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the case for video marketing

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smiling businesswoman talking on camerawhy your firm should explore these strategies.

by kelly schuknecht

many of us walked away from 2020 with a laundry list of new experiences, among those: how to appear on video for dozens of hours each week without doing anything (too) embarrassing.

more: communication isn’t about you | why your social media is a flop | the biggest seo secret of all |  turning client service into new revenue | what sets your firm apart … if anything? | do you ask the right questions to deepen client relationships? | eat that frog: asking for a prospect meeting | business development and sales aren’t scary | growing revenue through client service | five ways to get better clients | the six essential kpis for managing partners | google ads for new tax season clients | your marketing sucks: six reasons why

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video was already becoming a standard tool for businesses to communicate before 2020, but it’s undoubtedly proven its staying power.

despite the amount of time you might spend on video, your business should be using the form for more than just zoom calls and conferences.

how you market your business with videos is not always intuitive and getting it right may require a copious amount of practice. as a fully remote accounting firm since 2013, we came into video marketing almost naturally, but not without a plan.

here are some ideas on how an accounting firm can jumpstart its video marketing strategy to help develop authentic relationships with potential clients and generate solid leads.
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stop complaining and start innovating

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the pandemic requires new thinking with new business models.

by tamera loerzel

considering the many long-term ramifications from the pandemic on the accounting profession, i would start with a “clean sheet of paper” to position your firm for future success,

more: private equity at the gates | 12 shifts to ensure firm success | how to reinvent the firm for the covid age | why it’s time for an acquisition | three ways the accounting profession has changed | ramping up for the year ahead
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

firms today require new thinking, new business models, and new ways of operating, staffing, managing work, and measuring success.

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four issues with ‘quick’ tax questions

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businessman is dialing phone for advicesometimes things aren’t so simple.

by ed mendlowitz
tax season opportunity guide

i keep a few of the one-volume tax guides in my office so i could look up a quick answer when i need to. recently a golf buddy emailed me a question that i thought i could answer quickly. he wanted to know that if he was in the “zero” percent capital gains tax bracket, did that apply to an unlimited amount of capital gains? sounds like a simple question.

more: when to pick up the phone this tax season | these five procedures will simplify your tax season | 11 steps to better client tax instructions | get your team ready for tax season | 12 ways to squeeze fun into tax season
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well i looked it up online and then in three one-volume tax guides. only one source had thorough coverage of the issue. i ended up spending an hour on this “simple” question including my emailed response. nothing is simple anymore.
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is it time to outsource?

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four businessmen standing on world maptwelve signs to watch for.

by hitendra patil
client accounting services: the definitive success guide

when you are the key person to make things happen at your firm, you want to invest as much time in “business development” (not just marketing and sales) as humanly possible. your firm’s growth will make you feel that producing and delivering your services is an essential core business function for you, but some of it is not.

more: your firm’s cas team: who and how many | two tech approaches to cas | show your priciest cas package first | how cas drives virtual cfo billings | the roi on identifying clients for cas
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freeing up yourself to spend more time focusing on the things that add value to your practice and help set it apart from the competition is the most essential differentiating growth strategy you will ever deploy. the same principle applies to your experienced, talented staff.
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how to become a specialist

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woman's hand pressing words "ask an expert"some of your training can happen on the job.

by ed mendlowitz
call me before you do anything: the art of accounting

once you decide upon a specialization, you need to go about making yourself an expert. read, join professional associations, take focused cpe, and try to write articles or give speeches. accountants who are industry experts become industry thought leaders.

more: success secrets in specialties | making sure the son got proper credit | yes, shirt logos can matter | 10 more reasons cpas quit public accounting | family trees of clients
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some specialties require obtaining designations or certificates of completion that require study and time – an investment you and the firm would have to make. there is no easy path to growing and establishing expertise, but it is a joyful ride.
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when to pick up the phone this tax season

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businessman talking on phone in the officepersonal touches help retain clients.

by ed mendlowitz
tax season opportunity guide

clients are not numbers on a list that needs to be reduced. they are all individuals and consider themselves very important people and want professionals who treat them accordingly.

more: these five procedures will simplify your tax season | 11 steps to better client tax instructions | get your team ready for tax season | 12 ways to squeeze fun into tax season | 6 ways to get paid faster in tax season
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it is attitudinal and accountants must adopt that mindset and transmit that through to their culture. so you need to know when it’s essential to pick up the phone.

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why your social media is a flop

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young people holding social media logosand how to fix it.

by sandi leyva and jason holmes

social media marketing is the number three way that accounting and tax pros are gaining new business, according to the new clients survey conducted by accountant’s accelerator and 卡塔尔世界杯常规比赛时间.

that’s plenty of evidence to show that it’s working for thousands of accountants.

related webinar:
thursday, dec. 16, 1 pm et.
register | learn more

so, why is your social media failing? read more →

private equity at the gates

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the pandemic has accelerated our progress toward the future that was already in the offing.

by terry putney

the pandemic is changing where firms work. and it’s a huge issue.

more: 12 shifts to ensure firm success | how to reinvent the firm for the covid age | why it’s time for an acquisition | three ways the accounting profession has changed | ramping up for the year ahead
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

office space is being downsized dramatically. long-term office leases that must be assumed by an acquiring firm are becoming a deal killer in many m&a deals. we are seeing a significant increase in the number of firms that are going almost completely virtual. read more →

the biggest seo secret of all

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your prospects use it. so should you.

by sandi leyva and jason holmes

one of the most important signals that google uses to rank websites higher in local search results is something that is not even on most accounting firms’ marketing radar. it’s the free business listing that google offers: google my business.

more: beyond bookkeeping: five value-add service areas | beyond quickbooks: wowing your clients | five ways to get better clients | 11 kinds of wealth | 11 ways to boost billings and impress clients | how clients get underserved and accountants get underpaid
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cpas who take advantage of this listing will have their marketing dollars go much further, even if they outsource this task.

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five steps to building advisory work

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both the who and the how.
hand watering small plant in pot shaped like upward arrow

by bill penczak

the nirvana (in the esoteric sense, not the kurt cobain context) for cpa firms is to provide “higher value” work for their clients, which traditionally means guiding them with process improvement, predictive analytics on business drivers, or taking proactive measures to reduce risk or tax burden.

more: the six essential kpis for managing partners | the great resignation: five reasons accountants are quitting | five global cpa leaders: four survival strategies | planning for success in 2021 | do you have the guts to beat the covid crisis?
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it is a career builder for your staff and a noble aspiration for the industry.

but while i have heard managing partners talk about the notion of higher value work, when pressed, they are often at a loss as to what that work would be, and more importantly, whether their mid-level and junior-level staffers (or even partners) have the true skill set to move into the major leagues.

the burden of meeting compliance deadlines weighs heavily on most staff, and they are weary from deadline pressures of clients’ immediate needs to consider much else.

perhaps this is the opportunity to help chart your best and brightest to the next level, not only for fear of losing them to industry or another firm, but because as a firm leader, it’s the right thing to do.
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your firm’s cas team: who and how many

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you may need to boost their human skillsets.

by hitendra patil
accountaneur: the entrepreneurial accountant

“we do not have the staffing for client accounting services.”

non-cas firms cite this as the topmost reason for not being able to offer cas. nothing could be further from the truth.

more: two tech approaches to cas | when to start building your cas tech stack | your firm needs a cas champion | your top six cas questions
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

experience of firms that offer cas, including that of small firms with fewer than five staff members, proves beyond doubt that you do not need more staff to start offering cas. even solo practitioners provide cas. the only thing you need to begin your cas journey is to be ruthless, relentless and fearless to leverage newer and cloud technologies. automation, integration and even artificial intelligence make it easier, faster and cheaper to perform some repetitive, time-consuming work of accounting firms.
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