Break the Old Marketing Mold
Source: CPA Trendlines
The following includes excerpts, reproduced with permission, from an article by Wesley Middleton.
In my profession, I have always believed we were NOT on the cutting edge of marketing. So I set out to write new rules about marketing and business development for CPAs.
Here are some of the things I learned to do or not do.
- DO break the mold of your industry website. When we developed our website, we instructed the team at Adhere Creative to NOT make us look like a CPA firm. Do what every other organization would do to drive our clients and prospects to our website. The first impression is now your website, LinkedIn, Facebook, Twitter, and other social media channels. Not your office.
- DO build your website with the goal of inbound marketing. We built our website on Hubspot. What a great decision. While I appreciate the Google analytics, Hubspot adds so much more to content, client, and prospect management.
- DO NOT hire a party planner. We had always hired marketing graduates and they were relegated to planning events, firm parties, and newsletters. When our practice growth partner introduced me to a potential new hire who was a new grad, was a strong writer, and Hubspot-certified, I didn't get it. But we listened, and wow. What a difference it makes to have her skills in this role. Her role is to manage the content and communications of our firm.
- DO write your own content. If you follow #3, you will have a person who can do this! DROP the accounting speak. You aren't reaching out to other accountants, you are writing to people who don't understand the lingo and technical language.
For the complete article, read “4 Marketing Strategies to Use Right Now.”
From CPA Trendlines, October 9, 2015, cpatrendlines.com.