subject: Don't Ignore The Value of PR in Marketing Your CPA or Accounting Service [print this page] Don't Ignore The Value of PR in Marketing Your CPA or Accounting Service
Occasionally I step out of my comfort zone and write about a subject other than accounting website design.
Don't dismiss me as merely some one trick pony. I've been studying marketing for a very long time. I make money off CPA website design. I've been doing it for more than ten years and I love my job. I spend a lot of time stressing the value of websites because it's in my best interest to do so, but I'm also the first to admit that it takes a lot more than a good website to maximize the efficiancy of your marketing eforts. Ignore this article at your peril.
Most people don't appear to view public relations as something that matters. The consensus is that it won't really offer a consequential advantage to a accounting firm. Public relations are frequently neglected as an idle pleasentry.
This is a misconception. The truth is that PR and CPA services make a great team. Unfortunately, accountants generally ignore PR and the advantages it can provide.
A solid PR program can improve the quantity and quality referals, and this results in higher revenue for the practice.
A strong PR program is part art, part science, and is not just about sending out press releases.
If you have artistic talents you'll enjoy this part; come up with creative initiatives to publicize your practice. The point is to initiate a two-way flow of information and maintain contacts in frequent contact. Here are a variety of tips:
Host complimentary educational events, complete with food and drink.
Host free educational webinars
Send out birthday cards
Launch other PR-related functions that allow interactivity with clients
This procedure itself, coming up withconceiving and implementing these actionable steps, represents the science of persuasive public relations. This is the integrated design on getting buzz out about your service. When the art and the science of a PR program come together, the results can be very rewarding for the CPA firm.
Here are a few more pragmatic tricks and ideas about PR you can apply to accounting professionals:
1. Work the referrals! Since the tax and accounting business is for the most part a referral-based profession, it's crucial that referrals become a top priority. Truehearted clients will always be the most unbelievable source of referrals, and events and communications that offer useful information in a fun fashion will create loyalty with the clients.
2. Get tech! People love tech. Especially toys that makes their life easier. Tech-smart practices are now making use of "social media" tools to offer a platform for broad-spectrum communication deployment. Use Facebook and "tweets" to circulate invites to events and reminders for yourclients.
3. Visibility matters, but your credibility is much more important. Even though advertising increases brand recognition, media will also relationships improve your credibility. A positive presentation of your practice in the form of a A favorable mention in a respected radio broadcast or publication - is worth far more than an ad in the identical media.
4. Become a voice in the profession and the community. Share your expertise with others by writing by-lined articles and white papers for local and trade media. This will improve your credibility and support a strong brand.
5. The old-fashioned press release remains the basis of a public relations campaign. consistently produce and circulate press releases. It's an excellent way to attract media coverage and promote credibility. A selection of examples of solid subjects for press releases are: industry awards received, involvement in local events and charities, scholarships created and awarded, and speaking engagements.
6. Use your website. It can provide the perfect base for clients and the media. Media representitives will have easier access to facts and potential customers will be directed to the website more regularly, building a stronger connection. Links in client communications and press releases can direct clients and media back to the website.
A properly planned public relations campaign is indispensable for CPA and accounting practices working to raise visibility, improve credibility, and get new clients.
