Truth be told, most accounting professionals probably fall into the reactive category when it comes to marketing. And that’s certainly not due to an adversity to structure and organization. After all, this is a profession of structure. And while being proactive is ideal, you can’t simply flip a switch and go from a primarily reactive existence to one of proactive thought.
It’s recommended to start slow. Begin by investing some time in developing a broad marketing plan. Whether that’s making a list on paper of everything you want to accomplish or starting a comprehensive spreadsheet complete with action items, deadlines, and staff leads — you just need to start writing things down.
The reactive mode is counterproductive. Random efforts only leave you spinning your wheels, derailed from any sound marketing course. In a proactive environment, you always know what you are trying to achieve, and that brings about accountability and follow-through. With some effort, you can have a strong, productive and proactive marketing program in your firm.
About the Author
Kristy Short, Ed.D, is a partner in RootWorks Communications (RootWorks.com) and president of SAS Communications 360 (SAScommunications360.com)—firms dedicated to providing practice management education, branding, marketing, and public relations services to the accounting profession. She is also a professor of English and marketing. She can be reached at email@example.com.