Marketing
Feeling blue
As we approach the start of a new decade, many of us can’t shake an unsettled feeling. Whether the anxieties stem from global threats like climate change, civic turmoil or a more personal concern, Pantone offers a solution in the form of its Color of the Year 2020: Classic Blue. Classic Blue is the equivalent…
Read MoreLittle-known holidays provide marketing opportunities for CPA firms
It’s the birthday season! Well, it is in my household anyway. Our family celebrates the holidays that matter to us, and your firm can take the same approach. For example, April is Records and Information Management Month, and the third week is Organize Your Files Week. Given that the third week in April includes Tax…
Read MoreHow cats are like your marketing slogans (and how to fix it)
In honor of the day, we’ve invited a special guest blogger to share his unique marketing insights. While we haven’t yet adopted his strategies (in part due to child labor laws), we applaud his commitment to strong branding. By Roger Warlick Has your business found a great slogan to market its strengths, only to have…
Read MoreMaking the case for case studies
Case studies are among the most valuable tactics an accounting firm can adopt to enhance marketing. They’re often treated as nice extras to be added at some vague date in the future, but that’s a mistake. A well-written case study comes across as authentic, relatable, and highly readable. Even one case study gives such veracity…
Read More6 ways to use video on your website
Video is good for SEO. That’s a well-supported fact that most firm leaders recognize by now. What they often don’t see is how to use video naturally and effectively, so that it supports and complements other content. Sure, there’s the ubiquitous “Welcome to the firm” video on the homepage, but beyond that many site owners…
Read MoreThe color of the future
As we settle in for the cozy Christmas season and prepare for winter holidays with family, some among us are already focused on next year. They’re telling us about tax changes, predicting weather and economic patterns, and most importantly, selecting the official color of the year for 2019. In case you haven’t heard, the Pantone…
Read MoreBeyond the blog
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…
Read MoreStand up to stand out
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…
Read MoreBusiness 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…
Read MoreThe right fit may be a misfit
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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