Whether you are part of a multiple partner CPA firm or a sole practitioner, most accountants want to improve the quality of the practice clientele and generate higher quality referrals. To accomplish this, most firms will embark upon a niche development strategy to acquire more of the clients they ideally like to acquire. However, many accountants struggle with the concept of developing a niche because they view themselves as a “generalist” and worry about positioning themselves as an expert.
This webinar will use a case study approach to show how other CPA firms are using niche marketing to improve the quality of their lead generation, and gradually improve their clientele. Some of the common questions we will cover are:
• What types of niches should I consider?
• When should I start developing a niche service?
• Will it alienate my existing client base, which has no concentration?
• How do I start developing a niche?
Over the years, Build Your Firm has helped many accounting firms overcome this challenge. Learn why this should be a weapon in your marketing arsenal for improving the quality of your accounting practice.
Learn how a niche will help you acquire higher quality clients
Learn what strategies other firms are deploying to develop a niche
Hugh is a co-founder of Build Your Firm and has been the Chief Marketing Officer since the inception in 2003. He has over thirty years of Marketing and Sales experience working in the consumer-packaged goods, internet media, publishing and professional services industries. Today, Hugh oversees the Outsourced Marketing Program, teaches thousands of accountants how to improve their marketing each year, writes a monthly email newsletter, blogs regularly, and is frequently published in accounting publications like CCH’s CPA Practice Management Forum, CPA Technology Advisor, Intuit’s Accountants News Central, Progressive Accountant, and numerous state society magazines. Within the accounting industry, Hugh’s talent for helping accountant’s capitalize on their strengths to create a vibrant niche is unparalleled. The range of niches that he has helped create for accounting firms is extensive. Most importantly, these niches help accountants attract higher quality leads, realize higher fees, and derive more satisfaction from their practice.
Dawn graduated from Elon College with BA in Psychology. She has over 18 years of diversified marketing experience across a broad range of industries including banking, publishing, internet media and professional services industries. While she enjoys in all areas of marketing, she has a particular interest and expertise in new media technologies, internet marketing, website development and social media marketing. Prior to Build Your Firm Dawn was Marketing Communications Manager for a bank where she was responsible for mass media communications, direct mail marketing and Web initiatives for the bank. Prior to the bank, she was Director of Marketing for eBuild.com, a division of business-to-business publisher Hanley-Wood, LLC. While there Dawn was part of the team that was responsible for launching Hanley-Wood’s Web division and bringing the company’s award-winning magazines online, including industry leader BUILDER Magazine. In her spare time, Dawn enjoys spending time with her husband and two sons. Her favorite way to spend free time is reading, cooking for family and friends or tending to her ever-growing garden.