Why You Should Consider Being a Blogger

Source: Inside Public Accounting

Only about 30 accounting firms currently write blogs (Web logs), but there is evidence of their significant marketing success.

Michelle Golden, of Golden Marketing (www.goldenpractices.com) in St. Louis, helps CPA firms create blogs. You can read her blog at www.accountantsroundup.com. Golden says, “There is nothing else a CPA firm could do that could get them the same level of exposure for the time investment and low cost.”

Here are some specific ideas on blogging by accountants:

• Journalists doing research for articles use the Web. Your likelihood of being contacted as an expert is greatly enhanced by having your own blog.
• Potential clients search the Web. Someone looking for tax help may connect with you through key words in your blog. You may be a small firm, but you will have the same exposure as the largest firms.
• Blogs can help you reach specific markets. Greg Price, of Pannell Kerr Forster of Texas in Houston, writes a blog to try to connect with automotive parts manufacturers through Microsoft Dynamics NAV. His blog, www.fromgregshead.com, also promotes PKF’s Entrepreneurial Services Group. The blog generates 1000 hits per month and has resulted in $200,000 to $250,000 in new business.
• Rita Keller, of Brady Ware in Dayton, Ohio, uses her blog, www.cpamanagement.blogspot.com, to follow up with people attending her speaking engagements.
• Blogs can be used to enhance recruiting efforts. PKF distributes blog cards at recruiting events.
• Blogging is a wonderful vehicle for communicating specific industry information including tax ideas.

From Inside Public Accounting, May 2007, p. 1. The Platt Consulting Group (www.plattgroupllc.com). Subscription $369 per year; back issues—nonsubscribers $40. 317-733-1920.