Marketing Roadmap

Problem: You Have No Marketing Strategy

Random acts of marketing is a good way to waste a lot of time and money.

We see two common scenarios with larger accounting firms who are dissatisfied with their marketing:

  1. They have invested a lot of money into marketing, sometimes over a long period of time, but don’t ever really know if it’s working, or what parts are working best. They get good looking reports from their marketing agency, but they wondering if it’s generating real ROI.
  2. Up until now, the firm has grown effectively by acquisition or strong networking and referrals without doing any marketing, but for the next phase they want to grow with marketing.

The problem is, they don’t have a marketing strategy or budget and aren’t sure where to start. We’re all inundated with constant cold emails, DMs, and junk mail from marketing companies and lead gen specialists claiming they can 10x your business.

They confidently promise results, but they haven’t even talked with you or know anything about your business. No business is exactly the same, and different tactics work better in different industries.

Buying a solution from someone before they truly understand the problem to be solved is another good way to waste money on marketing.

Goal: A strategic approach with expected results

There’s no ROI guarantee in marketing. Every business has it’s own strengths, weaknesses, risks and opportunities. But there are ways to improve the likelihood of success.

It usually takes between $5-$10 to add $1 to recurring monthly revenue, so if you want to add $50k per month to your bottom line in the next year, you would expect to spend between $250k and $500k. The more money you plan on spending, the more value there is in taking time to understand and plan.

Solution: Marketing Roadmap

Just like you wouldn’t acquire another firm before understanding what you’re getting into, you shouldn’t start marketing without a clear plan of action.

That’s why we created Marketing Roadmap as a strategy and planning engagement. We work through 4 phases over the course of about 8 weeks:

  1. Discovery. We get to know you and your firm, understand your business model and value proposition and create a positioning statement. 
  2. Audience. We develop customer personas and your core messaging. 
  3. Budget. We help you develop a budget based on a reasonable cost of acquisition for new clients and your goals. 
  4. Tactics. We develop a marketing strategy for your firm going forward, and to lay out a 12-month scope and sequence for various marketing priorities.

With your Marketing Roadmap in hand, you can turn around and hire us to do many of the things we propose, or you can take the plan and pull together other resources and partners to implement it in your own way.

To start a conversation about developing a real marketing strategy, find time a time that works for you and schedule a call on my calendar.