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Inbound Marketing for New Client Acquisition

Inbound Marketing for New Client Acquisition


by Hugh Duffy

Inbound Marketing for New Client Acquisition

McKinnon Patten is a Dallas Texas based CPA firm that has been operating for over 40 years. Like many established CPA Firms, they operated by word of mouth and old fashioned hard work until a newer practitioner, Mark Patten, joined them last year.

Mark's background prior to joining the McKinnon team is impressive ranging from a Duke MBA, ten years at Ernst & Young, Global Audit Director and CFO at Morgan Stanley, and Managing Director at Stout Risius Ross for business valuations and forensic accounting.

To turn up the volume on new client acquisition at McKinnon Patten, here is path that Mark is on.

  1. Responsive Web Design – McKinnon Patten currently has three websites to market their practice across the Dallas metroplex and each website is carefully constructed in a responsive web design to gradually get to the top of Google, Bing and Yahoo.
  2. Rich Content – The content on each of the McKinnon Patten websites is well organized and educates prospective clients on the collective firm services in a consultative manner.
  3. Niche Marketing Using a Multiple Website Strategy – To capitalize on the firm's core competency, McKinnon Patten has niches in Oil and Gas Accounting, Business Valuations and High Net Worth Accounting. And like most established firms, they are also a generalist with various successful clients in private equity, real estate, and entrepreneurial businesses.
  4. Search Engine Optimization – Each website is search engine optimized to attract high levels of traffic onto the website page that closely matches what the prospect is searching for.
  5. Eye Catching Photography and Graphic Design – Each website incorporates photography and visual images that pull the prospect into the page so they are more likely to learn more about McKinnon Patten.
McK - Trust

Full Disclosure - McKinnon Patten works with Build Your Firm in the Outsourced Marketing Program. Mark first connected with me via LinkedIn in 2012 (prior to joining the firm) and ultimately engaged BYF in 2014. I have no idea what Mark typed into LinkedIn to find my profile but I am sure glad he called me.

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Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.