Push and Pull in Action: Building a Proactive Firm Image
In this episode of A Look Into the Future, Paul Latham from Hayden Rock Solutions explores the push-pull marketing strategy for accounting firms. This concept combines proactive client engagement (pull) with strong marketing initiatives (push) to position your firm as an advisory leader. Paul discusses how firms can look proactive, not just act proactive, by integrating these elements into their digital presence.
Understanding Push-Pull Marketing for Accountants
The push-pull strategy combines two key elements:
- Pull – Engaging clients proactively, initiating conversations that position your firm as an essential advisor.
- Push – Implementing consistent marketing efforts that keep your firm’s message in front of current and potential clients.
Many accounting firms excel in pulling clients into advisory services but struggle with the push side—marketing themselves effectively to communicate their proactive value.
The Evolution of the Push-Pull Strategy
Paul explains that his team began by creating tools like the Proactive Planning Platform to help accountants initiate meaningful client conversations. The platform includes diagnostics, planning tools, and access to a Virtual Family Office, a network of specialized experts, allowing firms to offer comprehensive advisory services.
While these tools enable firms to pull clients into proactive planning, many accountants expressed the need for stronger marketing support. In response, Paul’s team developed a branded marketing platform to help firms push their message more effectively. This evolution has allowed firms to integrate educational campaigns, webinars, and social media content into their client outreach.
Building a Modern, Dynamic Website
A key aspect of looking proactive is having a modern, client-focused website. Paul notes that while many firms have updated their services, their websites often look outdated and reactive, portraying a “schizophrenic” image. By creating a templated, customizable website solution, firms can ensure their digital presence aligns with their advisory goals.
- Dynamic Content Integration – The platform connects directly to the marketing system, allowing firms to display up-to-date educational content, upcoming events, and webinars.
- Virtual Family Office Visibility – Clients can see the full team of experts available to them, reinforcing the firm’s capability and “big firm” image.
- User-Friendly Design – Templates are tailored to each firm’s brand, with flexible options for colors, images, and messaging.
Simplifying Website Management
For busy accountants, updating a website can be challenging. Paul’s platform offers a simple solution—firms can add or remove team members, update events, and adjust content with ease. This ensures that websites stay relevant and reflect the firm’s proactive approach without requiring significant time or expense.
Key Components of a Proactive Marketing Platform
Paul highlights the essential components of a push-pull marketing platform:
- Educational Content – Including series like “The Six Key Aspects of Business Advice” with emails, social posts, and videos to engage clients.
- Webinars and Events – Offering a range of topics such as tax planning, estate planning, and qualified plans to educate clients and encourage ongoing engagement.
- Virtual Marketing Assistant – For firms needing extra support, a virtual marketing assistant can manage campaigns, freeing up the accountant’s time to focus on client work.
These features allow firms to push out proactive messages consistently while also pulling clients into advisory services through engaging content.
Making the Proactive Brand Visible
With the new templated website solution, accounting firms can ensure their digital brand reflects their advisory focus. Rather than appearing as traditional compliance-based firms, they present as forward-thinking, client-centered advisors. This approach helps eliminate the “schizophrenic” look and positions the firm’s brand as one unified, proactive presence.
