Making Marketing a Priority

Over the past ten years of my Fractional CFO business, I’ve noticed a common challenge for businesses irrespective of industry: marketing. Personally, I’ve tried many methods and ways of doing things that I felt were going to make AcceleratingCFO more prominent and prevalent in the marketplace.?

Although I’ve measured marketing techniques to varying degrees of success, there are some consistent characteristics across the marketing campaigns that make AcceleratingCFO a household name in the entrepreneurial and small and medium business (SMB) community.?

Above all, I find that humility in my marketing strategies and campaigns is imperative. I recognize that I am always learning and evolving. As an advisor during strategy sessions with clients, I learn from them as much as they learn from me — this is what makes me an effective leader and gives me the ability to talk about the value of my Fractional CFO services with authority.?

When we think about marketing campaigns and what makes them effective, I always operate under the umbrella of humility and use the following as guidelines:

1. Be Consistent: There is an old adage that says it takes 29 times for a message to be conveyed before it sinks into the general public. Whether you agree with this number or not, there is something to be said for common themes in all communications. Over the years we have consistently emphasized the importance of budget, forecasting, measuring your business through Key Performance Indicators (KPIs), and understanding current trends in the financial community. In order to establish yourself as an expert in any field, it’s important to convey your beliefs and mantras repeatedly and consistently.?
2. Be Persistent: We’ve been communicating on a regular basis for several years. Early on, we posted our podcasts every Friday at 3pm in order to gain traction through consistency for our listeners. Over time, that has evolved into a monthly newsletter and regular postings on LinkedIn and other platforms. Even when we’ve been away from the office, we ensure that our timelines are met so that expectations from our customers and audience are met consciously or unconsciously.?
3. Be Clear: When we started out, we took it for granted that everyone had the same level of finance and accounting experience that we have. However, we discovered in our early years that many entrepreneurs who are well versed in the respective skills and services they provide to their customers did not have the same financial foundation. Quickly, we realized that educating our clients on fundamental finance principles established a shared language, ensuring that the business owner gained as much as possible from our strategic and analytical discussions.?

I constantly have to remind myself of these tenets when I speak about myself, my staff, and AcceleratingCFO. Above all, I am humble. We are proud of the work that we do for our clients and the image that we portray — it is our desire to be the premier finance advisor to the SMB community. Thank you for being a part of our community.?

Take-away: If you are seeking a finance partner who will help you understand your business and how to maximize your company’s valuation, reach out to Brian at [email protected].?