Marketing Questions You Should Be Asking
Source: Public Practice
In this article, Jean Marie Caragher offers six questions to help you gain a new perspective on your firm's approach to marketing:
- Do you know where you obtain new business? If you haven't been keeping track of this information, you can simply use an Excel spreadsheet to retain useful data, such as prospective client names, referral sources, estimated fees, and whether the client chose your firm in the end. Tracking these details will enable you to identify your most useful referral sources and marketing initiatives.
- Why do you lose clients? How many client losses were due to circumstances beyond your control, such as a client's business closing? How many were within your control, such as poor customer service or fees? Learn from your losses as you choose new clients and serve them.
- How frequently do you communicate with prospects and clients? Are your competitors offering your clients more valuable information than you are? Earn the role of “trusted advisor” by providing your clients with ideas such as how to increase profitability, how to save on taxes, or how to work more efficiently. E-newsletters, webinars, and seminars are additional ways to contribute to a client's business.
- Is your website bringing in new business leads? Upgrading interactive websites with search capabilities, videos, blogs, and social media connections is a major marketing initiative of many accounting firms.
- Are your clients truly satisfied with your firm? If you haven't done so already, take the time to survey your clients and find out how pleased they are with your firm's services.
- Are you willing to make marketing changes for the better? Choose one area for improvement and create a plan of action.
For the complete article, read “Six Questions That Will Change the Way You See Your Accounting Firm's Marketing Program.”
From Public Practice, Texas Society of CPAs, April 2015, www.tscpa.org.