Marketing can be divided into the following two categories:
Passive – this traditionally included mailings to businesses and residents in the area, radio, TV etc. Nowadays, they also include online directories, website, SEO, AdWords, Facebook ads etc. They are passive in that you usually pay someone to create them for you and then you sit back and wait for the traffic to come!
Proactive – this involves personal contact on your part – either in network groups in your area, community involvement or it could be that you contribute to online forums. An example of an online forum would be LinkedIn – if you are personally going in and making contacts, adding your own comments etc. If, however, you have delegated the management of your LinkedIn account to a social media company to handle, then it is more of a passive type of marketing. Both are good, but of course, the more involved you are, the better the results usually.
I find that marketing is very personal to each practice owner. Some have a preference for some of the marketing strategies I go over with them that have worked really well for other practices, – and some will opt for others. The key thing is, to settle on one or two campaigns that you feel good about incorporating and then develop a plan to execute.
Of course any marketing is better than none. But the less cookie cutter it is, – i.e. the less, for example, that you use companies who don’t understand the CPA profession, the better. For example, I’ve seen website companies give all their clients the same or very similar websites. This is still a better option than having no website. However, it is not going to be as effective as one that truly promotes the value of your services.