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Author: John Bracamontes

The fundamentals and core attributes of marketing apply to Certified Public Accountants just as they do any other industry, but with accounting firms, both large and small there are tactics that can generate massive success.

Be Personal
One of those tactics is showing genuine personal attention to your clients. Sounds simple enough, but personal can be defined differently by most so we want to clarify what some of those effective personal touches are.

Many CPA firms will send out direct mail to their clients that uses their name on the piece, that is great, but not the personal we’re talking about. Try sending out mail with handwritten notes that mention family or events. You can also make sure to send out anniversary cards, holiday cards, birthday cards with a dollar inside (or five) all with handwritten notes.

cpa marketing

 

The Certified Public Accountant needs to be marketing themselves 100% of the time. Something that can be overlooked is the expectation of a client that they are important (which they are) and the CPA needs to make them feel that way. Being enthusiastic when meeting with clients or on the phone, making eye contact and looking genuinely happy to see your client is critical to creating that personal relationship which can ensure that they are a customer for life.

Digital Marketing & Traditional Marketing
This type of personal attention can be showcased in marketing collateral, events and on digital channels. Use written and video testimonials, hold and highlight customer appreciation events such as galas, picnics or sports outings or hold contests that keep your clients engaged. All of these things can easily be communicated in newsletters, social networks, display ads, brochures, direct mail, television, radio, SEO, PPC and more.

If you want to learn more about CPA (certified public accountant)  Marketing contact us using the form to the right or giving us a call.

Learn more about how we can help you with Digital Marketing specifically for Certified Public Accountants.

The Connected World, Now commonly known as the Internet of Things is a large and growing area of M&A.
M&A activity in the Internet of Things grew 45% from 2012 to 2013 and those numbers will continue to rise.

The Internet of Things is a web of physical objects and appliances that use the Internet to connect with other machines as well as the external environment.
Connected Home, Connected Auto, Connected Everything!

Check out the video below which speaks to Investor Activity in the space:

M&A Finance and the Internet of Things

Not only are VC’s in the IoT space, but Strategic Investors are also present, knowing that they need to be here now to capitalize on these massive opportunities later.

Check out more information on our Private Equity Marketing Services.

Want to to know more about the Real Advantage of Digital Channels for Financial Advisors?

This Digital Financial Advisor Report provides insight into how Financial Advisors engage with online and offline media when conducting investment research, and how advisors are prompted to move through the decision process from awareness to recommendation / use of the investment product and on what type of materials & methods advisors use when communicating recommendations to clients.

Quick Stats:
“94% of Financial Advisors used at least 1 internet source for researching investments”

“82% of Advisors are prompted by ads to do additional research”

Download the Full 12 Page Report Below

Social Media Strategy for Banks

 

This is the first part in our Digital Marketing for Banks series: Social Media Strategy for Banks
It’s no secret and certainly nothing new that Social Media has become a must for banks (and most financial institutions for that matter) and knowing how to use it as well as what you can and can’t say is imperative.
We touch on a few key points to plan for and pay attention to.

Strategy
Having some level of strategy always generates more success on social channels.
Things to consider when putting together a strategy:

    • Why will you be active on Social Media? Defining the reason for being there is enlightening and assists in creating a comprehensive strategy.
    • Who is your Audience and are they on Social Media Channels? This is Critical! Define your audience / target and find out if they are active on social channels and analyze how they engage on social networks.
    • How will you Engage? Define what types of information you will share on social networks (news, contests, community events, etc.). If you will be using the channels for customer service then you will need to staff accordingly and create guidlines. If you won’t be using it for customer service you need guidelines on how to field customer service questions that arrive on the social channels.

Compliance
Recently the FFIEC released a guide for social media use by banks and credit unions. The FFIEC’s guidance provides an outline for these banks and credit unions to monitor & manage the risk with being active on social media. This includes policy, monitoring, reputation, privacy and more.
FINRA also has an impact on how a Bank or Credit Union will uses Social Media. With FINRA it is all about monitoring, controlling and accountability. Record keeping and archiving are huge, this is a must and needs to be done at 100%.

Activity / Engagement
Now for the fun stuff.
You need to figure out who will manage the social activity, who will plan the content calendar, who will post, who will respond, will you use paid ads, etc. This falls a little under strategy, but this is so critical to the engagement on these channels. This person or persons will be the face of the Bank or Credit Union and be an extension of the brand, that humanistic injection into these digital spaces.
Whether it is posts, tweets, retweets, likes, shares, follows or pins you want to see that engagement!

Measurement
What should you be measuring?
That depends on the goals of the Bank or Credit Union.
But we can safely say that tracking community growth (followers & likes), engagement metrics (shares, tweets, retweets, pins) and traffic to your website are fundamental mainstays in your reporting.
It may be important to measure and report on your social influencers, online form fills, vanity phone number calls and matching why certain types of content is engaged more often than others and at what times of the day are most effective.

This is just a sampling of what Banks and Credit Unions will need to think about when integrating social media their operation.

You can also check out our page on Digital Marketing for Banks.

If you are interested in Social Media Strategy for Banks you can contact us by filling the form out on the upper right of this page or give us a call at 866-357-7422

digitally connected financially minded baby boomers study

 

The Original Baby Boomers are a major force in Finance today.
They are the Decision Makers and they have the Money.

1. Financially-Minded Boomers are better plugged in to the internet and search than their younger counterparts (Gen X and Y) when it comes to making financial decisions.

2. Search Engines and Social Channels are highly used to compare and narrow financial choices.

3. Sponsored links and videos are effective media vehicles that connect with financially minded boomers.

These individuals are looking for resources online to help them make financial decisions and the presence of financial providers online gives those providers the ability to communicate the value of their services effectively as well as build credibility and trust.

Fill out the form below to download our full study with statistics on how they engage, where and why.

Download the Full Study on the Digitally Connected, Financially Minded Boomers

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Why would anyone follow Financial Brands on Twitter?
We have listed here a list of 10 Reasons why people do it.

1. They Like the Brand
2. To be notified of Offers or Promotions
3. Getting updated brand news
4. Learn about new products or services
5. They are current customers
6. To take part in competitions
7. To Tweet interesting content
8. To get something for free
9. Access to exclusive content
10. Give Brand Feedback

Thanks for reading! From the #1 Digital Marketing Agency for Financial Services

10 reasons people follow financial services brands on twitter

SEO for Certified Public Accountants

Here is the Good News for CPA’s:

SEO for Certified Public Accountants is Easy!

That’s right, SEO for CPA’s is extremely easy.
Search Engine Optimization today is much more complex than it used be, but for some it has made things much better.

How has SEO changed to benefit CPA’s?

One of the biggest changes over the last couple years in the search engines is the focus being on local.
The search engine results are now being shown against the searchers physical location.

An example would be: If someone in Chicago searches the term “Certified Public Accountants”, then they will be shown search engine results and a list of CPA’s in their part of Chicago.

To make this happen there are things that have to be created, optimized and indexed.

What do I need to do for my Accounting Firm to show up in the local search engine results?

There are a few core elements:

  • Have / Create an Optimized Website
  • Claim or Create local business listings on Google+ and other community directories
  • Create content relevant to your audience / primary customer

Doing these 3 things will establish the local presence online for your firm, take advantage of the local elements Google uses like maps and it’s business reviews and provide useful information that answers the questions of your primary customer targets.

Why do all that just to show up in the search engines

To get more customers and make more money of course.

Whether someone is looking for a CPA for the first time or is looking to switch Accounting Firms, everyone starts in the search engines searching for that solution.

So give them what they want.

Download an SEO Case Study Below to Learn More

Or, You can give us a call now at 866-357-7422 to talk.

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Branding for Private Equity Firms

In the past Private Equity firms had the option of worrying about their brand or not. Communication took place in an organic way through partner networks and personal connections. Results produced by the Private Equity firm could stand on their own, demonstrating the value and strength of a firm.

Today this is slowly fading away. A Private Equity firm is now virtually required to participate in building and growing it’s brand.
From the Name, Logo and Colors to the Voice of the firm and what sets it apart, all of these things are becoming more and more important to potential investors and business targets (not to mention consumers who voice their opinions about firms).

Listed here are some specific reasons that Private Equity Firms should care about Branding:

An increase in competition: There are more firms out there now due to growth in popularity of Private Equity. This is making it imperative to stand out and communicate efficiently an ever increasing number of firms in the US and Globally.

A maturing market: When it first began, Private Equity was new and sexy, but now that initial luster is over everyone is back to business. Investors were extremely eager to give their money over to firms in the early days, but now they are looking to invest with solid brands that ensure them with trust and performance.

Defining the offering: Private Equity as a term has been blurred for many investors and individuals. When so many things come to mind while speaking about private equity it is extremely important to define what it is a firm actually does, specializes in or does not do. The constituents and prospects need that clear distinction.

An increase in publicly documented commentary: In the past Private Equity firms did not need to worry about public scrutiny or even journalist comments. No one seemed to have anything bad to say. Then the media began to demonize practices within the industry and the public joined in. Social media has amplified the ability for investors, consumers, journalists and more to voice their opinions about firms or specific transactions. It is important to be there to control the message.

Regulatory changes: Recent regulatory changes in regards to general solicitation and advertising (the JOBS Act) has essentially told firms to start marketing & advertising and strengthen their brands. If one firm does not work on positioning themselves one way, it is most assuredly that their competitors are out their doing it.

Don’t get left behind and start Marketing your Private Equity Firm.

affinity insurance marketing services and digital marketing

Affinity Insurance Marketing is suited only for the most experienced marketers.
Our specialty is Digital Marketing for Affinity Insurance Groups.

Traditionally affinity insurance marketers had to build their direct marketing lists by identifying the individuals who belonged to certain groups or professions by partnering with those groups or other companies who had this information.

Now that social media has become so integrated it is extremely important to be literate in all digital mediums and channels.
The members of these groups are now self identifying on these channels, we can capture their information and present information to them at the right place and right time.

Effective techniques like retargeting can be used to stay in front of these individuals during their buy cycle.

Most of the Digital Marketing Campaigns for Affinity Insurance products have been for:

  • Term Life
  • AD&D (Accidental Death and Dismemberment)
  • Disability
  • Hospital Indemnity Protection
  • Hospital Accident Protection
  • Dental Insurance

The Importance of Tracking Cross Promotion
Cross Promotion of products to currently insured members is commonplace.
If someone has AD&D, they may purchase Term Life or Hospital Protection, etc.
The problem is that promotions in the past were basically a shot in the dark.

When promoting these products digitally you now have the ability to track at the individual level.
This will provide you with insight into which products are most interesting to your currently insured members and will generate enrollments and applications quicker, while spending less money.

Target, Identify, Connect, Capture and Convert.

Download a Digital Marketing Case Study for an Affinity Insurance Term Life Product by entering your information below

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Contact Us for more information on our Affinity Insurance Marketing and Digital Strategy.

Digital Marketing for Hedge Funds

 

Since the ban was lifted on Marketing for Hedge Funds some have jumped in and gotten down to business by putting together comprehensive marketing plans, others have done nothing and most are wondering what they should do and how to start.

It makes sense to believe that most hedge funds would not run at full speed immediately or do nothing at all. The majority would fall somewhere in the middle, trialing things to find what works for their fund / brand.

What you should do First
The quickest and easiest way to start marketing a fund is digitally.
The reason Digital Marketing for Hedge Funds is so effective, is due to the ability to generate a large volume of awareness and engagement quickly.

Another very important quality of digital marketing is the ability to monitor and measure accurately.
Being able to track your Return on Investment is imperative.
With digital you have the ability to see what channels drove the most engagement, who actually engaged with your brand and what they engaged with. This will give you the ability to message to individuals more effectively: “Saying the right thing in the right place”.

Another critical element of digital marketing is testing your messaging and creative presentation of those messages.
This is something that traditional marketers have done for decades, but digital can do it faster, cheaper and more accurately.

What Next?
Digital Marketing is a continuous cycle of hypothesizing, strategizing, executing, monitoring, measuring and starting the cycle over.
Tools that are used in Hedge Fund Digital Marketing strategies are:

    • Web Design and Development
    • Pay Per Click Advertising
    • Search Engine Optimization
    • Display Advertising
    • Retargeting
    • and more

Once these digital efforts have been put in place you can build out even more robust strategies that include using the digital data to put on events, send direct mail, develop partnerships and other initiatives most effectively.

Contact us for more information about marketing your Hedge Fund online.