Defining your ideal client is the first step to attracting the right clients. If you don’t know who you want to serve, how do you know if they’re a match for your services? It’s tempting to cast a wide net to gain as many clients as possible, but focusing on a niche lets you customize your services and attract the right clients. Create a detailed client profile to identify the characteristics and needs of your target audience. Do you want to target millennial clients, small business owners or retirees? Are you talented at working with people who know very little about accounting, or do you prefer clients with a solid understanding of basic accounting principles?
If you’re not sure what type of clients to target, think back to previous clients, and identify the ones you enjoyed most and the ones who slowed you down, caused stress and made your work unpleasant. Consider your strengths. Maybe you have accounting expertise in a specific niche, deep knowledge of another industry, or experience with innovative accounting techniques or software. What sort of clients can benefit from these advantages?
Clear branding sends a message to your target clients. Your branding defines your company and gives clients a glimpse at the type of experience to expect when dealing with your company. Choose branding elements that appeal to your target audience, so they know your services match what they want. For all of these elements, pay attention to language and image choices and the colors in logos and signage.
Everything you do helps build your brand, from the visual elements to the way you interact with potential clients on your Facebook page. Your branding should change when you target a specific audience. For example, if your business serves freelance creative types, a conventional image with highly formal language might not resonate. Instead, use colourful imagery and language to match how your target audience thinks. Solidify your branding before working to attract your ideal client so you present a consistent image that fits.
Marketing to Your Target
Your marketing strategy is how you share your brand with your target audience. Refer to your client profile to determine where to focus your marketing efforts. Millennials favour social media platforms, while retirees lean toward traditional outlets such as print advertising. Industry-specific forums, publications, or other platforms can help you reach a niche business type. Start building relationships with potential clients instead of shoving advertisements down their throats. If you decide Facebook is the best route, share valuable accounting content, and interact with people on your page. Create posts that reflect your branding.
Once you start landing clients from your target niche, word-of-mouth marketing is an effective strategy to get new referrals. Keep those new clients coming by providing top-notch service backed by your accounting expertise for continued growth.