Monthly Archive: April 2018

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How to use hashtags

When used correctly, hashtags are a great way for firms to increase client engagement and make their social media posts more visible. A hashtag is a keyword phrase that has no spaces with the # sign at the start of the phrase e.g. #accountingfirm #smsfadvice. They can be placed anywhere...

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An introduction to prospecting

Prospecting is probably the most mundane, least understood, and consequently the most ignored aspect of practice development among accounting firms. It is also the most important. No matter what level of sales skills, client skills, or people skills you have, without prospective client opportunities your growth will be severely limited....

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Turning contacts into prospects

Put simply, prospecting is locating and meeting potential clients. It is a process, not an event – it goes on all the time in almost any circumstance. You can network anywhere. You will always have something in common with the people around you. If you have to queue at the...

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The email metrics your firm should be tracking

At the end of the day, it doesn’t matter how optimised your firm’s emails are if you can’t track the results of your efforts. Before sending an email, accountants should review the purpose of their email marketing and figure out which metrics they will need to track to determine how...

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How to gain more social media followers

Many firms are still new to social media marketing, and, as with all new endeavours, there are always a few early pitfalls. Gaining a decent number of followers is one such difficulty facing accounting firms. But there are activities and processes firms can follow to improve their social following. Below...

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Acquiring and maintaining prospect information

Having knowledge of your prospects is crucial if your prospecting campaign is to succeed, but equally crucial is to ensure that the information you hold on your prospects is accurate, up-to-date, and easily retrievable. To do this you need to follow a four-step process: Develop a list or lists of...

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How to make your emails more persuasive

Successful firm marketing is all about communication. Closing a sale, providing valuable content and explaining your firm’s services (just to name a few) all rely on the accountant’s ability to express themselves clearly and persuasively. When it comes to communicating via email marketing, firms only have a small, brief window...

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Getting through to the decision maker

When you target a prospect, before making any approaches you need to find out who would make the decision for the business to leave their present firm and move to a new one. Unless you know who this person is and can get through to them to influence their decision,...

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The basics of good email writing

Emails can be difficult to write. Along with being time-consuming to write and time-consuming to tailor, they are not always guaranteed to produce the result firms are after. Writing a good email is a skill all accountants should practice. Even if you are offering something valuable or relevant, writing about...

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The five grades on your invisible report card

The hard part in obtaining favourable judgements is making sure clients and others perceive all you have done for them – in other words, getting credit for what you have done. There are five principal dimensions to service quality: Reliability: is the ability to provide the promised service dependably and...