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9 Ways to Guarantee That Inbound Marketing Will Crash and Burn at Your CPA Firm
An Excerpt from Growth Strategies, The Journal of Accounting Marketing and Sales (Spring 2012 – Volume 2, Issue 1)
Inbound marketing isn’t just a passing marketing fad. It’s hot, it’s the way that accounting firms will be generating leads now and well into the future, and it’s here to stay. More and more CPA firm marketers are seriously moving towards incorporating inbound marketing as part of their marketing mix. Their enthusiasm is infectious because from a conceptual perspective, inbound marketing makes sense and has the potential to deliver a HUGE ROI.
But then reality hits: this isn’t a set it and forget marketing strategy. The gap between concept and execution is the difference between inbound marketing success and failure. It’s hard work that involves new ways of thinking, different types of resources and new skills. 
So here are nine ways to guarantee that an inbound marketing program will fail:
- Lack of commitment and resources
- Unwillingness to sacrifice marketing initiatives that fail to deliver ROI
- Keep thinking about your website as an online brochure and spend more time and money on design than content creation
- Ignore lead generation
- Write tons of mediocre content instead of less frequent, but remarkable, content
- Ignore the power of social media
- Don’t do basic search engine optimization
- Design lousy calls to action and landing pages
- Neglect the middle of the funnel and don’t nurture your leads
CPA firms employing inbound marketing are spending smarter and focusing their marketing spend on ROI. They’re becoming thought leaders and are promoting theirthought leadership in new ways, using new media. They’ve realized that inbound marketing is not the only tool in their new business toolkit, but one they need to have to have because of it’s power to be a business development game changer.
For a confidential discussion of your CPA firm’s marketing program and opportunities for inbound marketing, call us at 585 425 2552 or contact us here.
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