Marketing

September 5, 2014 

“Here he goes again,” I’m sure you’re thinking. Here’s yet another column or article written for accounting consumption about how to use social media. I’m sensing you’re kind of tired of these pieces, right? The fact is, if you’re reading this column, it may mean you really are interested in how to improve your social...…

Scott Cytron

Firm Management August 31, 2014 

Trade shows remain a viable marketing option for accounting firms, yet many practitioners still don’t see the value. The fact is that if the appropriate level of planning is applied, trades shows can prove exceptionally successful in terms of lead generation and networking. Firms must first think through such items as budget, the right shows…

Kristy Short, Ed.D.

August 25, 2014 

There are plenty of reasons to care about your brand, and high among them should be to make your voice heard: your unique voice. Voice is the contribution made to something larger than oneself. It’s the medium for sharing one’s purpose, values, talents and vision for the future. Yes, there are plenty of examples in…

August 7, 2014 

So where do you place your firm's website on your list of priorities for your firm? Do you see it as a necessary evil that has to be dealt with just to “be in the game?” Or, do you see it as the gateway to serving your clients for the coming years? Chances are you…

John Higgins

July 28, 2014 

Cherries were not on Diane Richards' grocery list on Monday, and yet they made it into her cart.

June 10, 2014 

While larger firms may seem to have an advantage over their smaller counterparts because they allocate more money toward marketing and public relations, there’s no reason why smaller firms can’t do what they can to market their practices.

Scott Cytron

May 15, 2014 

His firm has seen around 70 new clients since it opened, and business increased by 50% last February. James says that much of his success lies in his team’s terrific focus on giving his customers what they want, something he feels is often overlooked in other firms who are too busy chasing the next prospect.

Hugh Duffy

Firm Management May 12, 2014 

If you haven’t heard of the YOUtility concept, you are missing out on the most important marketing concept of the mobile age. YOUtility is a new way of marketing your firm’s services that enables you to become inherently and genuinely useful to prospects and clients.

Kristy Short, Ed.D.

April 29, 2014 

Everyone’s talking about it and most accounting firm owners have a sense they should be doing it, but what exactly is content marketing? In a nutshell, it’s a marketing paradigm that opts for providing something of value as a method of showing audiences why they might want to choose your services rather than telling them…

April 21, 2014 

For the past several decades, the function of marketing has been focused on selling consumers about the benefits of a particular service or product. Most companies, accounting firms included, have tried to create “hype” about their wares using mass media to generate sales.

Darren Root, CPA, CITP, CGMA

Firm Management April 21, 2014 

The owners of Mattingly Zsebe, PA weren’t any different from most practitioners in terms of how they viewed marketing. In essence, “Marketing sucked…it didn’t work…it was a waste of time.” These were the sentiments of the partners, Bill Mattingly, CPA, and Dylan Zsebe, CPA, before they started their journey of understanding just a year ago.

Kristy Short, Ed.D.

April 8, 2014 

Professionals who participate in social media, and certainly most accountants I know, want to measure what they’re doing, in order to know if they should increase or decrease the time they spend on non-billable activities. Seldom do I find anyone who tweets or networks with colleagues on LinkedIn just because it takes up valuable time…

Scott Cytron