Posts Tagged ‘Accounting’

The Impending Cloud: Will it Impact Your Accounting Service?

Monday, August 1st, 2011

“Cloud computing” is a frequently heard buzzword lately and referrs to a adjustment in the way computer programs are delivered to your firm. Rather than being made available by disc or download and being stored and run on your local rigs, cloud software is stored and operated somewhere else and accessed with a web browser over the net.Numerous accountants and CPA’s are stating to invest in cloud computing. Are you one of them? If the answer is “yes”, give yourself a pat on the back! Cloud computing is  without doubt on the verge of becoming the rule rather than the exception.

Keep in mind, on the other hand, that there are potential risks with this trend.

We repeatedly take our business applications for granted, but it has taken lots of us numerous years to incorporate our practice’s systems. Have you ever genuinely considered how many programs you employ each day to conduct your business? From Microsoft programs to accounting software to your messaging - your time is usually dispersed across a range of sundry systems. In a perfect world all of these could “talk” with each other.

This scenario illustrates what I mean:

Wouldn’t it be great to be able to do this without using your mobile minutes?

You’re out to dinner with a friend. After a while your friend excuses himself. He says, “Keep talking. I forgot to feed the meter. I’m just going to pop out to my car”. The conversation continues. A few blocks, a few miles, even the other side of the world might as well be a few feet away on the internet.

Of course this is a nice little story, but not many of us have the good fortune of making our fortunes dining out with friends. But this kind of communication is also vital professionally.

Now in a conventional software environment it’s unlikely that two people will have compatable messaging software, but in the cloud it’s easy.

Efficiency Matters

Although cloud computing can be a major resource and a substantial time saver, that potential dwindles if applications in the cloud can’t talk with the programs on your computer.

Existing accounting programs are, for the most part, already pretty good at this. They “talk” to each other, and the dialogue is valuable. It significantly boosts efficiency. For example:

  • Client records are updated when Tax talks to Engagement and Practice.
  • Work papers are linked when Engagement talks to Microsoft Office.
  • All applications to Document Management - and so on.

But imagine if Tax and Practice weren’t able to talk, or the link between Engagement and Excel was broken. Can you imagine the data entry you’d be stuck doing?

Mixing up Your Apps Can Be Problematic

Online applications and locally hosted ones are fundamentally different. Old school office apps like Word, Excel, and Quickbooks don’t usually play nice with web based ones like Google Docks and Quickbooks Online. The coding glitches are enough to cripple interactivity between them. For example, using the cloud for your tax software and then turning to a practice program installed on the local network creates difficulties with dialogue.

Be careful to test compatability with your office systems before adopting new cloud services. A partial move will put these links in danger. You may need to make a more dramatic transition.

Data Security

Most small accounting firms don’t have on-staff IT experts. This means that reputable cloud services are better equipped to handle your data security in almost every respect. Most have security experts that can protect your data from accidental loss to hackers or viruses.

Unfortunately this doesn’t protect you from some man-made disasters. Formost of these is data storage. In order to use cloud applications data needs to be uploaded to the remote server running the application. As a rule they will let you store that data online once it’s loaded. This is much more efficient than uploading each file in order to work on it, then downloading it when you’re done. Unfortunately it also leaves vital client data stored off-site. In and of itself this isn’t a problem, but it makes you vulnerable to business closures and “Data Retreival Fees”. It’s important to keep up-to date copies of all your client data on-site at all times. Always backup your files to a local machine daily.

Be Cautious, But Don’t Get Left Behind

In a decade or so accountants can anticipate having all or most of their industry applications are hosted in the cloud.

Until then, mind the gap! If you don’t you may end up paying for it.

About The Author

Brian O’Connell is the owner and founder of CPA Site Solutions, one of the country’s largest web design businesses dedicated entirely to accounting website design. His company presently provides websites for more than 4000 CPA, accounting, bookkeeping, and tax preparation firms.

Using Email to Profitably Market Your Accounting Practice

Wednesday, July 27th, 2011

The title “best practices” typically means long standing rules and methods, and processes to avoid. For the most part these rules are erstwhile and correctly considered. I’m not suggesting that best practices be unheeded, just that they can be reexamined now and then or they might obstruct innovation.

I think it was marketing Guru Mark Brownlow who first suggested that it would be better to change the term to “profit practices”. He’s trying to change the way we think about these practices. Rather than simply following the status quo this new term leads us, hopefully, to making sure our efforts are actually generating revenue.

So what can you do to ensure your e-mail marketing campaign is ahering to profit practice? Well the changes are subtle from the old “best practices” model, but the impact on your efforts will likely be considerable. Here are some practical suggestions…

An easy way to meet your customers where they are is to use transactional e-mails. A transactional e-mail is an e-mail sent in response to an action that a visitor has on your site. One place where transactional e-mails can benefit a CPA is on your website’s service pages. A simple e-mail form on each service page can bring in those precious prospects that are warm, but not quite ready to commit to a full contact. Better yet, make a special offer. For example you could offer a short report with more information on the subject. Prospects that read that far and respond on that form are very hot leads. Follow up on these inquiries immediately with a transactional e-mail.

Transactional e-mails bring in revenues between three and six times higher than bulk mailings from the same clients, states a report from Experian. Transactional e-mails are a key profit opportunity.

Respect the permission of e-mail subscribers by not bombarding them with e-mail or sending irrelevant messages. Spamming your subscribers is not only disrespectful, it’s also unprofitable. You will lose subscribers and by extention the revenue they would have brought into your company.

A recent study from Epsilon put the value of an e-mail address at $23. Treat your e-mail addresses with the respect due to assets of that value.

Fans of your Facebook page may not feel they have given you permission to market to them through Facebook - so use Facebook and other social media platforms to gain e-mail subscribers.

Don’t waste time sending e-mails to people who don’t know your company. Confine your marketing efforts to prospects who choose to hear from you and are interested in your services. Buying lists of strangers is a waste of time and money.

Exercise restraint. If you send too many e-mails people will start to ignore them. Eventually they will unsubscribe. Bombarding your subscribers with e-mail just won’t work. People aren’t going to want to use a CPA that’s constantly annoying them with pointless e-mails.

Occasional e-mails about a product or a special promotion is okay; force-feeding offers to your customers, though, will turn them off quickly.

Treat e-mail marketing like the revenue stream that it is instead of just another number in the marketing budget. This means you should:

  • Hire the right team
  • Invest in the right partner and technology
  • Apply metrics to your efforts to get a clear sense of the benefits

The biggest challenge of e-mail marketing is to meet marketing objectives while offering compelling and relevant content in your e-mails. To do this, pay attention to what content customers click on within the e-mails. What prompts them to take action?

Use these “profit practices” to increase the revenue from your e-mail campaign instead of using aged “best practices.”

About the Author

Jim Tourville is the Director of CPA Site Solutions, one of the country’s most successful web design businesses oriented exclusively to CPA sites. His firm currently provides websites for more than 4000 CPA and accounting firms.