Marketing

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.
Practice

Seven Steps to Perfect Firm Marketing

Marketing is challenging, whether you're a seasoned professional or the designated marketing person in your firm because there's no one else to do the job. John Jantsch, president of Duct Tape Marketing, shares his strategies.
Practice

How's Your 'Other' Audience?

Often, your staff will take your marketing message to customers and prospects, and they're almost certainly the ones who will deliver on the promises your marketing campaign makes. Take some concrete steps to make sure they get it.
Technology

Freed Maxick: A Twitter Marketing Success Story

Freed Maxick CPAs has been chosen by Twitter for a case study being promoted on Twitter's website for advertisers. The firm's revenue has increased by 110 percent from Twitter-generated leads from the paid platform.
Practice

Ten Tips for Writing Better Press Releases

Press releases can be a powerful brand-building tool and cost you nothing but time. Of course, this does not change one inescapable fact: someone has to write them. Unless you have marketing staff, that someone is probably you.
Practice

Be the Firm across the Street: We Fix $6 Haircuts

Figure out a way to change the game and compete on your terms. reinforce your core positioning, and force your competitors to react to you.
Practice

Tips for Improving Your Website

This is part one of four of a "Marketing Your Practice" series. Websites, which initially served as "glorified business brochures," are no longer acceptable as such. Today, visitors and clients expect much more.
Practice

The Elevator Speech

An elevator speech is a description of your business that you can rattle off in thirty seconds or less. It should capture attention quickly, be memorable, and leave your audience open to asking for more information.

Pages