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Professional Services Marketing Digest

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How CPA Firm Marketing Programs Land Big Fish

Posted by Alan Vitberg

Jul 5, 2016 8:57:25 AM

It’s all about picking the right fishing hole and using the right bait

We were on Lake Ontario about 6 miles offshore, and I was mesmerized by our charter captain’s latest purchase: a very expensive commercial grade fish finder.

This phenomenal piece of technology not only colorfully displayed every rock and submerged object 200 feet below in stunning detail, it also pinpointed schools of bait fish that hovered above the lake trout that were the reason the four of us were playing hooky that day.

At that point, it was a matter of baiting the hooks, setting the lines at various depths, and trolling.

We caught over 150 lbs. of fish that day, and lest you think that I’m some kind of fishing wunderkind, that was the biggest catch of my life, and for that matter, all of our lives. By the end of the charter, my arms felt like I had bench pressed a Smart car 50 or 60 times over my head.

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

Oops… Forgot to Put These Firm Marketing Items on the Partner Retreat Agenda!

Posted by Alan Vitberg

Jun 21, 2016 8:31:01 AM

3 Critical Discussions and One Award

The sounds coming from the 1st tee. (THWOCK!!! “Sh*t!”)

The annual reveal of partner Bob’s skinny, old and very white legs.

The contest of who can order the most expensive bottle of wine.

Ah … it must be time for the annual firm partner retreat. Two or more days set aside during the year where partners assemble offsite to do the serious work of managing their business.

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

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

Inbound Marketing Priorities for CPA and Consulting Firms (Benchmarks Ahead!)

Posted by Alan Vitberg

Feb 26, 2016 3:30:40 PM

Inbound Marketing is not a Channel or a Technology, it’s a Strategy

I’ve been telling partners and marketers at CPA, consulting and other professional services firms that the tidal wave of inbound marketing is here and that it’s a pretty good idea to be on your surfboard and riding into shore.

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Topics: inbound marketing, CPA Firm Marketing, marketing strategies and tactics

Aligning Your Firm’s Online Marketing Strategy to the Middle of the Sales Funnel

Posted by Alan Vitberg

Feb 26, 2016 1:10:08 PM

Part 3 of our series on ways that marketing a CPA firm becomes more effective using an online sales funnel.

In the past few blog posts, we’ve tackled the idea of how an online sales funnel applies to CPA firm marketing, as well as for other professional service firms. In Part 1, we introduced the concept of the sales funnel, in Part 2 we discussed TOFU – the Top of the Funnel; and today in Part 3, we’re going to add another term to your growing marketing lexicon: MOFU, or Middle of the funnel marketing.

The concept behind using a sales funnel to build your digital marketing strategy is fairly simple: you start by using educational, non-advertorial offers for thought leadership to fill the top of the sales pipeline.

Then over time using lead nurturing strategies and tactics delivered though marketing automation, you deliver increasingly advertorial content to strengthen the relationship until the point in time when the prospect is not so much thinking about how to solve a problem as they thinking about whether or not you’re the right firm to solve that problem.

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Topics: content marketing, CPA Firm Marketing, marketing strategies and tactics, professional services marketing

Aligning Your Firm’s Online Marketing Strategy to the Top of the Sales Funnel

Posted by Alan Vitberg

Feb 26, 2016 12:12:36 PM

Part 2 in Our Series on Ways that Marketing a CPA Firm Becomes More Effective Using an Online Sales Funnel


No, not that TOFU....even though you vegans amongst us are getting ready to celebrate Thanksgiving with a scrumptious Tofurky.

The type of TOFU I’m talking about is related to raising your firm’s visibility and generating leads at the “top of the sales funnel”.

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Topics: CPA Firm Marketing, marketing strategies and tactics, professional services marketing

How to Keep a Website Fresh, Relevant, and a Colossal Lead Generation Machine

Posted by Alan Vitberg

Feb 26, 2016 12:10:21 PM

A Website Needs to Be a Continual Work in Progress

So you thought that you could kick off your shoes and breathe a sigh of relief after the launch of your new website, eh?

Yes, I know your stress level went off the charts, you had somewhere between 1.4 and 1.7 billion disagreements with the agency, your team and management, and that the site came in well over budget and beyond schedule. But now... it’s a thing of beauty, something to be proud of, and it’s highly likely that if you’re part of the team that slogged its way from concept to publication you probably deserve a hefty raise, right?

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Topics: content strategy, marketing strategies and tactics

5.4 Billion Degrees F of Digital Lead Generation Fusion

Posted by Alan Vitberg

Feb 26, 2016 12:02:32 PM

Leads Never Stop Once You Get Your Lead Gen Fusion Reactor Started... But It’s Not Easy!

Who doesn’t think that the premise and promise of fusion energy isn’t thrilling?

There was a great article in a recent issue of Time magazine (“A Star is Born;” Vol. 186, No. 18, 2015) about the future of fusion energy. With private, entrepreneurial companies reaching new milestones at a fast and furious pace, it’s hard not to come to the conclusion that it’s now not a matter of how, but when. Of course, that “when” is a pretty big deal, and it will be interesting to see what comes first: Fusion or Chelsea Clinton’s run for President.

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Topics: content marketing, lead generation, marketing strategies and tactics

Counterfeit $100 Bills, Impatience and Lead Nurturing Strategies for Accountants

Posted by Alan Vitberg

Feb 26, 2016 11:50:25 AM

The Formula for a Successful Lead Nurturing Strategy: Patience + Relevant Content = More Sales Opportunities

I got angry when I went to the bank the other day and had to wait on line for what seemed like an eternity to see a teller to get some cash so I could pay a roofing contractor.
After the eternity passed (like 4 or 5 minutes) I finally, finally, got the cash but here’s what happened. It turns out that the bank actually gave me hundred dollar counterfeit bills, which I then used to pay my bill. Imagine my surprise when the next day when I got a call from the contractor that when he tried to use one of the bills at Kentucky Fried Chicken, it started a string of events that eventually included the bank, Sherriff’s department and Secret Service.
The universe sure does work in mysterious ways. (There’s more to this story, so stay tuned !)
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Topics: business development, lead generation, marketing automation, CPA Firm Marketing, marketing strategies and tactics, niche 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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