Marketing ROI
Using Content Marketing to Amplify Your Niche Strategy
Niches, segments, practice groups – no matter what you call it, specialization is a strategy that most accounting firms use to encourage growth. Accounting firms have varying degrees of investment into this strategy – some simply claim a niche, while others have dedicated groups that only serve a particular area. At Inovautus, we have beliefs…
Read MoreHow Can Marketing Support Your Upcoming Partner Meetings?
Accounting firm leaders tend to schedule their partner meetings to take place right after fall busy season wraps up. These one or two-day meetings often focus on what has happened over the past year in areas like revenue, realization, and staff turnover. In addition to these topics, many firms are adding strategic planning to their meeting…
Read MoreHow to Attribute Marketing Activities to Sales: ROI Attribution Model
Measuring ROI is no easy task for accounting firms. On average, it takes 21 touchpoints for someone to become a client. Unfortunately, most public accounting firms aren’t selling online. Today, buyers do a significant amount of reading and research long before they ever reach out to or even meet with a firm. Marketing has…
Read MoreWhat Does Marketing Success Really Look Like?
I think there is a very large misconception around what defines a successful marketing program or initiative. We focus so much on the ROI number that we forget to look at the many other factors that impact growth in the organization. Some of these things may be a little harder to evaluate but are equally…
Read MoreA Case Study on Event ROI
The Challenge Like many of the firms we have worked with, we had one particular client that hosted a lot of events. Events are a core part of marketing; they provide an opportunity to engage with prospects and position the host as a thought leader in their profession. However, our client wasn’t sure what…
Read MoreDesigning Pipeline Meetings that Build Your Firm’s Growth Culture
There are many ways to keep marketing and business development top-of-mind in your firm, including reinforcing a consistent brand message, issuing performance measures related to marketing activities, and providing business development training. One effective tool for developing a growth culture in your firm is to hold pipeline meetings. Firms build pipeline documents to track opportunities…
Read MoreCreating Events That Have Real Impact Toward Firm Growth
As accounting firms come up for air and begin to look at marketing, one of the first marketing activities they tend to think of is hosting an event. An event, when done properly, can be a great boost for your firm’s marketing program. A firm-branded event can create awareness, foster relationship building, and open doors…
Read MoreMaximize Your Marketing and Business Development Impact: Making the Most of Precious Non-billable Hours
For five years I worked very closely with a managing partner who would regularly quote John Wannamaker’s famous line, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” This partner shared these words not only in reference to the firm’s marketing budget but also out of frustration…
Read MoreA Time to Reflect: 3 Year-End Steps for Marketing at Your Firm
December is a great time to pause and reflect on the past year. News outlets publish “best of” lists, social media sites are filled with “year-in-review” postings, and family holiday cards include recaps of milestones from the past 12 months. December is also a good time for your accounting firm to reflect back on the…
Read MoreThe Importance of Planning for Marketing Investments: A Case Study for Developing a Marketing Budget
The Challenge We often see small and large firms that have active marketing and business development efforts operating without a clearly defined marketing budget. Many will track their spending in these areas after the fact, but that doesn’t provide a proactive and strategic approach for spending those precious and limited dollars. The Solution One…
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