marketing

Majchrzak: Marketer-Turned-CEO Redesigns the Modern CPA Firm | Gear Up For Growth

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Collaboration, transparency, and independence drive BeachFleischman’s growth.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

When most people picture a CPA firm CEO, they don’t envision a former marketing director in the big chair.

That’s exactly what makes Eric Majchrzak worth listening to.

Majchrzak, CEO and Principal of BeachFleischman—Arizona’s largest locally owned CPA firm and a Top 200 firm in the U.S.—has been named multiple times to Accounting Today’s “Top 100 Most Influential People in Accounting” and is an Association for Accounting Marketing Hall of Fame inductee.

More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More Gear Up for Growth

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On Gear Up for Growth, hosted by Capstone Marketing president Jean Caragher, Majchrzak pulls back the curtain on how his growth-minded, marketing-first lens is reshaping BeachFleischman’s strategy, culture, and business model—and what other firms can steal from that playbook.

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Schwedelson: Stop Playing It Safe | Gear Up For Growth

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Four key strategies show how firms can lead with value.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

4ImpactData: 10X Your Advisory. Not Your Headcount

“Firms can’t afford to hide behind best practices or boring templates anymore,” says Jay Schwedelson, president and CEO of Outcome Media and host of the top-rated marketing podcast “Do This, NOT That,” during his appearance on Gear Up for Growth with Jean Caragher.

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

“It’s time to be bold, be human, and make sure you’re showing up where your prospects are actually searching, especially in AI,” he adds.

Schwedelson delivers four urgent takeaways for CPA firm leaders. READ MORE →

Waga: Storytelling Drives Recruiting | Gear Up for Growth

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Connect to top talent with real experiences.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

In the latest episode of Gear Up for Growth, powered by CPA Trendlines, Jean Caragher, president of Capstone Marketing, speaks with Karen Waga, chief marketing officer of WilkinGuttenplan CPAs & Advisors, about the firm’s award-winning recruiting campaign, which resonated deeply with job seekers, employees, and peers across the profession.

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

Waga says the campaign was built entirely on real employee experiences and candid storytelling, leveraging the firm’s flexible, people-first culture. The campaign offered a compelling and authentic view of life at WilkinGuttenplan from summer Fridays to paternity leave and personal caregiving.

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Keep Clients from “Balance Due” Shock

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With just a little advanced marketing, you can get paid year-round AND have more satisfied clients.

By Frank Stitely
The Relentless CPA

When I talk with prospective clients in any medium, I lead with tax planning. I don’t care if I’m meeting them, calling them or emailing them. I lead with tax planning. The number one complaint clients have about CPAs and tax preparers is a lack of planning. They get tax returns and nothing else.

MORE: Stop Clients from Performing “Favors” | Who Needs Fall Tax Planning? Clients … and You | Get Clients to Bring Tax Docs Early…Yes, EARLY | Why Time Tracking Still Matters | Make Fewer Mistakes, Increase Revenue and Capacity | Six Ways to Create a Millennial-Friendly Firm
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The fun part is seeing the reaction when I mention planning. I tell them that they can know the results while there’s still time to change the results. Tax season is no longer stressful because they know the answers in advance about refunds and balances due.
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Why You Need a Link-In-Bio Tool

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Get around limitations.

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

What the heck is a link-in-bio tool? And do I need one? Yes, you do! But first, an explanation is in order.

MORE: What’s In a (Domain) Name? Plenty | Need Leads? Try a Quiz | Now’s the Time to Clean Up Your Email List | Don’t Let Prospects Fall through the Cracks | How to Fire a Client | Five Tips for Virtual Team Member Happiness | Boost Your Cross-Selling in Two Easy Steps | Beyond Bookkeeping: Five Value-Add Service Areas | 11 Kinds of Wealth
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When you complete a social media profile page, you’ll notice that some have the limit of being able to include only one link. The question becomes, what link is best to add? Should you link to your website? Your LinkedIn profile? A free report you offer? Or something else?
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What’s In a (Domain) Name? Plenty

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Not knowing what you’re doing can cost you plenty.

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

Domain names are cheap compared to other marketing costs. They average $15 to $20 per year per domain. But if you register many domains, they can begin to add up. And if you switch domains, you could end up costing yourself far more than $15 in lost revenues if you don’t know what you are doing.

MORE: Need Leads? Try a Quiz | Five Emotional Skills for Entrepreneurs | Transform Your Marketing with CRM | Five Kinds of Small Thinking | Five Tests: How Open Are You to Change? | Maybe Price Isn’t the Problem | The Seven-Step Plan for Marketing by Spreadsheet
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Here are my thoughts and what’s possible with domain names, especially as they relate to search engine optimization at the macro level.

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Now’s the Time to Clean Up Your Email List

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Sending emails from a laptopYou’ll engage more and spend less.

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

Hopefully, you are building a list of contacts who have given you permission to email them on a regular basis. This can be done via a newsletter opt-in, free report opt-in or simply a client list.

MORE: Five Kinds of Small Thinking | Three Questions for the New Year | 13 Reasons to Master Consumption Marketing | When to Talk About Fees | Take a Moment for Appreciation | Beyond Compliance: What More You Can Provide  | Boost Your Cross-Selling in Two Easy Steps
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As time goes on, your list will get larger, and many contacts with email addresses you collected years ago may stop interacting with you. As your list grows, you may be charged more to maintain a larger list size. As people stop opening your emails, it can affect the deliverability of all of your emails.

These are the reasons why you should periodically clean your email list.

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Transform Your Marketing with CRM

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The right system can streamline client communications and simplify prospecting leads. Streamline sales and marketing with the right CRM.

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

A CRM is a system that helps you centralize marketing and customer communications with clients and prospects. It stands for customer relationship management, and most of these systems are now in the cloud as web apps.

MORE: Nine Thoughts on Self-Marketing for the Introvert | Don’t Let Prospects Fall through the Cracks | Five Kinds of Small Thinking | Three Questions for the New Year | 13 Reasons to Master Consumption Marketing | When to Talk About Fees | Take a Moment for Appreciation | Beyond Compliance: What More You Can Provide  | Boost Your Cross-Selling in Two Easy Steps
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What CRMs Do
It’s amazing what CRMs can do these days. As client contact points have grown over the last few decades beyond phone and fax, so have CRMs’ capabilities to unify client messaging. At the core level, all CRMs typically allow you to store customer and prospect contact data, such as name, address, company name, titles and so forth. Most of them allow you to create custom fields to store things like type of entity, marriage or filing status, and what accounting software they use.

Here’s where it starts to get fun.

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Nine Thoughts on Self-Marketing for the Introvert

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Are you afraid to put yourself out there?

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

Are you shy? Do you consider yourself to be a private person?  Do you hate marketing because you feel exposed and prefer not to be the center of attention?

MORE: Three Questions for the New Year | Five Lessons My Clients Taught Me | How to Fire a Client | Five Tips for Virtual Team Member Happiness | Boost Your Cross-Selling in Two Easy Steps | 11 Kinds of Wealth
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If so, you are not alone. But if you are also an entrepreneur or partner, you are probably sabotaging your marketing investment and you have a higher chance of your business failing (or suffering from low revenue).

What can you do? Is there a way to attract clients and stay shy or private?

The answer is maybe. In any case, a mind shift needs to happen.

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