three must-have marketing functions for every accountant.
by sandi leyva
the function of marketing in accounting firms has evolved from nonexistence in the 1970s, when it was not permitted, to today’s world of multiple channels and options. but accounting firms have been much slower than other small businesses to create marketing departments in their business models.
if you’re curious to see the types of marketing functions other tax and accounting firms are using and whether they are outsourcing them or using in-house resources, take our survey, and we’ll send you the results.
today’s firms also have a choice about whether to hire marketing talent inhouse or to rely on an outside vendor.
in either case, you’ll want to make sure the following functions are covered in your marketing:
- planning and strategy: creating a marketing plan with year-to-year objectives will keep your firm proactive about client acquisition.
- oversight and management: whether your marketing talent is in-house or outsourced, they’ll need to be managed which requires a certain level of knowledge as well as goals and metrics to strive for and be measured against.
- activities pertaining to specific digital channels: such as website, social media, online ads and specific offline channels such as telemarketing, direct mail, print advertising
your marketing plan will include which channels you plan to pursue in your daily marketing tasks. this should include
- content development,
- technology tools, and
- staffing requirements.