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!
