Where are firms putting their marketing dollars this year? And where do you think firms should be putting their marketing dollars to achieve the best results?

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!

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