It’s no mystery these days how technology has permeated nearly every aspect of business life, accounting firm staff and owners included. But has it really improved what they do or create more challenges?
Whether you are in growth-mode or not, accounting firms struggle with basic productivity issues and simply keeping pace with their colleagues and growing business needs of their clients.
We have found that they tend to benefit from hearing about what their colleagues went through and their shared success. As such, sales tax and compliance service provider Avalara produced a series of case studies of firms they have worked with that, like many, have had to overcome challenges with efficiency and updating technology in the right way.
Below is the next in a series of case studies we plan to run as part of our partnership with Avalara, as we have a shared belief in seeing the accounting profession move forward and address today’s business challenges in order to face tomorrow. The most recent interviews were conducted by Julie Lubetkin, Vice President of Marketing, Channels and Partnerships at Avalara.
She recently spoke with Vanessa Ocampo, Trainer and Consultant at QuickBooksEnEspanol.com, about growing her particular client focus and the reasons and challenges behind it.
Lubetkin: What makes your firm stand out?
Ocampo: We are a QuickBooks ProAdvisor, and we are unique in that we work closely with the Latin community — businesses based in the U.S. and Latin America or subsidiaries in Latin America. Many of our clients do not speak English and many are small business owners. We cater to the needs of this group with an emphasis on education, consulting, and advisory services.
Lubetkin: Why focus on this community in particular?
Ocampo: The Latino community is growing in its needs for specialized accounting and consulting services and support. It is not just about speaking the language but also understanding that a ‘solopreneur’ may need training and guidance on the basics of running a business.
Lubetkin: What’s your approach to marketing?
Ocampo: We stay active on social media, and we provide lots of free content. We provide content through our blog, YouTube, and our website. We encourage clients to adopt social media as well. We show them how to leverage social media to communicate and build a wider community for sharing ideas and supporting each other.
Lubetkin: How are clients responding?
Ocampo: People know when you understand their situation and when you want to help them and they sense when you care enough to be closely involved. We are a trusted source of information, helping Latin small business owners become more knowledgeable about using technology and accounting platforms for their businesses.
Lubetkin: How do you measure success?
Ocampo: We are a small firm, so we measure success by our clients’ testimonials. The most important thing is that we have clients who trust us enough to come back again. We’re glad to make a difference in the community.
About Julie Lubetkin
Julie is VP of Marketing, Channels and Partnerships at Avalara where she is responsible for driving channel marketing strategy and programs to help accelerate growth with industry partners, including solution providers, value added resellers, development and implementation specialists and accounting professionals.