jean marie caragher, in the april 2008 journal of accountancy, states four irrefutable truths for successful marketing:
- by identifying target markets and resources, niche marketing can distinguish a cpa firm from its competitors while generating higher profit margins.
- a well-developed marketing plan is the key to successful niche marketing and can include, but is not limited to, the following components: a mission statement; situation analysis; and smart (specific, measurable, attainable, realistic and timely) strategies.
- find a niche champion with the industry knowledge (and experience), respect of partners and the ability to lead a team. if you lack champions, consider hiring and/or merging with industry specialists.
- focus your marketing program using a variety of marketing tools and activities, and implement your strategy consistently.
read the article, here…