{"id":95956,"date":"2022-03-29t21:00:47","date_gmt":"2022-03-30t01:00:47","guid":{"rendered":"\/\/www.g005e.com\/?p=95956"},"modified":"2022-12-22t00:40:18","modified_gmt":"2022-12-22t05:40:18","slug":"5-key-principles-to-accounting-firm-marketing","status":"publish","type":"post","link":"\/\/www.g005e.com\/2022\/03\/29\/5-key-principles-to-accounting-firm-marketing\/","title":{"rendered":"5 key principles for accounting firm marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-49245\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/06\/customermagnet_adobestock_109090726-424x283.jpeg\" alt=\"\" width=\"424\" height=\"283\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/06\/customermagnet_adobestock_109090726-424x283.jpeg 424w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/06\/customermagnet_adobestock_109090726.jpeg 300w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/06\/customermagnet_adobestock_109090726.jpeg 600w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/06\/customermagnet_adobestock_109090726.jpeg 160w\" sizes=\"auto, (max-width: 424px) 100vw, 424px\" \/><strong>what\u2019s something that continues to evolve year after year?<\/strong><\/p>\n<p><em>by katie thomas<\/em><br \/>\n<em><a href=\"http:\/\/leaders-online.com\">leaders online<\/a><\/em><\/p>\n<p>accounting firm marketing.<\/p>\n<p>it can be hard to keep up with all the changes. just when you think you have it down, google changes its algorithm, or a new social media channel comes to the market.<\/p>\n<blockquote><p><strong>more in marketing<\/strong>: <a href=\"\/\/www.g005e.com\/2022\/03\/23\/crafting-the-perfect-proposal\/\">crafting the perfect proposal<\/a>\u00a0 |\u00a0 <a href=\"\/\/www.g005e.com\/2022\/03\/15\/conversion-what-it-means-for-partners\/\">nine biz-dev metrics for making partner<\/a> |\u00a0<a href=\"\/\/www.g005e.com\/2022\/03\/10\/marketing-via-spreadsheet\/\">the seven-step plan for marketing by spreadsheet<\/a>\u00a0 | <a href=\"\/\/www.g005e.com\/2022\/01\/26\/how-to-own-your-niche\/\">when you\u2019re the \u2018go-to\u2019 expert<\/a>\u00a0 | <a href=\"\/\/www.g005e.com\/2022\/01\/17\/close-the-sale-getting-across-the-finish-line\/\">close the sale: getting across the finish line<\/a> |\u00a0 <a href=\"\/\/www.g005e.com\/2021\/12\/29\/boost-your-cross-selling-in-two-easy-steps\/\">cross-selling by spreadsheet<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/12\/23\/should-you-try-influencer-marketing\/\">should you try influencer marketing?<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/12\/22\/the-case-for-video-marketing\/\">the case for video marketing<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/12\/22\/communication-isnt-about-you\/\">communication isn\u2019t about you<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/12\/09\/why-isnt-your-social-media-working\/\">why your social media is a flop<\/a>\u00a0| <a href=\"\/\/www.g005e.com\/2021\/12\/06\/the-biggest-seo-secret-of-all-google-business-listings\/\">the biggest seo secret of all<\/a> |\u00a0 <a href=\"\/\/www.g005e.com\/2021\/11\/30\/turning-client-service-into-new-revenue\/\">turning client service into new revenue<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/11\/28\/what-sets-your-firm-apart-if-anything\/\">what sets your firm apart \u2026 if anything?<\/a>\u00a0|\u00a0 <a href=\"\/\/www.g005e.com\/2021\/11\/24\/do-you-ask-the-right-questions-to-deepen-client-relationships\/\">do you ask the right questions to deepen client relationships?<\/a>\u00a0| <a href=\"\/\/www.g005e.com\/2021\/11\/21\/eat-that-frog-asking-for-a-prospect-meeting\/\">eat that frog: asking for a prospect meeting<\/a><\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-49700 size-full\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/08\/yellow_key_clip_art-e1375897299811-36p-hi-1-e1603911598474.jpg\" alt=\"goprocpa.com\" width=\"39\" height=\"16\" \/><span style=\"color: #b79c00;\">exclusively for pro members. <\/span><\/strong><span style=\"color: #b79c00;\"><a style=\"color: #b79c00;\" href=\"\/\/www.g005e.com\/wp-login.php?redirect_to=\/\/www.g005e.com\/2022\/03\/29\/5-key-principles-to-accounting-firm-marketing\/\">log in here<\/a> or <a class=\"external\" style=\"color: #b79c00;\" href=\"http:\/\/goprocpa.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n<p>there are a few keys that remain consistent and will help you master your firm&#8217;s marketing. and that\u2019s what we\u2019re covering in today\u2019s article: five key principles to build your entire marketing strategy around. <!--more--><\/p>\n<p><strong>1. define your target audience<\/strong><\/p>\n<p>who is your target audience? you can\u2019t reach the right potential clients if you don\u2019t know who they are. just take an example of how one company increased its brand consideration by 34.6%, according to hubspot, a marketing automation provider, when purchasing ads on youtube.<\/p>\n<p>if you\u2019re not targeting the right audience, you\u2019ll spend more money to get the same results.<\/p>\n<p>i recommend that you define your target audience by doing the following:<\/p>\n<ul>\n<li><strong>brainstorm your ideal client.<\/strong> think about the clients how you really enjoy working with and can best serve. after all, you offer solutions to problems. often, the solution can lead to the ideal client. you want a profitable client that you can help and is in a niche you prefer. perhaps you enjoy working with saas companies and offer a custom solution to help them with forecasting or advisory services that support them getting access to funding.<\/li>\n<li><strong>create personas.<\/strong> many articles go into great detail about creating personas. basically, a persona is a fictional character based on the ideal client that you\u2019ll target. you want to write down the person\u2019s age, income, pain points, career, goals, what\u2019s stopping them from reaching these goals, family life, etc.<\/li>\n<\/ul>\n<p>once you have this information available, you can use the information in your persona to begin targeting your ideal client.<\/p>\n<p>note: you can have multiple personas.<\/p>\n<p>now a question that is commonly asked is: what about my clients who aren\u2019t my target audience. how do i deal with them?<\/p>\n<p>you can absolutely continue to keep serving them! your target audience, also known as a niche, can simply be a marketing niche. this will allow you to focus your efforts on a specific category, which is important. if you try to market to everyone, you\u2019ll end up marketing to no one.<\/p>\n<p><strong>2. demonstrate your unique value and create an irresistible offer<\/strong><\/p>\n<p>you have a good idea of who your ideal client is, and now it\u2019s time to show them why your service will change their lives. if you need help with creating an irresistible offer, this can help.<\/p>\n<p>i recommend that you sit down and:<\/p>\n<ul>\n<li>write down what makes your offer unique.<\/li>\n<li>determine what makes the value you provide worth it for the client.<\/li>\n<\/ul>\n<p>you need to know what makes your products or services special and different. in all cases, you solve a client\u2019s problem. when you know what unique value that you bring, this can be the foundation of your accounting firm&#8217;s marketing.<\/p>\n<p>when you\u2019re trying to narrow down what makes your services different, it\u2019s crucial to map out your competitors, too.<\/p>\n<p>if you know and understand your competitors\u2019 service, you can better understand what makes your offer different.<\/p>\n<p>from there, you can create an irresistible offer.<\/p>\n<p><strong>3. create a plan based on your audience\u2019s channels<\/strong><\/p>\n<p>we\u2019re ready to create a marketing plan. once you know what makes your offer different and unique, it\u2019s time to find out where your audience is located. i call these locations \u201cchannels,\u201d and they\u2019re places where your audience is most likely to see your marketing material.<\/p>\n<p>for example, your audience may be best reached through the following:<\/p>\n<ul>\n<li>social media. linkedin, facebook, instagram, youtube and other social channels have billions of total users on them per month. thomson reuters checkpoint marketing says a staggering 84% of decision-makers use social media when making a purchase, so it\u2019s an excellent option for firms.<\/li>\n<li>email marketing is huge, and it can produce exceptional returns on investment. in 2022, 333 billion emails are received each day, according to statista, the research service,. transactional emails, promo campaigns, and newsletters are all channels we\u2019ve used to help accounting firms grow.<\/li>\n<li>blogging. in 2022, blogging and content marketing are still extremely effective. creating content to attract your target audience should always be a part of your marketing plan because organic search traffic can help you land new clients regularly.<\/li>\n<li>networking events. many accounting firms use networking as a crucial way to \u201cget their foot in the door\u201d and meet new, potential clients.<\/li>\n<\/ul>\n<p>determine which channels you\u2019ll use for marketing and then test channels over time to see what works and doesn\u2019t form your firm.<\/p>\n<p><strong>4. build out a killer follow-up process<\/strong><\/p>\n<p>if there\u2019s one thing i\u2019ve realized, it\u2019s that too little time is spent on the follow-up process. many firms don\u2019t even have a follow-up process in place. people get busy, and if you\u2019re not following up, you\u2019re letting potential leads slip through the cracks.<\/p>\n<p>a single follow-up email can convert 22% more prospects, according to woodpecker, an email service provider.<\/p>\n<p>when you\u2019re trying to sell someone on helping them with their financials or taxes, it\u2019s a major decision for the person to make. it\u2019s not uncommon that after one discussion they are not ready to work with you yet. however, if you nurture this lead, you\u2019ll build trust over time and help them be ready to take the next step.<\/p>\n<p>your follow-up process needs to be planned out, and you can likely use automation to help with some of it.<\/p>\n<p>a few key points to remember are:<\/p>\n<ul>\n<li>give leads two to three days to reply initially.<\/li>\n<li>sending subsequent follow-up emails is a great option, but don\u2019t spam.<\/li>\n<li>the lower in the funnel the lead is, the more likely you\u2019ll need to be sending personalized messages.<\/li>\n<\/ul>\n<p>depending on your audience and service, you may want to send, one, two, three, or even more follow-ups. your follow-ups may be taking place in the form of email, phone calls, direct messages on social media, or whatever channel you find best for communicating with your leads.<\/p>\n<p><strong>5. implement, execute and monitor your marketing<\/strong><\/p>\n<p>finally, you\u2019re at the step where you can implement, execute and monitor your accounting firm marketing. unfortunately, you won\u2019t know if your plan is a success until you start executing it.<\/p>\n<p>three crucial parts of the process are:<\/p>\n<ul>\n<li>monitoring your results<\/li>\n<li>tweaking your plan<\/li>\n<li>repeating the process<\/li>\n<\/ul>\n<p>if you\u2019re not monitoring your marketing plan, you risk losing money on marketing that doesn\u2019t work well for you. we recommend hiring experts to help you through this process. an expert can help you execute your plan, monitor the results, tweak the plan as needed, and allow you to focus on your clients.<\/p>\n<p>accountants have a valuable service that they offer to their clients, but you need to get in front of prospects and nurture them to convert them. if you follow the advice above, you\u2019ll be well on your way to creating a marketing plan that is successful.<\/p>\n<p>over time, you\u2019ll need to reevaluate and adjust your plan using data to maximize your results.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><a href=\"\/\/www.g005e.com\/2022\/03\/29\/5-key-principles-to-accounting-firm-marketing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-95998\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm.png\" alt=\"\/\/www.g005e.com\/2022\/03\/29\/5-key-principles-to-accounting-firm-marketing\/\" width=\"250\" height=\"81\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm.png 1241w, \/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm-300x97.png 300w, \/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm-600x194.png 600w, \/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm-424x137.png 424w, \/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm-849x275.png 849w, \/\/www.g005e.com\/wp-content\/uploads\/2022\/03\/screen-shot-2022-03-29-at-9.26.22-pm-768x249.png 768w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/a><br \/>\n<strong>some things change over time. but these are timeless.<\/strong><br \/>\n<em>by katie thomas<\/em><br \/>\n<em><a href=\"http:\/\/leaders-online.com\">leaders online<\/a><\/em><\/p>\n","protected":false},"author":4499,"featured_media":95952,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1363,2254,2271,3120,3002],"tags":[],"class_list":["post-95956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-growth","category-marketing","category-pro-member-exclusive","category-special"],"acf":[],"yoast_head":"<!-- this site is optimized with the yoast seo plugin v24.0 - 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