The Internet has undoubtedly quickened the pace at which we communicate, and changed the volume of messages we get on any given day. But how can we cut through all the noise? At the end of the day, marketing still has the same foundation, even if the delivery methods have changed: human relationships.
The competition for clients in the accountant?s world can be cut-throat. This makes an effective marketing strategy all the more important. To reach potential clients, and to communicate the quality of services you?re able to provide, your business needs a comprehensive outreach strategy.
The following suggestions for marketing projects balance out creative (dare we say ?fun??) strategies that utilize online communication, yet still forge meaningful relationships with clients and potential clients.
Give free (or low-cost) workshops, podcasts, or webinars.
It?s tax season, which means clients are likely to reach out to you for advice before they file. Now is the time to flaunt your expertise and earn your client?s loyalty! You can give in-person workshops with frequently asked tax questions, or you can digitize your presentation to make it more accessible. A podcast is a downloadable file that can be voice-only (think of an NPR broadcast), or a full video. A webinar is a live, interactive online forum that usually involves a slideshow that the presenter narrates for an audience. Slideshare is one free resource you may use for this marketing project.
Whether you are sharing your skills and knowledge in-person or over the Internet, be sure to include an evaluation component. Really listen to your clients, and adjust your educational outreach services to best fit their needs.
Create a Digital Press Kit.
A generation ago, businesses created packets of documents, kept in brown envelopes, with letters of introduction to the community, or press releases announcing the launch of a new business venture. Today, you can upload all of these documents, and more, onto your web site, and have interested people from all over the world download them instantly.
Consider adding these links on your professional web site. You might create separate pages for different types of users?a page for potential clients, current clients, news media, and so on.
Take advantage of social media.
If you incorporate a social media component of your marketing plan, this will encourage anyone from the public to find and interact with your business online.
LinkedIn is a professional social network, and probably the best place for a CPA or small accountant firm to start. Upload your professional credentials to this page, and link to your LinkedIn profile from your company?s web site. This lets potential clients feel empowered, since they can easily review all of your professional experience before they decide to work with you.
Facebook, YouTube and Twitter are other popular social media sites which may or may not make sense for you to utilize in your accounting firm.
Here are some ways an accountant or CPA might use Facebook or Twitter in marketing:
- Ask other users what their biggest financial questions are.
- Post live updates from events, talks or other events
- Gather customer service feedback
- Post positive testimonials from clients
- Offer helpful tax and financial advice
How can you tell if your new marketing methods are working? There are lots of fun, and measurable, ways to find out. For example, use them to promote an in-person event like an open house, pot luck, barbecue, or cocktail party. You can measure your results by your turnout.
Take this online marketing concept to heart. Ideally you want all your digital interactions to eventually translate to in-person relationships with clients.
by Kenny Marshall
Kenny is a marketing consultant and blogger who specializes in marketing for accountants. To learn more visit his website at www.marketing-for-accountants.com.
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Source: http://www.cpasitesolutions.com/cpa-websites/2013/03/fun-marketing-projects-accounting-practices/
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