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.
Your to-do list likely includes items such as scheduling next year’s engagements, sending client information requests, preparing for year-end client accounting services processes, gathering and reviewing documents needed for early 2021 and contacting clients to plan for the year ahead. Taking time to market your services to prospects and clients might be missing from your list. We understand that. With so much else going on, this task often isn’t a priority. But we’d like to help you showcase your expertise and the value you provide with our new CPA Marketing Toolkit. Check out the following five marketing resources, included as part of your AICPA membership.
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Your firm already has a logo and a website. Your branding job is done, right? Not exactly. Gone are the days where simply having an online presence and an eye-catching logo were enough to attract new clients and set you apart from your competition. Today, clients want an experience and meaningful interactions. So, how do you give them that? Branding.
How a company is identified and distinguished, also known as branding, is essential for any business no matter the size, industry, clientele or years in operation. It leaves an impression on your customers, lets them know what they are getting and builds their trust. How you brand your firm can greatly influence your success. Businesses that show consistent branding increase revenue up to 23%.
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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.
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We all get used to doing things a certain way. It’s easy. It’s comfortable. But over time, we lose sight of whether what we’re doing makes sense. Is it effective? Is it worthwhile? Does it take more time and energy than it returns? It’s worthwhile to take a hard look at how you market your services and ask tough questions.
Every day, CPA firms across the country rely on ideas for promoting their services that might not present the best value. Call them old habits or if-it-ain’t-broke-don’t-fix-it syndrome, but the result is the same: results that are “meh.” What more could you do to promote the very real value you bring to clients on a daily basis? Let’s start with what you might be doing now that may not be effective.
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Some brands are almost universally recognizable. With just a glance at their logo, you know precisely the level of service or the quality of product you are going to get.
Wouldn’t it be great if your own personal brand could communicate the same trust and consistency? While top companies have huge teams (and usually more than a few agencies) devoted to the positioning and reputation of their brands, they all follow the same steps--steps you can easily implement into your personal brand today.
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