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Build a content progression model to get a drip feed of new leads

Build a content progression model to get a drip feed of new leads
Build a content progression model to get a drip feed of new leads

Overheard in the pub: “Hey, you seem like a nice person. Want to get married?” Actually, I haven’t overheard that in the pub, but if I did, I would immediately know it was a bit odd to say the least. And creepy. What’s wrong with someone who wants to leap from “I’ve never met you […]

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What if your marketing works TOO well?
What if your marketing works TOO well?

Getting new leads is the goal. Right? Well….sort of. I’m always fascinated when I talk to accountants about getting more into their marketing funnel, because it often goes like this: “We want to get leads. More prospects, more business, more quotes, more sales.” [discussions around how to do this] “Oh wow – that’s a great […]

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Make it harder (not easier) for prospects to become clients
Make it harder (not easier) for prospects to become clients

The level of competition currently affecting accountants means that it’s tempting to take any and every client who is ready to pay the fees. But as so many of you have already experienced, this practice is a false economy. Although the initial enthusiasm and cash flow feels good, you may discover later that this client […]

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Using social media to build local relationships for your accounting firm
Using social media to build local relationships for your accounting firm

In the past five or so years, there’s been a shift in how people use their digital and social networks to connect with the world around them.  This affects accountants in a big way, because of how much social is being used to make business decisions. It’s less about using social media to post your dinner […]

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9 reasons your accounting firm lost that job
9 reasons your accounting firm lost that job

One of the most discouraging things for accountants is going through the whole proposal and quote process, only for the prospect to say no, or go somewhere else. What can be even more confusing is if they just never come back to you, at all. No replies to your emails or phone calls. They go […]

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End of the world marketing: why you’ll always need a marketer
End of the world marketing: why you’ll always need a marketer

The dying rays of the sun did their best to pierce through the smog and post-apocalyptic haze. They glinted off the twisted metal of the discarded and long-dead carcasses of cars that littered the overgrown high street… They shone off the rusted remains of a useless post box – useless, on the whole, because there […]

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The “two bucket rule” of marketing ROI for accountants
The “two bucket rule” of marketing ROI for accountants

You can no longer evaluate marketing ROI based on individual efforts. It’s so tempting for accountants to still do this. “I tried Twitter for two weeks and it didn’t work – I didn’t get any new leads.” “We ran an event and didn’t get any new business.” “Networking doesn’t work for us.” You look at […]

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Strategic partnerships: the holy grail of marketing
Strategic partnerships: the holy grail of marketing

You’ve often heard me say that there is no magic wand in marketing. That there are principles to follow and areas to focus on, but in the main you simply have to work hard and keep going and it will come round in the end. There is, however, one area which if you get it […]

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How to get clients to spread your word (in the right way)
How to get clients to spread your word (in the right way)

We know that it hurts to spend resources on marketing while staying profitable, especially when the return on investment is not always visible. But being visible to potential new clients is more important than the pain. Your clients will one day talk about you and this can go one of two ways. You have to […]

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How to lose clients and influence nobody
How to lose clients and influence nobody

This week’s tip, I am sad to say, is a real-world scenario that happened to me, and is acted out thousands of times a day all over the country. (Perhaps even the world.) I had a very real, and very disappointing client experience with a local solicitor’s firm, and it reminded me that sadly there […]

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From cloud accounting software to making tax digital, you don’t have to explain the technicalities of accounting to us. Let’s skip to the good marketing stuff.

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