What’s working for accounting firms today? Join the survey. Get the results.
by Rick Telberg/At Large
The economic downturn seems to be driving accounting firms to turn increasingly to new technologies for their marketing and business development efforts.
To be sure, tried-and-true business-getting tactics such as networking, referrals and community service remain mainstays of practice development in the tax and accounting profession.
But you might be surprised by how many accounting firms are turning — in a sudden rush — to Web site upgrades, e-mail promotions and social media to both stretch their marketing dollar and increase their reach.
In a Bay Street Group/CPA Trendlines survey for the AICPA, new wave technologies are emerging as key ingredients in accounting firm marketing plans. We’ve been asking accountants to tell us which marketing activities their firms would be emphasizing anew in the coming months.
Here’s what they’re saying so far: READ MORE →
How does today’s CPA firm improve retention? In one word, “value.”
By Scott H. Cytron, ABC,
Cytron and Company
Value isn’t something intangible; it’s a concentrated effort to give your clients the services, intellectual capital and strategies to help their businesses grow.
I recently presented a seminar, “How to Maintain Client Retention” to the Houston Chapter of the Association of Accounting Marketers. It was amazing to me how many attendees wanted to discuss retention. There’s no doubt about it, it’s easier to keep a client than recruit a new one, so retention should be high on anyone’s list for practically any CPA firm.
One retention strategy I find very compelling is the way a firm educates clients in an orchestrated manner that goes beyond traditional one-off conversations. Web seminars and live seminars on technical topics are very popular.
How do you do this cost effectively? I recently discovered a new opportunity called the QuickBooks Conference Kit, designed for QuickBooks® ProAdvisors and Intuit Solution Providers who don’t have the time or resources to develop their own educational materials, yet want to demonstrate their value in helping clients who want to get the most out of their software. Co-developed by Kevin Cumley of Forepoint LLC and Irene Bushnell of Anderson Zurmuehlen & Co., P.C., Kevin and Irene report firms are beginning to use the Kit to schedule and hold conferences. Not only are clients smarter; the firms continue demonstrating their value as a credible business partner.
What is your firm doing to provide value? Let’s start the conversation!
