Hollinden Point of View

Is the New .cpa Domain Right for Your Firm?

You may have recently received communication announcing the new .cpa domain being offered by The American Institute of CPAs (AICPA) and encouraging you to protect your name.

Assumptions (aka Pigeonholing)

Each morning, I receive Inc. This Morning, a short read which highlights today's business issues. This morning's issue was called "Pigeonholing." The opening line reads: "Compared to a decade ago, more than double the number of women are leading the...

A Guarantee for Client Retention: Experience

There's a reason Starbucks can increase its coffee prices and face little resistance. Simply put, the concept is designed to make its customers feel a connection. From the people to the ambiance – it’s about the complete experience. The ultimate...

WOM: The Most Powerful Marketing Activity

Word–of-mouth (WOM) is still the number one way to increase revenues, yet many firms settle for hoping that clients will automatically spread the good word. Unfortunately, they don’t. Why? It’s not because your clients don’t like your services; it’s...

Maximize Your Marketing Efforts to Fuel Scalable Growth

Developing a holistic approach to marketing allows firms to align their efforts and achieve their goals. One such approach is to create a strategic marketing plan. This is a document that provides firms with an integrated strategy that outlines the...

Your Staff Can Increase Your Social Engagement

Whether it is a lack of time and resources, or the need to focus on other areas of your firm’s success, we can all use some help when it comes to creating engaging marketing content that will resonate with our audiences and drive social traffic....

The Challenge of Leadership

I have never met a firm or practice leader that did not find the job challenging. Being the “go to” person for answers, inspiration or motivation can be both gratifying and taxing. Add your own to-do list to the mix – how to hire the right talent,...

Making Content Creation a Priority

Your organization's content creation may have been placed on the back burner, but it actually has a lot of benefits: client retention, building thought leadership, and even new client acquisition. Here are our top tips to create better content that...

The Impact of Artificial Intelligence

There’s been a lot of talk in the accounting industry about the impact of artificial intelligence. Artificial intelligence (AI) isn’t just something that may impact the industry, AI is already changing the way firms implement marketing and business...

The Top 5 Email Marketing Trends for 2019

It’s hard to believe, but email marketing has been around nearly a quarter-century. Despite the flashy technologies and social platforms that have popped up within the last decade and the complaints of overcrowded inboxes, email marketing isn’t...

Running Through the Finish Line: Three Management Tips to Help You End the Year Strong

A leader’s role is to be a main contributor of driving success and profits for the company, which begins with having the right people in the right positions. Overseeing and developing employees is crucial, but we all know that everyone is unique in...

Short Form Video: A New Age

Short form video, often under 60 seconds in length, has enjoyed a significant rise in popularity, particularly among younger professionals. While it’s hard to tell a story in just seconds, interest in video content can wane after just ten seconds....

The Revenue Road Less Traveled

Upselling and cross-selling have obvious benefits for any firm, no matter the industry. The problem is, most clients can see right through the typical "You may also like… " or “Wait, there’s more...” lines, and hesitate to expand their working...

Going Organic: Three Tools to Help Refine Your Search Strategy

There's nothing quite like a sudden Google algorithm update to leave organic search results in a state of uncertainty. It almost seems like Google waits for sites to get their content optimized and then unleashes an update that sends the sites...

Responsive Search Ads Are Here - What You Should Know

Last month, Google hosted its annual Google Marketing Live event and announced several big changes, including the newly consolidated Google Marketing Platform and the newly named Google Ads. Google’s aim for these updates is to simplify their vast...

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