Or is it really a client-service value-add?
Bonadio Group CPAs, based in Rochester, N.Y., may be one of the first (if not the first) regional CPA firm to move into podcasting as a branding and lead development tool. Marketing chief Alan Vitberg points us to the ViewPoints section of the firm’s website. The firm has gathered a library of byliners — in PDF and podcast — that’s organized by target market, i.e.:
— Medium & Large Privately Held Companies
— Public Companies
— Small Business
— Government
— Healthcare
— Not-for-Profit
— Unions
— Individuals
This is a terrific example of what we call “Marketing as a Service.” Yes, it builds brand. And, yes, it drives leads. But if you’re already a client it also provides practical information and peace of mind. And isn’t that what CPAs are really delivering?