Idea of the Month:
Strategic Marketing Plans
Wow, what a crazy tax season! After an intense almost half-year of client service, marketing can now come back to the forefront. Before launching into your marketing efforts, it is important to have effective strategies in place. So, how should you go about it?
Far too many CPA firms jump into the marketing process without a clear vision and understanding of what they want to achieve and how they are going to accomplish it. The result can be massively wasted time and money, as well as lack of achieving marketing results. What you need is a "Strategic Marketing Plan," providing specific direction and a method to measure and control your efforts.
The Specialists in CPA Marketing has developed hundreds of Strategic Marketing Plans for our clients, and we can help you, too. Through our unique process, clients are able to improve the effectiveness of their marketing efforts, while appropriately managing the use of human and financial resources. Our goal is to help you work smarter, not harder. Interested? Contact the experts at The Specialists in CPA Marketing.
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You know how it is — some tax seasons feel like you just came out from under a rock and can start seeing daylight again! Have spent three or more months of intense client service, marketing can now come back to the forefront. Before launching into your efforts, it is important to have effective marketing strategies in place. So, how should you go about it?
Your Game Plan
What you need is a "game plan." Having worked with hundreds of CPAs over the past 25-plus years, I've seen that all of them appreciate having realistic and achievable marketing strategies. They also want to know what are the best practices for each area of marketing. While this article isn't mean at all to substitute for personal consultations on strategic planning, here are some steps to consider:
(1) Develop Specific Objectives. Before embarking on a number of marketing programs (which can be expensive and fruitless if not managed correctly), identify your overall objectives. What are your revenue goals? Are you going to change your service offerings? Do you need to diversify your markets? Are you recruiting new partners with different areas of expertise?
Further complicating the decision-making process is that every firm is different, even if the services are similar. When you look closely, the differences can include target markets, culture, personnel, client relations, referral sources, resources available for marketing, etc. All of these, plus more, make an impact on marketing.
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