The new year always brings new trends, but in the accounting profession, many of the trends firms will face in 2017 are continuations from this year. Yet, there are some new things on the horizon that you should be thinking about, too.
In this industry, you often hear people share that firms spend between 2 and 4 percent of revenue on marketing. Well, what number is it exactly? And what is included in that calculation? These are important factors for a firm to properly benchmark how they stand in relation to the industry.
A few years ago, the Association for Accounting Marketing (AAM) partnered with the Hinge Research Institute to better figure that out. Firms were asked to submit their spending, as a percentage of revenue, in specific categories that it felt should be included in a budget. And they are conducting this survey again now to be released in 2017.
Content marketing is hot today. It seems as if everyone is doing it. The problem is, not everyone is doing it well. That leaves a lot of disgruntled readers wanting more from what they consume.
How many times have you clicked on an article to read it and less than 200 words in you realize it’s not what you thought it would be? Or that it didn’t add anything to your knowledge base? Make sure you provide something of value to your readers so they keep coming back for more. This is easy to achieve in the accounting industry. After all, content marketing is all about sharing intellectual capital and that’s exactly what we’re selling. Read more
A revolution is occurring in marketing today. Marketing strategies of the past are not as effective as they once were. And there are new tactics today that didn’t exist just a few years ago. This requires firms take a deep look at what they are doing and open their eyes to new things. Growth does not occur from marketing alone. There are many factors that contribute to firm growth and here’s a look at 10 strategies that will grow in importance in 2016.