Marketing

Boost Your Personal Brand During Busy Season

In 2015, I wrote a blog on ideas to help you build your professional brand. I’ve done some speaking and teaching on this topic recently and as many of our clients are headed toward spring busy season, I thought it might be a great time to focus on some “easy” ways to keep your personal […]
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Leadership Spotlight: Janice Maiman, CAE, SVP at the AICPA

Janice Maiman is the Senior Vice President of Communications, Media, News and Professional Pathways at the AICPA. Janice has always impressed us with her tireless pursuit of excellence and her ability to get the best performance from others.  In her role at the Institute, Janice directs brand management, media relations, creative services, AICPA.org and CGMA.org, […]
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Four Activities To Boost Your Personal Brand

Your personal brand is your “professional reputation.” It’s affected by the way that you present yourself – your skills, knowledge and technical expertise – and how others (colleagues, clients, prospects and even personal connections) perceive you in return. We recently held a web seminar on the topic of “Personal Marketing Strategies for Summer” where we […]
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It’s All About People Again!

I’m writing this from the AICPA Practitioners Symposium and TECH+ Conference in Las Vegas. It’s day two and in all of the sessions, all of the discussions, the LOUDEST theme is PEOPLE! If you tune into the Twitter feed at #PSTech, you’ll see what I mean. Topics range from the shortage of experienced staff, the […]
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Wrangling the Social Media Monster

Social media is a constantly-evolving marketing medium that keeps us on our toes. We have to monitor our platforms regularly and ensure we’re aware of who is interacting with our posts and who is posting great content that we should share with our followers. We have to stay on top of trends that emerge within […]
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Marketing Versus Selling Versus Business Development

In public accounting, we often use “mixed” terms when describing marketing and selling activities and now the combination of marketing and sales activities is referred to as “business development.” The challenge is that these terms are used interchangeably; often causing confusion and disappointment because they are not defined properly. This causes firm leaders – and […]
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Can You Feel The Power Shift?

78 million Baby Boomers, born from 1946-1964 need to transfer responsibility, wealth, and assets over the next 12-15 years. It might be easy to lull yourself into believing that the impact of this is a ways off. But studies estimate that 10,000 to 12,000 people are retiring every day and the impact in firms (and […]
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Five Ideas to Grow the Top Line

While I’ve been working with firm leaders in retreats and coaching calls this past year to ensure they have an engaging culture that retains and develops their best and brightest people, we have also been focused on growing the top line so that firms offer growth opportunities and have room to make new partners. Below […]
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Stop Struggling to Find Your Firm’s Social Media ROI

We all want to measure social media’s return on investment (ROI); but, because it is rarely the last marketing touch point before a conversion (sale), it may be hard to accurately track its direct impact on your marketing efforts. In measuring your firm’s social media marketing ROI, assumptions may be made because there is often […]
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Start Using Twitter To Develop Thought Leadership

Start Using Twitter To Develop Thought Leadership Twitter is often a misunderstood social media platform – especially in business.  However, Twitter has unbelievable power and reachthat can build credibility and thought leadership for your firm in your targeted niches, industries and specialty services.  My partner Jennifer Wilson shared five of the important Twitter benefits in […]
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It’s Urgent…

It’s Urgent… How many times have we heard those two words?  In our 24/7 world, response times have contracted, and things that used to be just “important” have now become “urgent” thanks to our constant smart phone availability, and the expectations of our customers, clients and colleagues.  In a sense, it’s a trap we set […]
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Close More Ideal Business by Selling to Target Accounts

Anyone who walks in the door willing to engage your services is not necessarily the next RIGHT client. Conceptually, most of us agree with that statement.  However, very few of us practice this in reality – especially given the slow recovery from our recent economic downturn and the struggle many firms are experiencing retaining their clients […]
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To Tweet Or Not To Tweet: What’s The Question?

To Tweet Or Not To Tweet:  What’s The Question? Twitter (www.twitter.com) has a bad rap.  Most of us think of it as a platform that celebrities use to share meaningless information about their most recent meal or to promote their latest product.  But the application has unbelievable power and reach – all at your fingertips […]
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What’s Keeping You Up at Night?

The AICPA’s Private Companies Practice Section (PCPS) group has again conducted a survey in which they asked their members to reveal their most significant struggles.  The PCPS “Top Issues” lists are published based on firm size – from sole practitioners to 21 or more professionals.  There were differences in the results based on firm size, […]
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Networking Starts At The Airport

I was sitting in the Minneapolis airport Monday morning when a colleague from Lansing, MI, came over and said hello.  Then I turned around and two other colleagues from a local Minneapolis CPA firm said hello, too.  We were all on our way to the BDO Seidman Alliance Conference in Las Vegas, and it was […]
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Find out How to Serve Your Clients Better this Busy Season

Many of our CPA friends will be meeting with a large number of clients over the next several months.  To maximize this face-to-face time, take the opportunity to find out how your clients feel they are being served, what your team may be able to do better, and what additional services you could provide them […]
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Do You Know What Your Clients’ Silence Means?

When I teach topics like deepening client relationships and delivering exceptional client service, I discuss the importance of proactively meeting with clients outside of your regular engagement to further your relationship, identify any potential service issues and uncover new opportununities to add value.  Participants nod their heads in agreement and some even approach this discussion […]
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The Question on Everyone’s Mind

When potential clients are listening to you explain your services, there is always one burning question on their minds.  When prospective employees are evaluating your firm as a possible place to work, they have the same burning question.  And when you’re trying to convince people to adopt a new way of doing something, they also […]
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Experience Greater Networking Success by “Bringing Something to the Party”

Last month, I had the great privilege to hear motivational speaker W Mitchell speak to my local NSA (National Speakers Association) chapter. Mitchell, as he likes to be called, was a tremendous inspiration and made many great points throughout his talk. But, something that he asked during the introductions portion of the program really struck […]
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Developing Winning Proposals – Part 2

In last week’s blog post, Michelle Baca presented the first four steps for developing winning proposals, which focused on the internal preparation of your proposals.  This week, Krista Remer will complete the series on proposals by sharing steps five through seven with a focus on how to actually deliver your proposal and then follow up […]
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