The myth of “niche marketing.”
By Bruce W. Marcus
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 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 •
In this report:
- The limited value of “niche” marketing
- Six key variables to evaluate
- The role of target marketing
- The role of sales
- The fusion that creates Total Context Marketing
- 15 steps to success in integrating and balancing marketing strategies