The key issues facing firm leaders has remained somewhat constant over the years—staffing, technology, and ever-changing mandates. However, today, marketing has earned its spot as one of the top challenges facing accounting firms. For years, word of mouth and referral programs made up a firm’s “marketing” program. But with a transition to an outsourced accounting and advisory model,a focus on niche markets and growing competition, marketing is fast becoming a core element for long term firm growth.
“ The key to effective firm marketing is being able to demonstrate tangible outcomes from an intangible product.”
Pauline Gonnering, Director of Growth and Operations
at Cummings Keegan & Co., PLLP
The shift from basic marketing to more structured and focused efforts can bring confusion about where to start, what works, and what doesn’t. After all, Marketing 101 wasn’t part of the accounting curriculum for most professionals.
This guide was created in collaboration with CPA.com, The Association for Accounting Marketing, and Sage Intacct to provide tested and proven strategies for accounting firms ready to get serious about marketing. It offers collective advice from seasoned marketers who, combined, offer decades of hands-on experience within the accounting marketing arena.
Included in this guide:
- Meet the Experts
- Principle 1: Know your target audience
- Principle 2: Understand and express your unique value
- Principle 3: Determine the right channels and create a plan
- Principle 4: Define your sales follow-up process
- Principle 5: Test, Review and Enhance
- Stay in the Know