Of all the marketing tactics and strategies out there, none is more important for accountants than establishing your brand. A strong brand will allow you to compete with some of the biggest names in the business and spend less time and money on marketing or advertising initiatives. When people are searching for an accountant, they are much more discerning than with their usual consumer purchases. Your brand determines your clients’ first impressions and expectations of service. Potential clients need to immediately identify your accounting practice with competence, trustworthiness and reliability.
By thinking through your brand and what your firm stands for, you’ll be able to meet clients that are a better fit for you, which will make things run smoother.
Here are 6 Branding musts for your accountant brand:
Are you looking for business or individual clients? If business, is there a specific industry you would prefer, such as professional services, or maybe even more specific, such as dentists? Do your best to clearly identify the type(s) of clients you want to serve.
- Company Name .
If it’s client accounting you’re after, clearly define exactly what it is you are trying to sell to those accounts. (Think technologies, processes and deliverables.) Even consider turning the service you want to sell into a product. For example, your “Concierge Accounting” product, with services bundled together to make it easy for the client to understand and purchase.
- Mission Statement
suggest having an awesome website and a simple-but-clear, single-page fact sheet for each of your products. As for your website, does it clearly articulate the products you want to sell and to whom you want to sell them? Is it aesthetically appealing to the demographic you’re targeting? Whether it’s prospects across the country or across the street, your web platform will be their first impression of your firm.
Much has been written about the importance of your firm’s website, and it should be a priority! Take a particularly hard look at your homepage. Does it obviously convey your business statement (literally and metaphorically)? Does it look professional and trustworthy? Make sure it loads quickly (seems more professional) and has a clean overall design
. Make sure that your ideal client can clearly see themselves (list out your specialties!). Many clients now expect to see client-only portals, so keep that in mind too!
- Social Media
Whether you’re a larger company with multiple accountants or in business for yourself, your Facebook and Twitter profiles are KEY. Share relevant news items, interesting education content and business updates (tax deadlines and promotional sales). The average consumer checks out your social profiles to see how professional your firm is. Take note of what the big guys are up to for ideas, and definitely consider tuning into professional accountant Twitter Chats, such as #QBOChat on Thursday, to further demonstrate your accounting expertise. Do not live tweet any TV show, ever.
Location refers to both the physical location of your office, and your online presence (SEO). Consumer behavior has shifted, so that all major purchasing decisions begin with online research (even if it’s just to find the nearest geo-location). It’s important, at the very least, to fill in your website’s basic SEO fields, such as Page Title, Page Description and Meta Tags for each and every page. Think about what typical consumers in your area search Google for, and include those search terms (example: Boston CPA, Best Boston Accountants, Boston Accountants). Make sure you also have a profile or presence on Google Places, Facebook, Yelp or any other geo-location site that will help your business appear in local search results. Having a clear and obvious physical address is also a big immediate signifier of trustworthiness. Even if your “business address” is one and the same as your home address, still list it out on your website, business cards, email signatures and everything else! In today’s world of outsourcing and far-flung client service call centers, the average consumer is wary of companies with no address.
For a brand to be successful, it needs to be consistent across all your marketing materials. Keep that mission statement and those power words handy, and constantly evaluate to make sure your branding is cohesive. Don’t be afraid to let your personal voice shine; it is the most unique thing about your accounting business!
DIANA MACKIE WERTZ
Diana Wertz is a New York City-based marketing professional with 6+ years’ experience creating web content for top-tier brands. She covers b2c and b2b topics, including marketing strategy and campaign case studies. Diana loves running, hiking, and exploring the city with her husband.