Episode 125

Tips to Help Accounting Firms Gain ROI from Marketing

Published on: 22nd October, 2020

Mike Crook is the Managing Director of the award-winning marketing agency PracticeWeb which has worked exclusively with accounting firms for more than 20 years. Under his leadership, PracticeWeb has gone from strength to strength, from winning awards for their results focused digital marketing, to entering into powerful partnerships with fintech firms and with the ACCA.

Mike has almost two decades of experience under his belt as a digital marketing and business transformation strategist, with clients including HSBC, Zurich Financial, Peugeot and Triumph Motorcycles. He is an expert in every aspect of digital marketing from brand building to website development, with a particular interest in the power of market research, test driven marketing and data to deliver results. Shownotes:

  • How marketing has changed to become more complex and more data driven over the years
  • The downside for buyers in the B2B space who are hit with so many marketing messages from professional firms
  • What marketing actually means for accounting firms and what good marketing should do
  • What you need to be the best choice for people looking for your services
  • How much professional firms rate marketing and where it lies as a priority for most accountants
  • The biggest excuse accounting firms give for not investing in marketing, and how it doesn't hold up under scrutiny
  • Why accounting firms who claim to grow by referral might be making a big mistake
  • What accounting firms get wrong when it comes to investing in marketing, and where money gets wasted
  • How some marketing agencies and experts sell their services and methods as silver bullets but with one important thing missing
  • The dangers for accounting firms of of starting a marketing campaign or strategy and thinking short term only
  • What accounting firms are missing out on by not investing in digital marketing
  • How inhouse marketers in accounting firms struggle to internally sell the benefits of marketing
  • The steps to turning marketing into tangible targets and activities
  • The advantages of being data driven with digital marketing for accounting firms
  • Why the smart accounting firms invest in marketing earlier rather than later
  • Key considerations for an accounting firm to hire in external marketing resource and expertise to grow
  • How the marketing strategy acts as a roadmap for accounting firms to execute on for growth
  • How everyone in a professional firm can contribute to the marketing efforts

Mike Crook on the Accounting Influencers podcast with BD Academy founder Rob Brown

Contact Mike here:

Website and blog

Mike on LinkedIn

Next Episode All Episodes Previous Episode

Listen for free

Show artwork for Accounting Voices Podcast

About the Podcast

Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

Profile picture for Rob Brown

Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.