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3 Ways to Help Your Firm Showcase Its Value to Clients

Earlier this month, I spoke on Facebook Live with Heather O’Connor from the Association’s Communications team about opportunities firms and small practices have for showcasing their value as strategic advisers.

Many firms today are seeking quality clients who are compatible with the firm’s service offerings. That might sound like a pretty basic statement, but developing a roster of quality clients is anything but basic. Communicating your firm’s value to potential clients should be foremost in your thoughts. For many, the trick is finding a place to start.

But there is good news. Your firm has opportunities to use professional resources and materials provided by the AICPA and enhanced by the new Association of International Certified Professional Accountants. These tools will define and communicate your value, while also helping you attract high-quality clients you’ll retain well into the future.

The first is our #CPApowered campaign. Now in its third year, #CPApowered capitalizes on the strong partnership between the AICPA, firms and state CPA societies to simultaneously reach broader audiences with the objective of promoting CPAs as the trusted adviser to the small business community. Our national campaign includes paid spots on social media and cable television.  Firms can access these high-quality videos for use on their social media channels or websites free of charge.

If your budget allows, these ads can be used on local broadcast TV to supplement the national cable buy. To learn about the complimentary and paid options for your firm’s participation, visit the campaign site. This campaign is a great way to use a professional-quality ad for engaging with small businesses and attracting clients. Co-brandable, printable resources from the CPA Marketing Toolkit for Small Businesses can also help round out your firm’s promotional efforts.

Second, we’ve introduced a new dynamic brand that reflects the vibrancy of the profession and positions you and your designations well in the marketplace.  Incorporating this new market-tested brand into your firm’s brand (or if you don’t have one, simply use this one!) is a powerful way to enhance your firm’s visibility. The new CPA logo, as well as member of the AICPA logos, are available for downloading once you’ve logged in to aicpa.org. By using the logo in your marketing materials, you will create a consistent message that leverages the power of your CPA designation.

Finally, there is PCPS Membership. With almost 7,000 firm members, PCPS continues to be the home for firm practice management and success within the Association. The wealth of tools in areas such as human capital, succession and growth provide a one stop shop for firms. Two of the tools that particularly address attracting and retaining quality clients:

  • The Practice Growth & Client Services area offers a specific framework designed to assist firms in creating their own client attraction and retention process.
  • The Firm inMotion e-Toolkit aids firms in assessing their current resources and determining what they need most to meet client and staff needs moving forward.

In these complex and extraordinary times, the work CPAs do has never been more important. With the strength of the Association of International Certified Professional Accountants, the AICPA continues to provide you with the tools, resources and advocacy you need to power success for your clients and businesses.  By leveraging these resources and more, you will be taking important steps to grow a quality, loyal client roster for your firm. And that is the ultimate key to achieving a successful and accomplished future for your firm. 

Mark Koziel, CPA, Executive Vice President, Firm Services – PA, Association of International Certified Professional Accountants




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