Marketing Sources For The Small Firms.

• Author: Weinberg, Robert

In the past two decades, CPA firm owners have increasingly integrated marketing and practice development into their day-to-day activities. However, many--especially those in smaller firms--still do not realize how directly marketing is related to the firm's ability to expand its service offerings, increase fees and attract more profitable clients.

To be successful, all CPAs, especially those in small firms, must incorporate marketing activities into their practice. If you haven't done so yourself, now is the time to start. If you are planning to launch your own firm, be certain to include marketing in your business plan. The CPA's predilection for focusing on the fiscal aspects of a business plan can lead him or her to ignore marketing. But successful firms start with know-how, creative strategies and an emphasis on marketing.

Although some may view marketing as an expense and a necessary evil, nothing could be further from the truth. Getting the word out about your firm is an investment in the future--as necessary to viability as a new computer system. After all, without adequate marketing support, you will have a difficult time competing with other firms who use a marketing campaign to help close their sales. As you expand your services, it can help you get across to clients that you are on the cutting edge of your profession.

Getting started can be as simple as following the suggestions in...