How Your Accountant Can Benefit Your Marketing Program

by Emily Retherford

2 min read

A marketing program helps your small business successfully position products, attract customers, and increase sales. You may find building the program with your accountant can provide additional insight that can improve its effectiveness. You want to combine your marketing team, your accountant, and the latest accounting software to achieve the best results.

Marketing Budget

Your accountant can help you establish a marketing budget that fits with your business’s finances. As they have a thorough understanding of your inflows and outflows, your accountant can suggest areas where funding might come from to support your marketing program. For example, they may determine that you could generate funds by reducing your expenditure on office stationery. You also want to consider using accounting software to help you allocate your expenses optimally; you could reallocate saved money through efficient expense management into your marketing budget.

Cost Benefit Analysis

You want to know if your marketing expenditure is justified. Your accountant can help you work out the rate of return on each dollar that you have spent on marketing costs. For example, they can compare your revenue before and after the marketing program was launched against your marketing expenses over the corresponding periods. Work with your accountant to measure the effectiveness of each component of your program. For instance, you could conduct a cost-benefit analysis for each promotional activity used, such as advertising, public relations, and personal selling. You can then increase the efficiency of your program by focusing on what is successfully working.

Pricing Strategy

Correctly pricing your products and services is an important part of your marketing program. Your pricing strategy can help position your goods regarding their quality. For instance, your customers may associate a higher-priced item with having better quality. Your accountant can analyze the marketing team’s pricing strategy to make sure your margins are financially viable. Consider using financial software to track your sales data. Your accountant could use this information to make more informed decision about your pricing strategy. Data could reveal that pricing your products at higher prices results in greater revenue despite lower turnover rates, for example.

Marketing Focus

You want to concentrate your marketing program toward products that can increase your sales. Think about working with your accountant to find new and existing products that have the most profit potential. For example, your accountant may inform you that several of your goods have continually outperformed over the last two quarters; this information suggests where to direct your future marketing activities. Conversely, your accountant may provide information that helps you decide to reduce your marketing expenditure on particular products and services. Consider using analytics software to monitor traffic on your website. You may discover patterns that can benefit your marketing program. For instance, you could increase your focus on products that customers frequently view. Work with your accountant to improve the effectiveness of your marketing efforts. Specific areas that can benefit include budget planning, cost benefit analysis, pricing strategy, and the focus of your marketing program.

References & Resources

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