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for “sustainability assurance services,” but may search for “sustainability in your business” or “how to show my business is meeting sustainability goals.” Google Trends can help you identify specific search terms. For example, “cyber security services” is a more popular search phrase in Texas, whereas “cybersecurity services” is more popular in California. You might also consider listing your competitors’ names among the keywords listed among your AdWords. This way, if a potential customer searches for a competitor, your firm will come up at the top of the search results list. 5. Don’t forget traditional marketing. While online marketing is essential, don’t forget about traditional marketing efforts like brochures, up-selling, and word-of-mouth referrals. They still work. For example, if you offer tax services, talk to your clients about personal financial planning. If you already provide audit services, talk to your clients about the benefits of sustainability reporting.
These clients may not be aware that such services are even available, much less the benefits they can provide. And don’t reinvent the wheel. The American Institute of CPAs offers free materials you can co-brand and use in your own marketing efforts. Check out the AICPA’s Private Companies Practice Section for marketing toolkits and other resources. Finally, make sure your colors and logos are up-to-date, visually appealing, and align with the service you are trying to sell. For example, if you’re specializing in sustainability reporting, a green logo would likely make more sense than a red one. 6. Be patient. As with all marketing, don’t expect an immediate return on investment. It could take months to years from the time a new client first hears about your firm to the time they engage you for services. “If there is an established market or one that is highly competitive, it is going to take even more time to become
known and trusted. You have to be patient,” says Kovacs. During this time, continue publishing a steady stream of content and making yourself visible. The daily social media posts, monthly newsletters, and attendance at industry events will help keep you top-of-mind for future clients. By undertaking these marketing efforts, you can help grow your client base and increase public perception and awareness of the CPA profession’s emerging services.
Lindsay Patterson, CAE, is Senior Manager – Communications and Public Relations with the American Institute of International Certified Public Accountants. Contact her at lindsay.patterson@aicpa-cima.com.
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The WashingtonCPA Winter 2019
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