Don't Underrate The Value of Public Relations in Marketing Your Accounting Service
I'm going to step out of my comfort zone again. There's substantially more to marketing than accounting website design. Today I'd like to chat with you a little about public relations.
Don't write me off as a one trick pony. I've been studying marketing for a very long time. Now I'm in the business of selling accounting website designs. I have made a good living that way for more than ten years so it's in my best interest to concentrate on pointing out the value of the internet to your firm, 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.
The general impression about PR is that it won't really benefit CPA services, at least in a material way. It's usually ignored. Most CPA's and accountants dismiss PR as something that is nice to have.
This couldn't be more wrong. The reality is that PR and CPA services make an excellent team. Unfortunately, accounting professionals usually ignore public relations and the advantages it can offer.
A powerful public relations campaign will promote your referrals, and this results in more revenue for your practice.
Don't kid yourself that all you need to do is send out press releases. There's a lot more to it than that. A strong PR program is a delicate balance of art and science.
If you have artistic talents you'll enjoy this part; come up with creative initiatives to publicize your practice. The secret is to create a two-way flow of information and sustain clients and prospects in familiar contact. Here are a variety of tips:
- Host free development events. Develop a party atmosphere complete with food and drink.
- Host free educational webinars
- Send out birthday cards
- Launch other PR-related functions that allow interactivity with clients
This process itself, coming up withconceiving and implementing these actionable steps, is the science of compelling public relations. This is the integrated system on getting word out about the service. The secret, needless to say, is to get the artistic and scientific parts of your PR program to come together correctly. This is when the results for your accounting practice will be the greatest.
Here are some more tricks and tips about PR that can apply to tax and accounting practices:
1. Work the referrals! Since your occupation is mostly a referral-based profession, it's important that referrals remain a top priority. Satisfied clients are the most unbelievable source of referrals, and events and communications that supply useful information in a fun way will engender loyalty with them.
2. Get tech! People love tech. Especially toys that makes their life easier. Tech-savvy firms are now making use of "social media" instruments to provide a platform for expansive communication deployment. Use Facebook and Twitter to broadcast invitations to events and reminders for yourclients.
3. Visibility matters, but credibility should be a priority. Even though advertising increases name recognition, media can actually relations improve your credibility. A good opinion of your firm – in the form of a A well-disposed story in a well-thought-of publication - is worth a great deal more than an ad in the same media.
4. Become a maven in the profession and the community. Share knowledge with your neighbors by writing by-lined stories and supplements for local and trade media. This will increase your credibility as well as substantiate a strong image of your brand.
5. The good old press release may always be the key of a public relations program. systematically create and launch press releases. It's an outstanding way to attract media coverage and promote credibility. A number 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. A website is a great PR tool. It can provide the perfect base for clients and the media. Media representitives will have much easier access to information and clients will be directed to the site more often, creating a stronger connection. Links in client communications and press releases can direct clients and media back to the website.
A well considered PR campaign is vital for CPA practices working to heighten visibility, improve credibility, and most importantly; get new clients.