Learn How a CPA Marketing Audit Can Refocus Your Firm’s Growth Efforts
You already know that marketing your CPA firm’s capabilities is essential to growing your business. All too often, accounting and consulting firms encounter difficulties in executing a marketing plan that generates high-quality leads that convert to new clients. Or they may be using the same marketing tactics they’ve used for the past 15-20 years.
It can be difficult to bring in new clients when you don’t have a plan in place that is customized to the niches you want to grow. Your plan must take into account the competitive landscape, the strategic goals you wish to achieve and a way to measure results.
To determine whether your firm could sharpen its marketing approach, consider the following questions:
- Are you missing key opportunities within your marketplace?
- Are you allocating budget dollars effectively?
- What are your competitors doing?
- What is your niche in the market?
- Do you have the digital marketing tools in place to execute your plan and measure results?
- How does marketing connect with sales?
You can find the answers to these questions and much more through a strategic marketing audit. The audit will help you more specifically direct your marketing efforts (and dollars) to the prospects you want to convert into clients.
Value of the Strategic Marketing Audit for CPA Firms
It can be difficult to know where you’re going if you don’t take stock of your practice development needs and goals. Expect a marketing audit professional to review your current marketing plans, objectives, strategies and activities. As part of the audit, your key team members will be interviewed to gain a clear picture of your practice development needs and spot any gaps or inconsistencies among team members.
As an example, The Growth Partnership (TGP), an Engineered Tax Services company, provides the following information at the conclusion of the marketing audit:
- Current industry landscape review
- Geographic market opportunity analysis
- Competitive environment overview
- Marketing collateral evaluation (website, social media, brochures)
- Firm performance benchmark
- 24-month marketing plan recommendation
The deliverable of the CPA marketing audit is a strategic marketing plan that aligns with your firm’s specific vision and future goals. Each part of the plan can then be broken into manageable components and prioritized according to short- and long-term business development goals, with consideration for your budget and resources. You may want to outsource some of your marketing and business development needs to a marketing professional who will be proactive in keeping your firm on track, especially during the busy season and other periods of high-value billable work.
If you think your marketing efforts are in need of a realignment, TGP can help. Our team conducts CPA marketing audits as a first step toward taking your marketing to the next level. Our goal is to help you create a growth engine that will sustain your practice for the long term.