The Complete Guide to Marketing for Tax & Accounting Firms
By Sandi Leyva
Add New Revenues, Make More Money, and Gain More Free Time in Tax, Accounting, Bookkeeping, Payroll, and Outsourced CFO Services
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The A-to-Z Program with Checklists, Samples, Step-by-Step Procedures, and Case Studies
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Achieve Marketing Clarity
Sandi Leyva reveals the practice-proven, tried-and-true systems for increasing revenue, finding only “perfect” clients, and choosing the best marketing strategies.
Learn the top ten most effective marketing channels.
Get the details for:
- Retaining Grade-A clients
- Boosting referrals
- Burnishing your reputation
- Planning high ROI events
- Launching online marketing
- Mastering social media
- Embracing video
- Creating successful newsletters and content
- Leveraging public relations,
- Developing telemarketing, direct mail and promotional materials.
Plus: Special sections on
- tracking activity,
- measuring results, and
- analyzing winning strategies.
Once you’ve started executing your marketing plans and learning what works well, Sandi will help you refine and systematize them so they take even less time away from your core business.
You’ll be making your numbers with less stress, more predictability, and far less guesswork.
The Six Simple Steps
You’re just a few steps away from implementing business-building activities that are tailor-made for the skills and personality you already have and that will pay back the fastest. You’ll learn to move from a reactionary, waiting-for-clients-to-come-to-you marketing mode, to a top-down strategic marketing plan that you execute, measure, and refine throughout the year.
Here are the steps that you’ll go through:
- Create a revenue plan.
- Identify your ideal client.
- Create a marketing plan.
- Start with the most effective and least-cost marketing channel for accounting, get as much volume as you can from it, then go to the next least-cost channel, and so forth.
- Create your marketing materials and your messaging.
- Make your numbers!
Chapter One: Your Revenue Plan
Chapter Two: Your Ideal Client
Chapter Three: Your Marketing Plan
Chapter Four: Client Retention
Chapter Five: Referrals
Chapter Six: Reputation
Chapter Seven: Events
Chapter Eight: Online Marketing
Chapter Nine: Social Media
Chapter Ten: Video
Chapter Eleven: Email Marketing and Newsletter
Chapter Twelve: Public Relations
Chapter Thirteen: Case Studies, White Papers, and Articles
Chapter Fourteen: Content Marketing
Chapter Fifteen: Telemarketing
Chapter Sixteen: Direct Mail
Chapter Seventeen: Materials
Chapter Eighteen: Implementing
From the Introduction
by Sandi Leyva
If you’re like most accountants who own a small business, you’re great at what you do. You may even be an expert in your field. Hopefully, you also love what you’re doing and are passionate about sharing your skills and expertise with the world. So, naturally, you want your accounting business to grow.
Growing your accounting business and acquiring more clients requires a different skill than the core service you offer your clients: It requires knowledge of marketing. And even if you have an MBA, the stuff you learned in school isn’t enough for you to know what to do to build your business. When I started my practice, I felt like I had a choice between hiring an expensive consultant or doing it myself with a long learning curve that would take time away from running my business. Since I didn’t like either of these choices, I decided to write a book especially for accountants and QuickBooks consultants that provides a step-by-step approach to getting accounting clients.
When I first started my accounting business, I didn’t have any clients. I had just gotten laid off from corporate America (thank goodness!), and I didn’t know anything about getting clients. I only knew about accounting and technology. I had to learn how to get accounting clients. Since I have refocused my business several times and had many businesses over the years, I’ve had to start from scratch and get clients in multiple industries from accounting to photography to training to consulting to speaking to web design to nonprofit.
I’ve made a ton of mistakes learning how to market and cost myself a ton of money. What I found along the way has been amazing. Marketing doesn’t have to be a dirty word. In fact, I’ve applied a ton of accounting principles to marketing so that we accountants can learn it on our own terms. It can even be fun when you start counting all that money coming in from applying the new marketing methods you have learned from this book. You may actually learn to like marketing, like I have, even though, believe it or not, I am still uncomfortable with the whole idea of selling myself.
My goal is to take the mystery out of marketing and tailor it to your accounting personality. If I could spend less time selling, but still get the number of accounting clients I wanted, then I knew that was the marketing system for me. This book is designed to get you the help you need to grow your business and to learn exactly the right marketing skills to fast-track your growth.
In the first few chapters, we’ll show you how to create a revenue plan so you know how many clients you need to make your numbers. We’ll also show you the framework for creating your marketing plan. The cool part is it’s all spreadsheets! We can do those, right?
We’ll go into detail about the marketing channels you should use to find your new clients. You’ll be able to choose the channels that you like best and apply them to your plan. Finally, you’re ready to execute. We’ll share how to finalize your plan and convert it into a yearlong task list that you can execute on a monthly basis to keep the leads flowing.
Let’s jump in.
Master More than 100 Tools and Techniques
Let Sandi Leyva teach you, step by step:
- The steps to create a marketing plan for your business.
- 10 of the most effective marketing channels for accounting practices.
- The 17 marketing materials you need.
- The five C’s of website effectiveness.
- The plan that to improve client retention and increase referrals.
- The advantages and disadvantages of each of the marketing channels.
- The formula for “net new clients”
- Seven ways to grow your revenues
- Why marketing to “everyone” is a bad idea
- Why and how to define a persona
- Leverage the concepts of demographics, psychographics, social-graphics, and time-o-graphics
- Two steps to create your marketing plan
- How to define your marketing channel
- The one reason some channels work better than others
- The 10 best marketing channels for tax & accounting practitioners
- Understand, calculate and optimize your closing ratio
- Creating a comprehensive client communication plan
- The eight essential goals of a client communication plan
- 31 ways to keep in touch with clients
- Two reasons to ask for your clients’ feedback
- How to select and use survey tools
- Understand and deploy the ABC ranking method
- Learn the formula to calculate client retention
- Why “NetPromoter” is the new can’t-miss metric for marketing
- Ten ways future clients might learn about you
- Five skills or characteristics you may need to benefit from reputation
- The three pieces of marketing material to build your reputation
- The 11 best places to network
- The two mistakes novice networkers make
- The main reason events are popular in marketing
- The three types of planned events to attract new clients
- Five potential speaking topics
- Seven places where it’s easy to get on the speaking agenda
- Two ways to get leads from speaking
- Eight items you’ll need for your trade show exhibits
- The nine steps to follow when organizing an open house
- The three websites you can’t ignore
- Two things you should do to your social media profiles
- The five C’s to improve your website
- The three hidden problems with online advertising
- How you can discover your real online reputation
- The only three social media applications you’ll ever need
- Two indispensable items you need for your LinkedIn profile
- The only four types of posts or updates you need to make in social media
- The absolutely necessary app for posting to multiple social media sites
- The five benefits of using video
- The only three type of videos you’ll ever need to produce
- Two screen-capture tools you can’t live without
- The only three video file types you need to know
- The two things about YouTube that YouTube celebrities wouldn’t want to reveal
- The seven reasons your firm needs to publish a newsletter
- The only two absolutes you need for your newsletter
- The only three parts of a newsletter that are mandatory for success
- Four easy ways to acquire content for your newsletter
- The one best way to build trust among prospects
- Why and how white papers work
- The six titles for white papers that always work
- Why a case study can close a sale
- 11 simple steps to write a case study
- Five items in a typical white paper outline
- Five places an article can be published online
- Why PR still matters
- Ten occasions where you can send out a news release
- Six tips on getting interviewed by the media
- Four potential topics that tie in with the news
- Two things winning awards will build
- Five best awards sites you need to know about
- What’s “content marketing” and why everyone is talking about it
- Five skills your content marketing team will need to have
- Eight types of content used in content marketing
- Why telemarketing still works
- The four things you need to do before you even think about telemarketing
- How direct mail has changed
- Five circumstances when direct mail could work
- Ten common mistakes when using direct mail
- Five key costs of a direct mail campaign
- 17 marketing materials you can develop to present your business to prospects
- The only surefire formula for an elevator speech
- Eight ways you can differentiate your firm from others
- Three things you can do with the last line of your signature file
- Four examples of names for your new services and products
- Six things to put in your prospect kit
- The one thing you can do to exponentially increase your marketing results
- The three columns you absolutely must use on a spreadsheet to measure marketing results
About Sandi Smith Leyva
Sandi Smith Leyva, CPA, CMA, MBA, and founder of Accountant’s Accelerator, has helped thousands of accountants earn more, work less, and serve their clients better through her innovative coaching and training services.
Sandi was named one of the 2016 Top 25 Thought Leaders by CPA Practice Advisor, one of the 2015 Top 25 Most Powerful Women in Accounting by CPA Practice Advisor, one of the 2013 “Ones to Watch” of Accounting Today’s “Top 100 Most Influential People in Accounting” and was a 2013 Community Choice Honoree of the Small Business Influencer Awards held by Small Busi-ness Trends. She won a 2013 Stevie Award for “Maverick of the Year,” and her work has also been noted by CBS News, PBS, Dallas Morning News, San Jose Mercury News, Accounting Today, Journal of Accountancy, Today’s CPA, and The Practical Accountant. She is a regular contributor to CPA Trendlines.
Sandi is one of a handful of women in the world who has co-piloted a tiny six-seat, single-engine airplane over the oceans and around the world. Her book, Following Amelia: A Modern Day ‘Round-the-World Flight, describes her death-defying adventure along with the two award-winning humanitarian trips she managed to fit in along the way.
Sandi has authored several books, CPE courses, and over 500 articles for clients such as Microsoft, Intuit and the American Institute for CPAs. She writes BizBoost News, a client newsletter for accountants with strategic business content.
Sandi is a CPA and holds an MBA in IT from the University of Dallas. She also holds a MS in applied cognition and neuroscience. In her spare time, she loves hiking, traveling to remote places, and empowering women from poverty to prosperity through her nonprofit.
Copyright 2017. 6×9 softcover. 260 pages