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Hiring a marketing director 0

Hiring a marketing director

Marketing is an essential business function that needs to permeate all aspects of an accounting firm. It is a process: a series of steps and activities, a journey rather than a destination. An increasing number of firms are hiring a marketing director and recognising the need to commit to and...

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Creating a marketing culture

It is not enough for just one or two partners to have a marketing mentality while the remainder of a firm remains lukewarm about marketing. The commitment to marketing must be firm-wide. This means creating a marketing culture throughout the organisation. Below are seven elements to creating a dynamic marketing...

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Ten key points to focused marketing

Simply put, marketing accounting services consists of four steps: Informing as many people as possible of your existence Leading them to develop an interest in your services Persuading them to meet with you Move from client enquiry to client engagement Here is a simple ten-point strategy for achieving these objectives:...

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Marketing myths

For some reason, the accounting profession is riddled with marketing myths. Below are six common myths that do contain an element of truth, but can be quite damaging if taken too seriously. The best source of new business is from new clientsThis theory involves your new clients being so ecstatic...

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Marketing ideas for small firms

Small firms are truly limited. Marketing in a one-partner firm will be done by that one person. However, implementing the following ideas may develop more business. Your marketing power is in your backyardMost small firms don’t realise that their marketing power is right in their own backyard; existing client relationships....

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Horizontal and vertical marketing

There are two broadly defined marketing techniques: vertical marketing and horizontal marketing. Horizontal marketing involves targeting a wide marketplace and vertical marketing concentrates solely on targeting one, specific marketplace. Accountants can take one of these two approaches, either aiming for sector dominance or trying to cultivate a broad range of...

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Attention grabbing email tips

Incorporating images and links into emails is an easy way firms can increase and maintain client engagement in their email marketing campaigns. Using images in an email is a simple way to grab a reader’s attention, while also making an email’s design look stylish and consistent. But firms should be...

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A bare bones marketing program

Some small firms may feel that they can’t afford to invest a large sum of money in marketing or that they won’t be able to use marketing in an effective way due to having simpler, less ambitious goals than larger firms. But while their goals may be smaller and the...

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Client service opportunities

Cross selling is an important revenue source for accounting firms. The concept of cross selling is simple: convince existing clients to use a firm in more than one practice area. Cross selling can result in additional revenue and help client retention by: Allowing an accountant to establish more points of...

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Stand out in the crowd

Today’s accounting firms face a substantial multitude of information on how to establish and improve their current marketing programs. But since a firm’s competitors have the same access to the wealth of marketing information, it can be difficult for a firm to establish how they will stand out from the...