Today, I’m starting a new series on how various type of businesses can use blogs for business and marketing communications purposes. The first dash out of the box focuses on those in the field of accounting.
Much of what I’ll be talking about in this post comes from an excellent article by CPA Eva Lang called Would You, Could You, Should You Blog? (BTW, the article is a good read for anyone interested in business blogging, not just accountants.) Ms. Lang is herself a blogger on the subject of business valuation.
She mentions that blogs are good tools for marketing purposes. A blog helps serve as a way to publicize the firm and showcase its niche specialties. Not only that Lang says blogs can allow everyone in the firm to share information quickly or to track sales leads.
She also indicates firms can use internal knowledge blogs to help current employees work more efficiently and to get new hires up to speed quickly. Lang says, “As a repository of ‘institutional memory,’ knowledge blogs can remind current employees of policies and procedures, link to documents employees need to read and document best practices. Team members can enter remarks to create a record of actions and decisions.”
The article also mentions several accounting firms already using blogs and includes screenshots of some of them. Let me add one she was unable to mention due to the fact it wasn’t online at the time the article was written, Mercer on Value. Chris Mercer is a personal friend and really has great insight, not only to the practice of business valuation (which is his specialty), but in how to use a blog to express his points-of-view.
An article I came across at SmartPros.com includes a quote from Ms. Lang. In it she outlines yet another way blogs benefit accountants by saying that “blogs can improve the bottom line…an accountant could be perceived as an expert by putting in more hours, charging a higher rate, and building a reputation by writing for journals and speaking at conferences — a lengthy process.
“Those methods still work, but a blog can enhance and expedite the process of building a reputation. An obscure, knowledgeable professional with an interesting blog can attain expert status quickly.”
If you’re interested in learning more about how accountants (or any professional services firm) can use blogs, I really encourage you to read Ms. Lang’s article.
In addition, let me point you to her “blogroll” which contains links to several firms already using blogs. One more link for you is to an article from Sandi Smith, CPA, entitled Accountants Who Blog. It’s also well-worth the read.