solo

When Solos Bring in Partners

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Two businessmen shaking hands across desk and documents in office7 must-haves.

By Marc Rosenberg
The Rosenberg Practice Management Library

Many major CPA firm transactions – partner agreements, mergers, the first retirement of a partner and bringing in a new partner – have one thing in common: Firms have very little if any experience with them.

MORE: 8 Key Items for Partner Agreements | 12 Basics of Partner Agreements | Partner Agreement Issues Affecting Women | Quick Tip: Partners Investing in Clients | Non-Equity Partners: Why Have Them? | Why You Might Want an Executive Committee | Buyout When a Partner Dies | Why and How New Partners Buy In
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In many cases, it’s the first time they have ever contemplated this move. But bringing in a new partner cannot be done in isolation. All of the following are needed:

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Mix and Match Marketing Channels

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Illustration of marketing strategy
marketing concept with financial graph and chart

Don’t forget to track your results.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

It’s time now to start executing your marketing plan for your business. Let’s review the steps that got us here.

MORE SMALL FIRM GROWTH STRATEGIES: Marketing Materials 201: Some Advanced Tips | Testimonials: Why and How | How to Use ‘Warmed-Up’ Telemarketing | Awards Can Boost Your Reputation | Technical Aspects of Video and YouTube | Social Media Basics for Accounting Firms | How to Maximize Online Profile Sites
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You created your revenue plan, which gave you the number of new clients you need to attract. You met your ideal client. Then you were introduced to the idea of creating a marketing plan for each channel you use, and only selecting the number of channels you need to get to the number of clients you desire.
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Marketing Materials 201: Some Advanced Tips

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Young man working in home office5 ways to wow potential clients.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

I’ve discussed a lot of basic ways to get the word out about your business.

MORE SMALL FIRM GROWTH STRATEGIES: Testimonials: Why and How | 10 Marketing Materials You Need | Content Marketing Types and Tips | Are You Newsworthy? | Why CPAs Need Video | Make Google AdWords Work for You | Make the Most of Trade Shows | Track Your Online Reputation
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Today we’ll go over some more advanced marketing materials.
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Testimonials: Why and How

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Woman winking and holding thumb upThese pay off HUGE.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

A testimonial is a short written recommendation from a past or current client. Most accountants I talk to hate testimonials and don’t use them. But here’s what they don’t realize: Other people love them, and they really make a difference.

MORE SMALL FIRM GROWTH STRATEGIES: 10 Marketing Materials You Need | Make Direct Mail Work for You | Write Your Way to Expert Status | Make Newsletters Work for You | How to Schedule Social Media Content | The 5 C’s of Successful Websites | Speaking: How, Where and Getting Leads from It | The A-B-C’s of Getting Started with Advisory Services
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If you don’t have any, a prospect could assume that you don’t have any clients either. Get rid of that objection easily by posting testimonials so prospects know you’re not just starting out.
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10 Marketing Materials You Need

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The number 10Including one to implement RIGHT NOW.

By Sandi Leyva

You need materials with the right messaging to fuel your marketing plan. There is a certain core of materials you need across all marketing channels.

MORE SMALL FIRM GROWTH STRATEGIES: Make Direct Mail Work for You | How to Use ‘Warmed-Up’ Telemarketing | Technical Aspects of Video and YouTube | How to Maximize Online Profile Sites | Build Your Community Reputation | 5 Ways to Get More Referrals | Use Feedback for Service Innovation | Create Your Marketing Plan
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Crafting a really tight message will get your prospects’ attention and more easily convert them into accounting clients. When you have a bad message, you work much harder and have to meet many more prospects to convert into clients. When you have a great message, you work less, convert more and keep your costs down.
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Make Direct Mail Work for You

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Woman reading letter by wall of mailboxesBONUS: Several sample letters.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

One of the first things a new business owner asks me about is direct mail. I don’t know why so many people go there first, but they do.

MORE SMALL FIRM GROWTH STRATEGIES: How to Use ‘Warmed-Up’ Telemarketing | Content Marketing Types and Tips | Are You Newsworthy? | Why CPAs Need Video | Make Google AdWords Work for You | Make the Most of Trade Shows | Track Your Online Reputation
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

Twenty years ago, the response rate for direct mail was pretty good. Out of every 100 pieces you sent, you would get three responses back. It didn’t matter how bad you were at direct mail.
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How to Use ‘Warmed-Up’ Telemarketing

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Young businessman on phone with colorful world map backgroundStart with research.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

Highly targeted telemarketing can work well for accounting firms.

MORE SMALL FIRM GROWTH STRATEGIES: Content Marketing Types and Tips | Write Your Way to Expert Status | Make Newsletters Work for You | How to Schedule Social Media Content | The 5 C’s of Successful Websites | Speaking: How, Where and Getting Leads from It | 3 More Kinds of Referrals | Turn to the ABCs for Client Feedback | Use Client ‘Touch Plans’ to Stay in Touch
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I will cover this topic briefly because it is not my expert area. I will share how you can combine telemarketing with other marketing channels to very successfully attract clients, especially those in the mid-market range with higher revenues.
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Content Marketing Types and Tips

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Young smiling woman using red laptop in officeOnce you’ve created it, maximize it across multiple formats.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

You might have heard the term “content marketing.” In professional services selling there is almost always an educational component to the entire selling cycle.

MORE SMALL FIRM GROWTH STRATEGIES: Write Your Way to Expert Status | Awards Can Boost Your Reputation | Technical Aspects of Video and YouTube | Social Media Basics for Accounting Firms | How to Maximize Online Profile Sites | Build Your Community Reputation | Build Reputation through Credentials, Testimonials
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

For example, buyers may not know they need sales tax consulting. They may not know they’re missing out on tax deductions, and they may not know that cloud accounting is better than what they have now.
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