Many CPA and accounting firms are engaging in discussion about how to use limited marketing resources to best position the firm. There is debate about whether firms should continue to invest in traditional marketing activities like advertisements, sponsorships, direct mail and email marketing or venture into the world of website marketing-more specifically search engine optimization (SEO).

While most marketing professionals I have interacted with find the concept of SEO appealing there is a great deal of reservation about how to sell the strategy to management. Altering or changing long standing marketing activities can be difficult especially in the middle of the economic situation the country is currently facing. Finding the most effective way to present new ideas to the Partner group is imperative especially if your firm is a 'slow mover'.

To help position SEO as a viable marketing strategy for you firm, we have outlined the key benefits of SEO and how it can have a positive and meaningful impact on your firm's marketing efforts. The five key benefits of SEO include:

1. Access to 'Warmer' Leads. Inbound marketing techniques such as SEO allow your firm to connect with more qualified opportunities. When a company contacts you through the website they are usually ready to make a decision to buy. They have identified the internal need, researched potential solutions to the problem and have identified specific vendors who can remedy the situation. When a prospect comes to your firm in this fashion it reduce the amount of time spent educating the prospect, communicating the firm's value proposition and overall time spent in the pursuit process.
2. Maximizes Partners Chargeable Hours. Due to the reduced amount of time spent pursuing opportunities, the time invested by Partners is also reduced. There is less time spent on site visits, prospect meetings and conference calls to move through the prospect through the sales cycle. With SEO partners are now able to insert themselves into the sales process in a time efficiency way. They can sell the opportunity in a much shorter time period than leads identified through traditional marketing techniques. This leads to additional time for partners to focus on chargeable work.
3. Expands Your Marketing Footprint. SEO allows firms to attract opportunities outside of their geographical footprint. There are a number of services firms offer which can be performed in markets across the country. The marketing dilemma is one of resource allocation. Does it make sense to invest marketing dollars in areas where the firm has little brand awareness? Of course not. However, SEO allows your firm to promote itself in other markets without incurring any additional costs. Would your firm be interested in serving clients in other markets if the opportunity presented itself? Through focused SEO your firm can find these opportunities.
4. Creates a Larger Pipeline. Optimizing your website to attract new opportunities will help your firm create a large pipeline of opportunities. Consider how your firm attracts prospects currently? Do you send out mailings? Newsletters? There is a lot of effort and resources invested into traditional outbound marketing techniques (direct mail, email and executive telemarketing). However, with an optimized website you have a sales tool that works to find new opportunities on a 24 hour basis. When you blend SEO with current outbound marketing techniques your firm will create a large pipeline of opportunities.
5. Adds Value to Marketing Activities. Most marketing departments in firms are expected to develop, lead and manage non revenue producing programs. Ad design, proposal development, collateral material development and pursuit planning, while valuable do not produce any firm revenues. SEO changes the paradigm and turns marketing into a lead generation source as well. If properly implemented SEO can transform marketing beyond an internal services function and position it as a revenue generator for the firm

There are many other ways SEO and inbound marketing techniques can help drive practice growth. However, the ones listed above have been used successfully in selling Partners on the benefits of such tactics. As you continue to present new ideas to your management team remember to always spell out the benefits and value in terms they can understand. CPAs and accountants are not marketing professionals and because of this you have to present changes in terms they can understand. Focus on meaningful benefits like less time in the sales process, more time to address client needs and ability of the firm to attract a larger number of prospects. In light of our current economic situation I believe these benefits will appeal to them in a meaningful way.