Combine the best parts of two approaches.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
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 or law firm, particularly when there’s a limited marketing budget, and a limited opportunity to reach out to the marketplace?
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Niche marketing is a valid concept, but unfortunately, it is inflated and distorted by suppliers of niche marketing materials. Marketing niche marketing material doesn’t make the concept any less valid, although certainly, a distinction should be made between the products of different suppliers. Some are clearly better and more relevant than others.
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