Marketing

Beyond the blog

content marketing

Publishing a regular blog is a fantastic way to share useful knowledge and demonstrate your firm’s thought leadership. Perfect for sharing everything from timely tax tips to brief discussions of niche-specific trends and insights on dealing with persistent challenges, the blog format lets professional service firms connect and communicate with their audience. But why stop…

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Stand up to stand out

vertical video

Video is a hot trend that’s continuing to gain traction in the content marketing arena. The latest twist is one that’s super simple but makes a surprisingly big impact. If you want your video to get more views, just go vertical! Can the orientation of a video really make a meaningful difference? That’s such a…

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Business card basics

business card basics

Marketing has changed dramatically in the digital age. Novel technologies and tactics abound, from a vast array of social media platforms to webcasts, do-it-yourself video and more. But for all that’s new and different, some classic tools retain their traditional position at the core of your marketing strategy. After all, what good is a fancy…

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The right fit may be a misfit

hiring the right fit

When searching for the perfect candidate, accounting firms almost invariably talk about finding someone with the right fit in addition to the required complement of professional skills. What does “fit” really mean? While it varies to a degree between firms, most people are hoping to find a talented professional who will match the existing team’s…

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Marketing as a fugue

accounting marketing

“Marketing is boring. It’s just the same thing, over and over.” If you believe that, then check out this fugue for a minute:     Now that your entire brain is quivering with joy, let me point out that what you heard was basically the same thing over and over. What makes it such an…

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Where the C-suite goes for content

decision-makers

You hear a lot of marketing advice designed to help you get your firm’s message out. Building a strong brand and increasing general awareness of the firm is always a good thing, but putting your content in front of decision-makers’ eyes is what you’re really after. A new survey by Greentarget examines the content habits…

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SEO for accounting firms is more than keywords

page rank

Ranking high in online search results is one of the primary marketing goals for businesses of every kind. As the largest and most frequently used search engine, Google decides who makes the cut and who’s relegated to the lower recesses of search listings, never to be found by most users. And since Google assigns page…

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Alexa’s getting brain augmentation

Alexa Yext

Amazon is making a move that could strengthen your firm’s presence inside millions of kitchens and living rooms. Today the company announced a relationship with Yext, Inc. that will change the way Amazon’s popular digital assistant, Alexa, receives and delivers information about local businesses. Until now, Alexa has drawn on information gathered from Yelp to…

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Farewell to Google AdWords

Google Adwords becomes Google Ads

…but not to Google Ads. Never fear, parent company Alphabet has no intention of abdicating its role as a pay-per-click advertising powerhouse. And why should it? AdWords generated over $95 billion of the corporate giant’s total advertising revenue in 2017. So what’s really changing here? Nothing more than the name. As of July 24th, the…

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