Entries by Katie Tolin

Packaging Your Services

If I say Big Mac, what comes to mind? You probably have an image in your head of two all-beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun. It’s easy to picture since the Big Mac is a tangible item that you can touch, feel, see and even taste. Now, […]

How Numbers Guide Market Strategy

Marketers are known as the creative, personable types. They are the people who put together ads, brochures and other catchy creative pieces. They plan events and have a supply of branded giveaways. However, most people don’t realize that marketers are also numbers people. Numbers and data are the foundation of solid market strategy. From analyzing […]

Make Your Website a 24/7 Business Development Tool

Is your website generating revenue for your firm? If not, you are missing a huge opportunity. Consumer behavior has changed. In the past, when someone was looking to hire a CPA, they would talk to people they trust for suggestions. And while that is still true, you should realize that more people now turn to […]

Act on the Data from Your Client Survey

A few years ago I wrote a blog post for Intuit, “Using Client Surveys to Improve Client Service.” I had just wrapped up a client survey for the CPA firm I worked for and was armed with a wealth of information. But this information (a.k.a. data metrics) doesn’t mean anything unless you do something with […]

How Much Does a Firm Spend on Marketing?

Accounting firms across the country want to know what other firms spend on marketing activities as a percent of firm revenue. This common marketing management question was once difficult to answer because there wasn’t reliable industry peer data. Thanks to the Association for Accounting Marketing, this data is now available. The 2015 Marketing Budget Benchmark […]