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Turning contacts into prospects

Put simply, prospecting is locating and meeting potential clients. It is a process, not an event – it goes on all the time in almost any circumstance. You can network anywhere. You will always have something in common with the people around you. If you have to queue at the...

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Acquiring and maintaining prospect information

Having knowledge of your prospects is crucial if your prospecting campaign is to succeed, but equally crucial is to ensure that the information you hold on your prospects is accurate, up-to-date, and easily retrievable. To do this you need to follow a four-step process: Develop a list or lists of...

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Getting through to the decision maker

When you target a prospect, before making any approaches you need to find out who would make the decision for the business to leave their present firm and move to a new one. Unless you know who this person is and can get through to them to influence their decision,...

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The five grades on your invisible report card

The hard part in obtaining favourable judgements is making sure clients and others perceive all you have done for them – in other words, getting credit for what you have done. There are five principal dimensions to service quality: Reliability: is the ability to provide the promised service dependably and...

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Five ways you can promote your blog

The growing importance of regularly sharing fresh content and new information online has pushed many firms into spending more time creating and publishing posts to their blogs in the hopes of improving their SEO ranking. However, what many firms don’t realise is there is more to online marketing than just...

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What clients want and what you should offer as their accountant

Marketing starts with the needs and wants of clients as they perceive them. It is therefore important to understand what clients and prospects want from you as an accountant. This includes the following: Back to basicsIt is possible lose sight of the basic reason why clients need accountants; it is...

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Hands-on marketing for the small to mid-sized firm

Just because you are a small or midsize firm does not mean that marketing cannot work for you. There are advantages and disadvantages to being a smaller firm. Learn how to emphasise the advantages and downplay the disadvantages. Marketing is what you do in order to get a new client...

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How to make every page on your website engaging

There is no doubt that landing pages are valuable, but they are not always necessary. What is always necessary, however, is making sure that every page on your firm’s website functions as a landing page of its own. A good landing page has a valid purpose. Therefore, every page on...

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Quick SEO tips for accounting firms

Blogging is one of the best online marketing practices firms can use to improve their brand – but only if they do it right. Giving out free information reels in clients, which is why blogging is one of the best ways accountants can market their firm. A blog provides accountants...

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Eight essentials for your next email campaign

Every email marketing campaign a firm sends to clients is an opportunity to communicate with clarity to readers. The onus, therefore, is on firms to ensure that the correct tone and intent of the email’s message comes across to readers in the right way. Here is an 8-point email marketing...