Marketing

Technology March 13, 2015 

Of all the assets your business owns, your brand is one of the most valuable and the most elusive. Without a strong brand identity, your firm is like a wallflower at the prom, sitting in the margins without a story or a voice to tell it.

Chris Rund, Kristy Short, Ed.D.

February 24, 2015 

Too many firms shoot from the hip in determining who should become a partner, essentially re-defining promotion criteria every time they discuss the subject. Don’t you owe it to yourselves to spend one paltry hour formalizing, in writing, critically ...

Firm Management November 5, 2014 

When you think of marketing as simply “communicating,” it immediately feels doable. The fact is that many firms already have a marketing program in place, because marketing is really just communicating.

Kristy Short, Ed.D.

October 9, 2014 

I used to consider myself an early adopter of all-things technology. Back when I was PC-based, I would upgrade to the newest operating system (OS) right away and buy the latest version of Microsoft Office. Almost 6 years ago when I moved to a Mac, wheneve

Scott Cytron

October 6, 2014 

The Advisory Board is partnering with the Association for Accounting Marketing to provide executive-level marketing sessions at the 2015 Winning is Everything Conference. The sessions are designed to ...

October 2, 2014 

Tenenz, Inc., which makes products and technologies for tax and accounting firms, has expansed its email marketing suite of products. Professionals can now choose from a variety of customizable, branded designs for digital client newsletters, memos, appoi

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