Many CPA firms’ marketing directors
are confiding to me that their firm maintains a generic advertising campaign in
their local market’s Business Journal, large Chamber publication and/or general
billboard, etc.
I would strongly emphasize that there
be a switch in focus to more finely-tuned trade or niche-focused publications
that meet their criteria for an ideal target audience. In other words, figure out specifically what
type of client you want to attract – then target the publications, events, etc.
where those decision-makers will be.
That’s where your marketing dollars should go. You
will find that these narrowly-focused endeavors cost a fraction of the cost for
the more general traditional efforts – and you will get a much bigger bang for
your buck!
