By Will Casserly

In a crowded accounting industry where local firms, regional players, and national giants vie for attention, it’s no longer enough to rely solely on broad marketing campaigns. Showcasing and leveraging your firm’s subject matter expertise, however, is a technique that is truly capable of tipping the scales in your favor. In an industry that places high value on personal connections and individualized service, demonstrating your firm’s deep expertise can sharpen your brand and give you a decisive edge.

Due to advances in technology, quality content – which was once only available through paid subscriptions – is now widely accessible. Innovations like artificial intelligence chatbots and blockchain-driven Web 3.0 are disrupting traditional media channels, forcing consumers to sift through a lot of noise to find genuine expertise. In this landscape, authentic and comprehensive insights are more valuable than ever.

Enter the “visible expert.” A visible expert is a professional who is recognized for their extensive knowledge and thought leadership within a specific niche. While a rare few achieve celebrity status, most visible experts consider themselves educators. These individuals certainly excel in their field, but they also actively share their insights, shape industry conversations, and, by extension, attract a loyal following. In the Hinge Research Institute’s book, The Visible Expert Revolution, we explore how these experts are transforming the way professional services are discovered, evaluated, and purchased.

Visible experts bring real advantages to a CPA practice, so investing in their development is a smart move. Here are five impactful ways visible experts can boost your firm’s brand and marketing effectiveness.

Fueling Business Development and Growth

Visible experts act as powerful magnets for new business. Once they gain some specific notoriety, their reputation for thought leadership often precedes them, generating inbound leads and attracting high-value clients who are specifically seeking their expertise. Consider a tax expert in your firm who is widely recognized for international tax law. Their visibility can attract multinational corporations seeking specialized guidance, opening doors to lucrative engagements and expanding your firm's reach beyond its traditional client base.

Reflect on your current business development strategies: Are you relying solely on referrals and traditional marketing methods? By strategically integrating your visible experts' profiles, thought leadership, and specialized industry knowledge, you can generate a consistent flow of high-quality leads and uncover new growth opportunities.

Building a Reputation of Trust and Credibility

In a profession built on trust, the credibility of your firm is paramount. Visible experts contribute significantly to building and enhancing that reputation. Their thought leadership will position your firm as an authority in the field, instilling confidence in potential clients and stakeholders. A well-respected expert in forensic accounting, for example, can lend significant credibility to your firm's investigative services, making you the go-to choice for complex financial matters.

What’s your firm’s reputation? Are you seen as an adviser of choice or just another CPA practice? Visible experts can help set you apart from the competition and justify premium pricing for your services.

Driving Innovation

The accounting industry is constantly evolving, with new regulations, technologies, and business models emerging at a rapid pace. Visible experts, with their finger on the pulse of the industry, can drive innovation within your firm. Their deep understanding of trends and challenges allows them to anticipate changes and develop proactive solutions for your clients.

Businesses want reliable advisers to help manage risks. Visible experts fulfill this role by guiding business leaders through industry complexities, ensuring your firm stays relevant and competitive amidst turbulent times.

Gaining a Competitive Edge

In the crowded marketplace of accounting services, differentiation is crucial. Visible experts offer a unique and sustainable competitive advantage, with their thought leadership positioning your firm as an industry leader. This advantage can translate into increased market share, higher client retention rates, and a stronger brand presence.

While the delivery of services may be similar across firms, exceptional experts drive business success and set your firm apart. Showcasing these standout professionals as a central component of your marketing strategy will infuse your firm with personality and distinctiveness, reflecting the strength of your team’s players.

A Magnet for Top Talent

In the battle for talent, a firm’s reputation as a thought leader can serve as a significant differentiator. Picture your CPA practice not only recognized for its services but also celebrated for its visible experts who contribute to industry publications, speak at conferences, and are highly sought after for their insights. This visibility attracts ambitious accounting professionals—both early-career and mid-career—eager to learn from the best and join a firm that champions expertise and innovation.

Ask yourself, does your firm attract top talent that consistently impresses and delights, or are you overshadowed by larger, more established firms? By nurturing visible experts, you can position your practice as the destination for those seeking a culture that inspires professional excellence and the chance to learn from the best in the field.

The Time to Invest in Visible Experts Is Now

Visible experts are more than just subject matter experts; they are strategic assets that can transform your CPA practice. Investing in their development and strategically leveraging their expertise can help you attract top talent, drive business growth, enhance your reputation, foster innovation, and gain a significant competitive edge.

If you worry about the risk of losing an expert, consider this: If you don't invest in their growth, another firm will. Make the strategic move now to elevate your practice and unleash the power of visible experts within your firm.

One way to begin building your own visible experts is to reach out to the PICPA. The PICPA offers opportunities to write blogs, contribute to the Pennsylvania CPA Journal, or present at one of several specialty conferences. Check out some of the PICPA’s visible-expert-building opportunities.

Will Casserly is an industry expert in accounting and financial services with Hinge, the leading research-based branding and marketing firm for professional services. He can be reached at wcasserly@hingemarketing.com.

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^{Statements of fact and opinion are the authors’ responsibility alone and do not imply an opinion on the part of the PICPA's officers or members. The information contained herein does not constitute accounting, legal, or professional advice. For actionable advice, you must engage or consult with a qualified professional.}