Marketing

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

March 28, 2014 

Some brands are iconic, like Coca Cola, Disney, Microsoft and Google. Others are just as well-known, but perhaps less respected, like some fast food or alcohol and tobacco companies. While others have an even lower impression... think Enron? But which brands do small businesses trust the most?

Isaac M. O'Bannon

March 18, 2014 

Is the marketing produced by your accounting firm truly so useful that people would pay for it if you asked them to do so? That’s the success standard outlined in the new e-book, Youtility for Accountants, co-authored by Darren Root, CPA and Jay Baer, and published by Portfolio/Penguin.

Firm Management March 13, 2014 

Accountants tend to fall in the analytical-left brain-thinker camp. This makes it difficult for some practitioners to make the transition to right brain creative thinking when the time comes to get a marketing program up and running.

Gaynor Meilke, Kristy Short, Ed.D.

February 27, 2014 

Every product line (or service, or industry) begins at introduction, when a handful of early adopters begin to use it. This stage requires a lot of investment with little profitability. If the product survives this stage – and most do not – sales and profits begin to pick up as the product grows in popularity…

Dave McClure

February 25, 2014 

Quick ways to boost your marketing efforts even during the chaos of busy season

Kristy Short, Ed.D.

February 22, 2014 

Accountants, especially during busy season, have significant demands on their time, so it's critical to understand how to balance a desire to develop deeper client relationships and work-related time constraints.

Jessica Ballard

February 10, 2014 

“Being found” by potential clients can be a challenge. How do potential clients find you? The best way is always word of mouth from your colleagues and clients who know the work you do and your areas of expertise. But, word of mouth alone does not get the job done. People need a way to…

Hugh Duffy

February 7, 2014 

Each year, the Association for Accounting Marketing holds an awards ceremony at its annual conference, honoring outstanding achievements in the areas of accounting marketing and communications.

Gail Perry

January 24, 2014 

It is popular among my learned accounting colleagues to portray the elders of the profession who have not signed on to the concept of a Social Media Strategy as some kinds of latter day Luddites.

Dave McClure