Investors are more skeptical today than ever before about the financial advice they’re getting—and of the professionals offering that advice. Of course, it’s not just the financial services industry that has people wary. The government, the news media and corporations are viewed these days with rising suspicion and distrust by a significant number of Americans. To read the full article in Financial Planning ...

To Market When You’re Busy Marketing requires a continuous effort and presence. In this article, the author shares a marketing alternative that appraisal practitioners should pursue when they are unable to network in person. ...

In Closing New Business Deals Client education can have a huge impact in accounting and professional service firms’ content marketing efforts. By providing prospects with increasingly valuable pieces of educational content, you can not only attract them to your firm, but also nurture them as they move into and through your sales funnel. ...

Creativity is a very 21st century virtue.  Relying on your skills as a technician does not seem like a very good idea in the nascent age of AI, regardless of your field.  But being able to generate innovative and imaginative ideas can mark you out as a star, a shining goose laying golden eggs. To read the full article in Management Today, click: Four Ways to Generate Ideas Fast. ...

Creating Visibility and Personal Brand Recognition In this article, Dr. Frederiksen provides seven branding tips for aspiring experts. ...

and How Can You Make it Work for You? In this article, Dr. Frederiksen discusses branding and the value and importance of maintaining and creating a brand. ...

Time to Evaluate Your Marketing Plans to Address Those Avoidable Mistakes In this article, Dr. Frederiksen describes five mistakes to avoid marketing a professional service organization. ...

Marketing in the New Year In this article, Dr. Frederiksen discusses the importance of thought leadership marketing and how that differs from content marketing. ...

Upgrade Your Website to Develop a Measurable Market Advantage What strategies should professional service firms adopt to market their expertise? What impact do online leads have on the bottom line? Where should a firm place premium content? What can a firm do to minimize overt marketing? In this article, Dr. Lee Frederiksen of Hinge Marketing shares six strategies to improve your website, drive traffic, and ...

How do Sponsorships Rank as a Strategy for Business Development? How effective are sponsorships developing business leads? Sponsorships provide visibility to a captive audience and ideally convey the firm’s commitment to the cause or event. In this article, Dr. Frederiksen shares his findings on this subject, as well as discusses findings involving the pay to play sponsorships and the community sponsorship ...

Shift Your Investment Effort How much should a high-growth firm invest in marketing? What techniques or investments pay off more—traditional or social marketing? What should a high-growth marketing firm expect from these investments? How do results differ from firms that are not growing? How do high-growth firms differ from other firms? In this article, Dr. Frederiksen answers these and other questions. ...

Articulate Your Value to Business Clients Seeking Startup Financing Share this brochure and accompanying checklist, “Guide to Acquiring Startup Financing” with your clients as they explore options for securing capital, and help them understand how a CPA can assist.  These tools plus a PowerPoint presentation, part of the CPA Marketing Toolkit for Small Business, outline the required steps small businesses m ...

Help Your Small-Business Clients Create a System for Record Keeping Good record-keeping preparation and planning can give clients a better handle on their overall financial position, make tax preparation easier, and create operational efficiencies throughout their businesses.  A helpful record-keeping brochure and PowerPoint presentation can help you educate your small-business clients. To download the broc ...

Not all Social Networks Are Created Equal Has your firm embraced social media? Be ready! The days of ignoring social media are long gone. Professional services firms looking to accelerate their growth need to embrace social media and dedicate the resources needed to create a strategy, implement it, and track it. In this article, the author presents research on the impact and value of social media to profess ...

For those of us who spent much of our careers in the old professional services marketplace, it’s all too easy to think of our firm websites as an afterthought–something you have to have in today’s world, but not a priority. A growing body of research demonstrates, however, that this couldn’t be further from the truth. This article looks at recent research on the matter and suggests that a website may well b ...

The Growing Importance of Social Media and Marketing Expertise Referrals are an old standard—perhaps the old standard—for growing your practice. For the better part of the last century, firms have worked under a simple assumption: do good work for your clients, network with referral sources such as attorneys and CPAs, and you will win new business through referrals. In this article, the author discusses the ...

A Primer on the Approaches and Issues Involved in Valuing Trademarks Valuation analysts are often called on to perform valuation, damages, and transfer price analyses of trademark-related intangible property for various purposes. This discussion describes the valuation of trademarks within the context of both financial accounting and income tax accounting (in particular, tax-related intercompany transfer pr ...