Meet a Member: Sarah Stage
Name: Sarah Stage
Title: Director of Marketing
Years of Experience: 15
College Name & Degree(s): Baldwin Wallace University, Bachelor of Music
Firm Name: Insero & Co. CPAs, LLP
Firm City & State: Rochester, NY
Firm Size: 150 employees
Email Address: email@example.com
Professional Memberships: AAM
Community Involvement: Marketing Committee chair (past board member), Rochester Oratorio Society; Marketing Advisory Board member, RSM US Alliance; DEI and Website Committee member, Association for Accounting Marketing
LinkedIn Profile: https://www.linkedin.com/in/stagesarah/
What is a “must know” for new accounting marketers?
Get to know more accounting marketers! I’ve learned an incredible amount from my peers during my time as an accounting marketer. AAM has facilitated building those relationships through events like Summit and Emerge, but also through volunteering on committees.
What is something people may not know about you?
People might not know that I used to be an opera singer!
Are you involved with any committees at AAM?
I am currently on the Website Committee, Blog Sub-Committee, and the DEI Committee. I support the website and blog committees by providing Google Analytics reporting and insights as well as writing for the blog. In the DEI committee, I serve as a liaison to other committees and support internal communications and initiatives within AAM.
What types of Google Analytics/Tools does your firm employ?
Along with our SEO firm, we utilize Google Analytics, Google Trends, and Semrush among other tools to drive our website and SEO strategy. We are also in the process of setting up and configuring GA4 – link to Seasoned Marketer, which is scheduled to replace the current version of Google Analytics in 2023.
Share one tip for implementing Google Tools into a firm’s marketing strategy.
Google Analytics has an incredible amount of detail, but I would recommend stepping back and looking at the big picture rather than getting lost in all the detail. Think about what your goals for your website, are and use the reporting to help you track and work towards those goals.
Are there any books or other publications you’ve read recently on the topic of Google Analytics/Tools that you feel would be beneficial to other AAM members?
The official Google Analytics blog is a good way to stay up to date on major changes and updates. For strategy and SEO content, the Semrush blog and the Moz blog are my go-tos.
What is the structure of your marketing department? Who at your firm is responsible for managing your Google Analytics/Tools?
Our marketing department of two does regular Google Analytics reporting internally, and we are supported by our SEO firm for more in-depth reporting, strategy, and implementation.
Sarah Stage was interviewed by Kaya Juba
Kayla Juba is the Marketing Coordinator for Brown Schultz Sheridan & Fritz (BSSF), a premier advisory firm providing accounting, assurance, tax and consulting services across the Mid-Atlantic region. She received her Bachelor of Arts degree in Communication/Journalism from Shippensburg University. Kayla has more than nine years of experience in marketing communications and has worked in accounting marketing for over three years. Prior to joining BSSF, Kayla worked in event planning and fundraising for several nonprofit organizations in the Central Pennsylvania area.