In Part 1 of this article series we explored how, in marketing for accountants, you can use deadlines to help make your firm's marketing happen. In Part 2 of the series we looked at the importance of structure in your educational process, as you learn how to market your firm properly.

A third strategy that supports you in achieving competency in marketing your accounting and advisory firm, is to be part of a community of like-minded practitioners who you can share with, learn from, and be inspired by.

Because one of the strengths of the generic accounting firm's business model also often leads to a weakness in marketing (as we covered in this post), only a very small percentage of accounting firms are good at marketing. 

In fact, the vast majority of firms, in my observations of the industry over the past 20-plus years, stink at marketing.

They are at the Unconscious Incompetence stage where they don't know what they don't know. Marketing is a huge blind spot for them.

So, a key in becoming good at marketing your firm, is to find that tiny percentage of accounting firms who are very good at marketing their firms. Then hang out with them. Learn from them. Engage with them and add value back to them.

Importantly, find out who they are learning from. Model them.

Adopt the belief that if it's possible for other firms to be effective marketers, then it's possible for your firm. Just find out how they did it, then do the same.

By 'hang out with them', we mean online and offline. By 'online' we mean social media.

I learn so much from who I have chosen to follow in Twitter and who I have connected with on LinkedIn. Members often tell us too, that they pick up a lot of valuable tips and information from following us on Twitter (@practiceparadox and my personal twitter @michaelmccarter). Often in one of our live online Marketing FAQ Webinars, someone will mention a piece of software or technology they are really benefiting from, and I'll add, "Yes. I love using [that tool] too. Tell me, how did you find out about it?" Often the answer is, "From you MC. From one of your tweets." (I can't help myself with technology. I am always tweeting out links to cool (and useful!) apps for business and marketing.)

Beyond social media, there are online forums. For example, within The Clientshare Academy our online member forum is a place for progressive practitioners to share ideas, swap notes and generally ask questions of each other. It's great to see the friendships and alliances forming between practitioners, often interstate from each other.

But life is not lived online. (Well, not entirely!)

In addition to smart use of Twitter and LinkedIn to learn from others, you can also learn so much through smart networking. Find some Interest Groups and networking functions where you can mix with practitioners who also want to learn about the latest in marketing and business strategy. Be judicious with your time though. There are a lot of lame networking functions out there, where it's not worth your time to spend a few hours. 

These are the functions where you feel like everyone else is learning from you, and that there's not enough value coming back your way. That's not meant to sound arrogant, just honest. When you know your stuff in a certain area, it is so crucial to network and associate with people who can lift you up.

For example, we've developed a series of events we call 'Beerstorming' Sessions where we get together a group of progressive, innovative accounting firm practitioners, form a discussion panel, have a few drinks, and brainstorm ideas on a certain topic. For example, the Beerstorming series this coming September is on the topic, 'Cloud Computing: Leading Edge and Now, or Bleeding Edge and Too Soon?'

For starters, only progressive practitioners would be interested in such a topic. That helps. Secondly, it helps to have a forum that encourages discussion between peers. When a 'presenter' is on stage imparting knowledge to a group, their knowledge is obviously only a fraction of the sum total of knowledge in the room. What a wasted opportunity to share and exchange knowledge and tips with each other.

To accelerate your learning and development, look for interactive forums and communities where the average calibre of the practitioners in the room is well above the norm.

It is said that in 5 years time you will be exactly the same person you are today, except for 3 things: The books you read, the seminars and audio you listen to, and the people you associate with.

Choose all three carefully, strategically, and you'll find your personal and professional development will embark on a steady upward climb.