{"id":64251,"date":"2019-08-06t14:02:08","date_gmt":"2019-08-06t18:02:08","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=64251"},"modified":"2019-09-02t15:23:37","modified_gmt":"2019-09-02t19:23:37","slug":"accountants-gear-up-marketing-efforts-in-battle-for-new-business","status":"publish","type":"post","link":"\/\/www.g005e.com\/2019\/08\/06\/accountants-gear-up-marketing-efforts-in-battle-for-new-business\/","title":{"rendered":"accountants gear up marketing efforts in battle for new business"},"content":{"rendered":"
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views from the frontlines, clockwise from top left, canales, raml, morgese, reinhard, walker<\/figcaption><\/figure>\n

our exclusive new study shows intensifying competition for good clients.
\n<\/strong>join the survey. get the results<\/a><\/span><\/p>\n

by 卡塔尔世界杯常规比赛时间 research
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gear up for growth: the marketing trends manual for accountants<\/a><\/span>
\n<\/em><\/p>\n

the american economy is booming, the tax code is changing, and there\u2019s a lot of new and expanding business for tax and accounting firms to serve.<\/p>\n

so it\u2019s no surprise that firms are ramping up their marketing efforts to compete for the bounty that\u2019s out there.<\/p>\n

about 73 percent of firms are planning additional increases in their marketing efforts, according to “gear up for growth: the marketing trends manual for accountants<\/a><\/span>,” conducted in collaboration with capstone marketing<\/span><\/a>. barely 4% are cutting back.<\/p>\n

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the survey remains open and participants receive a special executive summary of the topline results at no charge, just for taking the survey. join the survey. get the results<\/a><\/span><\/p>\n<\/blockquote>\n

<\/p>\n

this new escalation comes on top of the 53% of firms that were already accelerating their business development activities in the past year.<\/p>\n

\u201ceffectively a larger and larger amount of time needs to be allocated toward sales, marketing, and high-value projects vs. mundane work,\u201d says travis raml, head of ramlcpa in columbia, md.<\/p>\n

expanding the clientele<\/strong><\/p>\n

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forecast:<\/strong> in the coming 6-18months, 73% of firms plan to increase marketing activities. (source: 卡塔尔世界杯常规比赛时间 research)<\/figcaption><\/figure>\n

getting new clients is by far the most common marketing goal, cited by 75 percent. client retention\u2014almost the same thing\u2014is cited by 47 percent.<\/p>\n

some, however, are planning to grow by other means.<\/p>\n

improving<\/em> the clientele was also a common goal, or, as richard l. patterson, owner of a local firm in greensburg, pa., puts it, \u201cattempting to reduce non-profitable client work and developing clients with needs beyond tax preparation.\u201d<\/p>\n

anna morgese, marketing manager at eder, casella & co, with offices in mchenry, barrington, and gurnee, ill., says her firm is going to grow by improving the firm itself with \u201csoft skills and business development training for staff, creating a system for onboarding new clients.\u201d<\/p>\n

more social media marketing<\/strong><\/p>\n

the variety of marketing efforts is all over the map, but the most common increase in efforts, planned by 55 percent, will be on social media.<\/p>\n

a cpa in west jordan, utah, offers a comment that summarizes many others, telling us, \u201cmore social media marketing and expansion of services to included more value-added services, and less emphasis on compliance-related services.\u201d<\/p>\n

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“gear up for growth,”<\/strong> the full 225-page report, with analysis, commentary, verbatim reports from practitioners themselves, and breakouts by firms size is available exclusively from 卡塔尔世界杯常规比赛时间 here.<\/a><\/span><\/figcaption><\/figure>\n

albert harrison, a brooklyn, n.y., cpa, reveals what is probably the most common reason for weaponizing social media, telling us, \u201cdoing free online marketing because of cash flow problems.\u201d<\/p>\n

\u201cthought leadership\u201d was a marketing weapon almost as popular as social media, expected to be deployed by 50 percent of respondents. through blogging, publishing articles, speaking engagements, videos, and similar displays of expertise, professionals will be honking their intellectual horns to secure current clients and entice prospects. a quarter of the respondents plan some kind of video for their website, blog, or other venues.<\/p>\n

in san jose, calif., a supervised registered tax preparer, is \u201choping to create informational videos and conduct more in-person training for my specialized clientele, so they are better prepared for the current and coming years.\u201d<\/p>\n

but 51 percent are going the round-about way to expanding clientele\u2014greater brand awareness and firm visibility. forty-two percent plan to upgrade their website, with 37 percent planning to optimize search engine optimization.<\/p>\n

and look at the brave new world of advertising. only 13 percent will be using print ads, while 43 percent will propagate their ads online. while only 15 percent will use direct postal mail, 25 percent will use direct email. while more than a third will issue e-newsletters, barely a twentieth (6 percent) will use print newsletters.<\/p>\n

though clearly and predictably the shift to online marketing is going strong, the internet didn\u2019t come up much. look at some of the responses we get when we ask, \u201cwhat\u2019s working?\u201d<\/p>\n