CPA Marketing Feed

CPA Marketing

The AICPA provides tools and resources for members to promote their practices and services. CPA marketing can be an effective may to attract new clients and improve relations with existing clients, offer a public service to those in need of financial assistance or information and educate the business community and general public about CPA services.

 

 

 

 

 


 

Seizing Opportunity Like a Rapping Founding Father

HamiltonWhen hip hop music first became popular, very few people would have thought that the music could be a great way to tell the story of America’s Founding Fathers. Yet, the wildly popular Broadway musical “Hamilton,” which won 11 Tony Awards, merges the historical narrative of the nation's first Secretary of the Treasury with hip hop music and lyrics, and proves that it’s possible to successfully create something fresh by offering a new take on a familiar subject.

Alexander Hamilton, the man whose life inspired the musical, started his career as an accounting clerk in the West Indies, then went to colonial America, where he would eventually lay the groundwork for the United States financial system. The musical came to life because Lin-Manuel Miranda, its creator and the man who originated the role of Hamilton, saw an opportunity and seized it by utilizing his musical talents to tell a 240-year-old story and delight unsuspecting audiences.

What does that have to do with CPAs? A lot, actually. Every day, CPAs use their knowledge and talents to meet a wide spectrum of client needs, often in ways that weren’t initially envisioned 50 or 20 or even five years ago. If you’d like to set the stage for new options in your career or practice, here are several opportunities that mesh well with CPAs’ core competencies and experience.   

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6 Planning Ideas for CPAs Who Have Aging Clients

Aging clientsYou might have noticed the “graying” of your clients and thought “how can I, as a CPA and trusted adviser, provide services that meet their changing needs? What are the practice considerations surrounding those services?”

Recently, we served on a panel at the AICPA Conference on Tax Strategies for the High-Income Individual that focused specifically on these issues. Consider some of the following ideas gleaned from the session and how you may be able to incorporate them into your practice:

  1. Services: Cognitive challenges often affect executive functioning, such as the ability to handle day-to-day finances. Services you might offer include automating finances such as bill paying, monitoring investments, and reviewing banking records to identify elder financial abuse. With clients more commonly living into their 90s and beyond, budgeting and the recurring financial responsibilities of an individual or family take on a very different nature.

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CPA Brand Research: The Good, the Challenge and the Opportunity

Brand infographicWhen most people think about a strong brand, Disney or Apple come to mind.  But when we at the AICPA think of a strong brand, we think of the CPA.  And we are pleased again to report that independent research confirms that CPA stands stronger than ever.

We are always pleased to hear from business decision-makers and investors that CPAs remain the most highly regarded and trusted business professionals, and we look forward to sharing that news with you.

The 2015 independent research commissioned by the AICPA again reveals a long list of affirming statistics about the value that the CPA brings to clients and the value the CPA credential offers the profession. The study also provides insight into global forces at play that both challenge the profession and point to areas of opportunity.

First, the good news: CPAs continue to inspire confidence across our key constituencies. Results of our focus groups, in-depth interviews and four nationally distributed online surveys, conducted by Applied Research & Consulting, show:

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Appearances are Not Deceiving: Powering CPAs as Premier Tax Service Providers

The way to gain a good reputation is to endeavor to be what you desire to appear.

--Socrates

2013_CPAGiveaway_Thumbnail (2)When I started college at the University of Maryland, I went in as a pre-med major, intending to be a pediatrician.  I wanted something meaningful, and I wanted to make a living, but all the sciences did me in. Luckily for me, my sister had just married a CPA and I spoke to him about becoming an accounting major. The rest is history. I thought, “Maybe it’s not the most glamorous job in the world,” but I had a very positive impression of CPAs and my brother-in-law reinforced that positive impression when I spoke to him.

Fast forward to my role at the AICPA, where a key mission is to position CPAs as the premier providers of tax services. This is not just about appearances – it’s about realities. It is why the AICPA Tax Section is the home for CPA tax professionals seeking the edge they need to achieve success – premier status, if you will – through the tax practice resources and the ethical guidance we provide. We believe “premier’ is defined by the high quality services and uncommon ethical conduct CPAs provide; and the AICPA has to do its part in helping CPAs achieve the reality.

But the appearances part is important too. It’s critical. I know that CPAs are the premier tax service providers, but I want the rest of the world to know it too. And so for a number of years, the AICPA has supported a public-facing communications campaign to position CPAs as the premier service provider. Two years ago, that campaign morphed into a social media push to engage consumers to tell their #CPAPOWERED life moment stories of financial success or goals met thanks to their CPA. Last year, the #CPAPOWERED campaign focused on establishing CPAs as essential to small business success and a strong economy. The campaign helped business owners and entrepreneurs understand how much the advice of a CPA can help them start, grow and thrive.

Part of that campaign showcased CPA expertise and tips through the “CPA Secrets to a Better Business” video series. This year, the push when the consuming public has taxes on its mind began on March 4 and will run during busy season. We will again be using the Tax Tip video series on YouTube and Facebook.

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What Do Super Bowl Commercials and CPA Marketing Have in Common?


Super bowlI don’t know about you, but my favorite part of the Super Bowl isn’t the first kickoff or the half-time show, it’s the commercials. They are known as being some of the best, and definitely the most expensive, in the industry. In fact, thirty second spots for Super Bowl 50 have sold for as much as $5 million apiece. Companies spend months developing commercials that will capture the audience’s attention during the game and be remembered long after the last touchdown. Brand recognition is key. However, what good is it if the viewer has a good laugh but can’t remember the product being promoted? This year’s ads are rumored to feature the likes of Christopher Walken, Alec Baldwin and Amy Schumer. Given that the Super Bowl is the most watched television event each year, it is no wonder that companies like Amazon, Budweiser and Doritos return with commercials time and time again.

The Super Bowl advertising phenomenon got me thinking about CPA marketing. Although CPA firms do not often have $5 million to spend on a thirty second commercial, there are several techniques firms can implement to raise awareness of the services they provide. In order to learn more about CPA marketing efforts, I spoke with two experts: Kari Schott from Inovautus Consulting and Brian Swanson from FlashPoint Marketing. Below are some tips on how to enhance your firm’s branding and marketing.

Personalized messaging is key. Some of the best Super Bowl commercials leave the viewer feeling as if they are being spoken to directly. Research has found that communicating 1:1 is more effective than communicating 1 to many. For CPAs, this might mean creating ads that speak to a specific audience, such as those placed in an industry association publication, and having personalized messages designed exclusively for that audience.

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