Topic: marketing

Reality Check: Achieving World-Class Growth Requires Real-World Intelligence

Why you can’t believe your own press clippings. By Gale Crosley, CPA Crosley+Co Ever run a race and immediately sense that you got off to an exceptionally fast start? It’s a good feeling, but if your goal is to beat out the competition there’s really only one way to know for sure how you’re doing. And that’s by marking your progress toward the finish line relative to the other racers. The same can be said of efforts to grow your firm. To gauge your progress you have to get outside your own four walls and see how you measure up to the competition.

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Readers Sound Off on Liberty, H&R Block Plans to Launch Bookkeeping Services

New strategic ally, or competitive threat…?

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What Accounting Firms Need to Learn from Personal Financial Planning Specialists

Is the traditional business model holding back the profession? By Bruce W. Marcus Professional Services Marketing 3.0 It’s not a race, nor are there prizes for the winner. But it has been suggested that personal financial planners trading in college, retirement and estate planning are light years ahead of the accounting profession in marketing. More for CPA Trendlines PRO members:  The Delicate Art of Positioning Your Firm in the Mind of the Prospect  •  Who’s Better at Marketing? Lawyers or CPAs?  •  Even a Random Disaster Can Be Controlled with Risk Management  •  Managing Risk in Client Relations  •  Your Clients Love You? What If You’re Wrong?  •  The Three Degrees of Risk • Four Essential Habits for Building Client Trust […]

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The Delicate Art of Positioning Your Firm in the Mind of the Prospect

And, it’s not a mission statement. By Bruce W. Marcus Professional Services Marketing 3.0 There is no great mystique to the marketing concept of positioning. While it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real. CPA Trendlines research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (Join the survey; get the results.) More for CPA Trendlines PRO members:  Who’s Better at Marketing?  Lawyers or CPAs? •  Even a Random Disaster Can Be Controlled with Risk Management  •  Managing Risk in Client Relations  •  Your Clients Love You? What If […]

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8 Tips for Choosing a Better Domain Name for Your Website

By Sandi Smith Leyva The Accountant’s Accelerator If you don’t already have a domain name for your website (or you’ve never liked the one you have), here are eight tips on how to choose the best domain name that will help your site get found and help you get more business.

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10 Ways to Get New 1040 Clients

And 5 ways to get more business tax clients…

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Who’s Better at Marketing? Lawyers or CPAs?

Is the question ludicrous? By Bruce W. Marcus Professional Services Marketing 3.0 Looking at the question from a different point of view, the international consultant Patrick McKenna said, “If you’re trying to determine which of the two professions (lawyers or accountants) are the more advanced in their marketing prowess, I’m sorry but I think the very question is ludicrous. More Professional Services Marketing 3.0:  5 Ways to Manage Risk in an Accounting Practice  •  Even a Random Disaster Can Be Controlled with Risk Management • Managing Risk in Client Relations  •  Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk • Four Essential Habits for Building Client Trust • The Nine Hallmarks of a Marketing Culture […]

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The 7 Fundamentals of Getting Clients with Social Media

But only if you’ve done everything else first.

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5 Ways to Manage Risk in an Accounting Practice

By Bruce W. Marcus Professional Services Marketing 3.0 Too often, we simply take risk for granted and go headlong into danger and chaos. It needn’t be so. Even in view of the elements of risk over which we have no control, there are still measures of protection that can be taken to reduce a measure of risk in any enterprise. More for CPA Trendlines PRO members: Managing Risk in Client Relations • Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk  •  Four Essential Habits for Building Client Trust   •  The Nine Hallmarks of a Marketing Culture  •  The Four Cornerstones to Building A Marketing Culture  •  Getting the Client is Only Half the Battle  • Practice Development: It’s Not Rocket Science  •  Nine […]

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5 Ways to Attract Higher-Quality Clients

Are you charging too little? Do you have the right clients…?

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All Great Strategy Starts with “Why”

What do we want people to know, think or feel as a result of our internal communications efforts, and why? By Bruce W. Marcus Professional Services Marketing 3.0 The answers to these questions are the foundation for any communications activity, internal or external. They define the dynamic of the program, its focus and its program goals. They make possible a foundation for defining and shaping the strategy. More for CPA Trendlines PRO members: Managing Knowledge as a Growth and Management Tool • The Secret Formula for Getting New Clients • What We’ve Learned Since Accounting Marketing Was Legalized • Do Accounting Firms Really Want an ‘Image’? • What Accounting Firms Need to Learn from Personal Financial Planning Specialists • There […]

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A Real-World Approach for the Smaller Firm

The myth of “niche marketing.” By Bruce W. Marcus Professional Services Marketing 3.0 There is much ado, these days, about niche marketing and target marketing and using mailing lists and knowledge management. How does it all come together to make sense for the smaller accounting firm, particularly when there’s a limited marketing budget, and a limited opportunity to reach out to the marketplace? More for CPA Trendlines PRO members: Who’s Better at Marketing? • Lawyers or CPAs? • Even a Random Disaster Can Be Controlled with Risk Management • Managing Risk in Client Relations • Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk • Four Essential Habits for Building Client Trust • The Nine […]

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6 Biz Dev Metrics Accountants Should Measure

Yes, you can do marketing with a spreadsheet and a checklist. By Sandi Smith Leyva The Accountant’s Accelerator One way to help accountants embrace marketing is to fill training sessions with spreadsheets and numbers, things that most accountants love working on. There’s a lot of insecurity around learning marketing, but when accountants hear they need to do some spreadsheets first, they dive right in. MORE ON SMALL-FIRM GROWTH STRATEGIES: 5 Areas to Improve Client Acquisition Success  |  Are Accountants Newsworthy? You Bet!  |  When Accountants Don’t Know They Don’t Know  |  Seven Hot Lead Generation Methods for Accountants   |  What Stage of Business Are You In?  |  8 Essential Ingredients for Your New Client Welcome Kit  |  4 Ways […]

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