My Office Today 2012 by Aerotech

WHATâ&#x20AC;&#x2122;S INSIDE

PRACTICE MANAGEMENT, TECHNOLOGY, AND MARKETING

2012 Annual Edition

Portal Focus

OPEN UP TO A WHOLE NEW WORLD P18

Mergers and Acquisitions

Prepare for the Adventure P10

Technology

Practice Management

Marketing

Ultrabook Buyers Guide

Software Integrations

SEO Explained

Notebooks and netbooks should be counting down their days

Are we free-falling without a chute as an industry, with the lack of real integration?

Google has been on a mission to provide more relevance in their results

Live Seminars, Webinars/Tele-Seminars, Online Message Board, Newsletters, Member Certificate, Discounts on Software and Recorded Seminar Materials, TCertification ax So Program, Marketing Tools, IRS Practitioner Liaison Program m P ro bl e to let your voice be heard, and much more.

7 1 6 . 6 3 0 .1 6 5 0 • W W W . A S T P S . O R G

Join us October 18th - 20th for the

-Gregory McCauley, Chadds Ford, PA

Membership Benefits Include:

and growing my business by 25% per year.”

is a non-profit organization of professionals who specialize ciety n So o in representing taxpayers before the IRS. ASTPS c a provides f i r it’s members with resources that assure their ability to confidently represent troubled taxpayers.

CUTTING EDGE

The American Society of Tax Problem Solvers e

are directly responsible for my firm staying on the

Become a member of ASTPS, and distinguish yourself as a tax problem resolution expert.

“ASTPS SEMINARS

Find the full ASTPS 2012 schedule of Boot Camps and Advanced Seminars at: www.ASTPS.org New to this field? Attend one of our Boot Camps to gain the insight and knowledge of the nation’s top practitioners.

The American Society of Tax Problem Solvers is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Nashville, TN, 37219-2417. Web site: www.nasba.org

Contents

Contents 2012 Annual Edition | My Office Today P8

Turn IRS Problems into Opportunities by Lawrence Lawler

P11

Is Your Firm Thriving? by Rick Solomon

P16

Tech Guide

P18

Why is a Client Portal Important to the Firm of the Future by Michael Giardina

P21

Right Networks Case Study

P22

Can Firms Run Effectively Without Digital Workflow? by Michael Giardina

P24

Building a Cloud by Jim Torpey

P26

The Benefits of Online Client Accounting by Robert Chandler

P29

Choosing a Web Design Company by Justin Rasmussen

P30

Google+ by Debbie Miller

P32

Digital Marketing Tools for Accountants

P35

Get Serious About Marketing by Damien Greathead

P36

What’s in a Brand? by Justin Rasmussen

In this issue...

editors top picks from this edition

P15

Are We Free-Falling?

Ultrabook Buyer’s Guide

It’s time to sell new ideas, better ways of doing things.

Notebooks are counting down their days.

P10

P38

15 M&A Guidelines

SEO Explained

Getting the most for our practices before we retire.

Search Engine Optimization helps you stay competitive and market effectively.

Editors words Connect with us facebook.com/myofficetoday twitter.com/myofficetoday myofficetoday.me Printed in the USA. © Copyright 2012 Office Tools Professional. All Rights Reserved. My Office Today is published annually, by Office Tools Professional 514 Commerce Avenue, Suite D, Palmdale, CA 93551. Office Tools Professional reserves the right to reject any advertisement or editorial; it does not make any representations as to opinion and facts concerning advertising or editorials; it may edit for content and space. For sponsorship & advertising information please contact Office Tools Professional at 888-667-8440 or by email at sales@officetoolspro.com.

The adventure of extreme sports is so exciting, they constantly push the boundaries of what’s been done before and what will be done in the future. It’s exciting to watch from the sidelines or the comfort of our home but at some point in our lives we have an itch to try it. Even if it’s against our best judgement. Of course it’s a risk to try something exciting, new, and potentially dangerous, but how rewarding it is when we accomplish what we and others thought we never would. Whether it’s skydiving, mountain biking, or deep sea diving...they require skill, the right tools, and appetite for adventure.

Justin Rasmussen Editor

Michael Giardina Editor

Coffee House Ideas Partner

Office Tools Professional CEO

justin@coffeehouseideas.com

mikeg@officetoolspro.com

www.myofficetoday.me

your firms next great

adventure

Practice Management Our definitive guide to what is working for firms who focus on success and productivity

iding in a hot air balloon is one of the slowest extreme adventures you’ll ever experience. Before you leave the safety of the earth in a basket, anxiety builds knowing there’s no safety net or parachutes; just a basket, a balloon, and 500 feet of sky beneath you. When you’re finally in the sky floating, you release your white knuckle grip and your anxiety fades. You look out over the vast landscape seeing everything again, like it’s your first time. You can see the parts of the landscape that are thriving and the parts that are needing attention. It’s here that we learn and understand areas we want to work on and what we want from ourselves when we touch the ground. We will never learn what we need to do in our practices unless we get a bird’s-eye view, assess, learn, and finally land back on the ground.

In This Section 6 Are we free-falling? 8 Turn IRS Problems into Opportunites 10 15 M&A Guidelines 11 Is your firm thriving? 13 CPE Credits for the fast paced world

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are we

free-falling? The lack of software integration leaves us without a parachute

by michael giardina

hen I began my consulting career with accounting firms in the early 1990’s, I was shocked at how many programs each firm used.These clients, which were primarily accounting firms, needed more applications to run their practice than most small businesses. As Windows took off, my client’s desktops became cluttered with accounting software icons. When I first attended the Technology show in 2000 at the LAX airport in Los Angeles, there must have been a hundred vendors showing their applications. There were nearly twenty time and billing programs and ten tax programs.

2012 My Office Today

Year after year these numbers continuing reducing. By 2011, there were no time and billing programs and only four tax programs. Only three practice management programs exhibited. For accountants the choices are fewer every year. It is as if our industry is free falling without a parachute. Over the last decade, we have seen company after company being bought out by a large corporation like CCH or Thomson. Most of the programs were discontinued or shelved and users were either forced to move to a different application or find another vendor. Elimination is what the bigger vendors are after. It seems so un-American to eliminate choices. Our country was founded on

great ideas and fair trade practices. When you spend nearly 25 years working in the accounting industry, you begin to care about the thousands of accountants in our industry. You recognize all the effort they put into serving their clients and improving their firms. You begin to care and caring turns into effort to solve problems, build applications that transform firms. As a company becomes bigger, it suffers from a lack of identity and eventually loses all ability to care except for the bottom line. This is what the accounting software industry is currently suffering from. You wonder if those who run such companies remember what it was like to run their firm or small practice, or if they ever did. With

90% of practices having two or less professionals and less than ten total staff, we need to relate to them in order to serve them. I believe in order to serve these professionals and their firms you must understand them, care and then have the ability to create something they need. When developing software, you ask yourself some critical questions. You say: How are we going to be viewed? What are we trying to accomplish? What problem are we trying to solve? How can we serve a purpose? How can we be relevant? One thing’s for sure…to be relevant, you need to be accessible and let users decide what works for them. You have to empower them, not enslave them.

Practice Management

Those who only think of how financially successful they can be, will make critical mistakes. One of those mistakes is making software that doesn’t integrate with other applications. At Office Tools Professional, we saw a need at accounting firms for the integration of process and data. Too many firms were using three, four and even five applications to manage their office. We also saw that in order to bring together all their processes and truly improve firm’s productivity, we would need to create something unique. We also knew it must integrate well with others. First we decided that the data and documents belong to the accounting firms, not us. We selected

Microsoft SQL which allows end user control. Then we asked, “how can we store documents so they could easily be accessed if a user decided to use another application provider?” This means the firms critical data is under their control. If you can’t keep customers happy by keeping your software relevant, you certainly can’t by imprisoning their documents or data. We also knew our application needed to integrate within itself. This means our internal features need to be easily connected together. We made sure the connected features like Call Tracking, Due Dates, Workflow, Time & Billing, Scheduling and Document Management worked seamlessly together and worked in a single unified screen. Most importantly, we created ways to integrate with others. We allow all other program’s contact information to be added to our Practice Management Software through MS Excel, our synchronization products as well as directly through Microsoft SQL. We also integrate with Adobe, Google Maps, MS Office, Intuits QuickBooks and Lacerte, LaserApp for investment managers, Dymo label printers and others. To make things even sweeter, we allow users to export any data or report to Excel. We also gave our users the ability to create their own reports with Crystal Reports. Could you imagine a tax program with integrated features from other applications similar to the way Intuit QuickBooks allows? New document features like SmartVault has done or tracking and Time integration with a Practice Management program like Office Tools Professional? I can. The problem lies with the accounting software vendors. Their Tax and Accounting programs are proprietary and don’t allow real integration with others. It seems in this technological age where sharing of information is the norm,

that these companies need to open their doors. QuickBooks has. Sales Force dot com has. Facebook and Google have. Why haven’t other vendors, especially the large vendors who claim to lead our industry? Recently one of our customers was considering moving their firm to Thomsons Software offerings. They said to me “I might as well move to Thompson they will rule the world someday anyway”. With Thompson controlling a large part of accounting education with its “Gear Up” brand training and with the many proprietary applications they offer, I am concerned firms are no longer being offered any choices. The Gear Up conferences do not let any competing vendor’s (nearly all non-Thomson vendors) exhibit at their corporate conferences; conferences, where they educate Accountants about

careful, you will be waiting on the sidelines watching other firms move ahead of you, while you remain locked into their programs. So what can the accountant do? I say get up and call your software provider and say, “When are you going to allow integration?” If you are not sure about your provider, ask them, “is your software data proprietary? Is it accessible to other programs?” You can also ask what other software programs integrate with it….if there is silence on the end of the phone hang up and run! Find a vendor who has your best interest in mind and can help you truly take advantage of today’s technology. I believe that customers will continue to demand true integration and an openness that creates an environment for improved applications and offerings to the accounting industry. Those

“It’s time for the software vendors in our industry to sell new ideas, better ways of doing things, not spending time creating applications that limit accountants in a proprietary way. “ technology and provide information on how to run their firms. Once again taking away choice and controlling information. This is truly not culturally acceptable with today’s technology where information sharing is the norm. While this big corporate behavior seems to strengthen and unify, it actually stifles innovation and stops the advancement of technology. I think it is derived from a plan to lock users into their products. This keeps users from ever leaving because they fear losing historical data. Think about it, you lock all of your data into their program and you can never experience new things or explore new technology. I suggest consumers beware of these providers. If you are not

who don’t serve the accounting industry fairly will be left out of a new world culture of creativity and sharing. Competition is good for the consumer, the developers and the industry. It’s time for the software vendors in our industry to sell new ideas, better ways of doing things, not spending time creating applications that limit accountants in a proprietary way. This is a disservice to the accounting profession and lends itself towards a monopolistic approach. An approach that leaves the accountant and the industry free-falling without a parachute.

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Turn IRS Problems into Opportunities By Lawrence M. Lawler, CPA, EA, Certified Tax Resolution Specialist

ver received a phone call from a client telling you the IRS claims there is a problem on the return you prepared? If you are like the rest of us, hearing your client say, “The IRS says there’s something wrong with the return you prepared, and they want $3,500 from me!” is like a solid gutpunch. As a seasoned pro, you keep your cool and ask him to get the notice to you so you can see what it’s all about. While you’re still on the phone, you’re opening his return searching for anything that might be wrong. You can’t help wondering who’s at fault. Maybe the IRS made an error. They make plenty of mistakes, mistakes that needlessly upset taxpayers. You hope that’s what it is. Or, it could be the client’s fault. Possibly, they failed to provide some needed information at return time. If so, you’ll be non-judgmental and help straighten it out. In either of these circumstances, you will be relieved and will continue to appear as perfect as clients expect you to be. If it turns out to be your error, it’s embarrassing and uncomfortable. Remember, you’re expected to be infallible. Of course, you will make any needed corrections, you will take whatever (no fee) time it takes to make it right. You will either pay the penalty and interest amounts or reduce future fees to cover them. First of all, it’s the right thing to do. Second, you don’t want to lose a good client because they lose confidence in you. Consider one small change in the above scenarios: the call is from a new client. Everything is different, now you see opportunity. You ask yourself – and, perhaps the client too – why didn’t they call the original preparer of the return? Regardless of the reason, it is a safe bet they will be a continuing client. Unlike before,

2012 My Office Today

you can charge a fee on this one. You know dealing with the IRS is difficult, they provide “let them grow old on hold” taxpayer service. Nonetheless, in the interest of securing a new client you will accept the engagement. Now, take it one-step further and apply a basic rule of marketing for professionals. Decide to move into a niche market by marketing to get tax problem cases. One barrier to entry in any specialty is the need to develop an appropriate skill set. The skills required to start offering tax problem resolution services are attainable in less time than you might imagine. Many current representation specialists have launched their practice after attending an ASTPS two-day boot camp. A little training built on top of your existing skill set opens the door to surprising practice growth. As a CPA, EA, or attorney, you already have the needed credentials. Exclusivity and specialization warrant higher fees. Staff and professional rates are higher; practitioners report firm-wide averages hitting $300 when viewed on an hourly basis. Tax problem resolution lends itself naturally to leveraging your resources. Your staff can be assigned much of the work, thereby preserving professional time. Representation professionals typically secure Offers in Compromise, Installment Agreements, Lien and Levy Releases, Audit Reconsideration, and Currently Not Collectible status for their clients. They represent them in Appeals Hearings and review Statutes of Limitation on assessment and collection. You begin to enjoy a Dragon Slayer image. The IRS does not intimi-

date you; you rescue troubled taxpayers. After resolving a threatening tax problem, you will enjoy a relationship with a dedicated, appreciative, and loyal lifetime client who refers enthusiastically. Referrals will also come from other professionals, even other accountants who do not want to face the IRS. The software, hardware, and research materials needed to offer tax problem resolution services are either already present in your practice or added at minimal cost. For software, you need Office Tools Pro to track cases and billing arrangements. You need an application to automate casework*, and you need the PPC Guide titled Dealing with the IRS. If you don’t already use wireless headset phones, they are highly recommended. That’s it, all together a small investment to enter a new, lucrative practice area. There are tax problem resolution practitioners who narrow the focus of their niche further by concentrating on specific industries. Existing experience with realtors, truckers, attorneys, or any other group provides an opportunity to specialize within those industries. Peter Drucker said, “Concentration is the key to all success.” Business expert Jim Doyle advises his audiences that, “Until the people you are targeting know it, you don’t have a niche, you have a wish list.” Opportunity is always around you, regardless of the economy. It is up to you to pursue, invest, and grow to move from potential to realization.

Exclusivity and specialization warrant higher fees.

15 M&A Guidelines

Getting the most for our practices before we retire and leave the business for someone else. by Chris Frederiksen, CPA, PFS

ant to cut back? Are you thinking more about retirement these days? You’re among friends! We are an aging profession and many practices (and practitioners!) are reaching their “sell-by” date. According to the 2008 PCPs succession survey, 65% of sole practitioners were 55 or older. Among multi-partner firms, 63% expected at least one partner to exit within 5 years. While the acquisition activities of consolidators has slowed down, there is plenty of activity among small and medium-sized firms. Dominant local and regional firms are always looking to consolidate their positions and there are plenty of firms starting up that are looking for a “block of fees” to gain critical mass. The most frequent transaction, as you’d expect, is the sale of a smaller practice. 9 out of 10 sole practitioners, in my experience, end up in such a transaction because there are no viable successors within their practice – usually a lack of desire, lack of money and an aversion to risk! (I am not counting intra-family transfers which

2012 My Office Today

usually go smoothly). The three most frequent questions we get are: 1) What’s the multiple? 2) What’s the multiple? 3) What’s the multiple? Well, the multiple is not the cause, it’s the effect, and it’s driven by the 15 C’s! Client Retention is the key to monetizing the value of your practice and the key to client retention is: 1) Finding the right successor; and 2) Orchestrating a smooth transition. A less than 90% retention rate on client is, in my judgment, a failed transaction. The Culture of the acquiring firm is its single most important attribute. The Chemistry between you and them is the second most important. If these are not in alignment, the deal won’t work – if they are in alignment, we can almost always work out the economics. Remember that your clients are with you because you care about them and they like you. Better make sure your successors establish a comparable relationship. When you’re looking at a successor firm, here are some key considerations: 1) Does the firm have the capacity to service your clients at the same level as you do?

2) Will they charge your clients approximately what you do? (In an agreement, get a guarantee that fees won’t go up by more than say, 10% annually for 2-3 years. 3) Is the location of the new firm close enough that your clients will be willing to travel to the new office? Now let’s look at the deal itself. Should you look for an allcash deal (as promoted by many brokers)? Categorically, NO. It’s not good for clients, it’s not good for your staff and it’s unlikely to be good for you. Instead look for 2030% cash up front and the balance over 3-5 years. The balance will be contingent upon client retention, so everyone is motivated to make a smooth transition. If it’s done correctly, everybody wins! I am a strong advocate of a multi-stage deal, with some or all of these “stages”: 1) Practice Continuation Agreement with your chosen successor firm. If something happens to you, they will step in immediately on pre-agreed terms. Examples are available at www.2020groupusa.com in the “resources” section. 2) Merge your practice into theirs, with an understanding that you will work full-

time for, say up to 3 years and your compensation will be guaranteed at no less than you make now. 3) Next step – start cutting back your time and reduce your compensation accordingly. 4) Last step – full retirement with an agreed payout, but with an annually renewable consultancy arrangement at the option of the firm. So here’s the deal on multiples…if your firm is in a major city and the gross is under $1 million and you’re profitable, there will be buyers generally willing to pay 1 time fees. If you’re in a major metropolitan area, and the practice is well-run, you can command an even higher price. If you’re in a suburban or rural area, there are likely to be far fewer interested parties and you may be looking at a substantial discount.

For a checklist of key considerations of valuation and deal points, email Chris@2020groupusa.com or call 800-788-0190

Practice Management Jump Over Your Desk and sit in the client’s chair

Is your firm thriving? By Rick Solomon, CPA

ound crazy? Maybe, but think about it. Sitting behind our desks we think we know what clients want. We mistakenly believe that clients will be happy if we just do quality, on-time work, we’re responsive, and all that. In truth, this is what they expect in return for the fee they pay us. What they actually want from us is entirely different, but we don’t see it. Sitting behind our desks we form points of view about what clients want, and then we strive to deliver it. The problem is, our point of view is actually what blocks us from seeing what clients do want. It’s hard to see something when you think you already have the answer. The fact that client retention is such an issue today makes it clear that most of us do not have the answer. To get the answer, all you have to do is jump over your desk and sit in the client’s chair. Actu-

Sometimes there is a fear of engaging in a deeper conversation with clients because we’re not sure if we will know how to help them. ally, do this right now. (It’s probably smarter to just walk around your desk!) Sit in your client’s chair and imagine yourself to be a business owner. Ask yourself, “What do I want from my accountant?” Try this, and see what answers come to you. Current research makes it clear that business owners want accountants who provide guidance, and solutions to problems. They want accountants who are responsive to their changing needs and provide a return on their investment in services. Client expectations are higher than ever, for many reasons. But many of us are so busy turning out the work, doing what we’ve always done, that we don’t even notice that our clients’ wants and needs have shifted. Here’s my proof. I personally know of many firms, albeit still only a small percentage, that have jumped over their desk. As a result of shifting their perspective, they engage clients in a different way. Client relationships are based upon a shared

understanding of client needs, and they provide services that are responsive to those needs. Such firms are not having client retention issues, they’re having growth issues. They’re hiring people and managing increasing amounts of new, highly profitable business. There are enough of these examples out there to confirm the validity of these observations. In the Thriving Firm collaborative we’re always encouraging member firms to engage new and existing clients in conversations to discover what’s important to them personally, their quality of life goals, as well as what they’re hoping to accomplish in their business. Very often, opportunities will arise where you can play a more significant role in helping them get to where they want to go. At the very least, you’ll be forming a deeper relationship with your clients. Sometimes there is a fear of engaging in a deeper conversation with clients because we’re not sure if we will know how to help them. That’s no reason to not have such a discussion. You’d be surprised at how many things you could help them with, whether it’s something your firm can do, or perhaps a resource you can refer them to. Sometimes simply acting as a sounding board can be of great value to clients. Never underestimate the appreciation clients feel when you take the time and show the interest to understand what’s important to them, and look for ways to help. It’s a true differentiator in the market, and is one of the secrets to having a Thriving Firm. It feels good, and it’s not very hard to do. Not doing so, puts your client relationships at risk. Our world has changed. Those firms that have jumped over their desks are thriving. As one of our members recently reported, “I talk to my clients now about what’s going on in their business and their lives. They seem to appreciate and value what we do for them more than ever. Additional opportunities for new work often surface without me having to sell anything. I love it.”

Never underestimate the appreciation clients feel when you take the time and show the interest to understand what’s important to them.

www.myofficetoday.me

Practice Management

CPE credits for the fast paced world

By Lynn Freer, EA - President, Spidell Publishing, Inc.

We all need hours. But when shopping for those hours, what is most important to you?

e’re accountants, right? Cost is always an issue. We want — if not the cheapest — the most economical. Self-study CPE prices range from canned beer to expensive champagne and every beverage in between. In fact, sometimes we can even find “free” CPE. When talking pricing, remember that online CPE is less expensive than a printed course. This is because the provider doesn’t have to pay for printing and you don’t have to pay for shipping or sales tax (in most states). Downside: If you want or need a copy of the course material, you must print it out — and that costs you! We never like to admit it, but sometimes even those of us who begin early, find ourselves scurrying around at the last minute looking for those last few (or many) hours.

information, it’s about the credit. But you can have both. And the smart tax professional does just that. Look for a course that is on a topic that you want to know about, or one that you may want to refer to later. Look for a CPE provider that offers quality material that contains citations, examples, and solid analysis so you can reuse your course to prepare an accurate tax return, answer a client’s question, or perform a lucrative consulting engagement. I guess it gets back to price. Sometimes the most expensive is the cheapest in the long run: If you pay a little more for something you will use again later, you aren’t just paying for hours — you are building your practice and growing your bottom line, so you recover your cost in client billings. SPIDELL PUBLISHING

When faced with a time deadline, an online option is usually best. A good CPE provider will offer an online course that you can order, complete, and receive a certificate for at any time of the day or night. I’m an Enrolled Agent. I know that often it’s not about the

• Order the course online • Access the course. • Complete the test. • Receive your certificate immediately after you complete the course. • Bonus: You can stop working on your course at any time and pick it up later.

PRACTICE BUILDING

You are building your practice and growing your bottom line, so you recover your cost in client billings.

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Our definitive guide to what technology you must have and which one’s you better avoid

the adventure of

technology O

n the ground it’s easy to get lost in the details of every day, it becomes mundane. Adventure is everywhere and is changing every day. We look at mountains, valleys, lush landscapes, and desolate deserts and we wonder if we’ll have the right gear to survive every condition. Having gear that doesn’t let you down when you need it most

2012 My Office Today

is important when building and maintaining your adventure. It’s tough to finish the race when the gear you have fails you or wasn’t meant for your type of adventure. We must learn why and how our gear works, in order for us to know if we’re buying the best that will help us instead of hinder us on our journey.

In This Section 15 Ultrabook Buying Guide 16 Tech Stuff 18 Why is a Client Portal Important 21 Right Networks Case study 22 Can Firms Run Without Digital Workflow? 24 Building a Cloud 26 Online Client Accounting

Technology

Ultrabook Buying Guide By Randy Johnston, CPA

Our exclusive guide to what’s hot and what’s not in the world of ultrabooks!

our firm needs the right computer tools to get the job done for your clients in an effective, efficient and economical way. Cloud computing or managed services for server support can make your initial installation and maintenance easier, and help you with remote access. In the 1990’s this might have meant a powerful desktop computer hooked to your own in-house server. In the early 2000’s this might have meant a portable computer hooked to Citrix when you worked remotely. Today, there are many choices of servers and end-user computers including desktops, portables, tablets and smartphones. One desktop at the office and one at home may be less

It is safe to say, in my opinion, notebooks and netbooks should be counting down their days.

expensive and faster than buying one portable computer. What is the right decision? Thus, the entry of Ultrabooks. Ultrabooks typically have a lighter weight of less than three pounds, a solid state drive (SSD), and have the ability for “instant on.” What type of computers are Ultrabooks, and why are they important? At the 2012 International CES show, over 25 new Ultrabooks were shown. Older laptops that fit in the Ultrabook format and type are the MacBook Air and Samsung Series 9 type of laptops. They are very light, very thin, and most important they have a full processor, unlike many netbooks. With the advances in processor technology, companies can now have extremely thin, light laptops without giving up on performance. As a firm strategy, consider how long notebooks will make sense to purchase, particularly if an Ultrabook is used in conjunction with some of the new portable monitors such as the Samsung LD220G, Toshiba Mobile Monitor and the MMT Field Monitor Pro or Monitor2Go. It is safe to say, in my opinion, notebooks and netbooks should be counting down their days. Ultrabook computer prices will come down once other companies start entering the market and that will happen sooner than you think.

Top 3

right now

Ultra light and performance.

1 Samsung Series 9 13.3” widescreen display | 128GB SSD | 2.88 lbs. | 8GB RAM | Starting Price $999 The Series 9 is designed with mobility in mind, thanks to dramatic duralumin enclosure complete with arching curves and remarkable durability. Duralumin is twice the strength of aluminum, despite being light in weight. The 7 hour battery isn’t too shabby either.

2 Apple Macbook Air 13” widescreen display | 256GB SSD | 2.38lbs. | 4GB RAM | Starting Price $999

BATTERY LIFE:

INSTANT ON: Start working fast the OS boots up in 5 seconds

Stay working for 5-10 hours without a charge

MacBook Air came with one goal: Create an incredibly thin and light notebook computer that’s every bit as powerful and capable as one twice its size. A battery that can get you through the day, depending on the model, you’ll have 5-7 hours of battery life.

3 Asus Zenbook 13.3” widescreen display | 256GB SSD | 2.86lbs. | 4GB RAM | Starting Price $999 It arises from the efforts of a dedicated team of designers and engineers, working hard to deliver a portable PC that’s eminently cool, stylish and powerful, gifted with a harmony of great looks and potent features. 5-7 hour battery life will keep you working forever.

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ff u t s h c e T y you should g lo o n h c te h whic ur practice Take a look at be using in yo

Scan and Fill

Remote Conn

The ScanSnap S1500 provides Windows® users an effective way to greatly reduce paper clutter, storage space, and security risk associated with unmanaged paperwork at home or office. Even better, documents scanned by ScanSnap take on a higher level of accessibility and usefulness when using Scan & Fill software.

Providing your business re access could not be simple Whether you are a small o sized practice, Slashtop St increases productivity by a staff to work in their famili environments remotely, im morale, employee retentio work flexibility. Works on P Apple and Android smartp tablets.

Price $495

Label & Postage Printer The DYMO LabelWriter 450 Twin Turbo label printer holds two label rolls – and lets you get more labeling and mailing done in less time. Print address labels and USPS®-approved DYMO Stamps® postage** without swapping label rolls. Or print large batches faster by loading two rolls of the same label – the DYMO LabelWriter 450 Twin Turbo automatically switches to the second roll when the first runs out. Price: $199

2012 My Office Today

Price: $4.99

nect

emote er. or mediumtreamer allowing iar desktop mproving on and PC, Mac, phones and

a daily basis, n o d e s u e c n o . The items we rm in our firms fo e m o s in d e s but are still u

PDF Annotations You can use annotation and drawing markup tools to add comments. Comments are notes and drawings that communicate ideas or provide feedback for PDFs. You can type a text message using the Sticky Note tool. Comments can be timestamped communicating when documents and sections were last revised.

Online Bill Pay Bill.com streamlines and automates vendor bill payment and customer invoicing. You get a complete webbased â&#x20AC;&#x153;financial officeâ&#x20AC;? to organize your day-to-day finances and optimize cash flow.

Price: $299

Price: $49/month

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Technology

Why is a Client Portal Important to the Firm of the Future? by Michael Giardina

What an exciting time to be a business owner. New technologies are being introduced almost faster than we can digest. I remember a day when upgrading was an option. Now we can no longer use software and hardware for more than a few years without considering major upgrades. As these days pass, we need to embrace things that can make a difference just to remain competitive. The one technology ready to take front stage are client portals and we better not ignore them. Client portals can become part of the digital face of your firm. They become one of the connection points between you and your client. In these fast paced times of instant access to data and high demands on immediate service, a portal can offer your firm a high tech solution for one more contact point with your client. This additional connection with our client’s costs us very little time and money. This fast paced world has taken away some of the personal service we prided our business on, thus the portal returns one way to express personal service. The CPA Practice Advisor reported in 2011 that less than 30% of firms have embraced client portals. However, that number was nearly double from the year before. Use of portals is on the rise and this digital connection point is an opportunity we need to take advantage of. Portals not only connect you and your clients, but also provide a means of data transfer. The times of transferring information on USB drives or CDs is past. Imagine sending a Form 8879 to your client through a secure portal and receiv-

2012 My Office Today

ing the signed copy directly into your document management system, integrating it as a part of your workflow software. Portals allow the secure sending of final tax returns to a portal for your client to retrieve whenever they need to. Make sure your Practice Management software integrates due date and workflow. An integrated document storage system with a portal is even more powerful to the forward looking firm.

firms if they are willing to implement new firm practices and policies. Embracing these new changes can also create a better life/work balance, ultimately, reducing the time and stress we incur serving clients.

The way we serve clients is changing. Portals, by the very name, connect us, client to firm, creating long lasting relationships which help us retain our clients. Portals also help us cultivate New ideas about client interaction and service more profitable relationships with our existing clients, while spending less time than traditional are developing quickly. Taking advantage of methods. Clients also spend less time, and expethese ideas make client portals extremely important to firms of all sizes. One of those ideas is rience improved services. When our client can driving your clients to your site, which is where engage us, when they decide, and as frequently they log into your branded portal. This provides as they need, we provide value. Research conone more opportunity for connection. More ducted by 2020 Group USA with over 6000 acadvanced client portals create an environment countants responding, show that the biggest to sell more services to existing clients. From complaints about Accounting firms is that they your site you offer services like payroll and ac- don’t return phone calls. We are all very busy, but clients need to connect with us. Using a counting services. A good portal allows other messaging as well. Messages about tax infor- Portal can provide a place for the information mation, deadlines, firm the client seeks when calling us. This needed announcements and When our clients can engage digital connection is a even messaging about return status and esus, when they decide, and as reflection of our services and firm, so don’t timate tax reminders frequently as they need, we can be displayed on ignore this opportunity to connect with your portal. The right provide value. your clients with portal portal needs to provide technology. Firms of all these features while the future are recognizing how important this is being branded as part of your website with your colors and logo. to a firm’s success. Some portals have added invoice delivery and payment and others offer mass emailing and marketing campaign features. Technology is empowering owners to take control of their

Case Study

Blumer & Associates Transforms Business & Clients with Right Networks Founded as a traditional CPA firm in 1997 by Marcus Blumer, Blumer & Associates is now managed by Marc’s son, Jason Blumer. Jason transformed the accounting firm with forward-thinking technologies and by embracing social media, cloud-based online services, and an anytime anywhere virtual mindset. Jason’s vision of a 100% paperless and cloud-enabled firm servicing clients all over the country provided for increased profit, productivity and efficiency for both his firm and clients.

The Challenge In 2009, Jason attended a seminar where Cloud Computing and its value-add to businesses of all sizes was touted. Jason understood the value that it could bring to his firm and how it could help expand his product and service offerings to his clients. As a technology evangelist, Jason set a goal for his firm to be 100% paperless within four years. Identifying a need for not only Blumer, but also his clients, to operate more efficiently and move towards a paperless environment. Jason saw an opportunity to differentiate his firm to become more profitable, productive and efficient. However, turning the company into a CPA firm on the cutting-edge of technology required a different way of thinking, for not only Blumer & Associates, but his clients as well. Jason had a lot of great ideas and he needed to find a Cloud Hosting provider that could help him realize those ideas. He needed one that not only hosts many different applications for his own business and for his clients, but that also had the expertise to understand these same applications and how they would be used. Additionally, Jason realized that moving to a Cloud Hosted environment would also open up business for him nationwide, which also meant that he needed to find solutions that would provide the highest levels of availability and reliability.

The Right Solution For Blumer & Associates After significant research of different hosting providers, Blumer & Associates settled on Right Networks. Jason found, “Right Networks is pretty far advanced in their hosting, they already had the applications we needed, QuickBooks was the major one we were looking for, plus they worked with us to sync with other cloud applications that we would be using in our business. Having Intuit recommend them didn’t hurt either.” The fact that Right Networks implements hosting through a uniquely clustered server configuration was also a selling point to Jason and his team. “They push the products we use out to multiple systems, so the usage is spread over multiple servers”, said Jason. “So our server never goes down. Other competitive solutions deploy a separate server just for you, so if they do updates on that server, perform maintenance or problems arise, you are potentially down for vast periods of time.“ Jason’s business is such that downtime results in lost revenue, not only for Blumer & Associates, but for his clients as well. “Due to the nature of our business, we needed a provider that allowed us to just use their system and not have to worry about availability issues. Because of Right Networks infrastructure, I’d be surprised if downtime was even a possibility. So needless to say, we have experienced zero downtime since deploying”, said Blumer. Not every application that Blumer and their clients need is “Cloud-Based” today, but Jason looks at Right Networks as a platform that they have for those particular products because they still need to be installed somewhere. Products like QuickBooks Desktop, which is a traditional desktop application, but still the de facto standard in the marketplace for accounting applications. Right Networks provides the solution that allows these applications to be accessed in the cloud, which enables Blumer to get closer to attaining his goal of being 100% paperless.

The Bottom Line “Thanks to Right Networks, not only have we reached our goal of being 100% paperless, but along with our clients, we are recognizing significant cost savings as well”, said Blumer. They no longer have any servers in their office, they used to have several, but they have now been able to eliminate unpredictable maintenance and ownership costs from their budgets. “Right Networks not only had the products we needed, but they also developed a lot of connectors to their platform as well. These connectors allow us to sync our clients data between applications in the cloud as well; applications such as Bill.com and SmartVault”, said Blumer. With Right Networks, Jason is able to integrate and set his clients up on an application like Bill.com and create a standardized digital workflow for submitting, approving and paying bills electronically. The data from Bill.com is automatically synchronized with QuickBooks; all in the cloud, helping their clients better manage their cash flow.

“We were about to have to upgrade our in-house servers a few years ago, so by moving to Right Networks we eliminated all of that additional hardware and software upgrade costs. IT has always been a huge expense for us in the past, but the move to Right Networks has allowed us to all but eliminate those costs as you can see from the video series we did with Right Networks..” J ason Blumer, CFE, CPA Managing Shareholder Blumer & Associates

Blumer & Associates Company Overview Headquarters • Greenville, SC Services • Cloud Computing consulting, accounting, tax, online payroll & business consulting. Critical Needs • Transition business to CPA firm on cutting edge • Highest levels of availability & reliability required Solution • Right Networks Results • Able to conduct business nationwide. • Saving tens of thousands of dollars per year by eliminating IT budget. • Firm is 100% paperless.

About Blumer & Associates Founded in 1997 by Marcus Blumer, Blumer & Associates is a full service accounting firm, specializing in business processes, strategy & cloud computing consulting. The firm recently underwent a major transformation away from a conventional accounting firm to a cutting- edge accounting technology company by embracing social media, cloud-based online services, and an anytime anywhere virtual mindset. Blumer & Associates recognized their vision of becoming a 100% paperless and cloud-enabled firm servicing clients all over the country.

Right Networks has also allowed Blumer to rethink his hiring strategy: “if I hire anyone today, it is a person or role that is directly focused on bringing revenue into the company. We have cut tens of thousands of dollars from our expenses thanks to Right Networks by not having IT personnel or computer systems in house and we are growing our business nationwide.”

www.myofficetoday.me

Can firms run effectively without digital workflow? by Michael Giardina

ry erase boards, sticky notes, note pads and Excel spread sheets. These are not the tools of the modern firm. I recently consulted with a firm in Canada and was quite surprised when the longtime owner handed the reigns over to staff to implement our workflow application. Not only did he embrace the digital age, but also empowered his staff to own it. So often I hear that an older partner won’t implement new technology or they will say, “Our old methods work so why should we change?” That’s like asking football players to go back to the day of leather helmets. Let’s be real here. PC Systems have been used in accounting offices since the early 80’s. So these excuses have no merit. If you haven’t learned how to use a computer or technology in the last 30 years then it’s not a matter of can’t, but

won’t. Not using technology to its fullest is a bad decision. If your firm isn’t already suffering due to poor workflow tools, look out because you are about to go out of business if you don’t change. Your competition is implementing digital workflow as we speak. So no matter what size firm, even if it’s just you, put down the pencil and let’s join the 21st century. Workflow; what does it mean and how can you take advantage of correct implementation? Is it just tax processing or more? Do I have to get rid of those tax logs and route sheets? Have you let digital workflow out of the cage a little or has it completely transformed your business? Digital workflow means paperless to the extreme. It means workflow on steroids in the best of ways. I am talking about abandoning dry erase boards, sticky notes, note pads and all use of Excel spreadsheets for non-financial

I am talking about abandoning dry erase boards, sticky notes, note pads and all use of Excel spreadsheets for non-financial reasons.

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reasons. Let’s integrate all of our administration needs into one system of pure workflow, eliminating time consuming logging and retrieval of information. Let’s connect our many systems of workflow into one seamless system, that allows tasks to be done uninterrupted by clunky

Technology workflow and software. Let the digital workflow animal all the way out. Half way won’t do. You will only frustrate staff with duplication of work, see reduced revenues and risk losing clients to well-oiled competitors. When I think about our processes, I try to incorporate the most common day to day tasks. Incorporate things that we do repetitively and build processes for them. If necessary, you

which younger workers seek when considering employment. Let’s face it, we all see ourselves and some staff working on the road, at clients or at home. This too is inevitable. What’s a realistic cost for technology? How much should we spend on software and hardware, on developing workflow processes and training staff? The answer might surprise you. I think when considering budgeting

in this equation is each firm’s answer. However, doing nothing is unacceptable. We at Office Tools Professional evaluate the same dilemma when developing software to improve firm’s efficiency. As a developer, I have to admit I was jealous when I first saw the iPhone commercials. I drooled over the smooth effortless approach to phone and personal information use. How inventive, how

What’s a realistic cost for technology? How much should we spend on software and hardware, on developing workflow processes and training staff? The answer might surprise you. might have to give up some periodic needs, specialized analysis and even management reporting. Find systems that will take you digital. Do it for the health of the entire firm and the future of the firm. If we don’t get the basics right and get digital, we hinder the firm and its potential to attract future employees. Younger candidates who see paper everywhere in a firm, will quickly exit and look elsewhere for employment. Digital workflow also allows great mobility

technology costs, the real questions that must be answered are about the cost to the firm if technology is not embraced. How will it affect our clients? Will we remain competitive? What internal staff costs am I incurring because of antiquated systems? So what’s the real cost of technology? I believe firms should evaluate the costs every 1-2 years and calculate effective increases in productivity, client retention and competitiveness vs. the actual outlay of funds. Somewhere

clever. I wanted to be like Apple and wow my customers. I thought “why can’t software in the accounting industry be like that?”. I began drawing up ideas for a smoother interface, a more feature filled application without the clutter. I consulted programmers and designers and without diminishing Office Tools Professional and its premise, we developed Practice Management 2011. A full featured single screen application, designed to take all of the day-today “workflow” and digitize it.

Technology

Building a cloud

Cloud Blueprint My Office Today staff made a must have checklist for sucessful implementation Know Your Vendor

Foundations For The Modern Business

Understand what compliance certificates your vendor is required to have. They should be SAS70 Type II compliant and depending on your practice HIPPA (medical), PCI DSS (credit cards), FINRA (securities), FISMA (federal government clients). Must have fire suppression and backup system.

by Jim Torpey, InsynQ-CPAASP

Get Referrals Ask for referrals. Attend conferences and discuss with others about their cloud experience.

Don’t Be Hasty Take your time and make the right decision. If you choose poorly it’s a big transition to move from one vendor to another. Don’t be in a hurry, you have survived without the cloud. So it won’t hurt to be thorough.

Sharpen Your Pencil Be sure you understand your current costs and the final cost of the cloud. You will still need your computers, printers, scanners and routers/firewall/internet. These items still have reoccurring maintenance cost.

Upgrade Your Internet Get the fastest internet speed available. Check with your ISP vendor they often can upgrade you speed without additional fees. You need to get an entry-level line from another vendor to have as a backup internet connection.

Uptime/Quality of Service Be careful using a small time provider like your local tech guy, unless they can show and prove they are capable of a high standard of uptime.

Firm-Wide Tech Inventory Know your technology and software before discussing it with a cloud provider. This will save time and confusion. Don’t expect them to know everything about your systems, if you don’t.

Get Rid of Your IT Person? Along with the cost of maintaining your hardware, you will still need an IT person. Don’t be lulled into a false sense that the cloud is going eliminate local costs.

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n the past, a business’s move to the cloud often started with QuickBooks, Peachtree or some other type of financial software. Using this kind of application in a hosted environment was an instant success because the desire for multiple people to access the same data at the same time, from a variety of locations, already existed. Then the light bulb went off. Professionals began to ask “What else can be hosted in the cloud?,” and “How else can I use this technology to improve my business and save money?” Although the response that providers had for these questions may have slightly varied or seemed complex at times, the basic principle was always the same…“You no longer have to manage your own IT or pay someone large amounts of money to manage your IT inhouse.” Even if the nuts and bolts didn’t make sense to someone, the bottom line did. A business’s IT infrastructure, previously complex and costly, can now be implemented quickly and maintained at a fraction of the cost by a hosting provider in the cloud.

With the vast capabilities and possibilities that cloud computing offered, came an ever expanding genre of applications that needed to be hosted. Additional software now being made available in the cloud includes CRM and SFA apps for mobile sales teams, inventory tracking and management apps for warehouse and shipping personnel, office productivity and management tools for admins, and even custom industry specific software. Basically, any type of app that a business has hosted on a server in-house, can now be tested and deployed by a provider in the cloud. Along with more applications, came the demand for more cloud integrations, capabilities and additional hosted services. Five years ago, for example, a virtual desktop did not work with dual monitors. Nor could you access hosted applications from mobile devices. But with the demand for these capabilities came providers will-

ing to invest in advancing the technology. These days, most of the capabilities, and functionality you have on your local PC have been made available on a virtual platform. This includes the ability to use application add-ons, extensions and webbased integrations. The rate of advancement is happening almost too fast for any one person to keep up with. Providers that once filled their days with outbound calls to let people know what hosting providers did, now spend their time taking in-bound calls from businesses that are proactively requesting the ability to move more of their IT to the cloud. As they do, providers will develop hosting services that meet their needs. In the future, businesses and professionals will continue to benefit as the technology they need and use on a daily basis, becomes available in the cloud.

“How else can I use this technology to improve my business and save money?”

Technology

The Benefits of Online Client Accounting by Robert J. Chandler, President/CEO, Cloud9 Real Time

he Cloud has changed the world of accounting. Numbers have moved to the Cloud. This concept is not new—it dates back to the early 1990’s. Many accounting firms have started to take advantage of the online technology within the last few years. Today’s technology is used by more and more accounting professionals and business owners to accomplish their tasks with far more convenience and efficiency. These new methods provide mutual benefits, as owners and accountants work together in the Cloud. While most of the advantages have been around for some time, they are now finally being utilized as they should be. Consider four unique mutual benefits of online client accounting. Being online to conduct business is no longer a dream or a wish. It’s a requirement, professionally and personally. The most powerful feature and benefit of working in the Cloud is accessing information anytime, anywhere. All that is needed is an internet connection. We are all “wired” to the internet. Ease of access means ease of storing, inputting, retrieving, and sharing accounting information. Online technology allows instantaneous access for authorized people to see where their business stands: reviewing financial statements, accounts payable and accounts receivable (technologies like Bill.com), along with access to documents, a central Practice Management tool (like Office Tools Professional), financial charts and spreadsheets. Compared to cumbersome practices of the past, there really is no comparison. Cloud has changed, and is continually improving the ways accounting is conducted.

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Sharing Information in Real Time Ease of access naturally leads to enhanced capability of sharing information. Financial data can be accessed by employees, clients, shareholders, and consultants regardless of their physical location. No one has to wait for the answers as economic issues arise (and they always do). The answers are available immediately and can be accessed by any authorized individual at any time. Sharing information in these ways enhances client and accounting relationships. Accountants become more valuable to their clients because the accountants can see how their client’s business is performing, without the client having to make the first move. These relationships are pro-active, not reactive, empowering accountants to do what clients want them to do; help a business make good financial decisions and grow its bottom line. Sharing information in the Cloud means that banking and accounting are done in real-time. Wondering about, and waiting for information is eliminated. Application Service Provider (ASP) has become popular because data is centralized in one place. “Centralized computing” saves companies thousands in technology infrastructure (no need to manage applications, files, email servers) and software costs: simply lease instead of buy. Leasing QuickBooks premier products and Microsoft Office products require that you are licensed. Client and accountant can have one central location to access information. If you are considering moving to the online accounting world, make sure you use a company that has these types of certifications: Managed Service Provider certification, the Authorized Intuit Commercial

Host program, or the Authorized Sage hosting provider program. Most companies have started to take advantage of this technology within the last several years. Desktop and laptop computers now have become “dummy terminals” because all that’s needed is an internet connection. Security will be a concern that always must be addressed. Access to information truly is power and security can never be taken for granted. In fact, security is built into online accounting, this is one of the additional benefits of working in the Cloud. Combining 256-bit encryption at login, enterprise level firewalls, a state of the art Tier III data center with 24/7/365 on-site monitoring and security, a Network Operations Center (NOC) team monitors potential threats and sabotage at all times. With a fully staffed NOC monitors for earthquakes, severe weather, IP Address intrusions etc., and deploys redundancies of 2N or better on all systems. The NOC has an uninterrupted power supply to ensure that our users experience no downtime. Managing security risks takes several forms. For one, only authorized users have access to information. Another: the administrator can turn this access on and off according to need. Management of risk is no longer optional. Control of “who sees what and when they see it” is a paramount consideration. Online accounting mitigates if not eliminates the risks of compromised financial

data. Another clear benefit, closely related to risk management, is redundancy. Financial information is backed up in the Cloud. Access to vital financial information is not dependent any longer on in-house computers and software that may (and eventually will) fail. Backup in multiple locations simply makes sense. In the Cloud, the locations for storage are virtually limitless. Redundancy brings comfort to business owners who know that their information won’t be lost. Finally, the result of ease of access, sharing information, risk management, and redundancy, is recovery. You can get it back. Disaster recovery—knowing that information will never be lost permanently—is the endgame benefit of online client accounting. Every decision in business depends on timely and accurate information. When disasters strike, regardless of their causes, a business professional can be assured that if he and his accountant are working together in the Cloud, access is assured, no matter what occurs. Proof of the benefits rest in the opportunities this new technology represents. These opportunities should be taken advantage of. The benefits of online client accounting are available, and wise business owners and their accounting professionals should use them to their full potential.

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Our definitive guide to marketing that will bring new clients through your door

the adventure of

marketing D

iving into the deep blue sea doesn’t come without practice, effective technique, and a love for exploring. When you look at what’s beneath the surface of our waters we find a completely new world. A world that doesn’t operate like it does above the ground, it requires us to look at everything with a new perspective. As we un-

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derstand the alien world below us, we begin to learn how it shapes everything on the ground and in the sky, without us ever fully knowing how. We must learn how our practices can reach out and connect with clients in a completely new, creative way.

In This Section 29 Choosing a Web Design Company 30 Google+ 32 Digital Marketing Tools 35 Get Serious About Marketing 36 What’s in a Brand? 38 Search Engine Optimization Explained

Marketing

Choosing a Web Design Company

by Justin Rasmussen

Your most important marketing tool, needs a professional.

Finding a web design company is an adventure that many don’t want to embark on any time soon. These days we don’t look in the phonebook, we consult Google or our friends for suggestions. Google returns over 1 billion results for the term “web design company” and your friends will rarely offer better suggestions. 10 years ago it was much simpler to choose a web design company because there were fewer people out there who knew how to do it. With the emergence of Content Management Systems (CMS), stock themes, and stock photography there are more people who think they know how to design and implement successful websites. With our current economy, there are more self-proclaimed designers and design firms in the market than ever before, who tout their newly found tools more than their skill. There are many people who will sell you on their proficiency on a particular program rather than the art and science that they’ve successfully executed for clients. Web design is more than simply modifying a template, not that using a template is wrong, it helps reduce the initial cost of a wholly original design. Many successful templates mimic the great designs of today. There are two critical elements to web design: 1) have a great understanding of design, and 2) have a great understanding of technology. The best web design company for you, will match the corporate persona with their creativity. It’s never about having a client design the way they want to, or the way the designer wants to; it’s about the perfect compromise. What’s the point in hiring a designer if you tell the designer how to do their job? You hired them because of their talent, not their ability to work a computer program. Conversely, when you hire a designer, it’s imperative that they listen to you and incorporate your ideas into their artistic vision. So after you’ve found a few web design companies to choose from, there are a few items you should be considering.

Do they have a portfolio?

This is where you begin to understand their creative process and their end product. It’s important to ask how long some of the projects took, this will help you gauge how long projects take and how it compares to what the sales guy is telling you.

Do you like their style?

It doesn’t matter if they’re the best design company in the world, if your styles and personalities clash it will never work. You have to not only like their look, but really enjoy it, because chances are, you will get a website that is in the same vein as their portfolio.

Who does the work?

It’s important to know and speak with the person or group working on your site. It’s great to have a sales guy or an account representative, but at the end of the day they’re not designing your website. Remember that there are some companies who outsource almost all of their work to other companies, individuals, or international companies. It’s imperative that you connect at least once with the people who will be designing or are in charge of designing your website. This will help you get the most out of your relationship.

Does the sales person know what they’re talking about?

They don’t need to know how to code or design, but it’s crucial that they understand the fundamental principles of how websites are built, the technologies used, and how great design can change everything. It will do you no good if the sales person sells you something that technically cannot be done, or from a design perspective is cost prohibitive. Meeting your design and budget goals is the responsibility of the sales/account representative. They are the liaison between you and the design team, they are the ones will make sure everything is done correctly.

Do you own the intellectual property?

This is sometimes a touchy subject in the design community, some designers come from the thought process that you are paying for the final product as in how it functions, not the code, the pictures, or functions it performs. Others believe everything belongs to the client. Most will probably fall into the middle, they will grant all intellectual property to the code, final photos and videos. Remember, this may mean that you may need to pay an extra fee for the program files that will create the final photo or video. Don’t forget to own your domain. If you’re just starting out with a website it’s important that you register your domain in your name, in your own account. Otherwise, if you decide to leave that web company, there could be an ugly lawsuit regarding who owns your domain name. That is often a ploy some web design companies use to force clients into staying with them. That is not the norm for the industry and those companies should be avoided at all cost.

www.myofficetoday.me

Marketing

Google+

Should your firm get involved with another social network? by Debbie Miller, www.socialhospitality.com basic post about accounting, and why having an accountant is important. You’d probably want to share that with your “potential client” list, while not necessarily your list of peers that would already have knowledge of what you’re sharing. By keeping specific information geared toward the appropriate audience, you’re not bugging those to which that particular content may not be relevant. It’s kind of a “play it by ear” situation depending on what your practice is trying to

aving a presence on Google+ is important for various reasons. This platform allows businesses to make personalized pages as an additional platform to spread information. If nothing else, having a page is a great SEO benefit as it creates an additional space on the web that lists your information. Here are a few tips to get the most out of your page, and to make sure people know about it and can easily find you. First, Google CEO Larry Page says the network now has more than 100 million active users. With an audience this massive, many of whom you may not be able to otherwise reach, it would be unwise to pass up this opportunity. From an SEO standpoint, it’s never going to hurt to take advantage of anything under Google’s umbrella. It’s the most-utilized search engine, and they recently incorporated “social search,” this means that, whenever you’re signed into Google, if you have a Google+ post on, say, “transferring property like 1031 exchanges,” and someone to whom you’re connected, while also signed into their Google account, searches for something similar, Google will suggest your result to them by virtue of your acquaintance. Regardless though, the more places on the web your content exists, the better. The more people linking to you and referencing you, the better. So having another platform, a Googlemanned one, is going to do nothing less than give you an edge amongst your non-Google+ competitors. It’s also a great idea to begin cross-promoting your page amongst your other social channels. These networks are where your

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social-savvy audience and peers reside, and so it’s important they know that you’re also now present in this new space. Google also makes it simple to add a widget to your firm’s website, allowing your potential clients, who may not be present in other social spaces, to know you’re now on Google+. You’ll also be provided the link to your page, which allows for the easy cross promotion noted in step one of the above list. Keep this link handy, as you’ll probably want to refer to it in the future without having to fuss to find it each time. Next, build your circles! This is where the “social” aspect will tie into the Google+ experience: in order for you to follow other brands to eventually interact with them, you want to follow (or, here, “circle”) them so you can keep up on what they’re posting. From there, you can +1 (the Google+ equivalent to “liking” something on Facebook) a post or leave a comment on it. Create different circles for different types of profiles based on whatever is relevant to your firm and/or ultimate goals. For example, you could make circles for categories such as news, colleagues, corporate clients, 1040 clients, potential clients, etc. Keep in mind, too, when maintaining your Google+ profile, you want to make your posts public. There are a lot of concerns about privacy online, but the point of business pages, unlike personal ones, is that they’re accessible. Since you’re using it as a promotional tool, there’s no reason to limit it to a narrow scope of people. That being said, do keep in mind, it may sometimes be suitable to tailor certain posts to certain audiences. Say you’ve written a really

accomplish, and how defined your following is, as to whether you should always go public vs. occasionally more centered. Keep both sides in mind and assess which route is best on a caseby-case basis. Don’t miss out on the opportunity to expand your company’s name and reach an entirely new audience.

Circles are beneficial for many reasons: 1 It shows support for other people and practices. If you scratch their back, when it comes time, they’ll scratch yours in return. If you come across information you find useful, acknowledge that to its provider. Everyone enjoys knowing they’ve helped out someone else. 2 It spreads the word about YOUR page. I’ll use your local chamber of commerce as an example. Say you go and +1 their post. Just as with Facebook, visitors to your local Chamber’s page will now spot your name on the post in which you +1’d or commented. You’ve just subtly, and inadvertently, in a way, advertised yourself, and your presence on Google+. The more attention you can draw back to yourself, the more you will be able to attract potential clients. 3 It shows that you’re active; that you “get it.” There are many individuals and companies that set up pages and then simply stream autofeeds, robot posts or traditional, spammy information solely about their brand and nothing else. This is not social marketing. Actual social media marketing practices involve being social.

Digital Marketing Tools for Accountants There are hundreds of tools, widgets, apps, subscriptions that you can use to help market your practice, but with literally thousands to choose from it can become dizzying when trying to find the best ones to use. We’ve compiled a short list that will give you a great start and many of them are available for free.

Facebook

Ask A CPA

Google+

If your firm isn’t on Facebook you are missing the boat. While you may not hang out on Facebook all day, that doesn’t mean that some of your clients aren’t. Having a presence on Facebook also helps you be found on search engines, which is reason enough to be on there.

A new application released for the iPhone and iPad that allows potential clients to search to find answers to their tax questions. If you’re a member, you purchase specific zip codes that will allow you to answer the questions of tax customers. Use special offer code on page 12 to save $100.

A fairly new social network in an iterative approach by Google to get into the social networking game, has proven to be rather successful at this point. While many people may not be jumping Facebook’s ship quite yet, it is worth checking out for search engine value especially since Google is the number one trafficked site on the internet.

Website: www.facebook.com Price: Free

Website: www.askacpa.pro Price: $499+ ($100 Discount Page 12)

Website: www.google.com/plus Price: Free

Biz Actions

HootSuite

CPA Directory

An email newsletter marketing company that provides you well-written professional, industry specific newsletters. You can track your effectiveness through their analytics on every communication you make with your clients. This service will help you stay in contact with your clients without having to spend hours researching and creating content for your email newsletters.

HootSuite allows you to publish one message across all social networks at once without having to log in to multiple sites to publish the same message. One great benefit of HootSuite is the ability to track the effectiveness of your messages across many of the social networks.

Gives CPAs an easy way to establish an internet presence by building and marketing an online nationwide directory of CPAs. CPAs are provided with a free membership which includes a detailed directory listing which is searchable by name, geographic location and industry focus.

Website: www.bizactions.com Price: See site for details

Website: www.hootsuite.com Price: $0-$15/month

Website: www.cpadirectory.com Price: Free

2012 My Office Today

Marketing

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www.insynq.com www.cpaasp.com

Twitter

Accountants World

A part of the “real time” internet, this social network is all about what is going on right now. It’s a great way to interact with potential clients who are looking to switch firms. Twitter has a great search engine that enables you to find these clients by looking for keywords that relate to your area or your specialization.

Attract new clients by being listed in their directory which boasts more than 35,000 accountants. Simply put, it’s an easy, effective, low-cost, and low-effort means of putting your firm in front of business owners and taxpayers in your area who use search engines to find their next accountant.

Many consider this the place to have a digital resume but recommendations are often overlooked and are a powerful tool when courting new clients. Want to interact with people in your local area? With LinkedIn Groups you can join popular groups in your area or create your own to help answer questions and create conversations.

Website: www.twitter.com Price: Free

Website: www.facebook.com Price: $195/year

Website: www.linkedin.com Price: Free

www.myofficetoday.me

Marketing

Get Serious About Marketing

To grow, you need to market. It’s that simple. Unfortunately, many accountants have forgotten how to market or never learned in the first place. Here are seven key considerations to help you get serious about marketing.

by Damien Greathead Have a Plan: Your marketing plan needs to answer the following 3 questions: What marketing activities will we implement? Who will coordinate them? What is the project deadline? Have a Target: The most successful marketers know who they’re going after. Since your marketing dollars are not infinite, spend some time in the planning stage to identify the future clients you want. You might target particular industries so ask yourself a few questions before creating your marketing plan. Which industries are doing better than others? Which industries do you enjoy working with and find interesting? Which industries do you have a specific expertise or reputation in? You probably have a few in mind already, but asking these questions will help you clarify who you want to market to. With the industry targeted, you now need the list. You can buy lists; you can join trade/industry associations to access their member lists or you can build a list through Google searches. When building a contact list, quality is so much more important than quantity. For example, a list of 300 government contractors will yield better results in the long run than a random list of 5,000 people. Be Consistent: Unfortunately in accounting firms, marketing only happens when there’s a lull in production. You need time and consistency to cultivate the sales pipeline. Your goal is to be second in line. Think of client satisfaction as a wave; sometimes a client will be overjoyed with the service they are getting from their current CPA and not interested in switching. Other times that satisfaction will be in the rough, their current CPA may have missed a deadline or a phone call was not returned promptly. Your marketing needs to be consistent enough to put your firm in second place and come immediately to mind. So think about your direct mail campaign, 4 mailing pieces a year to your 300 government contractors (above example) will yield better results than 1 mailing piece to 1,200 prospects. TIP: An e-newsletter (and social media) is a great way to consistently connect with your clients, prospects and referral sources. Remember, an email address is an email address is an email address. Have some fun with it in the office; whoever contributes the most NEW email addresses each month wins a gift card.

Get Dedicated: So how does this marketing happen with the consistency required for it to be effective? The only solution is a dedicated marketing person. Some readers have just fallen off their chair and are immediately making excuses; we’re too small or that’ll cost too much money, but hear me out. If you’re a small firm, the most basic marketing plan may consist of Direct Mail and an e-newsletter. So, what needs to get done each week? Update the database (including email addresses), send 25 letters, make 25 phone calls (test their phone manner early in the interview process),

and coordinate the newsletter (TIP:Partner with someone to create the content). This will maybe take 5-10 hours a week. Who is perfect for this? College students studying marketing. This Marketing Assistant Role gives them much needed experience and is a cost effective way to get your marketing department up and running. The marketer’s role will increase relative to the size of your firm and your growth aspirations. If you want marketing to happen, you can’t add the responsibilities to someone’s already full job description. You need someone in the dedicated role to make sure the marketing activities, however many there are, happen consistently. Give Something Away: Every marketing piece has to have an offer, and not a free consultation. You want the audience to do something. You want them to call or register on your website; it could be a free book, a top 10 tax tips list, an internal controls checklist* or a strategic planning questionnaire*. Your marketing person also needs a reason to call. It’s much easier to call a prospect to give something away then ask something of them. Having a giveaway will also make it easy to measure the success of your campaigns. Get on the Phone (to businesses that is): Don’t waste your money on Direct Mail to businesses if you don’t plan to follow up on the phone. When you hire your marketing person, ask how they feel about ‘smiling and dialing.’ Beware! If they reply with “it’s not their favorite thing to do”, keep looking, it’ll never get done. Look for someone who enjoys being on the phone and enjoys the challenge of getting past the gatekeeper. Create scripts and practice them together and don’t be afraid to test different openings. Let them know they’ll be hung up on, but the goal is to get you appointments. Maybe offer an incentive for appointments made, for example $100 for an appointment with a prospective business client. Test, Measure, Repeat:There’s an element of luck when it comes to marketing, however we can also bring some science into it. Certain messages will appeal to certain markets more than others. You’ll have to test what works best for you. Change your email subject to see which email gets more open rates; and change up the offers to test what giveaway the marketplace wants. Track these numbers and incorporate the successes into future marketing activities. Consistent marketing will yield results. Don’t be afraid to try new things. Start small and the more comfortable you become with marketing, the more ingrained with the firm’s culture it becomes and the broader your marketing activities will become. * Available online at www.2020groupUSA.com

www.myofficetoday.me

What’s in a brand? By Justin Rasmussen, Coffee house ideas

Branding is important. It’s not a new concept but it’s reach is often ignored. Every time a prospective client or existing client has any contact with us they should be exposed to the message of our firm. It should be our goal to instill and reinforce who we are with every contact we make to our clients. At first glance this may seem benign because we often misjudge the power and effectiveness of proper branding. It is said that first impressions are so potent that upon meeting someone we will make assumptions on who they are, if we like them, their socio-economic status and much more in the first 10 seconds. The same is to be said about our brand. Think about the next time you’re speaking with someone and they hand you their business card. Do you think that they are knowledgable, trustworthy, capable, and established? While we may not ponder long on these questions our brains have already processed this information and compared it to how we recognize ourselves and depending on what we want from this relationship, we will have made a decision. When thinking of branding we often think of our logo and that’s a great starting place. Without a logo we can’t move forward. We’ve consulted with many companies and while redesigning or re-imagining their logos, and it never comes

2012 My Office Today

without great thought, anxiety, and creativity. Owners and managers start with how they imagine themselves or how clients see them. Those are great places to start but we like to take a step back. Starting with what would we like to say, or to communicate in a logo? This can be difficult for some owners to frame within their minds, they may not think logos say anything. However, when we look at popular brands and even local brands we are being told something. Sometimes it’s “we’re fun,” “you can trust us,” “we’re professional,” or “we work fast.” All of these begin to tell a story, a story of how we want the client to feel and how we want them to perceive our business. Now, we can’t expect a client to know everything about us from a logo alone but it begins there. We will show you examples of branding in use and when used properly, how it can make a big difference on your clients perception of your firm. Branding your practice extends beyond your logo. It’s your business cards, envelopes, invoices, brochures, email newsletters, your website, and social networks. Many times when we consult with clients about their branding, owners will obsess over the most minute detail. While being tenacious in branding is important, we suggest to take a step back and consider if a single word,

Marketing color change, or spacing make clients or potential clients walk away. I know this might sound contradictory to what I was just saying above, but let me assure you, it is not. Yes, it does matter. Yes, you should care about the details. Yes, the smallest of details can change everything. While it is very important, it’s easy to get lost amongst the details forgetting about the bigger picture. We had this client who couldn’t step back and see the bigger

Branding your practice extends beyond your logo picture so it took him over a year, a whole year, to decide on a single version of his logo. When he finally decided, we had over 50 versions of the logo, four of them looked markedly different, the rest were so minor most people who looked at them couldn’t point out any difference at all. What I’m stressing is that you need to very attentive to what your branding logo says, but once you’re 90%-95% decided, there are many changes that will go unnoticed by the majority. Because branding is so much more than just a logo, you will need to consider every contact that you have with your clients and prospective cli-

ents. What materials, whether in print or digital, are seen the most and matter the most. Some firms think that because they’ve seen their competition do something in print or digital that they must do it, but that’s not always the case. Remember, your clients came to you for a reason. We’ve had clients that want every type of envelope they use to be properly branded with their new look. While that’s good business for us, it isn’t what’s best for the client. Should they print envelopes they use regularly? Yes. Should they do every envelope? No. My point is that they spent money in creative time and printing materials for a piece of branding that clients will rarely see and will barely interact with. These are the rulers you should measure against. How regularly will your client see it? How long will they interact with it? A good example is a business card. It’s useful for its information, it’s often handed out to prospective clients, current clients, and colleagues. You spend time on the message that is communicated through your business card. A brochure or postcard is a one time message, but it will answer questions or communicate very important information so it’s level of branding should be high. The envelope and invoice you send your clients is something they interact with regularly. You want it to be found easily amongst a stack of unopened mail and a pile of invoices. This is why branding matters. Here are some examples of branding done well.

www.myofficetoday.me

Marketing

Search Engine Optimization Explained

By Justin Rasmussen, Coffee House Ideas

here’s no question that Google changed what searching the internet means to us. Google has been on a mission to provide more relevance in their search results. Their goal has been to provide more relevant results that make sense. During their course, there has been many people who have tried to game or cheat their way onto the front page and ideally in the number one position. It has been Google’s intent to find these websites who use these nefarious tactics and to push them down in the rankings. The process of honestly attempting to push your website to the top of search engines is known as search engine optimization (SEO) or search engine marketing (SEM). While there is a difference, albeit somewhat minor in this primer, we will consider them the same for the sake of ease of explanation.

How does SEO work? Search engines have these robots (called “bots”) that scan your website searching for relevant text to find out what your site is about. It looks at your headlines, your paragraphs, your links and with that information it compares it to a database of relevant keywords that people search. The search engines then ranks your site based on relevance, who’s linked to you, who you’re linking to, comments on your blog, and how often you update your site. There is a lot more complex algorithms that go into this and what is weighted more than others but this general, simple explanation will give you the basic understanding on how to do a better job at SEO. Every word that you place on your website is valued and weighed on how important it is to search engines. The practice of optimization is making sure the text on your website and how your website is found, match appropriately. Before you start making changes or calling your web company to make changes on your website, you should investigate what kind of text or what’s termed as “keywords” you should be using. Think of words that match your business, think of phrases that people might search for in order to find you. Now that you found keywords that you want to use, you need to find out if people are actually using those phrases and keywords to

2012 My Office Today

find similar websites like yours. You can use Google Keyword Tools which will tell you how much volume (people) are searching for those phrases. Then you need to find a balance of keywords that match what you do and what people are searching for most.

What Changes To Make? When a bot is scanning your site it assess your text and keywords based on what is towards the beginning of your headlines and paragraphs. For example, if your headline is, “The Best Accountants in Los Angeles specializing in the Medical Industry,” a search engine will think that what you think is most important is “best,” “accountants,” “Los Angeles,” “specializing,” “medical industry.” So, if medical industry accounting is the most important to you, then you need to move the medical industry towards the beginning of that phrase. This principle is exactly the same for the text on your website. Now, this isn’t to say that you should make your site a search engine friendly site that doesn’t make sense to humans. Many search engines are constantly looking to rank text and websites based on proper context. After you begin to rework your text on your site, you need to start working links into your paragraphs. Sometimes you want to link to different pages on your site, and sometimes you want to link to outside sites that might better explain certain terms to your clients visiting your site. You should also find certain words or phrases that you find important, and match some of the keywords you want to be ranked, and bold them. Between linking and bolding you’ll want to alternate every 120 words for blog posts, pages, etc.

Going Local Remember that when searching, most search engines are finding results that best match your keywords. They also find results based on your locale which is found by identifying your internet provider. Make sure to mention your locale whether you want to be very specific or a little bit wider of a net. This helps you stay competitive and market effectively.