For those of you who did not attend the AAM conference this year, I am sharing some of the top ideas I came away with - as I did last year. I have selected those that are most relevant for any size firm and I expect that many of you will decide to attend the conference next year when you see what you have been missing!
One discussion thread that ran through many of the sessions had to do with "Thought Leadership" and content marketing. The overall message was that CPA firms should be putting an emphasis on sharing valuable information, whether on their website, through blogging or in promotional material and business development campaigns.
The days of self-promotion, even in the form of advertorials, are over. Business owners are sophisticated, informed and tech savvy - and they want access to important data that they can apply to their own companies when making key decisions.
Whether you provide industry resources, benchmarking details, survey results or help identify new trends and obstacles coming on the horizon, owners are appreciative of your being a thought leader - a firm they can turn to for timely and relevant information.
You demonstrate your value and differentiate your firm when you 'give away' the information. According to a recent survey by Lee Frederickson, which he rolled out at AAM, business owners value being educated as the top characteristic they look for when a firm is introducing themselves.
Think about what you have to share and take up the mantle of thought leadership in your market!