Here’s what you’re looking for: August J. Aquila

It starts with culture.

By August J. Aquila

A marketing culture can have a significant impact on an enterprise’s value.

MORE: Marketing’s Role in Staffing and Recruitment | Measuring Marketing Success: The 10 KPIs | Is Pricing a Marketing Function? | Analyze Your Firm to Keep It Current | Three More Strategies for Growing Your Practice | Understand the 10 Steps of the Buying Process

Here are five ways in which a strong marketing culture can raise to the valuation of your firm.

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Is your firm overlooking any of these opportunities?

By August J. Aquila
Price It Right: How to Value Accounting Services

We have talked about creating a marketing culture and an overall firm culture. These two concepts have been around for more than 30 years. What we are seeing today is that a marketing culture can have a significant impact on retaining and bringing in new staff. Firm culture also plays a huge role in retaining employees and even partners.

MORE: Measuring Marketing Success: The 10 KPIs | Seven Reasons Marketing Can Make Your Firm a Great Place to Work | Develop Your Personal Marketing Plan in Ten Steps | What Makes a Great Website? | Four Strategies for Building Your Practice | Market Technology Services through Workshops and Training | The Secrets of Great Business Developers | Dodge the Four Curses of a Production Orientation | Client Acquisition Never Stops | ‘Sales’ Is Not a Four-Letter Word | Maybe What You Need Is a Marketing Audit | Three Types of Marketing Message, and Which Is Best
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While the primary function of marketing is often associated with promoting products or services to external clients, it also has an important internal role in attracting, engaging and retaining top talent within the organization. Here are six key ways in which marketing contributes to staffing and recruiting in a professional service firm:

1. 1. Employer branding: Marketing helps shape and communicate the firm’s brand, which represents the organization’s reputation as an employer. A strong employer brand can differentiate the firm from competitors and attract high-quality candidates. Marketing teams develop and promote the firm’s unique value proposition, culture, employee benefits and career development opportunities to position the organization as an employer of choice.

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They can be used in ways you might not have considered.

By August J. Aquila
Price It Right: How to Value Accounting Services

Marketing key performance indicators (KPIs) are measurable values that help marketers track and analyze the success of their marketing campaigns. The firm and its marketing department must jointly determine which of the KPIs are important and will be tracked.

MORE: Seven Reasons Marketing Can Make Your Firm a Great Place to Work | Seven Ways That Marketing Helps You Retain Clients | Is Pricing a Marketing Function? | Develop Your Personal Marketing Plan in Ten Steps | Five Ways to Make Partners Fall in Love with Marketing | Analyze Your Firm to Keep It Current | What Makes a Great Website? | Losing Can Help You Win More | Three More Strategies for Growing Your Practice | Four Strategies for Building Your Practice | Eight Areas to Cover for Personal Goals | Understand the 10 Steps of the Buying Process
Exclusively for PRO Members. Log in here or upgrade to PRO today.

 

I’m going to briefly discuss 10 key performance indicators so that you can put a dollar amount on the effectiveness of your marketing strategies and campaigns as well as track the firm’s overall marketing performance.
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It’s not just the marketing team who benefits.

By August J. Aquila
Price It Right: How to Value Accounting Services

Developing a marketing culture within your accounting firm can indeed contribute to creating a great place to work. Here are some ways a marketing culture can positively impact your accounting firm and enhance the work environment:

MORE: Seven Ways That Marketing Helps You Retain Clients | Is Pricing a Marketing Function? | Analyze Your Firm to Keep It Current | Three More Strategies for Growing Your Practice | Understand the 10 Steps of the Buying Process | Calculate the Cost of Losing Clients | Eleven Possible Pitfalls of Mergers | Six Ways to Expand Your Client Services Checklist | Ten Questions to Refine Your Successful Marketing Plan | Four Questions for Choosing Your Marketing Audit Strategies | Four Steps to a Successful Email Marketing Campaign | Five Reasons to Implement Change Orders
Exclusively for PRO Members. Log in here or upgrade to PRO today.

1. Strong brand identity: A marketing culture focuses on building a strong brand identity and reputation. When your accounting firm has clear brand positioning, employees feel proud to be associated with the organization and are more motivated to contribute to its success.

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