Rob Nixon, Author at CPA Trendlines

Marketing Must Generate Leads

BONUS: 32 methods you can use to get a response.

By Rob Nixon

The overall (and desired) objective of marketing functions in an accounting firm is to generate leads. Lots of leads. The more marketing you do, the more leads you get, the more choices you have!

MORE ON STRATEGY: Growing Your Client Database | How to Dominate the Internet | Marketing Objectives Determine Marketing Amount | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
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There are two types of marketing people – brand-oriented or direct response.
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Growing Your Client Database

54 messages before a response? According to this rule, yes.

By Rob Nixon

If you want to grow your client base then you’ll need to massively grow the size of your prospective client database.

MORE ON STRATEGY: How to Dominate the Internet | Be an ‘Object of Interest’ | Marketing Must Be About Sales | Turn Your Knowledge Into Products | Why Clients Really Stay | How to Create 4 New Billable Hours per Day | Do You Know What Clients Want? | Is Your Business By Design or Default?
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It’s all about getting your target market to enter and opt in to your database. Once they have entered, the objective is to grow your prospective client database into a clean and receptive database.
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How to Dominate the Internet

Includes a scoring system. Be honest!

By Rob Nixon

I am willing to bet that the vast majority of clients you currently have were referred to you by an existing client.

MORE ON STRATEGY: Be an ‘Object of Interest’ | Niche Markets Are Your Best Buyers | 8 Questions for Product Creation | How to Deliver Wow! Every Day | Why a Virtual Team Makes Sense | 14 Ways to Leverage Client Data for New Billings
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A referral from a trusted source is a very powerful marketing tool. That method of “lead source” will continue into the future. However, it’s changing. There are still people involved and now so is the Internet.
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Be an ‘Object of Interest’

Do potential clients know who you really are?

By Rob Nixon

We don’t buy professional services from faceless companies that have no personality. People buy from people they know, like and trust.

MORE ON STRATEGY: Niche Markets Are Your Best Buyers | Marketing Objectives Determine Marketing Amount | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
Exclusively for PRO Members. Log in here or upgrade to PRO today.

I am about to choose an accounting firm to entrust my financial affairs with. We are about to get intimate on my finances and I want to make sure that you are who you say you are and you are worthy of trusting.
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Niche Markets Are Your Best Buyers

4 rules for selecting your target.

By Rob Nixon

Someone once said, “If you are everything to everyone then you are nothing to nobody.’”

MORE ON STRATEGY: Marketing Objectives Determine Marketing Amount | Marketing Must Be About Sales | Turn Your Knowledge Into Products | Why Clients Really Stay | Communicate Until It Hurts | Why a Virtual Team Makes Sense | 14 Ways to Leverage Client Data for New Billings | What It Means to Be a Real-Time Accountant | 12 Predictions on the Future of Accounting | Will the Internet Replace CPAs?
Exclusively for PRO Members. Log in here or upgrade to PRO today.

I don’t know who said but it sums up my thoughts on who you should target as clients. I am a big fan of having clients in niche markets. I am a big fan of knowing who your “best buyer” is, what they look like and where they hang out.
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Rob Nixon

MORE AT STORE.CPATRENDLINES.COM

Rob Nixon has coached more than 434 firms adding over $850 million in profit to them and delivered seminars to over 175,000 people in 16 countries He can be contacted at robnixon.com.

Nixon is the founder of Panalitix, a technology-based coaching consultancy and membership community for tax and accounting firms seeking to improve operations, accelerate growth, and improve profitability.

Rob has forged a niche to be the world’s foremost authority on how accounting firms can achieve peak performance. Rob believes that accountants are the natural trusted advisor to business. He believes that accountants make a massive difference to their client’s condition. He believes that technology needs content and methodology to really be useful. He believes that accountants are not that interested in the future they are interested in what they need to do now. He also believes that unless accountants change their business model then a big part of their current revenue will go the way of the dinosaur.

Since 1994 he has been running businesses that specialize in helping Accountants run better, more profitable businesses. Accountants intrigue Rob and over the years he has trained them, consulted to them, coached them, researched them and visited thousands of them. His speaking work has taken him around the world where he has spoken to in excess of 150,000 accountants. Currently, his landmark strategies and products are used by over 16,000 accountants in over 20 countries.

In 2005 he created the revolutionary coaching model called Coachingclub. The CoachingClub model enabled firms to be accountable, to consistently learn and to share ideas amongst their peers. Over 800 Accounting firms have graduated from his Coachingclub program. The vast majority of firms have doubled or tripled profits because of the program.

Rob is a keen golfer (single figures) and adventurer (he is ticket holder 293 on Virgin Galactic to go into space). He lives in sunny Brisbane, Australia, with his wife Natalie and three children.

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