I wonder if the 'Better the Devil you know' principle applies from the accounting firm outwards as well. As the clients stick with their accountant, the accountant sticks with the clients. That lack of a marketing focus translates to new clients being
risky for the accountant to take on.

What about the logistics of getting staff to change their email signature each month? Any tips there?

Like anything, changing an email signature is easy once a person knows how. I highly recommend the use of Jing to record screencasts as training videos. This free software records what you show on your screen as well as your comments/instructions as you do it. It allows you to create software-related training videos in minutes. You can then save these training videos into your firm's knowledgebase and email everyone in your team a link to the video, asking them to view it, then to update their email signature accordingly. Your firm's Marketing Coordinator can drive this process and your team can copy and paste the email signature from the Marketing Coordinator's email message. To get Jing go to http://jingproject.com/. You might also like to check out http://www.screentoaster.com/ as an alternative to Jing. Jing is from Techsmith the makers of Camtasia. Camtasia provides more editing options and longer screencasts than Jing, which has a 5 minute limit per screencast/video.

Hello Michael

I wouldn’t want to change the signature too much each month as you can start to get inconsistencies within the company regarding branding etc…….changing a link to an article on your site is doable….and it doesn’t really matter if everyone changes over or not….keeps the brand consistent… and can offer as you say something of value.

Great site and great article.

Cheers

Steven