Small accounting firms on slim marketing budgets have economical ways to build their brands, from social media to word of mouth.
Victoria Kosuda, of Mountainside, specializes in setting small businesses up on software to monitor their finances in real time, and she said new clients referrals come to her via software vendors.
She said using web-based finance tools is key.
"Small-business owners can be walking around and on their smartphones and seeing not only how much money is in the bank, but how profitable they are at any given moment," Kosuda said. "I can advise them on a daily basis if I need to."
Bernard Kiely, of Morristown, handles financial planning, investment management and taxes for individuals. He regularly answers personal finance questions for a popular newspaper column, giving him significant exposure online.
"When people Google 'fee-only financial planners in New Jersey,' my name pops up — and I answer my own phone," Kiely said. "I'm in the financial planning trade press quite frequently, and that gets me Google hits."
Gail Rosen, in the Martinsville section of Bridgewater, routinely posts tax tips on Twitter.
"I like sharing information, it keeps me current," she said. "I'm always reading up on what's new because I want to share it and it makes me smarter and it makes my clients smarter."
Rosen writes a newsletter several times a year and emails it to clients. She said she puts accounting issues in plan English.
"I make it relevant and informative," she said.
Emily Vu, whose firm, TTK & Associates, is in Pleasantville, said efforts never stop.
"Finding new clients is a consuming task that requires an aggressive approach." Vu said, "We develop new clients using every available method" — including social media, referrals, professional memberships and networking events.
"Fortunately for us, we offer a service that all business owners need."
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