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Professional Services Marketing Digest

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Do CPA Firm Marketers Need to Get More Curious?

Posted by Alan Vitberg

Jun 14, 2016 8:25:00 AM

6 Nooks Where Curiosity Leads to Bigger, Bolder, and Better Marketing

A couple of weeks ago, I talked about a meeting that I had with partner from a professional service firm where he declared that their firm just didn’t need any more marketing.

As you might recall, my takeaway was that: (1) regardless of the truth of the matter, he just wasn’t curious about marketing, and (2) the $13.45 (with tip) that I paid for coffee and parking was well worth the “aha!” moment I walked away with.

You might say, I got curious about curiosity. So, I built my blog post around marketing curiosity and questions partners might consider when climbing a marketing curiosity curve.

Lest ye think that I’m leaving marketers unscathed, I started thinking about the role that curiosity can play within the scope of their responsibilities. It’s tough to be marketing curious if most of your time is spent on tactics or responding to partner requests, but nonetheless, as our friend Albert might say… “Success comes from curiosity, concentration, perseverance, and self criticism.”

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Topics: CPA Firm Marketing, marketing strategies and tactics, Professional Services Firm Marketing

7 Steps for Making CPA Firm Marketing and Sales a Heck of a Lot More Agile

Posted by Alan Vitberg

Jun 7, 2016 8:13:07 AM

Agility is more than a mindset… It’s a process too!

I was sitting on the porch of a cabin in the Ozarks just after dawn, sipping a hot cup of coffee, watching the sun starting to peak over the mountain range when I saw the red-tailed hawks dancing above the tree line.

I pondered their grace and beauty (or “thunk on it a bit,” as they say in the Ozarks), but it was their agility that was stunning. Swooping. Diving. Turning. Reacting.

And when it came time to write this week’s blog post, I thunk about what it means to be agile when it comes to marketing and the possibilities for employing this approach in professional services firms that help their clients deal with regulatory and compliance issues.

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Topics: CPA Firm Marketing, marketing strategies and tactics, niche marketing, Professional Services Firm Marketing

Get Curious to Get More Top Line Growth for Your Professional Service Firm

Posted by Alan Vitberg

May 24, 2016 7:31:58 AM

We don’t need any more marketing,” said the partner.

As I was waiting in the coffee shop the other day to meet with a lead from a referral I got, I reviewed my pre-meeting notes. Just by looking at their website, I had a number of insights and recommendations ready for discussion.

We exchanged a few pleasantries, played the “who do you know” game, talked about the chances of the Bills this year (optimistically), and then turned to the marketing discussion.

The conversation went something like this:

Me: “So, I appreciate the chance to talk about marketing with you. What are some of the marketing and business development challenges you’re facing when it comes to growing your practice?”

Contact: “We don’t need any more marketing.”

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Topics: CPA Firm Marketing, Professional Services Firm Marketing, Consulting Firm Marketing

10 Hot Regulatory Compliance Issues (and Solutions) CPA Firm Marketing Programs Can Use for New Business

Posted by Alan Vitberg

May 17, 2016 8:25:00 AM

Seize the Day by Starting with the Cornucopia of Blogging Opportunities

Do you remember that great movie with Robin Williams where he played a teacher at a prestigious boy’s school in the 1950’s?

There’s a scene in that movie—Dead Poets Society—where John Keating, the teacher (Williams), takes his class of stiff, scared, don’t-rock-the-boat students out of the classroom and into the hallway. There, he stops in front of a trophy case where he dramatically encourages his class to make their lives extraordinary. To seize the day … Carpe diem!

I like to bring this message—seize the day—out to CPA firm partners when it comes to making the marketing of their niche practice extraordinary. There are so many opportunities to be extraordinary by virtue of the fact that there’s a never ending supply of tax, regulatory, operational, and fiscal management change ripe for use in new business.

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Topics: CPA Firm Marketing, Professional Services Firm Marketing, blogging

Should Your Content be Gated or Not? A Solution to the CPA Firm Content Marketing Dilemma

Posted by Alan Vitberg

May 3, 2016 10:03:33 AM

The best and worst content gating practices of the Top 200 CPA firms revealed here!

Lessons Learned From Generating 6000 Plus LeadsAbout once every year or so, I look at the websites of each and every top 200 CPA firm and do a “back of the napkin” assessment of strategic, marketing, and design trends. I also look at how CPA firm websites benchmark against inbound marketing, content marketing, and lead generation best practices of B2B firms.

Overall, I give the Top 200 CPA firms a collective grade of B-.

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Topics: content marketing, content strategy, CPA Firm Marketing, Professional Services Firm Marketing

5 Sources of Leads Your CPA (or Other Professional Service) Firm Can Use Right Now

Posted by Alan Vitberg

Apr 26, 2016 9:55:00 AM

Is there “one best way?” The answer is …

Lessons Learned From Generating 6000 Plus LeadsIn my career, I have helped my employers and my clients generate tens of thousands of leads using a wide variety of strategies and tactics. Just a quick side note: none of these involved cold calling or dialing for dollars—they all had their roots in identifying, reaching, and motivating prospects to take action, ranging from sponsoring award programs to conducting surveys, and a lot more.

Looking back over all of those leads, I’ve created 5 categories for their sources. You may have used (or are using) one or more of these right now:

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Topics: lead generation, CPA Firm Marketing, Professional Services Firm Marketing

5 Pieces of Marketing/Business Development Alignment for Better Leads, Faster Sales

Posted by Alan Vitberg

Apr 12, 2016 9:20:00 AM

Janice and I were at a flea market the other day where on one vendor’s table, I spied something that I hadn’t seen in a long time—an Official Tudor NFL Electric Football Game. It’s basically a tabletop game played on a metal vibrating field where little plastic men wearing little magnets on their little feet compete for gridiron glory running frenetic versions of actual football plays.

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Topics: inbound marketing, CPA Firm Marketing, Professional Services Firm Marketing

Opening Day for Marketing/Business Development Alignment in Professional Service Firms

Posted by Alan Vitberg

Apr 5, 2016 9:46:51 AM

Start a New Season with a New Promise for More and Better Leads, and Faster Sales

When I was a kid, my Dad would play hooky from work and take me to the home opener of the Triple A Buffalo Bisons baseball team. Oddly enough, I seem to remember that with a note, the public schools in Buffalo would excuse you for the afternoon so you could go to the game.

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Topics: CPA Firm Marketing, Professional Services Firm Marketing

Helping Partners Sell More, Better, and Faster

Posted by Alan Vitberg

Mar 29, 2016 9:16:00 AM

Marketing/Business Development Alignment in CPA, Consulting, and Other Professional Services Firms

Our wives dragged me and my friend Greg kicking and screaming to the movies the other day, where we ended up paying a ridiculous sum of money to see a romantic comedy that frankly, I would not bother with even when it enters the realm of “free movies.”

(But then again, I’ll be paying a cable bill for the privilege of getting it “free,” so. Hmmmm...)

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Topics: CPA Firm Marketing, Consulting Firm Marketing

12 Reasons Why Thought Leadership Levels the Playing Field for Smaller Consulting Firms and Niche Practices

Posted by Alan Vitberg

Mar 15, 2016 9:47:41 AM

Large competitors may outspend you, but don’t let them outthink you!

While it may not be possible to outspend them, it is very possible to outthink your larger competitors by packaging, publishing, and promoting the thought leadership of your firm’s subject matter experts. The goal: use the thought leadership of your firm’s subject matter experts to get more visibility, generate leads, and ultimately, generate more new business.

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Topics: thought leadership, blog strategy, CPA Firm Marketing, Professional Services Firm Marketing


LeadG2’s Professional Services Team specializes in online marketing for CPA, consulting, recruiting, staffing, and other professional services firms. Contact us here or call Dean Moothart at (407) 913-7091 to talk about how you can get more visibility, leads, and new business for your firm or niche practice.

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