Marketing a certified public accountants business can be challenging, especially for business owners who lack a marketing background.
Top performers habitually integrate sound marketing concepts with market demands.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. For example, if you buy a mailing list and conduct a direct mail campaign, you should have little difficulty measuring the campaign's effectiveness and ROI. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your certified public accountants business a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of certified public accountants businesses enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. It's not unusual for certified public accountants businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
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