Proof of this comes in the form of a recent ongoing survey by CPA Trendlines indicating that more than two-thirds of firms are either maintaining spending on marketing and business development or increasing it.

Moiré Marketing Partners has developed a checklist of strategic tips for finance and accounting firms seeking to make a positive impact, become more competitive and grow their business in 2010:

1. Build ROI into your marketing plan– Reviewing and evaluating your previous marketing plans will help you create a more strategically focused marketing approach. A marketing audit can help you evaluate your marketing activities and determine which are producing desired results. If you haven ’t used metrics to evaluate your marketing, you’ll want to identify objectives and measurements of success for the year ahead. This process will allow you to see what marketing tactics have produced positive results, bring new opportunities to the forefront and allow you to focus more time and marketing dollars on measureable efforts that reach your audience.

2. Use social media to reach your audience – When evaluating social media, consider how it will fit within your current marketing strategy and whether or not the people you want to reach are using those platforms. For example, are you trying to establish yourself as a thought leader, interact with clients, prospects and peers, drive traffic to your website or build awareness of your brand? Social media can help you achieve all those goals but before diving in remember to listen and contribute to conversations where you can provide value.

3. Create brand ambassadors – Whether managing partner, accountant or administrative assistant, your staff should be armed with key messages that can help them become informal spokespeople for your brand. These brand ambassadors raise awareness of your brand and the benefits you offer clients creating a culture of strategic involvement that unifies the firm and allows everyone to speak with one voice.

4. Check in with clients – Make sure your client relationships are on sound footing by touching base regularly. Institute a formal client service program to show clients they are important to you and identify potential areas where you can grow the relationship. The opportunity to build trust, encourage dialogue and foster meaningful relationships is vital to the success of your firm, your brand and your clients’ happiness.

5. Turn former employees into referral sources with an alumni program – In the competitive market for accounting services, alumni programs have become an important tool to develop new business and promote your brand.

Gauge your firm’s culture and decide what initiatives would work best to achieve your goals: events, publications or online forums.