Marketing

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.
Practice

Marketing's Say in M&A

What role does the marketing department have in a merger? Does the team get to be part of the pre-agreement strategic discussions or are they brought in at the end of the process?
Practice

Twelve Ways to Get a Midyear Boost

Believe it or not, we're nearing the halfway point of 2012. If you're holding a midyear retreat or starting to update your strategic plans, now's a good time to step back and evaluate the best way to take a step forward.
Education & Careers

Optimize Your Marketing Efforts Using SEO

SEO techniques can be confusing at first, but once you understand how to implement them, you'll benefit from more potential clients finding you online.
Technology

Money-Saving Web Portals = Secure and Efficient Document Exchange

If your clients are unfamiliar with web portals, you can explain how web portals save everyone time and make the exchange of files easier. For end clients, using a web portal means they never need to be concerned about an e-mail server being bogged down or rejecting the exchange of large QuickBooks files.
Practice Development

Accountant's Marketing Checklist: Increase Your ROI on Business Meals

Phyllis Haserot’s book, The Marketer’s Handbook of Tips & Checklists, provides more than 100 checklists covering a range of topics any professional needs to know in order to master building a successful career as both a rainmaker and client-focused service deliverer. This article features one of her checklists.
Practice

Six Ways to Create an Engaging Office Environment This Tax Season

An often overlooked part of marketing and growing your practice involves your physical office arrangement. The appearance of your office should set the client in the right frame of mind to engage you for additional services, including wealth management services.
Education & Careers

Seven Tips to Successful Introductions

Many CPAs think that they must market outside of their existing client base. However, within your existing base is usually enough tax, tax planning, and ultimately wealth management candidates, to effectively expand your practice for years.
Practice

Results of SocialCPAs 2011 Social Media Survey

SocialCPAs published its Social Media Survey in December. The survey was developed to gain an understanding of how the accounting profession is adopting or avoiding social media. Barry MacQuarrie, CPA, of SocialCPAs surveyed hundreds of accounting professionals and received responses from eighteen countries.
Practice Management

Small Firms Can Capitalize on Their Size to Compete with Big Regionals

A survey conducted by the Public Affairs Council shows that 90 percent of the 1,753 adult participants have a "somewhat or very favorable view" of small businesses, versus 61 percent who feel that way about major companies.
Practice

AICPA Panelists Examine Economic Outlook Survey Findings

AICPA Business and Industry Economic Outlook Survey measured nine components All nine components showed modest improvement in the fourth quarter Survey revealed increased optimism that the US economy will improve in 2012 AICPA Webcast, "Looking Ahead to 2012: Progress of Paralysis?" covering the survey to be made available
Technology

Three Irreverent Time Management Strategies for the Digital Era

Getting through your to-do list faster isn't what time management is about – at least not anymore. After all, this is the digital era! Rather than managing our existing time as if it was finite, we need to find ways to multiply it and make our lives better.
Practice Development

How Web Sites Can Be Used to Recruit Clients

Your Web site should be a profit center for your accounting practice and generate a steady flow of qualified leads. If it is not, then something is wrong....
Technology

QR Codes Provide New Way To Market Your Practice

Have you considered using QR Codes to promote your accounting practice? Kara Haas asks and answers the most common questions about how this new technology tool is changing the marketing landscape.
A&A

AICPA and AAM will team up for 2012 annual conference

The American Institute of Certified Public Accountants (AICPA) has announced that it will co-locate its Practitioners Symposium/TECH+ conferences with the Association for Accounting Marketing's Annual Marketing Summit.
Practice Management

Low-cost plan of action for developing a marketing program

There is a wealth of marketing tools, resources, and software available on the market - many of which work well and are cost effective. My intention with this article is to provide those with no marketing plan with a little inspiration and to mention that it might be time to review existing plans.
Practice Management

One single marketing mistake is killing the success of accountants

Everything you’ve ever learned about marketing and growing an accountancy practice... is wrong. That’s right, wrong! And if it’s not wrong it’s probably out of date.
Practice

The job of marketing has changed

Marketing has never been hands-on the way that sellers were when they made cold calls or went to client sites to make presentations. Sellers worked more with the buyer; marketers worked more with the solution, the brand, and the general demography of possible buyers.

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