

Mining the Opportunities in Your Client Base

Is your firm at risk of losing clients or missing opportunities for additional wallet share from existing clients? A large gap may exist between what partners believe their clients think versus what clients actually think.
Practice

Who Are Your Real Competitors?

Don't overlook what might be your strongest competitors - the ones that aren't accounting firms at all. It all depends on your definition of what constitutes a competitor.
Practice

Validate Your Marketing with Google Trends

Many of us marketers go off our "gut," which can get us in trouble as many times as it can aid us. Google Trends allows us to test our gut with TONS of data that is free and readily available.
Practice

The 40/40/20 Marketing Rule

The 40/40/20 rule says that 40 percent of the success of your direct marketing campaign will depend on your list selection, 40 percent on your offer, and only 20 percent of your success will be attributed to your creative execution.

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