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Your firm has made great strides adopting innovative technologies, promising big improvements on efficiency, client service and profitability. But are you positioning these advancements as a competitive advantage with your clients? This session will discuss tools and strategies for marketing your firm as a Digital CPA firm, and how to measure success and deliver a consistent message.
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Aria Resort and CasinoLas Vegas, NV
D8 - I’m a Digital CPA: Why should My Clients Care?
June 11, 2014; 8-9:15am Samantha Mansfield
#PSTECH
American Institute of CPAs® #PSTECH
I’m a Digital CPA:Why should my clients care?
American Institute of CPAs® #PSTECH
Samantha MansfieldSr. Manager, Program Development
• 14 years of experience in tax and accounting technology industry
• Consultant on workflow and web implementations
• Designed and built educational events for practice development
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Agenda
What is a digital CPA?
Crafting the message
Tools to use
Measuring success
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What is a Digital CPA?
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It’s an evolution...
Transactional
Using technology to support transaction processing
Workflow
Build digital workflow and standardization in processing
Digital CPA
The operating model of the TRUSTED BUSINESS ADVISOR
It’s not just about technology!
What is your strategy?
“Digital Trusted Business Advisor”
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Technical Skill• Risk Management• Financial Analysis• Awareness of
Emerging Technology• Client on Boarding• Designing
Automated Workflow
• Legislation Standards• Software Training
Skills• Real-time
Collaboration
Business Skill • Engagement
Management • Building client
relationships• Internal Process
Management• Value pricing• Mobile Access• Staffing• Communication• Client Process and
Systems Analysis• Project Management• Marketing Services• Virtual CFO/ Controller
Leadership Skill• Managing a Virtual
Office• Decision Making• Establishing Firm
Brand• Driving Performance• Change
Management• Vertical/Niche
Strategy• Facilitation Skills• Communicating
Vision
Knowledge Areas:
Competencies:
Characteristics
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What is your “Why”?
1. “The Why” - Your vision
2. “The How” – Characteristics and internal processes
3. “The What” – Your deliverable and serviceSource: Simon Sinek
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Who is this?
“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices,”
Amazon.com
What is your Why?
Why are you striving to be a digital CPA?• Beyond profit
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Crafting the Message
Identify Your Target Audience
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Defining your Client Profile
Size of the businesses Multi Currency Business Model:
Franchises Professional Services Not-for-Profits Government Manufacturing
Attributes
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Elevator Statement
Should answer:• Who you are and what you do• WIFM (What’s in it for me?)
- Benefit listener will derive- Problem you can solve- Need you can fill
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Digital CPA Value Proposition
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Digital CPA Value Proposition
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“Maybe we need to accept the fact that the sharp demarcation between work and home is a thing of the past, and that the new normal is a life that integrates home and work more seamlessly.”
- Ron Ashkenas
“Forget Work-Life Balance: It’s Time for Work-Life Blend”
www.forbes.com
Work – Life Blend
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Why Professional Services Buyers Sought Visible Experts
Source: Hinge – Finding Experts: Why & How Clients Seek Visible Experts
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Example Elevator Statement
Who you are and what you provide?• CPA’s that serve as trusted business advisors to our clients.
Benefit?• More timely and informed decision making knowledge
Problem?• Don’t have the expertise on staff
Need?• Access when and where I want it
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For Consistency
1. Communicate your Why
2. Clarify your target client
3. Articulate your value proposition
4. Formalize your elevator statement
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Tools to Use
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Traditional Tools
Chamber of Commerce
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"I find that a great part of the information I have was acquired by looking up something and finding something else on the way.“
- Franklin P. Adams,
American columnist
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Source: Hinge – Finding Experts: Why & How Clients Seek Visible Experts
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Traditional• Letters• Phone Book• Chamber of Commerce• Ads• Word of Mouth• Email, Website
Digital CPA• Website• Shorter, focused emails• Ads• Social Media
- LinkedIn- Twitter- YouTube- Blogging- Facebook- Pinterest- Google+- Instagram- SlideShare
Evolution of Tools
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73% of online adults use social networking site of some kind
42% use multiple social networking sites
Highest engagement: Facebook and Instagram
Older User adoption Twitter 55-64 year age bracket
fastest growing demographic with 79% growth rate since 2012
Facebook 45-54 year age bracket 46%
Social Media Stats
Source: Last bullet Global Web Index Study and Pew Research Center
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YouTube channel
LinkedIn profile and groups
Facebook page
Visual Social Media Instagram Pinterest
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Language and Channel
Use the jargon for your targeted clients• Example
Share information not all marketing language• Earns trust• Demonstrates your expertise
Identify which channels your target clients will use
Don’t lose the personal touch
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Firm Policies
Social media policy• A template available through PCPS
Schedule for…• Timing of postings & delivery• Content• Keep it reasonable, but frequent• Assign a business owner
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Measuring Success
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What we are Measuring
Followers
Repostings
Comments to blogs and posting
Listen to what others are saying about you
Website traffic• This is not clients and prospects only source of information
about you, so website traffic is not the only measurement
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Measurement Tools
Klout (free)• Shows influencers • Monitor your Klout score as well
HootSuite (free and enterprise versions)• Report and collaborate on campaigns through various social
media channels• Helps identify your audience
Hear what others are saying:• Backtweets.com (free)• TweetDeck (free)
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To Do List
Finalize the “Why”- Vision Designing your client profile Review your marketing language Pick your value phrases for what you are delivering Select your channels to focus in on Create a schedule for posting Start delivering information
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AICPA Resources
Social Media Users Guide• http://
www.aicpa.org/Career/Marketing/Pages/SocialMediaMarketing.aspx
PCPS Social Media Policy and Guidelines
Available Resources
“Roadmap to Profitability…” Workshops Planning Summit in Maryland
Geoffrey Moore Whitepaper Case Studies on Firms Webinars
Client Onboarding Training Technology Awareness
Webinars
Learn more at:
Continuing the Digital Journey…
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Copyright © 2013 American Institute of CPAs. All rights reserved.
Keep moving towardyour digital destination with
Digital CPA Conference
Register Early and Save $100! Visit DigitalCPA.com
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Staying Connected
@CPAcom
@ThomasGawneCPA
@ErikAsgeirsson
@SnMansfield
#DigitalCPA
#PSTech
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http://www.slideshare.net/CPAcom
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