Page 33

INSIGHT

3 marketing essentials successful firms use

W

hen you see progressive, high-growth, awardwinning accounting firms like Growthwise, Consolid8, Change Accountants & Advisers, Inspire, Zerobooks and Advise Accountants, and you look for common elements to their success, one thing that immediately stands out is their modern marketing and presence. Their websites make an impact, their blog articles have an edge—people read them and love them—and they have a consistent social media presence. There’s a buzz about these firms’ brands and they attract great staff and progressive clients who want business advisory services. One thing that’s not immediately obvious though, is that they’ve all sought the marketing advice, training and services of global digital marketing agency, Practice Paradox (‘PARADOX’). Founding PARADOX in 2009, MC was the pioneer globally in advising accounting firms how to embrace the—then new— forms of marketing such as blogging, social media, SEO and content-driven marketing. “We were such early movers in this space that other advisors to the profession—who didn’t yet ‘get’ the power of digital marketing—openly scoffed, “What on earth does an accounting firm need a blog for?” MC explains. “I just replied, ‘Watch this space’.”

“MC Carter is the father of marketing for accountants” - Paul Meissner, From The Trenches podcast

3 marketing essentials for modern accounting firms 1. STRUCTURE: Without a clear structure to follow, a firm’s marketing will tend to be ad hoc, with no rhyme or reason to it, bouncing from one fad to the next, fuelled by the Partners’ latest conference attendance. 2. STRATEGY: Most accounting firms are targeting similar types of clients and are all claiming to be ‘different’ in exactly the same ways! A focused approach based on PARADOX’s ‘7 Big Rocks’ of strategy helps a firm to cut through the noise. 3. SUPPORT: Effective marketing requires skills across strategy, writing, design, web tech, SEO, social media and more. MC says, “You won’t find these skills in the one person, and without support services for creating and publishing content, for the majority of firms, it just won’t happen.” It’s crucial to get the right team around you.

Visit practiceparadox.com.au/blueprint to download your free Marketing Machine 2.0 poster-sized PDF

Since its inception PARADOX has helped launch and transform hundreds of accounting firms internationally, many of whom have become ‘rockstars’ in the accounting profession. 4 of the past 6 Xero Partners of Year in Australia, for example, have used PARADOX’s marketing services. MC asserts the reason PARADOX gets results so consistently for accounting firms is the balanced approach of building an overall ‘marketing machine’ for each firm. “We teach accountants that there’s no one silver bullet. A shiny new website is not the answer. Social media is not the answer. SEO is not the answer.” MC says accountants are preyed upon daily by vendors telling them their product or solution is the key.

33

ACCOUNTING BUSINESS EXPO | 2018

MC Carter Founder, Practice Paradox practiceparadox.com.au STAND H23

www.accountingbusiness.com.au

Accounting Business Expo - Official Magazine, 2018  

Accounting Business Expo is Australia's biggest and most important event for accounting and finance professionals

Accounting Business Expo - Official Magazine, 2018  

Accounting Business Expo is Australia's biggest and most important event for accounting and finance professionals