Trends In Accounting Firm Marketing

Eric Majchrzak is the Chief Marketing Officer for BeachFleischman CPAs, one of Arizona’s largest locally-owned CPA firms and a Top 200 largest accounting firm in the U.S.

I have been a huge fan of Eric’s for several years and appreciate all of the sharing he does to help me, and others, understand and stay on top of current trends in marketing CPA firms.

In an interview on Accounting Today TV, Senior Editor Danielle Lee asked Eric about the biggest challenges and the biggest opportunities accounting firm marketers are facing.

One definite challenge is the fact that accounting firms are selling something that people do not want – tax returns and financial statements. Who has ever heard a client say, “I just love getting audited!” or “What a thrill to get my taxes done!”

Eric explains it as the challenge of marketing commodity services and the role of the marketer involves helping the firm identify and offer specialty services like sustainability, Green and specialty taxes.

Another challenge for marketers is dealing with the multiple “masters” inside professional service firms. They must learn to deal with varying personalities and multiple decision-makers.

When it comes to opportunities, CPA firm marketers must become more proactive rather reactive. Help the CPAs with strategic planning, brand platform and pricing options, just to name a few.

Over 50% of people in the US have a smart phone and marketers must find a way to be relevant with content that is short but sweet when dealing with the complex issues that CPAs can solve for clients.

Take a few minutes to watch and listen to the full interview.

About the Author

Rita Keller is the Founder of Keller Advisors, LLC and SurveyCPA, LLC. She is a widely respected voice to CPA firm management. Through her presentations and workshops, she interacts with thousands of accountants annually.  Named as one of the Top 100 Most Influential People In Accounting, she acts as an advisor and coach to CPA firm leaders across the country.  She can be reached at rkeller@ritakeller.com.