Marketing

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

May 15, 2014 

His firm has seen around 70 new clients since it opened, and business increased by 50% last February. James says that much of his success lies in his team’s terrific focus on giving his customers what they want, something he feels is often overlooked in other firms who are too busy chasing the next prospect.

Hugh Duffy

Firm Management May 12, 2014 

If you haven’t heard of the YOUtility concept, you are missing out on the most important marketing concept of the mobile age. YOUtility is a new way of marketing your firm’s services that enables you to become inherently and genuinely useful to prospects and clients.

Kristy Short, Ed.D.

April 29, 2014 

Everyone’s talking about it and most accounting firm owners have a sense they should be doing it, but what exactly is content marketing? In a nutshell, it’s a marketing paradigm that opts for providing something of value as a method of showing audiences why they might want to choose your services rather than telling them…

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