Marketing Craftmanship

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?

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.

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.

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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.

New Secrets of the CPA Referral

Hinge Marketing

And in the face of all this change, firms like yours rely on that old standby — the CPA referral — to survive. So how do high-growth firms go about creating CPA referrals? The post New Secrets of the CPA Referral appeared first on Hinge Marketing.

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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. In my last blog post we discussed How Social Commerce will lead to Advocacy Based Marketing (ABM) because of things like Facebook Connect.

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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.

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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.”

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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. What does this mean for marketing your CPA firm?

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CPA Content Marketing: Four Examples of Superb Content by Accountants

Marketri

For its annual state of the firm meeting in 2012, WithumSmith+Brown (WSB) took a decidedly different approach to CPA firm video marketing.

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The 4 Skills Every CPA Should Master to Build Business

Marketri

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.

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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? 3 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.

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The Top 10 Contact Management Considerations for CPA Firms

Marketri

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!

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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.

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

Marketri

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Seven Common AdWords Mistakes to Avoid

Webbiquity

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.

Online Ad Metrics & the Google Activate Initiative

Cody Ward

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.

2013's Top Three Priorities for Accounting Marketing

Marketri

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

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15 Effective Ways to Reduce Cost Per Acquisition

Marketing Insider Group

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).

Executives Are in Love with the Wrong Kind of Data

Marketing Insider Group

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.

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Expert Blogger Shares Secrets to Success: Wit & Wisdom

Marketri

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.

A Guide to Google AdWords Paid Search Bidding Strategies

NuSpark

Target CPA (cost-per-acquisition). If you want to optimize for conversions, you can use Target CPA to help increase conversions while targeting a specific cost-per-acquisition (CPA).

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.

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5 Engagement Metrics To Calculate Brand Health

Marketing Insider Group

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.

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13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

bizible

Cost-per-acquisition (CPA) : Cost-per-action such as clicks, downloads, and interactions. So a top-of-funnel metric like CPA gets turned into a 1 and revenue gets turned into a 6 (because it is deeper in the funnel and higher order).

Introducing: Fast CMO Magazine Issue #3

bizible

Steve Schley , VP of Marketing at CPA Global, shares with us how he develops personas and uses them to drive growth. If you've been following our blog, you know we're excited to bring back print. Fast CMO magazine is a leadership and management magazine for B2B CMOs.

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The Best Number of Experts to Include in an Expert Roundup Post [Infographic]

Webbiquity

We work in an age of CPA (continuous partial attention), so to stop a reader long enough to deliver information, I think 3-5 experts and no more than 7 is a meaningful number. A few weeks ago,, a post titled What’s the Ideal Number of Experts for Expert Roundup Posts?

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3 Reasons To Bid On Unprofitable Keywords

Fathom

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.

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. ” Unencumbered by the constraints of print media, CPA Trendlines is highly flexible and adaptable.

From Resident Expert to Visible Expert?: The Story of Rita Keller

Hinge Marketing

“There’s not many people in the CPA world who tweet, and that helps drive my blog.” Rita formed Keller Advisors, LLC , a consulting firm designed to advise CPA firms on how to improve their business practices. Or they might never have worked in the CPA world at all!”

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How Important is Expertise? [VIDEO]

Hinge Marketing

Or they assume if you’re a CPA, and that’s probably not a bad assumption, if you’re a CPA, you can do a lot of these things. There are cases where expertise isn’t so important. This video takes a look at some characteristics of these situations.

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

Hubspot

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).

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Is Your B2B Marketing Consultant Ethical?

B2B Marketing Traction

I had lunch recently with CPA Lynne Leavitt of Brakensiek Leavitt Pleger LLP , The Eclectic Accountants & Business Consultants , and Maureen Bernstein of Kaercher Campbell & Associates Insurance Brokerage. Tweet.

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How to Analyze The Performance of Your Display Ads [Free Guide]

Hubspot

Cost-per-acquisition (CPA): Your overall campaign spend divided by the total number of conversions. CPA is an important KPI to keep track of across the entire funnel, as a helpful proxy for how effective your teams are at closing, retaining, and cultivating customers. ROI = (LTV-CPA).

15 Effective Ways to Reduce Cost Per Acquisition

PureB2B

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.

Tale of a Blog Overhaul (Slideshare)

Hinge Marketing

5 Accounting Marketing Efforts Every CPA Must Know for Higher Growth An Introduction to the Elements of Responsive Design for A/E/C Websites. Twelve years ago, Hinge created its very first professional services blog.

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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.

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

NuSpark

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.

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

bizible

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.

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5 Paid Search Metrics for Schools and Education Companies

Fathom

Cost per lead (CPL) is one of the most recognized measurements, but your school should also focus on these additional paid search metrics for schools: Cost per Application (CPA). While CPL is still an important metric, CPA allows us to see how many people actually start the enrollment process.