Branding Archives - Capstone Marketing

The fifth in a series of blog posts based upon The 90-Day Marketing Plan for CPA Firms: How to Create the Roadmap for Your Firm’s Growth.

Niche marketing is the most successful strategy for CPA firm growth. In fact, our SevenKeys CPA research tells us that leaders are four times more likely to target niches. In week five of The 90-Day Marketing Plan for CPA Firms you will determine your firm’s potential niche specialties and conduct more research to gauge the viability of each specialty.

How do you identify your niche specialties? Here is a chart to help you. When completing it be sure to bundle client groups together. If a client operates five real estate partnerships, for example, count it as one client, not five. This will give you more accurate data.

For each industry category (the industries shown here are examples and may be different depending on your firm), there is information down the left column to track. This information tells you not only the number of clients, average fee per client, what percentage of your client base that industry represents, but your realization. Are you making money? What’s the description of that industry specialty?

When you need to describe the types of new business that you’re looking for, go back to this chart. You’ll be able to be very specific about the types of new business that you’re looking for, which will make your marketing efforts more successful.

Want to learn more about The 90-Day Marketing Plan process? Click here today!

I attended the Hampton Roads American Marketing Association luncheon today to hear David Vinjamuri, the author of Accidental Branding: How Ordinary People Built Extraordinary Brands. The program didn’t disappoint.

Accidental Branding tells the personal stories of eight entrepreneurs who built some of the biggest and best-known consumer brands in the world. While the book and presentation are focused on products the lessons are equally valuable to professional services marketing.

Here are the six lessons of accidental brands:

1. Do sweat the small stuff. Pay attention to execution.

2. Pick a fight. Define what you are against. Then, people will know what you stand for. Who do you disagree with? Otherwise, you’re doing the same as everyone else.

3. Be your own customer.

4. Be unnaturally persistent.

5. Build a myth. Tell your story so it explains the value of your brand. Make other people want to tell it for you.

6. Be faithful. Remember the customers who helped you grow. Get customers to be recommenders.

Click here to purchase Accidental Branding.