Marketing

I think branding is very important. Everyone and every business has a brand. Inattention to branding creates a brand that might not be what you would like, but nevertheless you will have a brand. Branding needs deliberate attention.

I write a lot about a lot of things. On technical topics I never get negative feedback—unless I wrote something wrong, which fortunately has been very rare, and then it is a gentle nudge that perhaps I overlooked or misread something.

Firms need to start making the most of those who make them the most.

Targeted investigations of your markets and prospects can super-charge your business development efforts.

Preparers are divided on the value of promoting themselves during their busiest time.

The look will create a unified look-and-feel for the institute, CIMA, and their global joint venture.

Accounting firms can learn a lot from how PwC handled the Oscars

It’s busy season again: a time when you can barely breathe as you hurry to complete returns for clients who often wait until the very last minute to submit tax preparation documents.

Names are a sensitive topic, especially to partners who have earned their name on the letterhead.

Refreshing a practice’s image often finds accountants considering a new moniker; in this podcast, Aprio managing partner and CEO Richard Kopelman and chief marketing officer Danielle Berg share what led them to an unusual new name for their Top 100 Firm.

There have never been more ways to promote your firm – but that range of options can end up being a little overwhelming. BeachFleischman marketing director Eric Majchrzak, a pioneer in the field, offers valuable guidance in this podcast, with a particular focus on the role of social media.

Feeling overwhelmed by the many options available today for raising the profile of your firm? Here are some more.

The Atlanta-based Top 100 Firm has chosen a new name based on root words for "head" and "heart."

When it comes to choosing an accountant, a client wants reassurance that they’re dealing with a professional who can confidently look after their books and finances.

WeiserMazars rebrands; UHY welcomes a Mozambique firm; plus a roundup of firm news from across the country.

Building a strong brand helps you stand out in the marketplace and draw new clients.

Accountants who want to grow revenue by adding new services should look to the cookie for a few lessons, according to Katie Tolin, a member of the Association for Accounting Marketing’s Hall of Fame and founder of CPA Growth Guides.

WNDE staff members volunteer at local carnival; Keiter adds a new practice; plus a roundup of firm news from across the country.

If your site isn't producing prospective clients for your accounting firm, then it’s not living up to its potential.

Attracting new clients or selling new or additional services to existing clients, for the most part, is a learned skill.