Archive for the ‘Marketing’ Category

Monday, April 12th, 2021

Change Your Image

“Behavior is the mirror in which everyone shows their image.” – Johann Wolfgang von Goethe

An interesting article via FastCompany about Major League Baseball needing to attract younger fans. The average TV viewer for MLB is 57 years old. How old is your average client? Think about it.

An example of being stuck in the past (via FastCompany) is the Boston Red Sox. Their logo and colors (red, of course and a pair of socks) have been the same for years.

Nike’s new uniform for the team (it debuts on the field on April 17) features none of that old stuff. The new uniform is yellow/gold with “Boston” written in a modernist, light blue script. Check it out here. As for me (not being a Boston fan), I like it a lot. I notice the cap still has the traditional “B”.

Now, what about your firm? Look how Boston is written on the front of the uniform – very contemporary. Does your firm’s logo and website say:

  • We’re an old-fashioned firm.
  • We have been around for years.
  • We are traditional and conservative.
  • We do taxes.
  • We could be called Old School.

Are your colors dark blue or burgundy? If you have a partner named Green is your website color green?

There is lots of conversations going on right now about accountants needing to be more creative. Put refreshing your image on your to do list for 2021.

  • The delicate balance of mentoring someone is not creating them in your own image, but giving them the opportunity to create themselves.
  • Steven Spielberg

Friday, April 9th, 2021

Exceptional Service

“There are no traffic jams along the extra mile.” – Roger Staubach

It’s Friday and time for a flashback post. It is something that I hope you have practiced a lot recently during your busiest time of year. I call it making your clients say, “Wow!”.

To make clients say wow you have to do something unique. Read more here.

  • How you think about your customer influences how you respond to them.
  • Marilyn Suttle

Wednesday, March 3rd, 2021

Digital Rainmaking

“Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” -Thomas Edison

Times have changed dramatically. The old ways of business development inside CPA firms are gone (for now and maybe forever).

I imagine many firms are not comfortable with pursuing new business in the digital world.

Sarah Dobek, Inovautus Consulting, is offering practitioners the opportunity to invest in digital marketing training.

The training involves four sessions: Session 1: The Intersection Between Traditional + Virtual BD, Session 2: Networking Virtually, Session 3: Best Practices for Integrating Video into the Sales Process, and Session 4: Social Selling.

Don’t sit on the sidelines, get involved with digital marketing. Get more information about this training and the sessions here.

  • The harder the conflict, the more glorious the triumph.
  • Thomas Paine

Friday, February 12th, 2021

Don’t Become Invisible

“Vision is the art of seeing what is invisible to others.” – Jonathan Swift

2020 was a challenging year and you had to distance yourself from others. This Friday Flashback Post stresses visibility.

Also, just because it is tax season, it doesn’t mean you are permitted to forget about visibility. During this time of year, CPAs are the heroes – you are working very hard to help others. Stress that theme on your website and other social media sites.

  • Because when some people are invisible, everyone suffers.
  • Gloria Steinem

Friday, January 15th, 2021

Adding New Clients – Flashback Friday

“Quality is much better than quantity. One home run is much better than two doubles.” – Steve Jobs

Adding new clients is always a challenge for CPA firms. However, some firms have a marketing machine, visible rainmakers, and obtaining new clients isn’t their biggest issue.

The challenge is being able to provide awesome client service to the rapidly growing client base.

Here’s a flashback post to help you with that challenge.

  • Hard work spotlights the character of people: some turn up their sleeves, some turn up their noses, and some don't turn up at all.
  • Sam Ewing

Wednesday, November 18th, 2020

More Important Than Ever

“You never get a second chance to make a first impression.” – Will Rogers

Websites are on my mind today. When comes to promoting your firm, yourself, and your people, your website is more important than ever.

As you might guess, I constantly look at CPA firm websites. If you ever send me an email or if your firm is ever in the news, you can bet I will be perusing your website.

There are still a significant number of firms that have not taken action on updating their website. It appears that it has been the same for the last ten or fifteen years. You can tell immediately when you hit their site. When I ‘hit’ one, it makes me sad.

In these times of no meeting and greeting potential clients in person, the only impression they get of you is from your website. Someone should be managing your website daily. You need current articles and high-quality pictures of your partners and other leaders. Your site needs to give the impression that you are modern, future-focused, and extremely knowledgeable. If your website says (without using words) that you are an “old school” firm, you are in trouble.

For progressive firms, a significant number of new clients come to the firm because of their website. How many are coming to your firm because they simply looked at your website and were impressed?

  • You only get one chance to make a good first impression, and yours may be in the hands of the receptionist.
  • Harvey Mackay

Wednesday, November 4th, 2020

Bringing In Business

“Business opportunities are like buses, there’s always another one coming.” – Sir Richard Branson

For years now, firm leaders have been worrying about what happens when the firm’s best rainmakers retire. Often, firms have depended on one major rainmaker. The ones worrying the most are the partners who have not been rainmakers themselves.

The fact is, the baby boomer rainmakers are retiring now, on a regular basis.

To complicate the situation, how can an experienced business development partner “take along” a young person when talking with clients, attorneys, and/or bankers during COVID? I have always advised experienced partners to take a young person along. Times have changed.

Are your partners involving younger accountants in Zoom meetings with clients and others?

Let the client see the face of the person who will actually be doing the work associated with their engagement. Make that next video (or conference) call your client a 3-way or 4-way meeting.

If you are a partner or manager and about to make a quick video call to a client, stop and think! Who else should be seen by your client? Young people learn by example and now being an example involves a little more thought and effort than it has in past years.

  • You only have to do a few things right in our life so long as you don't do too many things wrong.
  • Warren Buffett

Wednesday, October 21st, 2020

Being Visible

“The power of visibility can never be underestimated.” – Margaret Cho

I have written often about the importance of branding and how being visible helps build your firm brand and it is also how you build your personal brand.

Here is a link that will take you to a search I did on my blog for stories about brands and rebranding. You might want to read some of them.

This year has been a difficult year for branding and personal visibility. You haven’t attended Rotary meetings, you haven’t seen many clients face-to-face even though some of you are lifting the “no clients in the office ban.”

Many of you have done a great job of keeping your clients informed, especially on the PPP topic.

For your firm: Keep sending all clients informational emails and doing timely blog posts about current issues. They count on you for this information.

For your personal branding: Tell stories on your firm Facebook page about various partners and other team members. Send more personal, individual emails to your assigned clients (whether you are a partner or a staff person working on a client’s engagement).

Share your personal Facebook page with some clients (if you are sure it is appropriate). They just might be interested in what you are doing with your life during these unique times.

Do more than just use the phone – let your clients talk to you often via Zoom, Skype other video channels.

Being visible is a great way to build your brand. Visible is just different for the time being.

  • Out of sight, out of mind. The absent are always in the wrong."
  • Thomas a Kempis

Thursday, June 25th, 2020

Purpose

“A business enterprise has two basic functions: marketing and innovation.” – Peter F. Drucker

Peter F. Drucker’s view on the purpose of a business is something you should consider. I want to share it with you today:

If we want to know what a business is, we have to start with its purpose. And the purpose must lie outside the business itself. In fact, it must lie in society, since a business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. The customer is the foundation of a business and keeps it in existence. He alone gives employment. And it is to supply the customer that society entrusts wealth-producing resources to the business enterprise.

Because it is the purpose to create a customer, any business enterprise has two – and only two – basic functions: marketing and innovation. These are the entrepreneurial functions. Marketing is the distinguishing, the unique function of Business.

Do all of your people know the purpose of your business (firm)?

  • Find out what needs your customers want fulfilled today. Determine how well your products are meeting the needs of your customers.
  • Peter F. Drucker

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