Marketing
Marketing as a fugue
“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…
Read MoreWhere the C-suite goes for content
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…
Read More10 data-based facts that illustrate today’s content marketing landscape
Content marketing – if you’re in marketing or leading a firm today, you’ve heard people singing the praises of this approach so much you might be tired of hearing the term. That’s fair, but there are solid reasons why content marketing is such a hot trend. It’s also a broad approach with so much variety…
Read MoreSEO for accounting firms is more than keywords
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…
Read MoreAlexa’s getting brain augmentation
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…
Read MoreFarewell to Google AdWords
…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…
Read MoreDon’t hide your strength – promote it!
Few CPAs are true generalists. Far more commonly, accounting professionals and their firms are broadly competent but take a deep dive into one or more areas of special focus. Many choose to keep this niche knowledge under wraps, fearing that identifying as an expert in this area will limit their appeal to potential clients who…
Read MoreChoose carefully when selecting branded giveaways
Those little tchotchkes that firms hand out at conferences and events can go a long way to keeping the firm’s name high in the minds of recipients. Giveaway items like notepads, squeezy balls and all the rest are usually chosen for their broad appeal and utility. The theory is that functional gifts get wide use,…
Read MoreCombine and Conquer
Content marketing is effective beyond a shadow of doubt, yet this wildly popular business development technique is also frequently misunderstood. Firm leaders often falsely believe that they must make a choice between two competing approaches: a traditional outbound marketing strategy or content marketing. In truth, the two create maximum success when marketers use them in…
Read MoreMarketing Secrets of Poison Ivy
What’s good about poison ivy? Absolutely nothing, as far as I’m concerned. For the past month I’ve been waging (and losing) an epic battle against the noxious plant – or rather, against the aftereffects of exposure to urushiol, its potent oil. I am one of the unlucky who are exceptionally allergic to this scourge of…
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