Before embarking on an interview program, here are some preparation tips that help ensure success: Select the clients that warrant a personal interview. Ideally, these should be your largest clients or the ones that have the highest future growth potential. Develop a profile for each client you plan to interview...
The period of time during which a client is open to the idea of changing accountants is a window of opportunity for your firm. Generally, this window has two stages: The passive window of opportunity, when a client is not actively seeking a new accounting firm, but is open to...
Open and click rates provide firms with key information about their email marketing campaigns. Open rates show how many email campaigns were opened by clients, and click rates show how many of these campaigns registered at least one click. These rates are an excellent indication of whether a firm’s email...
Blogging is one of the most cost-effective strategies used to promote a firm’s online identity. It gives firms the potential to reach audiences on a larger scale, increase brand awareness and promote traffic to their website. However, managing a successful blog requires time, commitment and dedication from a firm. So...
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...
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...
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:...
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 clients This theory involves your new clients being so...
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 backyard Most small firms don’t realise that their marketing power is right in their own backyard; existing client...
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...
