Self-Study
9
Basic
Marketing
There are no prerequisites.

Course Description

If you're like most accountants that own a small business, you're great at what you do and are passionate about sharing your skills and expertise with the world. Naturally, as a professional, you want your accounting business to grow, but growing your accounting business and acquiring more clients requires a different skill than the core service you offer your clients--it requires knowledge of marketing. Even if you have an MBA, the information you learned in school isn't enough for you to know what to do to build your business. This course identifies six simple steps, written in accounting language, designed to help fast track growth in your business. With these six steps, you will learn to move from a reactionary, waiting-for-clients-to-come-to-you marketing mode to a top-down strategic marketing plan that you execute, measure, and refine throughout the year.



Instructor

Sandra Leyva

Sandi Smith Leyva is a CPA and holds an MBA in IT from the University of Dallas. She also holds a MS in Applied Cognition and Neuroscience. Sandi is the founder of Accountant's Accelerator, which has helped thousands of accountants earn more, work less, and serve their clients better through her innovative coaching and training services. Sandi is the author of 30 books and over 1,500 articles and has presented hundreds of educational programs. Over the years, Sandi had received numerous awards. In 2013 she received the 2013 Small Business Influencer Community Choice Award, was named one of Accounting Today's "Top 100 Most Influential People in Accounting," and was awarded the Stevie Women in Business Maverick of the Year Award. In 2014 Sandi received the Apex Award of Excellence and in 2015 was recognized as one of CPA Practice Advisor's Most Powerful Women. In 2016 Sandi was named a CPA Practice Advisor Top 25 Thought Leader. Sandi is one of a handful of women in the world who has co-piloted a six-seat, single-engine airplane over the oceans and around the world. Her book, Following Amelia: A Modern Day 'Round-the-World Flight, describes her death-defying adventure along with the two award-winning humanitarian trips she managed to fit in along the way. In her spare time, she loves hiking, traveling to remote places, and empowering women from poverty to prosperity through her nonprofit.



Course Specifics

Marketing
Nov 10, 2017
There are no prerequisites.
SS6161277
197
None


Compliance Information

103220
Qualifies for CA Fraud: No


Learning Objectives

Upon successful completion of this course, participants will be able to:

Chapter 1

  • Define a revenue number, noting how to obtain and confirm an accurate revenue number
  • Recognize the goal of a revenue plan
  • Specify the formula for net new clients
  • Identify the seven ways to grow your revenues

Chapter 2

  • Recognize common marketing downfalls and ways to create a niche
  • Define a persona
  • Define demographics, psychographics, socialgraphics, and timeographics, noting applicable differences and examples of each

Chapter 3

  • List the two steps involved in creating a marketing plan, noting ways to keep marketing costs low
  • Define marketing channel
  • Name the one reason some channels work better than others
  • List the ten marketing channels that are best suited for accounting
  • Recognize the definition of a closing ratio and note how it is measured

Chapter 4

  • Recognize the components and goals of a client communication plan
  • Identify ways to keep in touch with clients
  • List two reasons to ask for your clients' feedback
  • Identify the rank of a client using the ABC ranking method, noting the characteristics for each level
  • Recognize the measurement to calculate client retention

Chapter 5

  • Recognize the objective of a referral, noting ways to ask clients for referrals
  • Define an affiliate and a trendsetter
  • Recognize the relationship between a testimonial and a referral
  • List six reasons your referrals might be sluggish and action items to consider to boost referrals

Chapter 6

  • Define reputation, noting ways future clients might learn about you
  • Name five skills or characteristics you may need to benefit from reputation
  • List three materials you need to develop in order to build your reputation, noting the importance of each
  • List eleven places to network, noting how to get the most out of each place
  • Name two mistakes networkers make

Chapter 7

  • Name the main reason events are popular in marketing
  • List three types of events, noting the characteristics and benefits of each
  • Recognize good potential speaking topics, places where it's easy to get on the speaking agenda, and ways to get leads from speaking
  • Specify the items you'll need for tradeshow exhibits, noting ways to profit from this type of event
  • Recognize the steps to follow when organizing an open house

Chapter 8

  • Name three websites that are musts to have your profile listed on
  • List two things you should do to your profiles
  • Name the 5Cs to improve your website, noting the characteristics of each
  • Specify issues with regards to online advertising, noting the best use of keywords

Chapter 9

  • Name three social media applications, noting connection terminology, potential time wasting activities, and time-saving techniques
  • List at least two items you need to set up your LinkedIn profile
  • List four types of posts or updates you can make in social media
  • Name an application you can use to post content to multiple social media sites

Chapter 10

  • Recognize the benefits of using video
  • Identify the different types of videos, noting the characteristics of each
  • Name two screen capture tools
  • Identify different video file types
  • Name characteristics associated with YouTube videos, noting applicable privacy settings

Chapter 11

  • Recognize the benefits of a newsletter, noting the importance of a subscriber's list
  • Define the term open rate
  • Identify components of a newsletter, noting the recommended parts it should contain
  • Identify ways to obtain content for your newsletter

Chapter 12

  • Define the purpose and objective of public relations
  • Define a press release, noting the components of a successful press release and occasions where you can send out a press release
  • Recognize the importance of published articles
  • Name two things winning awards will build
  • Note the purpose of a prospect kit

Chapter 13

  • Name one great way to build trust among prospects
  • Define the terms case study and white paper, noting the usage and purposes of each format
  • Recognize good topics for accounting firms to use in a white paper
  • List the steps involved in writing a case study
  • Note the process of writing a successful article

Chapter 14

  • Recognize the definition and goals of content marketing
  • List five skills your content marketing team will need to have
  • Recognize the process for developing a content marketing plan or campaign, noting how content marketing is used in lead generation

Chapter 15

  • Recognize the defining characteristics of telemarketing
  • Specify the items you need to prepare for telemarketing
  • Note how telemarketing generates leads

Chapter 16

  • Describe the response rate for direct mail
  • List five circumstances when direct mail could work
  • Note common mistakes made using direct mail
  • Recognize the costs associated with a direct mail campaign

Chapter 17

  • Identify marketing materials you can develop to present your business to prospects, noting important characteristics and functions of each
  • Note the components of a successful an elevator speech
  • Name items to include in your prospect kit

Chapter 18

  • Recall the ten marketing channels, noting their effective and cost rank in relation to each other
  • Note the importance of contacting and following up on leads as well as measuring your marketing results
  • Note the items you need to track to best measure marketing results


Choose Your Preferred Format


Online Access

Get immediate access to a robust collection of learning and reference materials, allowing you to dive deep into the information you need. Our self-study materials are authored by top-quality, industry experts who focus on helping you grasp concepts quickly using real-life examples. Download your CPE to any device, and take it with you so you can learn when and wherever you want. Complete your CPE with an online exam, and enjoy instant grading with the option to print your certificate immediately upon passing.

online access
Hard Copy

Our self-study materials are authored by top-quality, industry experts. You’ll receive a bound notebook of all the course materials, shipped to you within one business day. In addition, you’ll also have full online access. Each self-study package includes a robust collection of learning and reference materials to help you cover the information efficiently and put it into practice immediately.

hard copy
Self-Study Video

Experience high-quality instruction with our Self-Study Videos, available to you 24/7. With more than 80+ videos currently in the Western CPE Self-Study Video library, you can see and hear our expert instructors deliver the information you need in a dynamic way that allows you to immediately apply your learning. Unlike a live course or webcast, you can complete the course on your own time, playing and pausing as needed. Self-Study Videos allow you to complete your CPE requirements on your own time.

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