Posts Tagged ‘Marketing’

An Unanticipated Outcome of Case Studies and Testimonials

When working with accounting firms, I am a staunch advocate of creating and sharing case studies and testimonials. Using these tools plentifully on your website and other marketing efforts is a great way to help potential clients visualize themselves as actual clients, picture themselves gaining the benefits of working with your firm and better understand…

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The Keys to Establishing a Proper Company Culture

We hear a lot of conversation today about company culture and the impact it can have on the many aspects of an accounting firm’s success. We could debate what that means, but I want to focus instead on how you can create a proper company culture. Most people know they want to change or shift…

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Find Out What It’s Like to Be Your Client

Ever wonder what it’s really like to be a client working with your firm? That’s important information and try as you might, you’re simply not going to find out by looking at your own experience or that of your staff. The solution is simple: engage professional help to conduct client interviews that will give you…

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Marketing is Not Just for Partners Anymore

Marketing in the accounting industry has an interesting, and fairly short, history. It is not unusual to find partners who still remember when it was against AICPA rules to advertise, market, directly solicit or even participate in competitive bidding. Virtually non-existent for most of the 20th century, accounting marketing has evolved at a rather slow…

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What’s the Why?

As firms wrestle with Baby Boomer succession, the differences in attitudes, thinking and motivators between current and future leaders can sometimes be great. More often than not those differences or gaps are major contributors to the absence of future leaders who are on deck and ready to step into the shoes of the retiring partners.…

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Be the Firm You Want to Be

Every organization is perfectly designed to produce the results it’s producing. If you want a different result – you must change something. The originator of this phrase is debatable. Its premise is not. The business case for change is that firms that continue to do things as they have always done at some point will…

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Developing a Culture of Growth in Your Firm

Many firms we talk to struggle to determine the best business development approach. Does it make sense to hire full-time sales people? Can’t we expect our marketing director to make sales for us? How will we compensate a full-time sales person? Here are some ideas to keep in mind when embarking on the process of…

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Setting up “Bumpers” on Your Process

If you have young kids and/or have ever been bowling, you know all about “bumper bowling”. In an effort to provide an opportunity for even the most inexperienced bowler to have some form of success, bumpers can be placed on the sides of the lanes to keep the ball from going in the gutter. With…

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Content Marketing: A New Tool in Your Old Toolbox

If you’ve read anything about marketing strategy in the past year or so, you’ve probably noticed the term content marketing making its way into a lot of headlines. Also known as in-bound marketing, content marketing is creating or re-publishing relevant and valuable content online in order to attract and retain clients. Content can be anything…

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Two Simple Questions To Ask Your Clients

Every CPA we meet is committed to delivering exceptional client service. However, it’s easy to get caught in a transactional rut working on client engagements and miss the opportunity to spend a few minutes on your relationship with each of your clients.  Since client retention has consistently been one of the top five issues for…

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