Description

To many clients, CPA firms all look the same. While services and specialties may vary significantly

from one firm to another, it is hard for the average person to see this by simply looking at the sign

outside our office door. Is there any way to make us stand out more to the outside world? Through

surveys, statistics, and examples, this course looks at how CPA firms can develop a marketing plan

beyond just relying on referrals. We look at the pluses and minuses of various marketing channels,

regulatory constraints, and how to measure success in the competitive financial services space.

Instructor: Dave Peters, CPA, CFP, CLU, CPCU, MST, MBA

Target Audience

CPAs who want to improve their firm’s competitive position by utilizing new and unique marketing techniques

Course Objectives

Identify common problems involved in marketing CPA services

State the common elements of a marketing plan for a service organization

List ethical considerations and common state regulatory requirements CPA firms must abide by in their marketing practices

Describe what survey data and statistics show about the effectiveness of various marketing channels

Describe how to develop metrics to measure the success of marketing efforts

Subjects

Challenges of marketing CPA firms

Developing marketing strategy 

Elements of a marketing plan

Example: CPA firm marketing plan

Marketing regulatory/AICPA issues

Picking the right marketing channels 

Marketing channel statistical analysis 

Developing marketing metrics

Prerequisites

Basic knowledge of marketing concepts