Attracting new clients is critical to the growth of your accounting firm, just as it is for any business. But with finances as your area of expertise, you may have questions about other areas of running your business, such as marketing. A strong marketing strategy can give your firm a substantial edge in the marketplace, so it can be helpful to take the time to address these questions. Here are some tips to get you started.
Make Accounting Firm Marketing a Priority
The first step in creating a strong accounting firm marketing strategy is to make marketing a priority. With an educational background in accounting, it’s possible you don’t have a lot of sales experience. You can always hire a salesperson, but if you rely on one or two people to bring in all your business, you may limit your potential for growth. You can improve your growth opportunities by emphasizing marketing as a key part of your overall business plan. For example, you might invest in continuing education for all team members on effective sales skills. You can encourage the process by rewarding sales success with employee bonuses for associates who bring new clients on board.
Find Your Marketplace Edge
Identifying your firm’s competitive edge and unique value proposition makes it easier to market yourself in a way that sets you apart. What does your firm offer potential clients that makes you stand out from your competitors? Perhaps your firm has special expertise in business or personal tax planning. Or maybe you specialize in a particular industry, such as working with restaurant owners on taxes, payroll, and bookkeeping. Once you identify your competitive edge, you can design marketing campaigns that emphasize that aspect of your business.
If your firm has more than one competitive edge, focus on the one you think has the strongest appeal to your ideal client. For example, if you want to target new small business owners, you might emphasize your firm’s expertise in handling working capital and cash flow management. You also have the option to create multiple marketing campaigns to target different audiences if you offer expert services in multiple areas.
Use Modern Accounting Firm Marketing Methods
Potential customers and clients of all types increasingly search online to meet their needs. A strong online presence as part of your accounting marketing strategy can help you capture that audience. It’s a good idea to start with your website. Customers often look for an official website before contacting your business. A well-designed company website is engaging, informative, and easy-to-navigate. Your website gives you an ideal opportunity to effectively convey your desired brand image. It may be well worth the expense of paying a web designer to create a site that has maximum appeal to your target clients, and you may also want to hire a marketing company to do search engine optimization (SEO). That helps ensure your website appears near the top of search results when prospective clients search for accounting firms in your area.
Building relationships with clients online through social media accounts or blogs can help spread your reach and encourage new customers to try your services. Social media offers an interactive way for clients to build trust with professionals. You get a chance to showcase your expertise so potential customers know you can handle their finances competently. Tailoring your marketing efforts to your target audience increases the effectiveness of your campaign. For instance, if your target audience is young and spends more time on Snapchat than Facebook, you can use that information to choose your platform and create posts they connect to.
Consider marketing through media outlets that your competitors skip. That helps your firm stand out from the crowd and enhance its prestige. For example, if your firm is one of the few firms in the area with its own YouTube channel, your educational videos or webinars on tax planning may help attract clients that the competition isn’t reaching. Maybe your competition sticks to traditional advertising methods while you ramp up your public speaking engagements and community education efforts to reach new clients. Doing your accounting marketing differently can help you reach clients your competition misses.
Creating a strong, well-designed marketing strategy can help you successfully land new clients and keep your accounting business steadily growing. And having tools in place to serve those new customers efficiently helps you grow even more. Collaborate with clients, stay on track, and grow your firm with QuickBooks Online Accountant. Sign up for free.