30 Best Marketing Practices

Illustration of marketing strategy
marketing concept with financial graph and chart

Don’t let the 80% derail the 20%.

By Marc Rosenberg
The Rosenberg Practice Management Library

These best marketing practices are listed in a general order of effectiveness. However, every firm is unique. What works best for one firm may not work as well for others.

MORE: Entitled Rainmakers and Other Practice Development Errors | 13 Ways to Make the Most of Your Website | How Incentives for Business Development Should Work | Marketing Plans and Why You Need One | Working Business Development into Your Day
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  1. Have a vision for growth because it dictates the scope of your marketing activities. A marketing plan calling for 10 percent growth will need to be much more intense and aggressive than a plan for a firm content with 3 percent growth.

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Why Management Is the #1 Key to the Firm’s Success

Do you want to get by, or be the best possible?

By Marc Rosenberg
The Role of the Managing Partner

There are three critically important words in the title of this post:

  • Management
  • #1 key
  • Success

MORE: Herding Cats: Advice for Managing Partners
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This post drills down on each of these words to help drive home our central theme: why management is the single most important factor in a CPA firm’s success. It matters even more than bringing in business, more than having great clients and staff, more than doing quality work.
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Entitled Rainmakers and Other Practice Development Errors

Can retired partners stay involved? Only if it benefits the firm.

By Marc Rosenberg
The Rosenberg Practice Management Library

This post explains the rock-solid link between bringing in business and partner compensation.

MORE: 13 Ways to Make the Most of Your Website | Five Social Media Do’s and Don’ts | Is It Time to Hire a Marketing Consultant? | How to Manage the Practice Development Function | Networking for Fun and Profit | 14 Marketing Activities Needed Now More than Ever | Now Is the Time to Activate Your Referral Network | The 4 Marketing Disciplines | Why You Have to Kill the Old Paradigms
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Here are the major factors firms consider in compensating partners:

  • Bringing in business
  • Managing a large client base profitably
  • Providing great service to your client base
  • Holding management and leadership positions in the firm
  • Nurturing and mentoring staff; helping them learn and grow
  • Living and breathing the firm’s core values

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Herding Cats: Advice for Managing Partners

Goldfish forming an arrow“Effective leaders get people to follow without making them feel they are being TOLD what to do.”

By Marc Rosenberg
The Role of the Managing Partner

“Few things are more important to human activity than leadership. It helps countries prosper. It makes businesses successful. Parents help children become successful adults.

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“The absence of leadership is equally dramatic. Without leadership, organizations move slowly, stagnate, and lose their way. We are taught that if decision-making is timely and correct, things will go well. Yet a decision by itself changes nothing. More important is implementation, and that’s where organizations often fail.

“Implementation is about how leaders influence behavior, change the course of events, and overcome resistance. Leadership is crucial in implementing decisions successfully.” – Quinn Mills, Harvard Business School professor

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13 Ways to Make the Most of Your Website

Woman on city train using tabletRecruiting. Recruiting. Recruiting.

By Marc Rosenberg
The Rosenberg Practice Management Library

Every firm needs a website.

MORE: Five Social Media Do’s and Don’ts | Breaking It Down: Marketing Job Descriptions | How and Why to Hire a Marketing Director | How to Brand and Differentiate Your Firm | Why Consultative Selling Works | How NOT to Develop Your Practice | Does Your Firm Recognize All Its Skills? | 15 Powerful Niche Marketing Practices
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Five Social Media Do’s and Don’ts

BONUS: Specific tips on videos and visuals.

By Marc Rosenberg
The Rosenberg Practice Management Library

A few years ago, I was listening to the radio. The reporter was sharing the story of two young guys in Manhattan who decided to open a pizza restaurant.

MORE: Breaking It Down: Marketing Job Descriptions | How Incentives for Business Development Should Work | Marketing Plans and Why You Need One | Working Business Development into Your Day | How Marketing Systems Produce Business Growth | 6 Keys to Developing New Client Prospects | Protect and Grow Existing Clients | The 4 Marketing Disciplines
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Now, as you know, pizza restaurants are ubiquitous in Manhattan. These guys thought they would be a bit different from other pizza purveyors and promote their business entirely on social media. Much to their delight, their posts got a phenomenal number of likes and comments. But to their disappointment, few people actually came to their restaurant to buy pizza. Yes, you guessed it, they went out of business within a year.
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Breaking It Down: Marketing Job Descriptions

Word "MARKETING" highlighted above other wordsMake sure what you’re looking for is what you want.

By Marc Rosenberg
The Rosenberg Practice Management Library

Here are detailed job descriptions for two key positions in CPA firms: marketing director and director of business development.

MORE: How Incentives for Business Development Should Work | Is It Time to Hire a Marketing Consultant? |How to Manage the Practice Development Function | Networking for Fun and Profit | 14 Marketing Activities Needed Now More than Ever | Now Is the Time to Activate Your Referral Network | The 4 Marketing Disciplines
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For a CPA firm marketing director, the objective is to lead the strategic development, planning and execution of the firm’s marketing goals and action steps, all designed to continuously increase the firm’s revenue.
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How Incentives for Business Development Should Work

Businessman ogling money over another's shoulderReward effort, not just closing.

By Marc Rosenberg
The Rosenberg Practice Management Library

Most firms over $5 million have incentives in place for staff to bring in business. Oddly, there is a tremendous disparity from firm to firm in how their incentive plans work. More on this later.

MORE: Is It Time to Hire a Marketing Consultant? | How and Why to Hire a Marketing Director | How to Brand and Differentiate Your Firm | Why Consultative Selling Works | Does Your Firm Recognize All Its Skills? | 15 Powerful Niche Marketing Practices | Are You Ready for the Great Disruption?
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Only 20 percent of CPA firm partners are effective at bringing in business. This means that 80 percent are not effective at selling. That’s a pretty low batting average. If partners are this bad at it, think what staff’s experience must be like!
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Is It Time to Hire a Marketing Consultant?

two masked people meeting in an officeFour questions to ask yourself first, plus 10 more things to know.

By Marc Rosenberg
CPA Firm Growth: Keys to Practice Development

Many firms struggle with revenue growth for many years and then, reach the point when reality sets in: The partners recognize they don’t have the skills or the desire to be active and effective at business development.

 

MORE: How and Why to Hire a Marketing Director | Marketing Plans and Why You Need One | Working Business Development into Your Day | How Marketing Systems Produce Business Growth | 6 Keys to Developing New Client Prospects | Protect and Grow Existing Clients | 19 Takeaways from the History of CPA Firm Practice Development
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Many of these firms decide to hire a marketing consultant to jump-start their marketing and get them on a path to growth.

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