{"id":30819,"date":"2013-10-08t05:36:40","date_gmt":"2013-10-08t09:36:40","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=30819"},"modified":"2024-09-01t14:48:59","modified_gmt":"2024-09-01t18:48:59","slug":"get-real-six-practical-goals-for-accounting-marketing-2","status":"publish","type":"post","link":"\/\/www.g005e.com\/2013\/10\/08\/get-real-six-practical-goals-for-accounting-marketing-2\/","title":{"rendered":"get real: six practical goals for accounting marketing"},"content":{"rendered":"

and why it\u2019s not product marketing.<\/strong><\/p>\n

\"bruce
bruce w. marcus<\/figcaption><\/figure>\n

by bruce w. marcus<\/em>
\nprofessional services marketing 3.0<\/a><\/p>\n

the adjectives and comparisons and superlatives so common in product marketing have no place in professional services marketing.<\/p>\n

the boast, even when there seems to be a foundation for it, rarely works. but professional services marketing can work when it\u2019s designed to:<\/p>\n

    \n
  1. enhance name recognition and reputation<\/strong> as a context for other marketing activities, and, specifically, selling. in all areas of marketing, these two factors are particularly meaningful.<\/li>\n
  2. project skills and expertise<\/strong> as the best way to distinguish your firm from another.<\/li>\n
  3. enhance access to prospective clients, <\/strong>and ultimately, to sell.<\/li>\n
  4. shape a practice to conform to your firm\u2019s business plan.<\/strong><\/li>\n
  5. address constantly changing marketing needs<\/strong>, dictated by new competitors, new business structures or new technology.<\/li>\n
  6. effectively sell <\/strong>skills and capabilities to the prospects.<\/li>\n<\/ol>\n

    to accomplish these objectives, then, the tools of marketing \u2013 seminars, webinars, speeches, public relations, advertising, search engine optimization, articles, social media, selling skills, etc. \u2013 must be tailored within the framework of projecting expertise.<\/p>\n

    a typical example of this process at work is in targeted response, which includes, for instance, direct mail, letters, emails or telemarketing. most products can be sold directly with a targeted response campaign. but in accounting the well-crafted campaign has the sole objective of generating an opportunity for the accountant to make a personal presentation. the sale is made in person, usually by the same accountant who will serve the client.<\/p>\n

    long ago, for a large international accounting firm, we developed a four-paragraph system that produced a return of 50% \u2014 50% of the recipients of the campaign agreed to meet with us.<\/p>\n