Here’s An Opinion On:
Don’t Neglect The Value of PR in Marketing Your Accounting Service
by
Brian OConnell
I’m just going to step out of my comfort zone again for this post. There’s considerably more to marketing than accounting website design. Today I’d like to chat with you a little about public relations.
Don’t dismiss me as just some one trick pony. I’ve been studying marketing for a very long time. Now I’m in the business of selling accounting and CPA website designs. I’ve been doing it for about 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 own risk.
Most people don’t seem to regard public relations as important. The consensus is that it won’t really offer a significant advantage to a CPA or accounting practice. PR is commonly set aside as something of a luxury.
This couldn’t be more wrong. The reality is that public relations and accounting firms make an effective team. Unfortunately, tax and accounting professionals ordinarily ignore public relations and the benefits it offers.
A great public relations program will improve the quantity and quality referals, and this translates into more revenue for your firm.
There’s a lot more to a good PR campaign than just sending out press releases. It’s not art and it’s not science, but it’s a little bit of both.
If you have artistic talents you’ll enjoy this part; come up with creative initiatives to publicize your practice. The point is to create a two-way flow of information and maintain clients and prospects in frequent contact. Here are a variety of tips:
* host complimentary development 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 strategy itself, thinking up and implementing these actions, is the science of compelling public relations. This is the structured design on getting word out about the service. When the art and the science of a public relations campaign come together, the results can be very rewarding for the CPA firm.
Here are some more secrets and tips about PR your practice can apply to tax and accounting professionals:
1. Work your referrals! Since your business is for the most part a referral-based profession, it’s very important that referrals are always a top priority. Satisfied clients are the best source of referrals, and events and communications that supply useful information in an entertaining fashion will create loyalty with the clients.
2. Get techy! People love toys. Tech-smart practices are now using “social media” tools to offer a platform for all-embracing communication deployment. Use Facebook and Twitter to circulate invites to events and reminders for yourclients.
3. Visibility is important, but yourcredibility should be a priority. Even though advertising increases name recognition, media can actually relations increase your credibility. A good opinion of your practice in the form of a An upbeat story in a well-thought-of journal – is worth a lot more than an ad in the same medium.
4. Become a voice in the profession and the community. Share knowledge with the community by writing by-lined articles and supplements for local and trade publications and broadcasters. This will improve your credibility as well as corroborate a strong image of your brand.
5. The press release is still the cornerstone of a public relations campaign. systematically create and disseminate press releases. It’s a great way to lure media coverage and promote credibility. A variety of examples of sound subjects for press releases are: industry awards received, involvement in local events and charities, scholarships created and awarded, and speaking engagements.
6. A website is a great PR tool. It can provide the perfect base for clients and the media. Media reps will get easier access to ideas and prospects will be directed to the website more often, building a stronger connection. Use dynamic links when emailing clients and prospects or writing press releases. This is a great strategy intended to direct the readers back to the website.
A superior public relations strategy is critical for CPA firms trying to raise visibility, improve credibility, and most importantly; get new clients.
Brian O’Connell is the owner and founder of CPA Site Solutions, one of the country’s leading web design companies oriented solely to
accounting website design
. His firm at present provides websites for more than 4000 CPA, accounting, and bookkeeping firms.
Article Source:
ArticleRich.com