Marketing Insights

Accounting firms today are moving in new directions more than ever before. It is becoming increasingly important to stand apart by differentiating yourself from other firms. Follow this blog to receive practical advice from marketing professionals with decades of experience and learn the most effective ways to promote your firm.

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  • A person’s self-perception is influenced by his or her thoughts and energy. Individuals functioning at a high level of energy have better outcomes than those that do not. What people believe impacts what will happen to them. People’s thoughts determine their feelings and emotions, and their feelings...

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  • In his book “Energy Leadership: Transforming Your Workplace and Your Life from the Core,” Bruce D. Schneider [founder and CEO of the Institute for Professional Excellence in Coaching (iPEC)] defines two types of energy: anabolic and catabolic. Anabolic energy is constructive, rejuvenating and sustainable,...

  • Gallup’s 2011 Employee Engagement Index reported that 71% of American workers are “not engaged” or “actively disengaged” in their work. In other words, nearly three quarters of the U.S. workforce is emotionally disconnected from their workplaces and are less likely to be productive. That leaves a...

  • Learning to channel the energy of your team can have a profound effect on the success of your firm. To do so, you must engage employees by bringing them into an anabolic energy level. This is where individuals work in cooperation with one another. They focus on solving, understanding, creating, and...

  • The anabolic leader demonstrates his or her ability to engage employees on an individual, social, and organizational level. The way that a leader interacts with his or her team has a tremendous impact on building anabolic energy and engagement. Partners that participate in meetings, respond to situations...

  • Great companies such as the Ritz-Carlton and Starbucks train employees on what they have to do to live the brand and hold them accountable. In his book The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company, Joseph...

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  • While clients expect a high-level of service, few firms take the time to define what that really means. Furthermore, management frequently does not communicate to employees what they need to do to deliver consistent exceptional service. It is not enough to ask employees to provide exceptional service....

  • Branding is defined as the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your brand is your promise to your customer. It tells them what they can expect from your company and it distinguishes you from the competition. Your...

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  • Professionals should invest the time to ensure that the firm communicates its message through traditional channels – press releases, articles, whitepapers, case studies, and seminars, as well as on social media channels and the company’s website. All of these tools should be used to showcase the value...

  • The emergence of social media has changed everything. According to Deirdre Breakenridge, Chief Executive Officer of Pure Performance Communications and the author of Cyberbranding: Brand Building in the Digital Economy , “Professionals now realize in order for their brands to capture attention, they...

  • The importance of effective communications is more significant in today’s integrated media environment. Even with all of the hype around social media, there is still a valuable role for traditional media in PR for the following reasons: Traditional media is a recognizable brand – Everyone...

  • Last Thursday, New Jersey Society of CPAs (NJSCPA) Digital Communications Manager Rachael Bell and I completed our fourth and final social media training session for Society staff. Just to back up for a moment, we declared February 2013 "Social Media Month" at the Society. Why you may ask?...

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