Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/39633
WE ARE PASSIONATE ABOUT YOUR WE ARE PASSIONATE ABOUT YOUR Success . "WE HAVE MANY ELEMENTS THAT MAKE UP OUR PROGRAM — FROM SCHEDULED NETWORKING EVENTS AND HOSTED EDUCATIONAL WORKSHOPS TO MONTHLY EMAIL CAMPAIGNS AND DIRECT MARKETING INITIATIVES. THE FIRM'S CORE SERVICES [CFO AND CONTROLLERSHIP] ARE YEAR-ROUND OFFERINGS THAT REQUIRE ONGOING MARKETING." Principal Greg Simons, CPA and Business Development & Mar- keting Specialist Raegan Potter bet er separate the popular campaigns from the laggards. Data also provided valuable marketing intelligence such as what day of the week yielded bet er results (Tuesdays and T ursdays tend to be best; just before a holiday tends to be bad) and what content/messages resonated with target audiences. "You can't know what direction to take if you don't know where you are," Pot er stated. "By measuring campaigns, you can bet er determine your next move. Randomly sending out mar- keting campaigns without proper analysis will leave you spinning your wheels." Choreographing Multiple Initiatives Marketing is diverse … with many channels and initiatives from which to choose. T e key is to create a pro- gram that is well choreographed — one where initiatives complement one another and fl ow. On the marketing stage, there's a big diff erence between fl uid dance and a lot of jumping around. T rough vigilant testing and a fair share of trial and error, Potter has developed a strong marketing plan. "We have many elements that make up our program — from scheduled networking events and hosted educa- tional workshops to monthly email campaigns and direct marketing initia- tives," Pot er explained. "T e fi rm's core services [CFO and controllership] are year-round off erings that require ongoing marketing." Pot er off ered a few examples of the fi rm's marketing initiatives: • Regular email campaign blasts • Monthly eNewslet er (distributed to prospects, clients and referral sources) • Direct mail campaigns to target markets • Networking events, including local Chambers of Commerce • Complimentary workshops on a variety of business topics • Speaking engagements for community agencies • Social media program, which includes LinkedIn, Twitter, Facebook and a fi rm blog • Referral program network "Over time, you just learn what elements work and when to launch them," Pot er said. "T at's when you know you have a good program in place." Put Yourself Out There Marketing has a place in every fi rm, no matter the size. To keep sales funnels full and a steady stream of new (and ideal) prospects fl owing through the door, fi rm leaders need to rethink outdated notions that marketing is merely a "nice to have." A sound program keeps a fi rm in front of clients and prospects, consistently strength- ening brand image and at racting the right demographic. So pull marketing out from the shadows and get that ugly stepsister dancing. Before you know it, you might just fi nd that your brand presence has reached super star status. Our Differences We are recognized for our honest and direct approach as we realize the importance of our role in our customers' businesses and fi nancial plans. We strive to serve the needs of each of our customers with the utmost professionalism and forthright communication, building relationships not just associations. The nature of our work demands just that. As trusted advisors, we work closely with our customers to help them improve their business perfor- mance. Our customers appreciate our team's approach and willingness to roll up our sleeves and work beside them on every level of project development and execution. As a RAN ONE accounting fi rm, we are members of the largest independent net- work of accountants in the world. This of- fers our clients the added support of a large global network with the focused busines- sized service of an independent, local fi rm. Our Unique Process At Simons Bitzer & Associates, we take a unique and specifi c approach to all the services we provide whether it's an entire strategic business process or a business tax planning project. Our approach consists of four important steps: Strategize, Plan, Implement and Monitor ("SPIM")™. Using this approach, we are able to ensure that the services provided are precisely as intended with the results achieved in a timely manner and according to plan. We also monitor the progress to determine the success of each action taken. This approach is designed to improve the processes and profi tability of a business. At Simons Bitzer, we're passionate about your success. Kristy Short, Ed.D Kristy is a partner in RootWorks Communications (RootWorks. com) and president of SAS Communications 360 (SAScommunications360.com) — fi rms dedicated to providing practice management education, branding, marketing, and public relations services to the accounting profession. She is also a professor of English and marketing at University of Phoenix and Cleary University. You can reach her at kristy.short@cpapracticeadvisor.com. If you'd like us to consider sharing your fi rm's story of innovation in a future issue, go to www.CPAPracticeAdvisor. com/great-practices and complete the short form. We'd love to hear from you. September 2011 • www.CPAPracticeAdvisor.com 9