When the going gets tough, the tough get going.
Or so Jean Caragher (left) at Capstone Marketing advises. With an economic downturn in the offing (or already here) smart CPA firm leaders are maintaining or redoubling their practice development efforts. History proves it’s an excellent time to solidify client relationships and pick up market share.
She offers this checklist:
- Focus on existing clients. Identify services to cross sell. Implement a client satisfaction program.
- Target your markets. Develop and implement marketing plans for your firm’s niches, promoting your specialties and expertise.
- Work your network. Continue networking with referral sources. Organize mixers. Participate in community activities. Ask for referrals!
- Conduct seminars. Seminars are an excellent marketing tool to demonstrate your firm’s expertise and increase your visibility before targeted groups.
- Write articles. Familiarize yourself with publications before submitting article ideas. Utilize editorial calendars. Use article reprints in direct mail campaigns and on your Web site.
- Be a media resource. Get to know the reporters at your local business and niche trade publications. Ask them, “How can I help you?” Give them news tips and story ideas.
- Keep your Web site up-to-date. This is the only way to keep them coming back.
- Publish an e-newsletter. Technology enables us to communicate with clients and contacts more cost effectively than print.
There’s more at her new blog: http://capstonemarketing.blogspot.com/
