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The Right Way to Promote your Firm in 2019

I'm not a fan of stale branding & marketing from accounting firms. Back in the 70's, 80's and 90'
Future Firm Weekly Top 5
The Right Way to Promote your Firm in 2019
By Ryan Lazanis • Issue #16 • View online
I’m not a fan of stale branding & marketing from accounting firms.
Back in the 70’s, 80’s and 90’s, firms followed a formula. They were named & branded after the partners’ initials, they were marketed to clients with in-person networking events and they were promoted to candidates via once a year cocktail gatherings.
But in 2019, we are living in a new world. Not many get this, but here’s an example of a 65 year-old Top 100 US firm that does.
Scrolling through a newsletter I subscribe to, I saw an article titled, “Why Is Aprio the Only Top 100 CPA Firm with a Non-Traditional Name?”.
For one, Aprio immediately differentiated itself from the pack by taking on a non-traditional name.
Second, the article talks about why they rebranded themselves away from the name and colours of HA&W, something that had no spunk or pizzaz and feels trapped in the old days, to something with a bit more zip and more in tune with our day and age.
Third, and most impressively, the whole article was actually a sponsored piece of content geared towards millennials looking for accounting jobs.
Those looking for jobs are caught immediately with a catchy headline that differentiates from the others, they then get a sense of the progressiveness of the firm through a well written piece of content and then links to available positions (most of them being remote positions at that).
They certainly tapped into how millennials look for work and what they look for in their employer.
This whole strategy is the right way to promote your firm in 2019.
And with that, let’s get into this week’s Future Firm Weekly Top 5.

1) The Wrong Way to Promote Your Firm in 2019
Withum 2019 Culture Video
Withum 2019 Culture Video
The video comes across as trying too hard to be fun & cool and the younger generation, the ones I suspect they are trying to appeal to, can see through that. It’s a bit painful to watch truthfully.
2) Advisory Overhype?
You don't HAVE to do advisory | From the Trenches
3) Go Remote
Why Naval Ravikant Thinks Remote Work Is The Future | AngelList
4) All Systems Go
What It Takes to Implement New Systems at Your Firm
5) On Xero & QBO? There's More to a Cloud Firm
How cloud are you? Innovation goes beyond the cloud
Did you enjoy this issue?
Ryan Lazanis

Future Firm Weekly Top 5 is your weekly curated insight into the top 5 things happening on the internet affecting the future of your accounting firm.

For more technology, practice management and marketing resources for your modern accounting firm, visit my website at

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