Topic: marketing

Managing Knowledge as a Marketing and Management Tool

What do we really know when we say we know? by Bruce W. Marcus Professional Services Marketing 3.0 The road to knowledge management, now well-traveled, seems to end with the science of acquiring and retrieving data. The end of that road, which was built mostly by the brilliance of computer scientists, stops where a clear understanding of the meaning of useful knowledge begins. More for CPA Trendlines PRO members: • 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 • The Delicate Art of Positioning Your Firm in the Mind of the Prospect […]

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Managing Risk in Client Relations

Wishful thinking? by Bruce W. Marcus Professional Services Marketing 3.0 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.) RELATED:  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 Fundamentals for a Healthy Marketing Culture in an Accounting Firm  • Another consideration of risk lies […]

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Seven Hot Lead Generation Methods for Accountants

By Sandi Smith Leyva The Accountant’s Accelerator The big change in lead generation for accountants is that there are many more methods out there today to get clients’ attention. The problem — or the opportunity! – is most accountants are still only using the old methods.

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The Secret Formula for Getting New Clients

The 16-step plan to focus on landing one new client at a time. By Bruce W. Marcus Professional Services Marketing 3.0 Here’s a little secret about accounting marketing: It always comes down to selling the individual clients – one by one. More Professional Services Marketing 3.0: 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 • The Delicate Art of Positioning Your Firm in the Mind of the Prospect • Even a Random Disaster Can Be Controlled with Risk Management • You can talk about strategies, and image, and niche marketing and branding. You can talk about blogs, and social media, and press […]

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What We’ve Learned Since Accounting Marketing Was Legalized by the U.S. Supreme Court in 1977

For good, bad or indifferent. EDITOR’S NOTE: This article originally appeared in the September 1980 issue of The Virginia Accountant. It is one of the first articles – if not the very first article – on the advent of legalized marketing for accountants after Bates v. State Bar of Arizona. It is as viable today as it was then. By Bruce W. Marcus Professional Services Marketing 3.0 When, a few years ago, the codes of ethics were changed to allow straightforward marketing by profes­sionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come. More for CPA Trendlines PRO members: Do Accounting Firms Really Want an ‘Image’? • […]

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Stop Thinking Like a CPA and Start Building a Growth Machine

The four keys driving expansion at MiddletonRaines. Editor’s note: In this first-person account, one of the profession’s most dynamic managing partners shares some of the methods behind his firm’s recent successes. By Wesley Middleton, CPA Managing Partner, MiddletonRaines + Zapata LLP As the managing partner of a firm of 37 people, I have felt protective of the strategies we are employing to be successful. I think that is the CPA in me. We will have almost doubled in year two of our firm over year one at the end of this calendar year. How have we done that? By not selling, marketing or managing like a CPA. 

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The Three Degrees of Risk

R-I-S-K: It’s amazing that so simple a four-letter word can be so complicated. By Bruce W. Marcus Professional Services Marketing 3.0 There are risks with dire consequences and risks with negligible consequences. There is risk in every human enterprise; in every trade or endeavor. We take risks, in varying degrees (and sometimes unwittingly) every day of our lives. There is even risk inherent in getting out of bed in the morning. But what – on any level – does risk really mean? Can risk be tamed?

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REBUTTAL: The 3 Most Unused Marketing Methods for Accountants

The Best – or Worst? – Accounting Marketing Methods. By Wesley Middleton, CPA Managing Partner, MiddletonRaines + Zapata LLP I read “The 5 Worst Marketing Methods for Accountants,” by Sandi Smith Leyva and I was shocked. The top three that are on my list that are MUST DO in our firm are on this list. So let me speak from a managing partner perspective of a firm of 37 people adding 28% organic growth through these exact channels. CPA firms are getting it wrong and while I feel like I am sharing my secret, I just have to say it.  

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The 5 Worst Marketing Methods for Accountants

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