Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/411648
10 November 2014 • www.CPAPracticeAdvisor.com MARKETING IN PRACTICE Accounting Firm Marketing Made Easy Do you send emails to clients when their tax return is ready for review or when there is a significant tax code change? Do you send reminders to clients when forms need to be signed? Does your receptionist greet people in a warm and friendly manner when they enter your ofce? Do you have at least one pr inted communication that explains your frm's services (perhaps a one-page information sheet)? If you answered yes to any of these examples, then you are already marketing… because you are communicating. This means that you've already launched a marketing program, and all you have to do is continue to build upon it. So, if you are communicating with clients in some fashion, then you already have a communications program in place, right? Right. The question on your mind should no longer be, "How do I start?," but rather, "How can I expand my program?" Feel stuck once more? Well, don't. Expanding communication with clients, and even prospects, is much easier than you might think. Tere are numerous resources available to help you set up and deliver communications with very litle efort. From full-package client magazines and newsleters to the vol- umes of helpful content on the web, you can easily get your communications program humming along in no time. Here are a few tips for expanding your communications program right away, and with litle efort: Tis type of communication is scheduled on a regular basis, usually monthly or bi- monthly. If you are worried about developing the content yourself, don't be. Tere are many accounting-specifc newsletter and magazine ser vices available to you—in both print and digital, whichever you prefer. Some services offer a complete package, which can include a professional client magazine (digital and print), an pre- writen email to announce each issue to clients, and even ready-made, highly educational social media posts. How easy is that? Your main goal is always to best serve your clients, but a rich client experience doesn't end with tax and accounting deliverables. Tink outside the box and create just one communication (to start) that clients will fnd inherently helpful. Tis could be an email e x p l a i n i ng t a x co d e changes in plain English or a blog post that breaks down fnancial statements so they are easily understandable. You can also venture into timely small business topics that your clients will fnd helpful. A simple Google search on small business trends or news will bring up a plethora of useful resources from which you can borrow content. Once you get going, you can begin to send regular monthly or even weekly communications. If the information is truly helpful, clients will begin to look for ward to receiv ing these communication assets. Some- times it's the small things that can make your clients very happy…while also communicating that you care. For example, if your ofce is equipped with wi-f (and it should be), make it easy for clients to connect to your network while waiting. Have a printed card (business card size) available in your reception area that provides your firm's wi-fi information, including network name and guest password. It's much more convenient than having the receptionist jot it down on a Post-it note. And, it's another way to positively communicate to your cli- ents that you understand their needs. Tese are just a few examples of how you can easily augment your commu- nications program. Te more interac- tions with your clients, the stronger the relationship grows—so be sure to continue communicating. With all the resources available to the accounting profession, it's truly not that hard to build a program that runs throughout the year and consistently provides your clients with useful, helpful information. And that's the best kind of marketing! 1 0 N o v e m b e r 2 0 1 4 • w w w . C P A P r a By Kristy Short, Ed.D Kristy Short, Ed.D, is president of rwc360, LLC ( rwc360.com )— a frm dedicated to providing branding , marketing , and public relations services exclusively to the accounting profession. She is also a professor of English and marketing. Reach her at kristy@rwc360.com . T he word "marketing" continues to plague frms as an unknown, unfamiliar (and almost omi- nous) force. The notion that marketing is too hard or takes too much time to execute isn't reality. Te fact is that many frms already have a mar- keting program in place, because marketing is really just communicating.