Many marketers offer educational resources to acquire and retain SMBs. But how well do they really work?
Bredin Business Information surveyed 270 SMBs on their perceptions of educational resources, and surveyed major marketers on their performance.
Highlights:
- Educational content drives traffic. 45% of SMBs report using the Internet frequently or very often to find educational content.
- Articles still work best. 59% rated articles a useful or very useful format. Interactive tools such as quizzes and calculators were next at 37%. Web 2.0 formats – forums podcasts, webcasts and blogs – were well behind.
- SMBs look to you first. 54% of respondents visit vendor sites frequently or very often for educational information, compared to 37% for media sites, 33% for trade associations and 30% for government and non-profit sites.
- Content boosts your brand. 50% of respondents agree, or agree strongly, with the statement “I am more likely to think favorably of a vendor whose site has educational content.” 46% are more likely to explore your site, 42% are more likely to visit your site, and 41% are more likely to buy from you if your site has educational content.
- Marketers want to be trusted advisors. Most marketers reported that as their chief objective in providing educational content (59% ranked it their #1 or #2 goal), followed by enhancing customer retention and loyalty (56%) and acquiring new customers (53%).
- …and it’s working. 74% of respondents rated educational resources effective or very effective at achieving their goal of becoming a trusted advisor. However 46% agreed educational content meets their retention and loyalty goals, and only 20% agreed that educational content has helped them meet their acquisition goals.
How CPAs can master the essence of excellence.
by Rick Telberg/On Finance
Why do some accounting shops excel while others stagnate?
Good question. And it’s probably best answered not by looking fearfully at the dismal swamp of stagnation, but by optimistically assessing what makes some outfits burgeon from solo players to massive giants.
Business guru John Spence did just that and he detected a pattern. Spence is the author of “Excellence by Design: Leadership.” And his message is deceptively simple. He provides a few bullet points that speak volumes about the essence of excelling:
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Four reasons why CPA firms lose young professionals. And what to do about it.
By L. Gary Boomer, CPA.CITP
CEO, Boomer Consulting, Inc.
I think there are obvious reasons accounting graduates are not sitting for the CPA exam and staying in public accounting. Some of the more relevant reasons are:
1. A large percentage are going into private accounting right out of school. (About 70% from the last statistics I saw.)
2. Firms work them too many hours and don’t provide the required technical, soft and IT training. It is all about the charge hour in most public accounting firms.
3. The exam is difficult and many candidates procrastinate. Firms need to develop fast track programs for getting people through the exam as quickly as possible. Existing CPAs de-motivate many candidates by referring to how the exam is easy since is computerized. Most CPAs can’t tell you the four parts, nor could they pass it today.
4. Many firms are top heavy and younger people don’t see their significance or buy into the vision of the firm.
Most of these are negative, but all progress starts with the truth. The one thing firms should communicate is that a CPA can have the 10 to 20 lifetime jobs talked about by the generational experts . They can even be with the same firm. The CPA certificate provides a multitude of opportunities.
And one thing never to cut back on.
Add your best advice for small business owners and accounting firms: Leave a Comment.
By Rick Telberg/At Large
With energy prices surging, credit markets frozen and the economy slowing, CPAs are getting more questions and listening to more client concerns than ever before. Fortunately, they have answers.
In fact, CPAs have plenty of answers. Good answers.
“Many clients are noticing a growing concern among their customers, and, consequently, are beginning to prepare for tougher times,” says Kevin Ryan, a partner in the Philadelphia office of Citrin Cooperman.
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Sometimes bosses make the best mentors.
by Joseph T. Eckelkamp
Eckelkamp and Associates, CPAs
I’ve been blessed with many great bosses over the years — many were mentors. Jim Finkenkeller, Jim Garone, Phil Sattler, and Marc Welp immediately come to mind. But, without a doubt, the three that stand out above the rest are Richard Goldberg, Keith Roever, and Jerry Kolar.
In each case, the single thing that stands out is they genuinely wanted to see me succeed for my own benefit–not just because they needed me to look good so they would look good–and they were willing to “just talk” about stuff. That built very high levels of two-way trust that added to the relationship. All three remain close friends to this day even though I haven’t worked directly with them in at least a dozen years. I wouldn’t call any of them “drinkin’ buddies”, but the friendships are strong and enduring.
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It’s the economy…
by Jack Ciesielski
The Accounting Observer
Despite the higher demand, the higher pay, and the promise of steady employment, accounting – particularly public accounting – is still not perceived as a “glam job” compared to finance.
I don’t think that’s a perception that can be forced to change by the profession’s stewards. I think a really miserable economy and a protracted bear market would do a lot more to change students’ views than any PR campaign.
How CPAs Find Success in Specialized Services.
Including: The top six “Gateway Services” that launch leading-edge firms into the best new business lines.
This CPA Trendlines Special Report is sponsored by AICPA Specialized Communities.
GET THE FREE DOWNLOAD NOW: Niches to Riches – Special Report (PDF, 39 pages)
CONTENTS:
- How CPAs are getting focused
- CPAs finding good money in small places
- The six “Gateway Services to Niche Success”
- CPAs identify the profession’s most common niches and specialties
- The leading strategies for developing new capabilities
- Practitioners discuss needs and desires regarding business plans and competitive intelligence
GET THE FREE DOWNLOAD NOW: Niches to Riches – Special Report (PDF, 39 pages)
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