What types of data do you collect and how do you leverage that data to help your marketing strategy at your firm?
We collect data from our blog and website pages to help us determine our best performing topics and use that to produce our future content each year. This approach helps us provide content on the topics that our readers are most interested in and puts our firm in the position of being their first source of information.
What is the structure of your marketing department?
We have a Partner as our Sales and Marketing Director who oversees the department and focuses on business development. I serve as our Marketing Coordinator and oversee the firm’s marketing along with our Marketing Administrator.
What is a “must know” for new accounting marketers?
Grow your network! I’ve met many great friends and resources through AAM that have helped me grow as a marketer and tackle hurdles within my career. Learning from my peers has been a wonderful benefit of being an AAM member, and I’ve gained a lot of knowledge from touching base with others.
What are your special skills or what is something people may not know about you?
I love event planning! I’ve organized large events in most of my roles over the years, and in my free time I help run large festivals and events in the Central Iowa area.
Share one marketing tip.
Take a step back once a month to match the projects you’re spending your time on with the firm’s goals and marketing plan. If they aren’t matching up, then there may be a disconnect, and there may be a need to reevaluate your priorities.
What do you feel is the biggest issue facing accounting marketers today?
The industry is changing so quickly. It can be difficult to get the leadership of your firm on board with what it takes to stay on top of it all and comfortable with the risks it will take to get to where you want to be.
What would you be doing if you had not become a marketer?
I would love to build and run a multi-use event venue for everything from large conferences to weddings to board meetings. Maybe someday!
What is the biggest project you are working on right now?
We have just begun the process of developing new messaging for each of our service lines. We are taking a different approach to how we are marketing what we provide our clients and how our services are helping them. We are developing a script for how each of our services provides benefits to the client.
If you had an unlimited budget, what is one thing you would implement immediately?
More hands! Additional department staff for both marketing and business development has become our biggest issue lately. We have great ideas, goals, and projects we’d like to implement, but we are struggling with the capacity to get it all done.
What books have you read recently that you feel would be beneficial to other AAM members?
“Building Your StoryBrand” by Donald Miller. Even if you don’t want to fully implement the StoryBrand theory into your firm, there are still great takeaways as far as how you are thinking about your clients and small things you can do to show them your value.