you probably haven’t used all of these.
by august j. aquila
price it right: how to value accounting services
small firm owners know they need to market, but they don’t always know which marketing activities they need to focus on. here are 11 strategies for increasing your client base that are easy to implement.
more: five keys to successful marketing | how does your firm measure up? | six questions before asking for all the referrals you deserve | five rules for a marketing orientation | four ways to prepare for new business development
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1: get known in the marketplace
before you start marketing, you need to answer these two questions:
- who are you?
- what do you offer?
how will you stand out in the marketplace? will it be price, a niche area, use of technology? you may already know why your firm stands out. if you don’t, talk to your current clients. ask them what they love about working with you and where there are opportunities for improvement.
2: develop a niche
you can’t be all things to all people so you should try to develop a niche, where you will be known as the best of the best in that field. clients today want accountants who are experts to solve their problems.
you must get known to become an expert. you do this by sharing your knowledge with other people, such as through lectures, podcasts, articles or networking. experts are not afraid to share information with others. if you share a checklist with a potential client before they decide to hire you, the prospect will be impressed. he or she will think, what else will i get if hire this person?
3: share your knowledge
don’t be afraid to share your knowledge. you will always know much more than your clients or prospects in your niche area. potential clients want enough information to determine whether you know enough to solve their issues, and then they want to hire you to do it. they won’t do it themselves.
4: take seo into consideration
seo or search engine optimization is merely getting your name at the top or near the top when someone searches for example for “forensic accountant near me” in the google search bar. it helps you stand out from the clutter in each search. you may need a consultant to help you here, but the investment will be worth it.
5: use social media
in the old days, we would rely on word of mouth to grow the firm. today, however, online marketing activities such as email marketing, advertising and social media such as linkedin, facebook, instagram, x (formerly twitter) have advanced targeted marketing features that allow your ads to reach only the potential customers you want.
this strategy is going to take some time because once you are set up on each site, you need to create content. it can be content from your newsletter or another source. but you need to post something new at least monthly.
6: network
hang out where your clients are. go to the local entrepreneurship meetings, small business meetups or volunteer activities. this is where you’ll have the opportunity to meet potential new clients. these meetings are your opportunity to get your name out. check out linkedin or meetup for meetings in your area. you can also reach out to the local chamber of commerce for networking events.
7: help others
get involved in local charities. your activities can show the community that you are giving time (and maybe money) to the market. you will be with local business leaders while you are doing something you enjoy. just take one or two charities that you want to support and get active.
8: create an inbound marketing funnel
the marketing funnel allows you to visualize the process of landing new clients and strategize ways to increase your conversion rate.
an inbound marketing funnel, also known as a sales funnel or a marketing funnel, is a framework used to visualize and understand the customer journey from initial awareness to making a purchase or taking a desired action. it represents the stages a potential customer goes through before becoming a customer and is designed to attract, engage and convert leads.
here are the typical stages of an inbound marketing funnel:
- awareness: at the top of the funnel, the focus is on creating awareness and attracting potential customers. this is achieved through various inbound marketing strategies, such as content marketing, social media marketing, seo and online advertising. the goal is to capture the attention of your target audience and make them aware of your brand, products or services.
- interest: once people are aware of your brand, the next stage is to generate interest and engage with them. this involves providing valuable and relevant content that addresses their needs, pain points and interests. the content can take the form of blog posts, videos, whitepapers, webinars or email newsletters. the goal is to establish your brand as a trusted authority and build a relationship with your potential customers.
- consideration: as prospects become more interested, they enter the consideration stage where they evaluate different options and solutions. it’s essential to provide them with detailed information about your products or services, their benefits, and how they can solve their specific problems. case studies, product demos, comparison guides and testimonials can be effective in this stage.
- decision: in the decision stage, potential customers are ready to make a purchase or take the desired action. it’s crucial to provide them with clear calls to action (ctas), such as “buy now,” “sign up” or “contact us.” make the process as easy and seamless as possible and address any concerns or objections they may have. personalized offers, discounts or free trials can also help motivate them to convert.
- delight: the inbound marketing funnel doesn’t end with a customer making a purchase. to create long-term customer loyalty and advocacy, it’s important to focus on regularly delighting your customers. provide exceptional customer support, offer valuable post-purchase content, ask for feedback and nurture the relationship. satisfied customers can become brand ambassadors and help attract new customers through word of mouth.
the inbound marketing funnel is a strategic framework that helps marketers understand the customer journey and align their marketing efforts accordingly. by focusing on providing value, building relationships and guiding potential customers through the funnel, businesses can increase their chances of converting leads into loyal customers.
9: create a newsletter (and maintain it!)
the basics of accounting don’t change very often, but the rules and regulations do! consider creating a monthly or quarterly newsletter for your clients that provides valuable, up-to-date information about changes that could affect their personal finances or their businesses. there’s a vast amount of information on various financial and tax topics people can use to make wiser choices throughout the year.
determine who is responsible for distributing your newsletter and who will create the content. discuss how frequently you want to distribute the newsletter, what should be included and who should receive it.
10: use review websites
while most prospects will rely on recommendations from friends and family when it comes to accounting services, more and more are turning to the internet. some of the most popular websites are:
- yelp: yelp is a well-known platform where users can find and review various businesses, including accounting firms. you can search for accounting firms in your area and read reviews from previous clients.
- google my business: google my business is a platform where businesses can create a profile and manage their online presence. users can leave reviews and ratings for accounting firms, which can be helpful in evaluating their reputation.
- trustpilot: trustpilot is an independent review platform where consumers can share their experiences and rate businesses. many accounting firms have profiles on trustpilot, allowing clients to leave reviews and provide feedback.
- accountantratingz: accountantratingz is a website specifically dedicated to providing reviews and ratings for accounting professionals and firms. it allows users to search for accountants in their area and read reviews from previous clients.
11: toot your own horn
this one involves a lot of self-promotion; however, it is a great opportunity to get local exposure. many small business awards and leadership awards ask for applications or nominations. some people may feel uncomfortable about self-promotion but consider that anyone else winning the award would have been nominated in the same manner.
do some research online for local business organizations or scour news sites for articles about local awards and then find out how to apply. even if you don’t win, it can be a networking opportunity.