Thursday, May 21st, 2020

Are You Also Responsible for Marketing?

“Business has only two functions – marketing and innovation.” – – Milan Kundera

Many firm administrators and managing partners are also charged with the role of Marketing Director. The vast majority of CPA firms are not of the size to support a full-time Marketing Director. If your firm is large enough, I am sure your Marketing Director is one of the busiest people in your firm.

Whether you are a smaller firm or larger firm, it takes discipline to effectively market your practice and reinforce your brand. A few years ago we thought Fall was marketing season for CPA firms. Today, it is a 24/7/365 activity.

Go through some simple exercises with all partners and managers:

  • Gather information about your firm’s uniqueness in your market. Identify any weaknesses and focus on strengths.
  • Make a list of each CPA and each community or charitable organization where they are active. Are there, key, high profile organizations where your firm is absent?
  • Have each CPA list their referral sources (bankers, attorneys, etc.) and identify the referrals they have given you in the last year. Are you referring more their way than they are your way? Are there some of the same referral sources on everyone’s list and some powerful ones that are missing altogether?
  • Have each CPA (no matter what their title) create a marketing action plan and report each month on their activities.
  • Hold pipeline meetings at least monthly.

Don’t let summer (or a pandemic) cause a lapse in vigorous attention to marketing activities. See my post from yesterday!

The Association for Accounting Marketing‘s annual conference has been canceled this year but you or your marketing director should put next year’s conference on your calendar. Here’s the message on their website:

We regret to announce the cancelation of our 2020 Summit due to the current projections of the coronavirus pandemic. We will hold our next Summit at the Loews Hotel in Philadelphia, May 24-27, 2021. We will announce when registration opens for 2021.

  • "Content is fire, social media is gasoline."
  • Jay Baer

One Response to “Are You Also Responsible for Marketing?”

  1. LedgerBench says:

    Thanks for sharing the information. I would also recommend to all my facebook friends.

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