Janel Sykora
Accountants speak numbers, so let’s start with some numbers that speak to the importance of having a strong brand.
There are over 33 million small businesses in the US today. There are also over 46,000 CPA firms and more than 316,000 payroll and bookkeeping services business.
For the millions of small businesses who need tax, accounting, bookkeeping, payroll, and advisory services, there are hundreds of thousands ready to serve them.
That equates to a lot of noise for these small business owners to sift through, especially since their choices don’t have to be limited to working with a local service provider anymore. It doesn’t matter if your accounting firm is in Ohio and your business is in Florida. What matters is that as a firm, you are able to differentiate yourself and convince a small business owner that your are the best option for their business.
Now, let’s consider how these 33 million small business owners (and consumers) find and make decisions about services providers. There are essentially three ways a business owner will find you:
1. Someone refers you to them, whether a friend, business associate, networking group, or family member.
2. They find you online.
3. They find you through an ad (you ran or are running) that is not online.
And, just because they find you doesn’t mean they will do business with you. This is where your brand comes into play.
Rise above the noise
We’ve established that it is indeed a competitive marketplace, so developing a strong brand is no longer optional for accounting firms - it's essential. But what exactly constitutes a compelling brand? And how do you build brand equity and use it to attract new clients and talent?
Join us for an insightful webinar on "What is a Brand and Where Do You Start?" coming 10/24 at 2:00 PM ET. Learn from an experienced marketing consultant, who works exclusively with accounting firms, about how to strategically develop your firm's brand and differentiate from competitors.
If you missed the live event, you can find the archive on our YouTube Channel
- Insightful Accountant Marketing Talks is a monthly webinar series, so you can register for future events HERE
We’ll explore topics like:
- How brand goes beyond your logo and visual identity. It encompasses the full personality and promise of your firm in clients’ minds.
- Why cultivating brand equity must be an ongoing effort via consistent and high-quality services, communications and culture. Brands aren’t built overnight.
- Brand positioning strategies to carve out your niche in the market. Assess your reputation and strengths to find your positioning space and own it.
- Where do you start on your brand building journey? We’ll walk through the foundational brand research, strategy development, and planning you need upfront to set your efforts up for success.
- Bringing your brand to life through online visibility, employee training, client interactions, and marketing.
A strong brand is your path to reaching clients who need your services and want the value you offer. It builds loyalty among existing relationships who will recommend you to peers. And it attracts top talent who align with your mission.
Secure your seat and join us October 24 at 2:00 ET gain key insights and action items for strengthening your brand for sustainable growth and success. We look forward to seeing you there!
Author – Janel Sykora
As the Co-Founder and Chief Marketing Guru of Cajabra Marketing For Accountants, Janel Sykora is no stranger to navigating the landscape of professional services sales and marketing. With a remarkable 30-year journey in the industry, she has dedicated her expertise to empowering firms in the tax, accounting, and bookkeeping sectors. Her mission? To craft and implement groundbreaking marketing strategies that not only resonate but also drive exponential growth.
Janel resides in the Tampa, Florida area with her husband Rick. She's a proud mother to two wonderful daughters. And if you're counting paws, add four more canine kids to the mix! When she's not implementing marketing strategies to transform accounting firms, you might find her soaking up the sun on the beach, paddleboarding, playing pickleball, or scuba diving.