SOCIAL MEDIA

Four Things to Know About Social Media

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Man's hand writing social media strategies on a whiteboard

Talking to prospects when prospects can talk back.

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 are four things to know about what we now call the social media.

First, it’s media – a means of communication, a medium, not of itself a magic carpet. Which means that its value lies in its ability to convey ideas and facts to a vast world of viewers. Which means, as well, that we’re back to the old computer nostrum of “Garbage In, Garbage Out.” Or to paraphrase another (if contrarian) view, it’s not the medium, it’s the message.

MORE: How and Why Client Service Teams Work | When Clients Think They Know Marketing | How to Put Target Marketing into Context | Everyone in Your Firm Is Marketing | Accountants vs. Lawyers: Who Wins the Marketing Battle? | Professional Services Marketing Requires Flexibility | How to Set Marketing Objectives
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Second, it substantially changes the world of marketing. In the old marketing, we talked to people who couldn’t really talk back (other than by buying or not buying what we were selling). Very primitive and cumbersome.
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Make Marketing More Manageable

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Get the world’s best graphic template tools to create compelling designs.

By Beth Ziesenis
App of the Week

Most of us small business folks these days have to do our own marketing… and accounting…and dishwashing…

We’re responsible for a lot!

MORE APPS of the WEEK:  Automate Captions for Videos | Can’t Read it Now? Save it for Later | Don’t Lose Precious Memories: Digitize Old Photos | Track Your Mileage Automatically | Keep Track of Your Subscriptions | Capture Testimonials to Increase Credibility | Find an Extra Set of Hands for Time-Consuming Tasks | Personalize Communication and Set Yourself Apart from Competition | Waiting to Exhale (i.e., Can April 19 Hurry Up?) |
SEE ALL: Apps of the Week here |
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When it comes to graphic design tools and templates, there are numerous options with hundreds of benefits. However, one platform stands above all the others, in my opinion.

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Put Your LinkedIn Profile to Work

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official_logo_linkedin

Five ways to improve it today.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

Your LinkedIn profile is just as important as your website these days. It’s not uncommon at all for small business owners to check out your profile before contacting you. If your profile doesn’t measure up, then you might not get the lead. Here are five ideas to get the most out of your LinkedIn profile.

MORE: Leverage Your Client List Today | Why You Need a Link-In-Bio Tool | Five Emotional Skills for Entrepreneurs | Transform Your Marketing with CRM | Five Kinds of Small Thinking
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1. Write a friendly, keyword-filled background. 

On LinkedIn, the best backgrounds are less formal, more friendly and conversational in style. Let people know what drives you from a business standpoint, what you’re passionate about and who the ideal client is for you.
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Nuts and Bolts of Mentoring Staff

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three people: woman between two men pointing at desktop computer screen in explanationFour keys to being a great mentor. Ten skill areas to develop. Eight training best practices.

By Marc Rosenberg
How to Bring in New Partners

Firms have two levels of expectations of new partners. Many firms aren’t consciously aware of these alternatives, but they exist nonetheless, and they are quite different from each other.

MORE: It Shouldn’t Take So Long to Make Partner | 16 Steps to Creating a Partnership Path | Six Ways New Partners Differ from Managers | The Four Essentials for Every New Partner | Tell Potential Partners What It Takes
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Expectation 1: The new partner is qualified for the job.

New partners must drive the firm by

  • Increasing revenue by bringing in new clients.
  • Retaining clients and expanding services to them.
  • Developing staff, helping them learn and grow.
  • Providing proactive, world-class service to clients.
  • Having the leadership skills to take over the firm from existing partners.

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Going Viral: Today’s Top Marketing Strategies

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When did you last optimize?

By Penny Breslin
It’s Not Just the Numbers

The global pandemic has significantly impacted every aspect of business and our society, including digital marketing and how we do business. Accounting firms had to pivot and shift their practices to increase their online presence to stay connected with clients, find a way to stay relevant, and increase their client base.

MORE: Marketing? Know Your Goals First | Pick Your Favorite Clients | Keep the Accountants Focused on Accounting | What Do You Want Advisory Services to Be? | Meet the New BOS | Why AI Is Not the Enemy
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The pandemic initially muted and almost eliminated traditional marketing, such as in-person meetings, conferences, and other events, and it amplified the importance of digital marketing in growing accounting practices.

Many turned to social media, producing more relevant content, increasing their paid ads budgets, and launching webinars and podcasts. Digital marketing is here for good, and firms must embrace it to grow. Whatever business goals you have, you can utilize several digital marketing strategies and platforms to achieve them and significantly impact the future of your practice or firm.
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