DHJJ Certified Public Accounting Firm

The Illinois CPA firm, DHJJ, had a strategic goal to expand its client base beyond its Naperville headquarters, while also making a dent in the competitive Chicago market. Before Stephanie Gandsey started as a marketing director at DHJJ, they were drumming up new business by attending Chamber of Commerce events and hosting seminars at their office. Although those tactics attracted local clients, DHJJ had to differentiate itself in order to compete with other firms. Gandsey suggested that DHJJ turn to content marketing - a form of online marketing that uses original published content. She credited this new approach for an 83% increase in traffic to the firm’s website and estimates online content brings in 15% of new business leads. One way to expand a client base is to pick an area of expertise and publish online content. The SALT group publishes blog posts and hosts webinars on topics such as tax reform, attracting anywhere from 20 to 50 attendees, most of which are new business leads outside of Naperville. Randsey was credited for helping the firm identify strengths and communicate them to new potential clients. Another way is to use basic search engine optimization (SEO) tactics. Publishing content was one step, however potential clients still had to discover that content online. The firm ensured that the content could be found by landing searches using specific phrases. Publishing content about highly specific topics, increases its odds of appearing in search results. This is known as organic searches - website traffic originating from people plugging search terms into Google or other search engines. It is now responsible for 56% of DHJJ’s website traffic, up from 46% two years ago. Lastly, don’t just attend networking events; be an expert at them. Although CPAs should still use time-tested networking opportunities like Chamber of Commerce events to meet new business prospects, its recommended that CPAs showcase their expertise by appearing as guest speakers and leading events. You could also foster client loyalty by giving back to clients, as well as market to current clients - not just new ones.   

I concur with the guidance that one should only attend networking events that he or she is best at. To my way of thinking, this prevents misunderstanding and time wastage. It is not possible for an individuals to understand an event that he or she has little clue concerning what it is all about.