Marketing Craftmanship

Trending Sources

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

Despite PRSA’s best efforts, its APR designation does not carry the same weight as MD, JD, CPA, CFA, an MBA degree, or even a Six Sigma belt. If the Edward Bernays era is considered the profession’s starting point, then public relations has had nearly a century to earn its seat at senior management’s table. PR’s Plan to Earn a Seat at the Table.

One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

This CPA firm’s follow-up marketing effort, which combined the bar association’s implied third-party endorsement with its managing partner’s thought leadership in practice management, resulted in new relationships with three law firms that had not attended the seminar. B2B Marketing Needs Impressive Stuff Like This. Smart marketers work backwards.

Will Internet Transparency Devalue Craftsmanship?

Marketing Craftmanship

If motivated, you can learn as much as your CPA knows about arcane tax laws, as much as your lawyer knows about divorce agreements, or as much as your real estate broker knows about mortgage lending. As the client, would you prefer to be schmoozed by your CPA, or to have him increase your tax refund by $1,500? So keep your former CPA’s phone number, because your TurboTax customer service rep will not be helpful at a tax audit with the IRS. For decades, medical schools have told students that patients want the Three As: Accessibility, Affability and Ability… in that order.


Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list. Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. THE PAYOFF.

The Top 10 Contact Management Considerations for CPA Firms


It seems that the daunting task of managing contacts and CRM systems has followed me throughout my career, despite my tireless efforts to avoid it! In my first job out of college, I was tasked with helping to set up a customizable contact management system, along with importing tons of information and keeping it up to date. simply was responsible for keeping it clean and up to date.

CPA 45

New Research on CPA Marketing Budgets

Hinge Marketing

The Hinge Research Institute partnered with the Association for Accounting Marketing to conduct a benchmarking study on CPA marketing spending and organic firm growth. For CPA firms looking to stay competitive, marketing is too important to be an afterthought. We hear it all the time from our clients in the accounting industry. What can we do to give our marketing efforts an edge?

CPA 28

Break Free: Five Marketing Challenges Holding Back Your CPA Firm

Hinge Marketing

Is it any wonder, then, that many CPA firms struggle to grow? SEE ALSO: The Future of CPA Marketing. The recommendations below represent the strategies used by the most successful firms — and they could form the foundation of a high-growth strategy for any CPA firm. On average, 18 percent of clients are dissatisfied with their CPA firm and plan to find a different one.

CPA 24

CPA Superstar: Blake Christian’s Journey to Visible Expert?

Hinge Marketing

” He also writes a monthly CPA Insider column for AICPA, which reaches an 80K readership. “Boil it down to one word: the difference between a successful CPA and a mediocre one is empathy.” We study them because we want to understand how they attained that status and what we can learn from them. “We tend to be slow adaptors to technology.

CPA 24

5 Trends That Are Shaping the Future of CPA Marketing

Hinge Marketing

One of the things that I love about conferences is that they give you an opportunity to step away from the hectic pace of day-to-day demands and get a perspective on what is happening in CPA marketing. Reflecting upon the whole conference I was struck by five trends that are likely to impact CPA marketing in the coming year and beyond. What does this mean for marketing your CPA firm?

CPA 25

The 4 Skills Every CPA Should Master to Build Business


If you're a CPA, you are most likely plugging away during tax season, and gaining new clients and prospects might be the furthest thing from your mind. Likely, your immediate focus is on handling your current workload. After all, filling your time with the most billable hours is key to success and career growth, right? Not exactly. How can you be a superstar at building business?

CPA 18

5 Accounting Marketing Efforts Every CPA Must Know for Higher Growth

Hinge Marketing

When it comes to accounting marketing, you want to know the investment is worth it. It can be a challenge to determine which marketing tactics will return the most ROI, especially with new marketing trends always coming into play. To simplify things, we’ve broken down five marketing efforts geared toward increasing growth to help you get the results you’re looking for. Conduct research.

CPA 33

Seven Common AdWords Mistakes to Avoid


The single most important metric in a paid search campaign is cost per lead (CPL) (sometimes alternatively referred to as cost per acquisition or CPA). Keywords with a lower, but still respectable, CPA should be bid with a target of making a low ad spot on page one of search results. Here then are seven common mistakes to avoid when setting up and optimizing an AdWords campaign.

CPA Brand Strategy: How To Make The 3 Levels Work For You

Hinge Marketing

Building your CPA firm’s brand can be a real challenge. Do people think of you as a good CPA firm or a great one? Levels of Your CPA Brand. It is not uncommon for CPA firms to have a well-known practice but have several lesser know ones as well. 3. There are some strategies to help the three levels work together for your CPA firm. Your Brand Defined.

Expert Blogger Shares Secrets to Success: Wit & Wisdom


accounting Blogging Content Marketing CPA Mark Goodfield The Blunt Bean Counter Blogging As a marketing manager, I coach my professional services clients on the ins and outs of blogging, including its countless benefits. However, I find that many people are still reluctant to do it. For you reluctant bloggers out there, I wanted to share my recent interview with expert blogger, Mark Goodfield, a tax partner and managing partner of Cunningham LLP in Toronto, Canada. He’s even getting interview requests from local newspaper and TV reporters. Sounds incredible, doesn’t it?

How Much Does Each New Customer Cost?


Cost per Acquisition (CPA). Cost per Acquisition (CPA) is a measure of how much is spent to get a sale (conversion). If your CPA is $25, but your products are only sold at $10, you’re losing $15 on every transaction made through that advertising channel. Cost per Action (CPA). CPA can also stand for Cost per Action. How do you use CPA?

Cost 23

Executives Are in Love with the Wrong Kind of Data

B2B Marketing Insider

You can measure your traffic-generating ads in terms of CPC or CPM or CPA. In the business world today, we can measure absolutely everything. Take your website as an example. You can measure clicks and views and how many of those views were unique. You can measure exit pages and bounce rates and conversion funnels. O.M.G. And because we can. Read More. Content Marketing

CPM 90

2013's Top Three Priorities for Accounting Marketing


Putting social media in context is critical to gaining acceptance among a tweet-resistant CPA crowd. Accounting Firm Marketing Accounting Marketing CPA Martketing marketing goals marketing strategy Marketing (General asked my peers about their top accounting marketing priorities for the coming year, and there are some clear and exciting trends for next year. 1. SOCIAL ENGAGEMENT.

Online Ad Metrics & the Google Activate Initiative

Puzzle Marketer

The advertiser that only pays if they get a customer uses the CPA (cost per action / acquisition) model and is popular for affiliate marketing where publishers are willing to drive traffic to high quality brands and only expect payment when an action is completed. In the middle of CPA and CPM is the CPC (cost per click) model. If the ad loads below the fold, it doesn’t count.

15 Effective Ways to Reduce Cost Per Acquisition

B2B Marketing Insider

Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA). Put in simpler terms, ask yourself: how much of your marketing budget has to be spent to get a paying customer? To find […]. Content Marketing

CPA 64

Cost per Advocate - the new CPA Model!

Buzz Marketing for Technology

Cost per Acquisition (the old CPA) has been around since the dawn of the internet. Those unwilling marketers like me who were not willing to pay the Internet bubble prices for CPM (cost per thousand) impression based model demanded a more accountable model from our media partners and CPA (cost per acquisition) was born.


What B2B’s Need to Know About The Adwords Live Stream

EMagine B2B Blog

Better CPA Bidding. CPA, or cost per acquisition, is the newest bidding model that allows advertisers to choose the price they are willing to pay for a conversion. Plus, they admit that your CPA is likely to increase for a short time until it collects enough data. Google’s new version of CPA bidding claims to be much better at meeting target CPA’s. Finally!

CPA 36

How Do Your Google AdWords Metrics Compare to Industry Averages? [New Benchmark Data]


The study reveals a ton of helpful industry-specific benchmarks for both search and display ads, including average clickthrough rate (CTR), average cost-per-click (CPC), average conversion rate (CVR), and average cost-per-action (CPA). Average Cost-per-Action (CPA). The average CPA for search ads is $59.18, and $60.76 for display ads. Average Clickthrough Rate (CTR).

CPA 37

4 B2B Marketing Tips for Running Successful PPC Campaigns

Modern B2B Marketing

Don’t Allocate Budget Based Off CPA. Based on the high cost-per-acquisition (CPA) of some keywords, it might seem like a good idea to reduce your costs by pausing or reducing keywords that are expensive and investing in others that are cheaper. Again, don’ let the front-end conversions like form-fills and CPA guide your decisions. Don’t Focus Solely on Conversions.

PPC 50

Don’t Sell Your Services. Sell Your Results.

Sales Lead Dynamics

CPA. “I’m a CPA. I do audits.”. After. “I’m a CPA. CPA specializes in. “In the factory we make cosmetics. In the drugstore we sell hope.”. Charles H. Revson, Founder of Revlon. Perfume is simply smelly (well, ok, pleasantly fragrant) water. But Revson imbued it with almost mystical powers. It could change your life. Don’t sell the features. Sell the benefits. Right?

CPA 54

5 Engagement Metrics To Calculate Brand Health

B2B Marketing Insider

As a rule of thumb, your subscriber cost per acquisition (CPA) should be well under your average sale amount from a new customer and within range of what you pay to obtain other valuable actions , such as webinar sign-ups, free content downloads or even direct sales. Let’s say you’ve tested a few tactics and decided that your maximum allowable CPA for a new email address is $1.50.

CPA 69

Retargeting; An Internet Marketing Tactic to Increase Conversions Rates & Leads


Like with Google, I am tracking direct conversions along with the view-thru conversions, plus a target CPA. With other networks and DSPs you can negotiate target CPC and CPA, based on dynamic CPM.  DSPs optimize the retargeting campaigns in order to achieve the target CPC and CPA. Let’s talk retargeting.  The idea here is to bring them back with an offer or alternative content.

CPA's: Don't Dodge the Blog | Marketri



Stop Wasting Money and Improve Your Google AdWords Paid Search ROI


Target CPA. If you have a target cost-per-acquisition, you can enter that into Google, and Google will optimize bids to get as many conversions as possible to reach the target CPA. If you’re focused on maximizing ROI for your firm, and you have a team or vendor managing your paid search campaigns, you may not be optimizing ROI. Search Networks. Device Management. Enhanced CPC.

Retargeting; A Internet Marketing Tactic to Increase Conversions Rates & Leads


Like with Google, I am tracking direct conversions along with the view-thru conversions, plus a target CPA. With other networks and DSPs you can negotiate target CPC and CPA, based on dynamic CPM.  DSPs optimize the retargeting campaigns in order to achieve the target CPC and CPA. Let’s talk retargeting.  The idea here is to bring them back with an offer or alternative content.

The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]


ROI, CPA and CPL also increased in selection percentage from 2015 to 2016. In November, we unveiled the 2016 State of Pipeline Marketing Report. The second annual report surveyed over 350 marketers across various industries, on the topics of marketing channels, priorities, tech and more. In other words, how the marketing industry has grown over the last year. Marketing Priorities.

Marketing’s Battle: How Big Data and Marketing Technology Helps Win The Game

Crimson Marketing

By 2011 Paychex’s cost per acquisition (CPA) was rising. As a result, Paychex increased lead volume by 98 percent within the first year, and CPA declined 43 percent. The best marketers are those who can quickly build a three-dimensional picture of markets and buyers. Building the foundation for predictive analytics isn’t a cakewalk. companies with fewer than 100 employees.

Help 105

Accountants are Cool (No, Really!).Show the World with Video Marketing


Everyone thinks CPA's are totally boring, right? even fun…videos from CPA firms. In fact, I was searching for some informative Q&A type of clips, but what I found a was a great example of a company stepping out of the traditional CPA box, connecting with an audience, having fun, and being likeable (no, seriously!). So, want to be famous? Watch it. And it worked.

CPA 50

How to Find Your Niche

Sales Lead Dynamics

In my last blog post Why You Need a Niche , I explained, well, ah …….why why you need a niche. The reason is pretty clear: you can make more money. Clear Niche = More/Better Referrals = More Clients. Here’s how to get started. What Distinguishes You? niche is an area of expertise that helps you stand out and distinguish you from your competitors. Industry (IT, Healthcare, Lawyers etc.). Specialty.

CPA 34

Visible Expert Profile: Rick Telberg

Hinge Marketing

Rick Telberg, President and CEO of CPA Trendlines , was introduced to the accounting industry more than 20 years ago when he helped launch Accounting Today magazine as Editor. So he launched CPA Trendlines, which delivers cutting-edge investigations, trends, and industry news to the tax, accounting, and finance industry. Keeping Pace with Change. Forging His Own Way.

CPA 24

3 Reasons To Bid On Unprofitable Keywords


If you are like most advertisers, cost per acquisition (CPA) is a key element in determining paid search success. The lower the CPA, the better the perceived performance. CPA, however, isn’t always indicative of success. To position As a result, unprofitable keywords often get paused if they rack up spend without delivering cost-efficient conversions.

CPA 16

15 Effective Ways to Reduce Cost Per Acquisition


Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA). To find out what your CPA is, use the formula: CPA = cost / conversions. Effective Strategies to Reduce CPA. To lower CPA, you can target all of your highly competitive search terms to YouTube.

CPA 26

Should Salespeople Prospect Anymore?

Your Sales Management Guru

Depending upon your business these could CPA’s, Commercial Real Estate brokers, contractors, architects, etc. Should Salespeople Prospect Anymore? Last week during a client’s sales meeting we got into a discussion regarding pipeline values, needless to say the number of prospects and dollar values were insufficient to achieve the overall corporate revenue objectives. First, it depends.