Content: Currency in the Attention Economy
Buyers of accounting services are growing more demanding and price sensitive. How can your firm break through those defenses and build the kinds of relationships that lead to profitable engagements? Two social networking experts share how to use “content as currency” to become more visible in social networks and more valuable to buyers.
Using Analytics to Drive Content Decisions and Drive Leads
It’s a good bet your CPA firm utilizes digital marketing to create lead opportunities and drive brand loyalty. If so, your task is straightforward: Develop and deploy fresh and relevant content on your website, and promote it through social media and outreach platforms to help partners, principals and staff convert site visitors into new business. In the article, “Using Analytics to Drive Content Decisions and Drive Leads,” we highlight some of our favorite methods for collecting rich insights from websites, and we share examples that detail how these methods can be utilized. Examples include: (1) Google Analytics: Through these reports, you can learn which landing pages drive the most traffic—then streamline your content accordingly. (2) Google Search Console: This tool provides a listing of the search terms that people type into Google and, ultimately, use to land on your site. (3) Heatmap: This software informs of you of behavioral patterns of your site visitors, which allows you to make informed decisions about where to place specific messaging and call-to-action requests in priority positions.
Innovative Accounting Firms Are Offering Marketing Services
Since traditional accounting services are considered a commodity, is can be difficult to differentiate your firm from the competition. It is imperative for marketers to present the unique value their firm can bring to a relationship. High growth accounting firms are branching out and offering business advisory services in areas such as wealth and investment management, CFO, human resources, training, and information technology. Innovative firms are taking it one step further by offering marketing services. KPMG and Deloitte are among the many firms that are either buying advertising agencies or investing in the talent and expertise to form their own marketing services group. It is estimated that eight of North America’s top advertising agencies are now owned by Big 4 accounting or other large consulting firms. This article discusses the many benefits firm realize by offering marketing services. A case study is also presented on the high level of success Skoda Minotti has achieved.
Take the Shortcut to Growth
In Take the Shortcut to Growth, The Accountable Growth™ Coach suggests three straight-forward steps and detailed tips to streamline your firm’s time and money investments for faster growth: (1) Identify your “Next-Gen” Growth Leaders with the help of proven characteristics. (2) Use the scorecard to assess “Growth Leader Mindsets” against eight criteria that have been developed with input from hundreds of professional service firm partners and senior managers. Potential Next-Gen Growth Leaders can anonymously complete the scorecard and see how they compare to others by visiting http://www.accountablegrowth.com and clicking the “Growth Leader Mindsets” button. (3) Launch a “Next-Gen Growth Leaders Program”, sponsored by an active senior leader and facilitated by a seasoned coach (internal or external). Follow the recommended approach fastidiously. Take the Shortcut to Growth and expect increased engagement, effectiveness and results from your Next-Gen Growth Leaders.
This Accounting Podcast Is
When Rea & Associates set out to launch unsuitable on Rea Radio in the fall of 2015, the firm’s practice growth team’s objective was simple: produce a podcast that would accurately reflect Rea’s unique culture while demonstrating the expertise of the firm’s industry leaders. Today, just over one year later, the podcast has racked up more than 11,000 listens on SoundCloud (with about 200 new listens every week), established a loyal fan base, received several national and global accolades and, perhaps most importantly, has positioned many of the firm’s experts as thought leaders in their respective fields. Read on to learn more about Rea’s successful podcasting endeavor and walk away with some best practices you can use infiltrate the airwaves with your own show.
Capitalizing on Uncertainty
Political uncertainty is an opportunity for accounting firms to apply agile marketing techniques. In this article, K·Coe Isom’s Debra Helwig explains how her firm capitalizes on uncertain situations by creating timely, explanatory materials and using them to reach out to customers and potential customers. By staying agile, the firm creates credibility, anticipates guidance that customers need, uses expertise to lead conversations that can shape policy and support businesses, and reminds customers that they are not alone in facing changes.