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Successful proposals

Proposals that are well written, focus on the prospect’s real needs and are professionally presented are most likely to be short-listed for further consideration. But while your proposal must be good enough to move your firm to the next stage of the selection process, it is rarely the sole determining...

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Marketing in a down economy

When the economy sours, a firm needs to modify its marketing and client development activities to deal with the new realities. When business slows down, accountants may tend to hide in their offices, ignore the outside world, and hope that business will improve. However, consider this an opportune time to...

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Improving email open and click rates

Open and click rates provide firms with key information about their email marketing campaigns. Open rates show how many email campaigns were opened by clients, and click rates show how many of these campaigns registered at least one click. These rates are an excellent indication of whether a firm’s email...

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Why firms should be blogging

Blogging is one of the most cost-effective strategies used to promote a firm’s online identity. It gives firms the potential to reach audiences on a larger scale, increase brand awareness and promote traffic to their website. However, managing a successful blog requires time, commitment and dedication from a firm. So...

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The need to plan for growth

There are many reasons why firms must have an organised plan for growth. The buoyant economy has concentrated accountants’ minds on ensuring that a firm’s own management, growth and profitability are not left unplanned. Accountants must now, more than ever before, commit to retraining themselves and be prepared to market,...

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Getting everyone on the team involved

Most accounting professionals are capable of developing business if they understand the process. Business development skills, like most skills we learn in life, need to be built one step at a time. Here are a few ideas that may help put client development in perspective as well as help you...

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Hiring a marketing director

Marketing is an essential business function that needs to permeate all aspects of an accounting firm. It is a process: a series of steps and activities, a journey rather than a destination. An increasing number of firms are hiring a marketing director and recognising the need to commit to and...

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Creating a marketing culture

It is not enough for just one or two partners to have a marketing mentality while the remainder of a firm remains lukewarm about marketing. The commitment to marketing must be firm-wide. This means creating a marketing culture throughout the organisation. Below are seven elements to creating a dynamic marketing...

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Ten key points to focused marketing

Simply put, marketing accounting services consists of four steps: Informing as many people as possible of your existence Leading them to develop an interest in your services Persuading them to meet with you Move from client enquiry to client engagement Here is a simple ten-point strategy for achieving these objectives:...

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Marketing myths

For some reason, the accounting profession is riddled with marketing myths. Below are six common myths that do contain an element of truth, but can be quite damaging if taken too seriously. The best source of new business is from new clientsThis theory involves your new clients being so ecstatic...