and how to prove they work.
by becky livingston
royal apple marketing
it’s a new day and you’re starting your marketing strategy with a welcome message to new clients. you want to engage them from the start, yet, know they might not remember how you got their name in the first place.
click here to see more from becky livingston on 卡塔尔世界杯常规比赛时间.
to help get you started, here are a few staples to include in your welcome message: read more →
ultimately, professional services marketing 3.0 is a new kind of partnership.
by bruce w. marcus
professional services marketing 3.0
today’s accountants understand that, unlike most other occupations, they must be active participants in the marketing process, at least as suppliers of grist for the marketing mills, and certainly as part of the ultimate selling process.
what’s more significant is that they begin to see the professionalism in marketing, and particularly the selling aspect of it.
two days of smart marketing that can actually benefit your practice for the rest of the year.
by completing just two marketing tactics in january, you will be able to “touch” clients, prospective clients and referral sources throughout busy season even if your schedule doesn’t permit face-to-face communication. you will have been “seen and heard.”
marketing consultant debbie andrews at marketri, a philadelphia-area marketing agency, says:
1. youtube video series: film 6-10 short video clips that contain (1) planning advice and /or (2) tax news / law changes. these videos should be no more than 60-90 seconds in length. when developing the material for your shoot, think about the many questions that you were asked by clients throughout the year.
strategy 2012: management development.
what are your critical challenges for 2012, and what can do you about them? a number of the profession’s leading lights have been sharing their thoughts with accounting today. here’s one:
ed guttenplan
wilkin & guttenplan
we see the top challenges as being leadership development and building your “bench,” and practice growth profitability. also, remaining efficient in light of new standards and, of course, preparing for the future.
stop being a “best-kept” secret to prospects.
by sandi smith leyva
the accountant’s accelerator
it’s rare that i lose business to competitors, and it’s also not an accident. if you are losing business to your competitors, here are some strategies you can use to “become a category of one,” as they say in marketing.
1. build your brand. in accounting, professional services, and coaching, our brand is our name. we can build it up by building our reputation for delivering results to clients and becoming a thought leader in the profession. do this a number of ways: write articles, make speeches, offer teleseminars, post your testimonials and case studies, get interviewed by the press, serve on a committee or board of directors, and become a well-respected business leader in your community, to name a few. when you build your brand, people will come asking for you by name and won’t consider others.
your one-stop-shop for all your accounting news.
by becky livingston
@bm_livingston
twitter is not a new medium, though many people feel like it is. in fact, twitter was launched at south-by-southwest in 2006 and quickly went mainstream shortly thereafter. today, twitter has over 300 million users.
this is ‘professional services marketing 3.0.’ by bruce w. marcus professional services marketing 3.0 today, we are entering a new phase of marketing, in which marketing is not only integrated into the practice, but actually helps shape the nature of … continued
high performing single-owner firms now focus on digital strategies.
with more than half of solo practitioners planning to step up their marketing activities going into busy season, they will be intensifying their efforts in networking for referrals, spreading word of mouth and providing the best service they can to current clients, according to a new 卡塔尔世界杯常规比赛时间 analysis.
the complete 179-page study, “marketing and business development strategies at accounting firms – 2012 survey report, with commentary and analysis,” is available for purchase from 卡塔尔世界杯常规比赛时间 parent bay street group llc. the study shows trends within the profession, but also distinguishes between high-performing firms and low-performing firms, based on time-tested proprietary 卡塔尔世界杯常规比赛时间 criteria. in this study, high performing firms are far more likely than low performing firms to enjoy marketing successes. the data for this report was gathered over the course of more than two years and includes the responses of about 588 practitioners. the margin of error is plus or minus about 3 percentage points at a 90% confidence level. click here to learn more.
hint: the secret weapon is communications skills.
by bruce bailey
guild accountants
while the victor in war is he who wins the last battle, every battle and every outcome is significant (even the battles you lose – we often learn more from our losses than our wins!).
about three years ago we looked at our war for clients by assessing: the nature of our troops, their skills and training, the battlefields on which we would operate and the armaments we would carry.
it doesn’t need to be complicated or expensive.
by becky livingston
social media is everywhere, much like the web site craze back in the mid 90s. so, what is a cpa to do about it? you don’t have time to monitor all the various social media sites available today. you aren’t tech savvy to know which ones are the easiest or best to work with. and, you may not have the marketing expertise to know which platform will keep your services current in the eyes of your clients.
and dozens of possible solutions from staffers…
at a recent staff workshop, there was a brainstorming session to answer some key questions about what constitutes excellence in client service. four questions were placed on the table:
1. how can we make it easier for our clients to do business with us?
the painful journey to a new era.
by bruce w. marcus
professional services marketing 3.0
in the years following bates, accounting firms began a long and difficult process of learning how to market.
accountants were still so steeped in the no-commercialization ethic that they tried to resist any form of marketing. they couldn’t, because other firms had started doing it, and were winning clients.
“the roi on social media is that you’ll still be in business in five years.”