Marketing the CPA 2011

Marketing the CPA for
Maximum ROI
June 14, 2011
> Tina Lambert, CAE | VSCPA Vice President,
Member & Public Relations

ROI = Return on Investment
Return on Ideas

Some GOALS for
this session…

• Mastering marketing basics and
successful awareness efforts
• Power of social media and online
marketing
• Dos and don’ts of presenting like
a pro
• Effective resources and tools

Even the best of
the best have a
COACH
and need to
PRACTICE.

How do I master
MARKETING?

BRANDING 101: more than visuals …

• A brand is not a logo, a
corporate identity system or
a product.
• A brand is a person’s gut
feeling about your company.
• It’s not what you say it is, it’s
what they say it is.

• What are your strengths?
• What are your weaknesses?
• How do clients, colleagues perceive you?
• How does the competition perceive you?
• How do you perceive your competition?
• What 20% of your efforts are generating
80% of your revenue?

FOUR BASIC
ESSENTIALS TO A
SUCCESSFUL
MARKETING PLAN

Delivery
DELIVERY

AWARENESS

Zappos on Nightline

10 marketing lessons from Zappos…
1. Deliver WOW through service.
2. Embrace and drive change.
3. Create fun and little weirdness.
4. Be adventurous, creative and
open-minded.
5. Pursue growth and learning.
6. Have open and honest
relationships.
7. Build positive team and family
spirit.
8. Do more with less.
9. Be passionate and determined.
10. Be humble.

10 marketing tactics that get RESULTS
1. Networking – Referrals, relationships
2. Direct mail – Response, awareness
3. E-newsletters – Cheap, news/info
4. E-mail marketing – Cheap, fast,
targeted
5. Website – First impressions
6. Search engine optimization – Drive
web traffic
7. Blogging – Thought leadership
8. Social media – Global, power in
numbers
9. Speaking & writing – Showcase
expertise
10. Webinars – Easy, growing demand

What
about my
PERSONAL
BRAND?

Brand
attributes?

Brand
attributes?

It takes 7 seconds to
make a first impression.

How do you build a PERSONAL BRAND?

• Dress at the office?
• Your grooming?
• Your 5 second introduction?
• Your 30 second introduction?
• Your presentation skills?
• Office environment?
• Your car?
• Your interactions?
(coworkers, clients, etc.)
• Your business collateral?
• Your social media?

How do you build a PERSONAL BRAND?

• Versatility is KEY!
• Versatility = the ability to
deal well with many
different types of people
in different situations
• A versatile person
modifies their behavior
so that the other
person/people feel
comfortable interacting
with them

How do I maximize
SOCIAL MEDIA
& ONLINE MARKETING?

SOCIAL MEDIA
IS AN UMBRELLA TERM…

THAT DEFINES THE VARIOUS ACTIVITIES THAT
INTEGRATE TECHNOLOGY, SOCIAL INTERACTION
AND THE CONSTRUCTION OF WORDS, PICTURES,
VIDEOS AND AUDIO.

http://www.wikipedia.org

It’s also a fancy way
to describe
PEOPLE
having
CONVERSATIONS
online.

Photo by Kris Hoet

The CONVERSATIONS are powered by…
• Blogs • Podcasts & Videocasts
• RSS • Photo & Video Sharing
• Online Chat & Sites
Listserves • Virtual Worlds
• Wikis
• Social Networks

A shift in COMMUNICATION & CONVERSATION

Traditional Model Social Media Model

People are consuming
information differently…
• 92 % use multiple platforms each
day to get news
• 60 % get news from online and
offline sources each day
• 33 % of cell phone owners access
news on mobile device
• 80 % of online news consumers
get or share links via emails

Source: Pew Research Center

Social Media ROI
Socialnomics.net

Some ADVANTAGES…

• Cheap
• Flexible
• SEO & Drives Website
Traffic
• Good Word of Mouth
• Global
• Ideas, Trends, Buzz
• It’s EVERYWHERE

MEET YOUR FUTURE EMPLOYEES, PARTNERS, CFOs, CEOs…

A. Listen
• Immerse yourself in
conversations
• Monitor trends &
competition
• Google alerts, Twitter
searches
• Determine process
for responding

B. Participate
• Set up a profile
• Friend 25 people
• Comment on
blogs
• Answer questions
• The rule of thirds:
personal,
professional,
profitable

C. Drive
• Share your expertise
• Create content/ideas
• Write a blog
• Create home for
news, opinion,
content
• Establish as experts
• Promote
• Connect with
community
• Drive conversations
• Think MULTIMEDIA

D. Obey Traffic Signs
• Privacy: Customize what
others can see about you
(professional v. personal)
• Create ‘Friend’ groups
• Edit privacy settings
• Etiquette: Once you’re riding
the social media highway,
remember to obey common
Internet traffic rules of thumb.
• Policy: Obey or set company
guidelines for participation.

socialmediagovernance.com/policies.php

How do I give
PRESENTATIONS like a pro?

Triangle of Persuasion
Message/“Prove It”
-3x3
- VIP
- Sound Bites
- Anecdotes,
Analogies, Third
Party

Audience -- Listen, Translate, Edit -- You
Interest C, C, C
5W’s + Body Language,
So What, Who Cares, WIIFM Voice

What’s PERSUASIVE? Three elements in overall
impression of speakers…

Verbal (word choice, content) = 7%

Vocal (voice, tone, pace) = 38%

Visual (body language) = 55%

Content is still king, but
93% of overall
impression is DELIVERY

TO:
FROM:
RE: State problem &
possible solutions

Support your
problem: data,
The two minute statistics, analysis,
examples
TALKING MEMO
Bottom Line

Ideas for OPENERS

Weather
Kids/Pets
News
Common interests
True stories
Questions

A man walks into a
bar……OUCH!

Not so great OPENER…

JOKES
RELIGION
POLITICS
HEALTH

10 SIMPLE SECRETS of the World’s
Greatest Business Communicators

• Book by Carmine Gallo
• www.carminergallo.com
• Great, short read!
• Lots of helpful advice
from top CEOs and
leaders in business

#1 Passion:
Use Your Head
to Reach Your
Heart

#2 Inspiration:
C’mon Baby Light My Fire

#3 Preparation:
Toss the Script

#4 Start Strong:
Don’t Bury the Lead

#5 Clarity:
Lose the Jargon or
Lose Your Audience

#6 Brevity:
Keep it Short, Period

#7 Style:
Talk, Walk and
Look Like a
Leader

#8 Command Presence:
Movement Does
the Body Good

#9 Wear It Well:
Image is Everything!

#10 Reinvention:
Madonna or Rocky?

Crossing the Finish Line

•Repeat objectives and key
learning points (3x3)
•Tell them about additional
resources
•Tell them you’re available
for follow up & provide
contact info
•Stay for 5-10 minutes

"Do not wish to be anything
but what you are, and try to
be that perfectly."
-St Francis of De Sales

Meet the Singing CPA

What are the VSCPA
and AICPA RESOURCES?

RESOURCES from the VSCPA

• Financial Fitness
• Speakers Bureau
• Media relations
• “Ask a CPA” E-mail Program
• Tax season community service
• Virginia CPA Week
• CPA Day of Service
• Nonprofit Pro Bono Assistance
• Find a CPA
• www.vscpa.com for more info!

RESOURCES from the AICPA
AICPA Marketing Toolkit
• Marketing and communications
resources
• Print ads, client brochures, posters,
marketing articles and guides,
customer service and selling tips,
client satisfaction surveys and tips for
working with the media.

AICPA Social Media Toolkit
• Sample strategic plans, policies and
guidelines
• Types of metrics
• “How to” guides
• Articles

CONNECT with me

Tina Lambert, CAE
VSCPA Vice President, Member & Public Relations

• Phone: (804) 612-9416
• E-mail: tlambert@vscpa.com
• Web: www.vscpa.com
• LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com / search for “Virginia Society of CPAs”
• Facebook: www.facebook.com/TinaLambert1
www.facebook.com / search for “Virginia Society of CPAs”
• Twitter: www.twitter.com/TinaLambert
www.twitter.com/VSCPANews

Marketing the CPA for Maximum ROI

Marketing 101
As CPAs look for new ways to grow their brand, practice and ensure ongoing success, marketing has become an
increasingly critical part of business. But what exactly is involved in marketing? While there are many different
approaches to marketing, every successful marketing approach addresses four basic essentials: Product,
Audience, Awareness and Delivery.
• Product. What services do you offer? How are they different from your competitors? How are they better?
• Audience. Who is your target audience? How can you reach them?
• Awareness. What do people think of your services? How can you increase their awareness?
• Delivery. How are your services delivered? How responsive are you to clients?
You don't need to spend huge amounts of money to get your message out to the general public. A successful
awareness effort requires only Planning, Imagination and Persistence. Here are three things to keep in mind:
• Focus your efforts. If you know your service and your audience well, concentrate on reaching that share of
the audience most likely to respond positively to your efforts.
• Choose your media imaginatively. Don't limit your efforts to just one strategy or one kind of media. Don't be
afraid to be unconventional.
• Consistency and persistence count. Your audience is already being bombarded with messages from other
companies. You need to emphasize the most important facet of your message and keep repeating it over
and over again.

The Power of Social Media & Online Marketing
Online marketing involves the use of the Internet to deliver marketing messages to the target audience.
Compared to traditional offline marketing, online marketing (websites, e-mail, social media tools) is very different
and at the same time, very much the same.
Just like traditional marketing efforts, with clear purpose, defined goals, and steady implementation, online
marketing and social media tools are highly effective and even timesaving. The key to unlocking the power of
social media is realizing it’s not about technology, it’s about people and relationships. Why should you care?

• More than 75% of all Americans have joined a social networking site, 99% of 18 to 24-year-olds
• 640 million people worldwide actively use Facebook, and 50% use it every day.
• If Facebook were its own country, it would be the 3rd largest — behind China and India.
• 200 million Facebook users access the site through mobile devices, a 200% increase in the last 12 months.
• iPhone applications hit 1 billion in 9 months.
• LinkedIn averages a new member every second, having more than 100 million users worldwide.
• 80% of companies use social media for recruitment; 95% of these using LinkedIn
• Twitter has 175 million users, and averages 95 million tweets per day, a 250% increase over last year.
• There are now more than 200 million blogs.
• More than 24 hours of video is uploaded to YouTube every minute.
• Flickr members upload more than 3,000 images every minute.

Presenting Like A Pro
In addition to traditional and online marketing, serving as a spokesperson and presenting speeches to various
groups are effective ways to market your services and enhance the brand of the CPA. The key is to make sure

Tina Lambert, CAE │Vice President, Member & Public Relations │tlambert@vscpa.com │ (804) 612-9416

that your topic is relevant to the audience and the services you can provide. Try to obtain speaking engagements
before groups that best represent your target audience. When making any kind of presentation, be as dynamic as
possible and make yourself available after the presentation to answer questions individually. Leaving immediately
after making a speech will lead to missed opportunities for making new client contacts.
Be sure you also have some handouts for attendees to take with them. These can include a summary or outline of
your remarks, information about your firm and your biography and brochures with your firm name imprinted on the
back. The point is that even after you've finished speaking, you want to continue to communicate your strengths
and qualifications and provide your audience with a means and reason to contact you after your speech.

Professional Resources

VSCPA Public Relations Programs
The VSCPA has a year-round, statewide effort designed to get members involved, capture the attention of
business decision-makers and promote a positive image of the CPA profession. Efforts include:
• Financial Fitness: This award-winning financial education campaign is a comprehensive effort to reach
out to the community and educate the public on wise money management.
• Speakers Bureau: This special program allows member volunteers to give presentations to VSCPA
chapters, member company/firms, nonprofits, professional organizations, corporations, etc. Volunteers
might also be contacted to handle a media interview.
• Media relations: The VSCPA’s media relations efforts include fostering relationships with the media and
sending press releases to promote the Society, its members and the profession. The VSCPA also sets up
media interviews for members.
• “Ask a CPA” E-mail Program: VSCPA member volunteers provide free tax, financial planning, military
tax and disaster recovery advice to the public by answering e-mail questions through
www.FinancialFitness.org.
• Tax season community service: The VSCPA organizes annual tax season community service events to
give members an outlet for becoming involved in their localities.
• Virginia CPA Week: Started in September 2009, this annual event includes the CPA Day of Service, free
Financial Fitness seminars and other efforts to recognize Virginia CPAs’ efforts.
• CPA Day of Service: This annual event enhances the image of CPAs by promoting a unified
commitment to public service. More than 600 volunteers participate annually.
• Nonprofit Pro Bono Assistance: The VSCPA gets requests from nonprofits and charitable organizations
and CPA volunteers are matched to fulfill these pro bono requests.
• Find a CPA: Find a CPA (located on the VSCPA website at www.vscpa.com/findacpa) matches
individuals and businesses that need professional financial services with CPA firms in their areas.

AICPA Marketing Toolkit
The AICPA's Marketing Tool Kit, available at www.aicpa.com, helps members promote their practices and
services and contains a host of resources and information to assist in marketing and communications efforts. Free
to download/view for members, you can use these tools to:
• Attract new clients and improve relations with existing clients
• Offer a public service to those in need of financial assistance or information
• Educate the business community and general public about CPA services
• Increase visibility by giving the presentations to business, consumer and community groups

The resources include: print advertisements, client brochures, CPA posters, marketing articles and guides,
customer service and selling tips, client satisfaction surveys and tips for working with the media.


T Mar
Ten rketing Tactics (Old and New) t Grow Your Bu
T ( d to usiness
s
er/December 2010 Disclos
B Aaron Tay (Novembe
By ylor sures Magazin
ne)

B
Back in the da CPA firms built their bu
ay, s usinesses on a combination of referrals, networking a maybe a little
n , and
d
direct mail. Th process wo
he orked, but the opportunities were limited by how muc access a f
e d ch firm had to pootential
c
clients. Attend
ding events an working th room was time- consum
nd he t ming and geoggraphically resstrictive. Mailings were
p
passive and expensive to do on a large scale. And th
e d hose cherishe referrals blew in at the w
ed whim of the w winds.

T
Today, referra are still the gold standa Prospects that come re
als e ard. s ecommended from existing clients are u
d g usually
e
easier to work with, more tr
k rusting and more profitable than those f
m e from any othe source. Ma of the old tactics
er any
s get results But now we have power online tools that simply weren’t available a few ye
still s. e rful y ears ago, allo
owing us
to reach new audiences in new ways. Many of these newer tools a inexpensiive — many a free — bu they still
o M are are ut
r
require time and effort to produce result These tools allow you, h
a ts. however, to re
each and eng
gage more pe eople —
p
people who want to buy se
w ervices like yo
ours.

I’ve picked 10 marketing to
0 ools that your firm can use to attract new clients, enc
w rals and build your
courage referr
b
business. Som of these ta
me -school, and I include them because the still work. Even the new tools
actics are old- m ey wer
w be familiar to you, but if you are like many firms, you may not h
will r f y have worked up the coura yet to give them a
age e
try. Whether you like it or not, CPA firm marketing is evolving at a rapid pace, a trends su as social m
y n and uch media
a
aren’t going away any time soon. If anyt
e thing, they are gaining mor traction ev
e re very year.

1 Networking
1.
T granddad of marketing, networkin has been around as lon as busines itself. No other marketin tactic
The ddy ng a ng ss ng
c match net
can tworking’s pe
ersonal touch. Opportunitie for network
es king abound. T trick is to pick events that are a
The o
g
good match fo your practic Try to sele events tha cater to you target audiience. A room full of insura
or ce. ect at ur m ance
s
sales reps isn going provide many qua leads.
n’t ality

Joining a Business Networ
J rking International (BNI) group can be a great way to meet prospe
o ective custom
mers,
s
share leads and encourage others to ref you. By de
e fer esign, no othe accountant or competito can join your group,
er t or
s if your netw
so working skills are a little rou around th edges, BN can be a gr
ugh he NI oost your confidence. It
reat way to bo
is also a forum to work thro
s m ough business challenges in a construct
s tive and non-
-judgmental eenvironment.

In my experience, local chaambers of com mmerce can be a hit or mis proposition Whether or not they will provide
b ss n. r
r
real opportuniities depends on who your clients are and who atten ds your cham
r mber’s events. Some cham
mbers
a
attract C-level executives to networking functions, wh others seem to draw s ole proprietor and sales
l hile rs
r
representative Instead of attending fun
es. f nctions, many accounting e
y executives jo chamber o commerce b
oin of boards
b
because they provide valua able peer-to-p
peer access to higher-leve decision-ma
t el akers.

If you have a lot of experience working with a particular vertical, yo may want to consider jo
f w ou oining an induustry-
focused professional organ
fo nization as an affiliate mem
n hese organizations can pr
mber. Often, th rovide access to a
s
b
bevy of decision-makers with little or no competition from other CP firms.
w f PA

L
Like all marke king takes time and patienc The more you are willin to put into it, the greater your
eting, network ce. ng
c
chances of su ndful of networking events each year, yo results are likely to be spotty. If,
uccess. If you attend a han our e
however, you have the time and interest to join the board of a loca nonprofit or professional organization you can
h e t al r n,
d
develop deep and trusting relationships with commun leaders a influencer And those relationships can only
nity and rs. s
b good for yo business.
be our

2 Direct ma
2. ail
Direct mail is opportunistic marketing. If someone is looking for a n
D l new accounta when you postcard or sales
ant ur r
etter lands on their desk, there is a decent chance th
le n hey’ll respond to your offer
d r.

T
Tina Lambert, CAE │Vice President, Me
, P ember & Publ Relations │tlambert@vs
lic scpa.com │ (
(804) 612-941
16

D
Direct mail als builds awa
so areness. If you send out ma
u ailings on a re
egular basis t the same list of prospec they
to cts,
m come to recognize you name over time. This increases your chances of b
may ur r r being conside
ered when the have a
ey
n
need.

W
What kind of direct mail is best? That’s difficult to say and it depe
d b d y, ends on your g
goals. Color p
postcards and other
d
p
printed collate are proba
eral uilding brand awareness. T
ably best at bu They can mak an impress
ke sion even if th aren’t
hey
r
read.

S
Sales letters, on the other hand, may loo and sound old-fashione but if they are well-writt they can g
h ok d ed, ten generate
fective sales l etters, but it c be learne Most busy
a impressive response. There is an art to writing eff
an e t can ed. y
accountants, however, wou be better off just hiring a copywriter who has exp
a h uld o perience deve
eloping sales l
letters.

W
Whatever dire mail vehicle you choose don’t be pa
ect e, assive. Be sur to include a offer to en
re an ntice a busy person to
take an action Whether it’s calling you for a free consultation or re
n. s f equesting a c
complimentary tax guide, a
y always
o
offer somethin of value to your audienc Your response rate can more than t
ng ce. n triple, and it gives you anotther
opportunity to generate inte
o erest in your services.
s

3 E-newsle
3. etters
In my opinion, there is no way to justify the expense of printing an d mailing a p
w t o paper newsletter in the Inte
ernet age.
E wsletters can be produced and distributed quickly an they cost ju a few cent apiece to d
Electronic new nd ust ts deliver. If
y use an e-mail broadcast service, yo can track how many peo
you ou h ople open eac issue, whic is a terrific way to
ch ch c
determine what types of co
d ontent engage your readers.
e

E
E-newsletters can be simple, single-artic issues dis
cle stributed six ti mes a year, o monthly, m
or multi-author journals
w sidebars and photos. Either way, th primary purpose is the same: to kee your firm in front of clien and
with E heir e ep n nts
p
prospects on a regular bas by providin content the want to rea
sis ng ey ad.

If you don’t wa to hire a graphic design to produc a custom te
f ant g ner ce emplate, man attractive, r
ny ready-made t templates
a available from the more reputable e-mail broadca services. A you need t provide is t content, a
are f e ast All to the and
you’re good to go. An e-newsletter is on of the easie ways to b uild awareness and remind referral sou
y o ne est urces that
y exist.
you

4 E-mail ma
4. arketing
E
E-mail market
ting has a (so
ometimes des eputation. Use responsibly, however, i can be an e
served) bad re ed it effective
w to commu
way unicate with your audience
y e.

E
E-mail is chea and it’s fas But the gre
ap st. eatest advanta of e-mail marketing is its inherent trackability. Many e-
age
m services provide detailed, real-time reports that reveal who op
mail e pened your ee-mail, what lin they click and
nks ked
w
whether they forwarded it to someone else. This information gives you incredib power. Yo can, for ins
f t e s ble ou stance,
s
send out variaations of your campaign an find out wh
nd hich one gets the best resp
ponse. Or you can segmen your
u nt
ists (by industry or some other meaning category) and see who responds m
li o gful o most favorably to your mess
y sage. In
s
short, you can systematica improve yo e-mail ma
n ally our arketing over time.

If you provide a link in your e-mail to a la
f r anding page on your webs
o site, you open up further po
n ossibilities. A landing
p
page is nothin more than a web page where people “land” after c
ng w e clicking a link. On a landing page, you c
g can
p
provide additio
onal information about you services, en
ur ngage visitors with a video or introduce and test diff
s o, e ferent
o
offers. Web annalytics packaages (such as the excellen and free Go
s nt oogle Analytic product) provide insight into
cs t
v
visitors’ behav once they get to the la
vior y anding page.

M
Most people’s negative per
s rceptions of e-mail marketi are assoc
e ing ciated with sp
pam. Nobody likes getting
u
unsolicited e-m on topics that don’t int
mail s terest them. Whenever po
W ossible, ask peeople’s permi
ission to send them e-
d
m (many e-mail services require opt-in lists). At the very least, a
mail s e always provid a link for pe
de eople to perm
manently
u
unsubscribe frrom your list.

T
lic scpa.com │ (
(804) 612-941
16

P
Perhaps most important, se only offer and information that is r
t end rs relevant to your audience. If your list is c
clean and
targeted and your content is appropriate to your audience, you willl rarely have a problem.
y i e

5 Speaking & writing
5. g
O of the best ways to inf
One fluence the way people find your firm is to become a n authority on your area of
d n
e
expertise. If yo enjoy publ speaking, you can addr
ou lic y ress local bus
siness groups on relevant a
s accounting orr
b
business issues. Once you have some experience un
u e nder your belt you can ap
t, pply to speak a various reg
at gional and
n
national confeerences. This exposure, an the braggin rights that come with it, can build you own reputa
nd ng ur ation and
y
your firm’s.

If you enjoy writing, there are many opportunities to build your rep
f w a b putation. Busin
ness publicattions are alwa on the
ays
lo
ookout for writers, especia if you don’t require pay
ally yment. Figure out what pub blications your clients are r
reading
a contact th publication to see if the would be in
and he ns ey nterested in a article. You may need to provide a w
an u o writing
s
sample, an arrticle abstract or be flexible regarding the topic. Keep in mind that you will need to provide u
e p d useful
c
content — ma sure your article or sub
ake bmission does specificallly advertise y
sn’t your services, or you will p
probably
n be conside
not ered by editors for publicat tion.

Y can also start a blog or write guest entries for oth blogs. Or consider writ
You o her r ting articles o white paper on
or rs
im
mportant and timely topics that you can offer to clien and prospe
d s n nts ects. And if yo really enjo pain, write a book. A
ou oy
b
book can prov
vide a great deal of credibility to an indiv
d vidual and he firm.
er

6 Website
6.
gnore your website at your own risk. Th
Ig w here is probab no more im
bly mportant tool in your CPA firm’s market ting
a
arsenal. It’s where prospec go to gaug your qualif
w cts ge fications and c
credibility. It’s where client can turn wh they
s ts hen
n
need a mortga calculator or up-to-dat tax informa
age te ation. And whe recent gra
en aduates and aaccountants a
are
p
prospecting fo new jobs, where do they turn to learn about your w
or w y n work environm ment? Those first impressio can
ons
b so crucial.
be

T
There are many dimension to a succes
ns ssful website. Its visual des
sign can crea an importa initial impr
ate ant ression
that colors eveerything a vis
sitor reads and sees about your firm. If y can begin publishing g
d you n great content on your
s ange people’s perceptions. Content can include artic
site, you’ll cha s n cles, speeches blog posts, tax advice, f
s, , financial
to
ools, white paapers, video or podcasts.
o

T
Think about what you want people to do on your web
w t o bsite, then def
fine conversio
ons. Convers
sions can be ffilling out
a form, reques
sting a quote, downloading a white paper or calling a phone numb Once you know what
g ber. u
c
conversions you want, figure out what offers you nee to make on your site to make them e
y o ed n easy to find an
nd
a
appealing.

Finally, make sure you trac your conve
F ck ther importan t statistics (su as numbe of unique v
ersions and ot uch er visitors,
p
popular pages average nu
s, umber of page viewed, av
es verage time sp nalytics tools such as
pent on the site). A web an
Google Analyt makes th easy, and it is the only way you can iimprove your site over time.
G tics his w r

7 Search Engine Optim
7. mization (SEO O)
If you optimize your websit for Internet search, visito will come. It’s almost in
f e te ors . nevitable. Yet many accounting
t
f
firms remain skeptical. The say, “That’s not how we get our busin
s ey s ness.” And no doubt they are right — b because
they can’t be found online! Unfortunately these firms are missing out on one of the best dea in busines
f y, s f als ss:
u
unsolicited, se
elf-qualified, ready-to-buy leads. They are real, and t
r l a they are a joy (my firm gets several of th
y s hese
le
eads each mo onth).

O
Online search isn’t the Yell
h low Pages. Because it is so convenient powerful and easy to use all kinds of people
t, e,
u search to find professio
use onal services: companies researching p potential venddors, job seek
kers, individua
als
seeking nearb tax assistance, individua or organiz
s by als zations lookin g for informat
tion, competittors doing duee
d
diligence. If yo site isn’t findable, none of these peo
our f e ople will cons ider you. SEO is one boat you don’t wa to
O t ant
m
miss.

T
lic scpa.com │ (
(804) 612-941
16

8 Blogging
8. g
M
Many firms div into bloggi without un
ve ing nderstanding the commitm ment it requires A blog that is updated fo times
s. t our
a year is worthhless. Make no mistake, a blog can be a fantastic wa to build yo credibility, attract new a
n ay our audiences
a drive search engine ac
and ctivity. But to realize these benefits, you need to post regular entries — at least once a
u t
week. If that’s too much of a commitmen for one per
w s nt rson, conside r spreading th duty amon multiple pe
he ng eople.
Y can even invite guest bloggers from time to time (most people are more th happy to o
You n m e e han offer their ser
rvices).

If you don’t ha a blog already, you can start one at no cost using a hosted se
f ave n t g ervice such as Wordpress, Blogger
s
o TypePad. Setting up an account take only a few minutes. This is an easy a practical w to get sta
or S es m s and way arted.
E
Even better, work with your web develop to build a blog into you website. Yo will enjoy t same sea
w per ur ou the arch
e
engine benefit but people will be draw to your firm website, w
ts, e wn m’s where they can learn more about your se
n ervices.

9 Social me
9. edia
I’m not going to debate the relative meri off all the popular socia l media tools in cyberspac Each has its place,
t e its p ce.
a I encoura you try the all. Instea I’m going to recommend just one for the busy acc
and age em ad, t d r countant: Link
kedIn.

L
LinkedIn make it easy to connect with people you kn
es c p now or want t know. The service even has sophistic
to cated
n
networking alggorithms that will show you how many “degrees of se
u “ eparation” lie between you and someon you
u ne
want to get to know. And it provides a co
w onvenient wa to keep in t
ay touch with bus aintances and friends.
siness acqua
L
LinkedIn is an indispensible tool for anyone who deve
n e elops new bu
usiness or wa nts to stay co
onnected with clients,
h
c
colleagues an friends.
nd

1 Webinars
10. s
Webinars are everywhere these days, and that’s no accident. The attract qualified audienc and are an ideal
W t a a ey ces
v
vehicle to dem
monstrate you expertise. In today’s eve
ur world, people are hungry fo information that will
er-changing w or
h
help them kee up with and adapt to evolving conditions. They are cheap and easy to produ
ep d e uce. Here are four tips
e
to improve att
o tendance righ off the bat:
ht

P
Pick the right topic. Select a topic that has broad app
peal, especial ly at first. Many people are looking for b
e basic
in
nformation, so that’s usual a safe bet in the beginn
lly ning.
C
Choose a goo title. Titles can be critica Don’t try to be clever or cute. Straigh
od al. o htforward titles get the best
s t
r
response. If you need inspiration, look around for oth webinars a check ou their titles.
a her and ut

D
Don’t charge admission. Yo webinar is a marketing investment, not a money maker. Keep it free and you’ll get
a our s g p
1 times as many enrollme
10 m ents.

P
Promote it to the right peop Remember that you want to attract qualified lead if possible That means
t ple. ds, e. s
p
promoting webinar to peop who you want as clients
ple w s.

B
Build a stron
nger business in 10 ways
s s

N
None of the taactics in this article are par
a rticularly cuttin edge. Acc ounting is a p
ng professional sservice, which means
h
y won’t get far with the la
you atest social media tools (Q
m Qaiku, anyone But the av
e?). verage firm has tried only ttwo of
three of these proven tools With a reasonable amount of effort, ea of these 10 tactics can make an im
e s. ach n mpact in a
r
relatively shor period of tim And when used in com
rt me. n mbination, they can dramat
y tically increas your leads and
se
c
conversions.

S don’t put off marketing any longer. If you start with only one of these tactics that’s great! Give it a try and see
So o a f h s, !
how it works for you. Then come back to this list and add another. It just might prove addicti
h f o . ive.

A
Aaron Taylor is a partner at Hinge in Re
a eston, a firm th provides m
hat marketing exp
xpertise to pro
ofessional ser
rvices
fi
firms across th country. He is co-autho of a new bo
he H or ook, “Spiraling Up: How to Create a Hig Growth, Hig Value
g gh gh
P
Professional Services Firm Contact him at aaron@h
S m.” m hingemarketinng.com.

T
lic scpa.com │ (
(804) 612-941
16

Where Traditional Marketing Approaches and New Media Intersect
By D. Michelle Golden, CPF, President of Golden Practices Inc. (AICPA Social Media Toolkit)

It’s funny. For a lot of very valid reasons, professionals are really pushing back on suggestions to integrate, if not
enthusiastically embrace, social media in their firms. Reasons cited are concerns about abuse and IT security
threats, which are addressed in the Sample Social Media Policy and Guidelines tool (found in the AICPA’s PCPS
Social Media Toolkit). Beyond that, there is some level of discomfort and even dread about doing this different
“marketing stuff” and possibly “more stuff” in addition to what practitioners already doing. It’s understandable,
then, that this isn’t always met with enthusiasm.

But what if I could show you that the type of objectives that firms seek to achieve through social media tools
remain the same as with traditional marketing approaches? And that underlying purpose in using these
communication tools is consistent with the communications you’re used to: phone, email, print, and face-to-face
contact.

And what if I could show you that the opportunity for ROI (return on investment) is comparable to that of traditional
marketing? More importantly, what if I could show you how social media can reduce your time, energy and
expense in achieving your marketing objectives—and can more consistently leverage marketing across all levels
of your firm so you aren’t so distinctly separated into “rainmakers” and “non-rainmakers”?

If you weren’t already keen to enter the realm of social media, perhaps after reading this, you’ll be inspired by the
advantages social media brings to the table for your firm’s marketing efforts and the business development role of
the individual practitioner.

Objectives
Just like traditional marketing efforts, with clear purpose, defined goals, and steady implementation, social media
tools are highly effective and even timesaving. Without such forethought and planning, results of using social
media are unpredictable at best, and can prove downright ineffective. However, the same is absolutely true of
more familiar forms of marketing such as hosting events, seminars, golf outings, cocktail receptions, participation
in organizations and associations, writing, speaking, mailing campaigns, and the list goes on.

Have you ever invested energy, time, and funds in one or more of these efforts and been disappointed with the
results? Have you ever felt frustration knowing other firms claim to have had amazing success with one or more
of these activities? The difference is in the amount and quality of planning, execution and follow-up. Social media
is no different.

Choosing which marketing objectives are the best for you and your firm involves a thoughtful, if not complex,
assessment of your:

• present and potential service mix;
• current client mix;
• local marketplace opportunities;
• available and potential capacity by level, service, and industry specialty;
• expendable budget;
• internal infrastructure to support;
• and the clincher, likelihood of follow-through on all levels, but especially where the rubber meets the road.


In traditional marketing plans for teams and individuals, once we remove tasks that would fall exclusively to the
firm’s marketing department for execution responsibility, the most effective initiatives can be organized into the
following categories:

• Current Clients (focusing on elevating service quality and deepening relationships for better retention of
ideal clients)
• Referral Sources/Centers of Influence (all referral sources beyond current clients)
• New Clients (identifying, meeting and furthering relationships with prospective clients)
• Credibility and Reputation (anything that’s bio-worthy)
• Research and Development (product and service improvement, processes, innovation)

Within each of these categories are a variety of activities you can pursue for practice development. These all stem
from traditional marketing approaches employed over the past 20+ years.

Current Clients Conversations with Clients

Succession Activities including Client Transition Initial Introductions (2-3+
years out) and Subsequent Relationship Development

Delegation (Training, Sharing Intellectual Capital, & Fostering/Earning Trust)

Service Grid (charting all services “across” and clients “down” to spot gaps)

Debriefs of Client Service Team - Before Action Reviews (BARs) and After
Action Reviews (AARs)

Product/Skill Development

Industry Participation/Focus

Expectation Management

Referral Sources Conversations & Face (One-on-one) Time

Reciprocity & Appreciation (Track, Reward)

Message(s) Conveyed (to educate referral sources about best fit)

Target RSs (outside of the firm, clients, other practitioners WITHIN the firm)

Follow-up

New Clients Target

Conversations & Face (One-on-one) Time

Demonstrate Relevance, Credibility & Trustworthiness

Credibility/ Reputation Worthiness of Trust (through behavior and impressions)


Respected Internally and Externally

Competence Demonstrated (writing, speaking)

Capabilities (substantiate claims with evidence of past performance via case
studies, representative clients, noteworthy testimonials)

Involvement in Industry: Visibility in Core Markets (external leadership roles
and positions, publicity, expert status)

R&D Innovation: ID, Create, Refine New Products/Solutions

Improve Effectiveness (better processes)

CPE: New Skills

Gain/Apply Industry Knowledge

Identify Key Predictive Indicators (KPIs) of How Clients Measure Success (for
each customer and sector)

This exact list existed long before social media became mainstream. And every item that is italicized can be
achieved in part, or completely, through social media communications channels.

Considering that social media interaction eliminates travel time and replaces physical “attendance,” virtual social
time also provides more concentrated interaction time. These facts allow for more frequent interactions with the
very people you’re strategically wise to get to know well. Further, through these more frequent but short
exchanges, interacting in the types of forums we’re discussing in this toolkit allows you to get to know people at a
much deeper level, far more quickly than when waiting for personal interactions.

Think of the credible colleague you meet at a business conference and know you’d be wise to keep in touch with.
Traditional “continued touches” might be a handwritten “it was nice to meet you” note and adding the person to
the firm’s newsletter mailing list. Next year, when you see him at the conference, he might know a little bit more
about you or your firm. But, what more do you know about him? About his business, or his interests? Add
LinkedIn or Facebook to the above efforts and by the next year, if you’ve used the tools correctly, you’ll not only
know a lot more about him, but you will have interacted in the interim. You will sit down as friends who will know
some of each other’s accomplishments, personal hobbies or interests and degree of interest in them, and perhaps
even some of those valuable personal details that bring people closer together. Thus the relationship is
dramatically accelerated. This happens all the time through social media.

Consider the necessity of staying visible to referral sources without being too intrusive. Brief, casual, pleasant
exchanges afforded through these tools serve as gentle reminders of your existence and relevance. The greater
your interactivity with prospects, clients, and other referral sources, the greater your potential for success.

Social media seems to have the most opportunity to change behavioral results in a firm in two ways. One is that it
provides a less intimidating way for more introverted professionals to interact with others and showcase their
expertise. Another—that resonates greatly with professionals who are parents of young children or have other,
significant time commitments outside of work—is the flexibility to “socialize” on their own schedule, one the road,
or in the comfort of their family room with their toddler at their side. What we’re witnessing is a greater level of


relationship development and “presence” than we’d otherwise see from both of these types of professionals. Done
well, we’ve seen social media results exceed the results of traditional-style rainmakers plus elevating the firm’s
web-presence.

New media also makes it very easy and instantaneous to disseminate credibility-reinforcing content. Messages
and conversations shared have staying power, unlike a verbal conversation, so others can explore them and learn
from them, too. Documents and conversations that are web-based and searchable serve to market you 24/7/365.
While you sleep and vacation, people can be impressed by you and what you know. They can access your
intellectual capital when they want it and not just when you send it out to them. In this “Google It” era of web-
based research by all demographic groups, this is enormously beneficial to your practice.

Success through social networking occurs when we actively move a relationship from digital to personal. In other
words, the tools do not usually substitute for personal interaction. Social media tools are a means to that end—
getting people to the point of personal interaction faster because a strong relationship can be developed more
quickly than when we must rely on being together in the same physical place, or waiting for a “good enough”
reason to call or write.

Purpose
Just the way that traditional marketing efforts can reap zero return on investment, so can social media. Creating a
“profile” and doing nothing at all with it is no different than attending the Chamber meeting and sitting with the
same pal month after month. If you’ve created a LinkedIn profile but wonder why no one’s ever called from it, you
are probably at the passive level of involvement—a wallflower at the Chamber meeting. The profile, alone, isn’t
going to generate results. Just like anything else, results come from maximizing the effort, taking it from passive
to proactive.

This chart helps explain the varying degrees of success, or lack thereof, we see with traditional tactics or new
media.

Familiar Methods New Media
Passive Marketing • Most advertising • Linked In, unleveraged (such as
(“come to us”) having only a partial profile, few
• Static websites contacts, and/or little interaction)
• Directory listings • Facebook, unleveraged
• Sponsorships, unleveraged • Twitter, unleveraged
• Seminars, unleveraged • Blogs (such as reading others, but
• Mail (postal or e-mail of any not commenting, or authoring
kind with no personal follow up) one’s own blog posts, but not
actively reading or interacting with
any others)
Participatory • Local general business • Same items as listed in familiar
(being present) organizations column, but become active in their
on-line communities, too
• Local trade organizations
• Blogs, leveraged well
• Peer organizations
• Twitter, leveraged well
• Local charities/ community
• Linked In/Plaxo, leveraged well
• National (Int’l) equiv. of all the
above • Facebook, leveraged well


Showing up is okay, but heavy
involvement and visibility, with
sincere interest and planned
contacts for each meeting are ideal.
Expert Resource • Peer publications • Same items as listed in familiar
(publishing) column, but become active in their
• Trade publications on-line communities, too
• Talk radio, TV, feature • Self-publish (web)
columns, other expert features
o Articles
• Media coverage
o Blogs
• External recognition (honors,
awards, contributions to one’s o Newsletters
profession) o News Releases
• Free advice of any kind
(articles, newsletters, etc)
Outreach • Postal, or e-mail WITH good • Blog (share your mind, your ideas,
(proactive) follow up your advice)
• Invitations of any kind • Tweet (help others, occasionally
point to your own content)
• Telephone contact (before they
call you) • Facebook, event invitations
• Lunches, breakfasts, dinner • Linked In
meetings
o Create viral buzz
• Seminars
o Set up Events and Groups
• Free advice, shared generously to continue the dialogue
after an event

Firms worry about abuse of social media tools. More specifically, they worry about excessive use by individuals
without a Return on Investment (ROI)

The ROI discussion can be a frustrating one. Asking “what is the ROI of social media?” is like asking “what is the
ROI of a telephone?” The phone is a form of communication. So is social media. ROI for a phone can be tied to a
specific campaign such as telemarketing activities following direct mail. A goal might have been stated to
generate an appointment with each contact. Your ROI will relate to that campaign and that appointment goal with
the “phone” as a component. Phone is measurable related to the campaign, but not as a freestanding tool. Social
media is exactly the same. And I pose to you that social media tools—whichever are the popular type of the day—
will become as much a part of our business routine as the telephone has.

Just the same as traditional marketing tactics, new media can be used well, overused, or potentially under-
utilized. Overuse with low ROI most often results from having no plan or purpose articulated, and can also lead to
burnout. Overuse is what most firms fear when opening the gates and supporting new media use, but underuse is
actually far more prevalent—just like traditional marketing endeavors that get stuck in the “passive” stage.

For any marketing initiative, ROI disappointments generally stem from not doing one or more of the following:


1) Determine the goal first, before deciding which technique or tools to apply, know exactly what needs to be
accomplished.
2) Have a plan based on realistic outcomes for that type of activity—align the technique with the desired
outcome.
3) Execute the plan well, in a disciplined manner, with proper preparation and follow up.
4) Measure according to the plan using criteria decided before beginning
5)
All social media tools are not equal. And all uses for a single tool are not equal. Understand the goals—the driving
purpose behind adopting any forms of new media. Make sure the tool suits the purpose with documented
expectations. And, for good results, make sure that people bring their use well past the passive stage.


Marketing the CPA 2011

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