One of the most important keys to an accounting firm's success is the right accounting advertising and marketing. For beginners, this may seem like an insurmountable task. However, with a bit of knowledge, advertising for accounting businesses becomes easy.

Traditional methods of accounting advertising and marketing may no longer work. Accountants should carefully consider all of their options before paying large sums of money for an ad in the Yellow Pages.

Before creating an accounting advertising plan, firms should consider:

1. Their budget. Accounting ads can suit any type of budget. Television and radio ads can cost several thousands of dollars, while Internet advertising can be much less expensive, sometimes even free.

2. Their options. There are several types of advertising options open for accounting firms. Accountant marketing can take the form of ads in local newspapers or giveaways such as magnets or pens that carry the firm's contact information.

3. A consultant. A beginner can end up wasting thousands of dollars on accounting promotional advertising. While you would have to factor in the cost of the consultant, the resulting savings may be worth the expense.

Action Steps
The best contacts and resources to help you get it done

Get started with a guide for accounting firm advertising

If you're just starting out, you may have no idea how to create an effective advertising campaign. Furthermore, advertising for accounting businesses may be slightly different from advertising in general. It's important to have a good idea of what advertising techniques work for your industry.

I recommend: HDK Consulting offers some tips for accounting firms, as well as a guide showing the best way to advertise. Mplans.com also discusses marketing plans for advertising firms.

Try online accounting marketing to get new customers

Many people turn to online sources to find what they need. Accountants must have a well designed website that the optimize for search engines in order to get the best results.

I recommend: Another guide on Work.com details web design for accounting firms. REA & Associates offers a case study of how proper search engine optimization improved results for one CPA firm.

Research consumer desires to create effective accountant ads

If you want your advertising campaign to be successful, the best thing to do is create ads that cater to the desires of your potential clients. It's important to know what types of things businesses are looking for when they hire a CPA. Knowing this information can help you tailor your ads for maximum response.

I recommend: The New York State Society of CPAs offers a an article letting consumers know how to choose an accountant. A wise firm would highlight some of these choices, such as specialization or size in order to attract customers. Build Your Firm is a market research firm that conducts research on consumer interest and offers a one-day course on marketing for accounting firms.

If you are an accountant with an accounting firm, accounting advertising and marketing campaigns are crucial to helping you gain clients and promote your accounting business. Various advertising and marketing agencies cater specifically to accounting firms. These agencies have special expertise in marketing and advertising for accountants and accounting firms. You can easily find the agency that will best suit your company's specific needs.

As you look for an accounting advertising and marketing agency with which to work, you will need to consider several important things. Accounting firms that need the services of an accounting advertising and marketing firm should be sure to:

1. Find an accounting advertising and marketing firm that can best meet your company's needs.

2. Determine the types of advertising for accounting businesses you wish to use.

3. Review market research and trends in marketing and advertising for accounting.

Action Steps
The best contacts and resources to help you get it done

Locate the best accounting marketing and advertising firm for your business

When looking for a firm that specializes in accounting advertising and marketing, be sure to consider your company's specific focus and needs. If you have an accounting firm that caters to small businesses, for example, look to work with an agency that has experience in the marketing and advertising accounting firms such as yours. Choosing the right accounting marketing or advertising agency that has expertise in your company's specific focus will make your marketing and advertising campaigns that much more successful.

I recommend: For accounting marketing and branding assistance, work with Greenfield/Belser Ltd. Obtain accounting firm marketing services from Build Your Firm, Inc.

Consider the types of accounting ads and marketing you wish to use

A major component in your search for an accounting advertising or marketing firm is considering the specific type of accounting ads and marketing plans you wish to use to promote your company's services. You may consider print advertisements, Internet advertisements or broadcast marketing as part of your overall accounting advertising strategy. Some accountant advertising firms can also help your company with developing your company's brand or logo. Look for an accounting advertising agency that can tailor your ad or marketing campaign specifically to your company's needs.

I recommend: Consider Axsen LLC to advertise accounting services your offer, including, website design and copywriting. For accounting marketing, lead generation and branding assistance, look to Wellesley Hills Group. For website creation and Internet advertising and marketing for certified public accountants (CPAs), use the services of 1-800-Accountant.com Corp.

Learn about the trends in accountant and accounting firm advertising and marketing

Stay on top of the trends in accounting promotional advertising, as you look for an accounting advertising and marketing company with which to work. Companies that specialize in market research can provide you with information about trends in the accounting field, which can then improve your accounting advertising and marketing campaigns.

I recommend: Look at the accounting market research reports available from MarketResearch.com. Consider reviewing the accounting marketing trend information in MarkeTrends, published by the Association for Accounting Marketing (AAM).

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Review accounting and accountant ads and marketing pieces from the portfolios of accounting advertising and marketing firms of interest. Looking at a firm's portfolio can give you an indication of the type of advertising and marketing campaigns they can create for your accounting business.

If you work in the accounting industry it is essential to the productivity and profitability of your career or business to stay up-to-date regarding news, information and trends on how to advertise for accountants. The Internet is a quick and efficient way to access breaking headlines and in-depth analysis that will keep you at the forefront of the accounting marketing profession. Whether you spend time browsing blogs, taking advantage of e-mail newsletters or reading comprehensive periodicals, it is imperative that you devote a block of your schedule to accounting marketing research and education.

Consider the following in order to stay abreast of accounting advertising and marketing news and trends:

1. Regularly visit accounting marketing blogs that are continuously updated with news and other pertinent information.

2. Sign up to frequently receive newsletters and news alerts in your email box containing accountant advertising news and information.

3. Peruse accountant marketing publications to access news articles, trending information and new ideas.

Action Steps
The best contacts and resources to help you get it done

Review blogs that focus on accounting promotional advertising

Access advertising for accounting blogs that are maintained by businesses or professionals in the field to remain in the know regarding industry headlines, innovative strategies and market trends. Blogs provide an excellent forum for you to catch up on relevant information, utilize useful hyperlinks and interact with other professional via comment sections. Designate an appropriate amount of time each week for reviewing accounting marketing blogs.

I recommend: Check out the CPA Blog at the CPA Marketing Center website. View the Accountants Roundup Blog run by Golden Marketing. Take a look at the Accounting Marketing Blog provided by 1040 Blog.

Receive timely newsletters in your email box that focus on marketing for accountants

Join an online newsletter mailing list and receive timely and advisory advertising for accounting businesses news and information. Alerts, industry trends and advice for accounting firm marketing will be delivered regularly to your email box, saving you valuable research time and ensuring you routinely consume accountant ads stories and intelligence. You can sign up for such news alert emails by visiting accounting marketing firm or specialty service websites.

I recommend: Visit the Build Your Firm website to register for a free email newsletter. Take advantage of the premier CPA marketing newsletter offered at CPAmarketingtips.com.

Subscribe to publications highlighting accounting firm advertising

Gain a more in-depth understanding of the latest in accounting ads and advertise accounting features by subscribing to industry journals and magazines. Some periodicals can be viewed online, while others are strictly print; some are offered for free and others require payment. Such publications, however, will provide you with a fully developed educational background that sets you apart from other professionals in the industry. You can register for magazines and journals online to save time.

I recommend: Subscribe to and read back issues of MarkeTrends, a publication produced by the Association for Accounting Marketing. Order CPA Practice Management Forum, a monthly magazine, offered by the CCH Tax Research Network.

The success of any accounting firm depends heavily on the marketing and advertising tactics they employ. When first delving into the world of advertising and marketing it can seem overwhelming, but starting with a basic understanding will provide enough of a foundation to start a successful campaign. Begin by learning the accounting advertising and marketing key terms. Use them to get a good primary marketing mix and business will be booming in no time. From there, analyze which marketing and advertising techniques work and which need to be altered.

Action Steps
The best contacts and resources to help you get it done

Print ads

Print ads are ads that run in newspapers or other daily, weekly or monthly publications, and are highly effective for accounting firms as they are local, which is an accounting firms primary audience.

I recommend: Read more about using print ads at in Entrepreneur Magazine.

Broadcast advertising

Broadcast advertising is the term used to refer to radio and television advertisements and commercials. They are fairly expensive, but can be effective for accounting firms if played on local channels.

I recommend: Read more about using broadcast advertising at Search Engine Marketing.

Yellow pages

The term yellow pages traditionally refers to the business section of a phone book that lists local businesses in alphabetical order by type of business, with special sections for full or partial-page ads. The term Yellow Pages has evolved in recent years to refer to Internet listings of the same style.

I recommend: Find a great article at Ezinearticles.com describing how best to utilize the yellow pages for marketing and accounting.

Internet marketing

Internet marketing is the same as i-marketing, web marketing, online marketing and eMarketing, and refers to the marketing of accounting services over the Internet

I recommend: CPAMarketingTips.com has a lot of information on using the Internet for marketing accounting firms.

Promotional items

Promotional products or items, often shortened to promo items, are any products that a company gives away bearing the business name as a source of advertising and brand awareness. The possibilities are endless, but common promo items include calendars, pencils, and magnets.

I recommend: Learn about many reasons for using promotional products at the website of Advertising Specialty Associates.

Search engine optimization

Search engine optimization, sometimes abbreviated to SEO, is the process of increasing the traffic to a website through natural search results through search engines.

I recommend: Spike Media has a short video explaining in-depth how exactly search engine optimization works.