Six Marketing Seasons

Sow your marketing seeds now before tax season really besieges your practice.

Let’s take a bi-monthly approach. Two-month seasons help you to better focus your time and money. Six seasons: 1) January and February, 2) March and April, 3) May and June, 4) July and August, 5) September and October and 6) November and December. Take some time to feel the priority of each season.

Originally published in the AICPA ‘CPA Insider’ newsletter. Please click here to go to their site and read more to read more.

Distinguish Your Practice

On May 11, 2010, I was a panelist on AICPA/PCPS’ webinar: The Future Is Write Now: How marketing your expertise must change! I previewed the webinar in my April column. Pithy writing sparks more referrals when your practice is already distinguished.

More and more CPA practices are becoming specialized and focused. Thus, many accountants are enjoying the same peer-to-peer referrals as attorneys have for decades. Moreover, distinguished practices tend to be more profitable and fulfilling. If you run a humdrum practice, you can add more luster to your practice with these 4 facets:

1. Specialized Credentials

Beyond CPA, what other specialized designations enhance your name? The AICPA offers many accreditations, including Personal Financial Specialist (PFS), Accredited in Business Valuation (ABV), Certified in Financial Forensics (CFF) and Certified in Information Technology Professional (CITP). Likewise, many CPAs are also attorneys, MBAs and more.

Originally published in the AICPA ‘CPA Insider’ newsletter. Please click here to go to their site and to read more.

Has Your Marketing Plan Failed You?

How using a dashboard can make all the difference.

A marketing plan is typically a bound document, predicting the right actions for growth. It usually covers more than a few months, often a year and sometimes longer. It includes your vision, interim goals and other purpose statements of why you’re doing what you intend on doing. Writing a marketing plan sounds great. Actually finishing a comprehensive market analysis can feel even better.

A marketing plan, by itself, can be pretty ineffective. Rather, for our clients, we implement “Marketing Action Plan (MAP) Dashboards.” An actively-managed Dashboard can help your marketing team stay nimble, pro-active, strategic and focused on the most time- and cost-effective marketing efforts.

Originally published in the AICPA ‘CPA Insider’ newsletter. Please click here to go to their site and read more to read more.