Why Your Firm’s Marketing is Not Working

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Despite consistent recognition of the problem, many CPA and other professional service firms continue to struggle with finding efficient and effective ways to develop new business.

Many firms continue to make the same mistakes and missteps over and over again. If your firm struggles with new business development, there’s a good chance your marketing efforts simply aren’t up to the task.

Here are five basic marketing mistakes CPA firms often make that can undermine their ability to successfully find and land new business:

1. Lack of critical skills

While it may surprise some, many accounting firms simple have the wrong people in charge of marketing. Senior management status or industry expertise doesn’t necessarily make someone a good choice for handling marketing chores. In today’s highly digitized, online world, effective marketing requires a broader skill set than was necessary just a few years ago.

In addition to traditional skills such as copywriting and media management, there are newer, web-based skills such as web analytics, social media usage, and search engine optimization (SEO) that have become key marketing tools. Even when some firms hire the right people with the right skill set, they overburden them with tasks and responsibilities that make it difficult for even the best talent to perform well.

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About Lee Frederiksen

Lee Frederiksen

Lee W. Frederiksen, PhD, is managing partner at Hinge, a marketing firm that specializes in branding and marketing for professional services. Hinge conducts groundbreaking research into high-growth firms and offers a complete suite of services for firms that want to become more visible and grow.


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Aug 17th 2018 20:25

As a former marketing consultant and someone who has been in the trenches for many years, this article is spot on. I find that most people who operate a company are "technicians" and not business/marketing people so they don't have these thoughts front of mind. Sadly, because so many accountants do not understand certain basics about marketing, they are ripped off or have bad experiences with agencies.

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Aug 25th 2018 00:08

Very interesting

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