83% of accountants agree that investing in the latest technologies and marketing is necessary to keep up with the market.
It can be tough to know where to start when it comes to marketing advisory services for your accounting firm. You want to expose your existing clients to new services and attract more ideal clients who align with your business growth objectives.
Most firms rely on referrals and networking to bring in new business, but this isn’t always enough.
And even if you are getting results from word-of-mouth, it’s important to supplement your efforts with a comprehensive marketing plan that will reach more potential clients.
But don’t worry. Keep reading as our guide shares 8 steps for successfully marketing advisory services for your accounting firm. These steps are based on our years of experience working with firms just like yours.
1. Identify Your Target Market and Create a Buyer Persona
If you want to be successful in marketing advisory services for your accounting firm, it’s important that you understand who your ideal client is and what their needs are. To do this effectively, create a detailed buyer persona or avatar.
A buyer persona includes information such as age, education level, occupation, interests, etc. But more importantly, it allows you to uncover their deeper desires and aspirations.
This will give you valuable insight into the needs of potential clients and help you create marketing campaigns that appeal directly to them on a logical and emotional level.
2. Research Your Competition
As any business owner knows, competition is always a good thing. It keeps us on our toes and forces us to constantly strive to be better. When it comes to business accounting firms, competition is fierce.
In order to set your firm apart from the rest, it’s important to first understand what they’re doing right and where they’re falling short.
Evaluate their marketing strategies and look for opportunities to improve upon them.
This will help you create a unique selling proposition (USP) that will make your firm the obvious choice for potential clients. Keep in mind that it’s not enough to simply offer lower prices than your competitors, in fact we recommend the opposite.
You need to offer real value that they can’t find elsewhere. Deliver an experience that provides immense value and creates raving fans who are eager to refer you. If you can do that, you’ll be well on your way to success.
3. Create a Strong Branding Strategy
In today’s competitive marketplace, it is essential for businesses to have a well-defined brand. Your brand is what sets you apart from your competitors and creates an emotional connection with your prospects.
A strong branding strategy will include elements such as your logo, colors, your core messaging and voice as well as an overall aesthetic that will work together to communicate the unique value of your business.
For an accounting firm, it is especially important to have a clear brand identity that instills confidence in potential clients. After all, when it comes to financial matters, people want to work with a firm they trust.
By investing in a strong branding strategy, you are sending a message that your firm is professional and capable of handling its financial needs.
In the end, a well-executed branding strategy will help you attract more clients and grow your business and advisory services.
4. Develop a Powerful Website
Your website is the online face of your business and all your marketing content should point to this hub. So it’s important to make sure that it’s making the best possible impression on potential clients.
A well-designed website that’s easy to navigate and full of useful information is a great start, but including testimonials, case studies, and social proof can increase people’s desire to buy from you.
People are more likely to trust recommendations from other people they know. So showcasing positive reviews and success stories from your past clients can help put potential clients at ease.
5. Invest in SEO and Organic Traffic
Search engine optimization is vital for getting accounting a company’s website seen by potential clients. Use keyword research to identify the right keywords to target, and then optimize your site content.
The key to SEO and organic traffic in today’s algorythms is providing value. Be aware of the common questions your ideal client is asking. Answer these questions in your content on your website and on your social channels. Provide valuable resources that help them raise their hand and indicate they would like to engage with your company.
Remember, the goal is to seamlessly and subtly walk them through the process of doing business with you. Provide value at each step and guide them along the way.
6. Use Content Marketing to Attract Clients
Content marketing is one of the most powerful tools in any business owner’s arsenal. By producing engaging and informative content, businesses can connect with potential clients.
By positioning themselves as thought leaders in their industries, companies can gain the trust and respect of their target audiences.
And by providing valuable educational material to customers online, businesses can build long-lasting relationships that help them to attract new clients and retain existing ones.
Whether you’re an accountant looking to leverage content marketing for your firm or a business owner looking to grow your company’s customer base, content truly is king in today’s market.
One tool we recommend for creating content is video. Video can be created in several formats and then repurposed in multiple ways. You can view some of our video content on our Growth Amplifiers YouTube channel. https://www.youtube.com/growth-amplifiers
So get out there and start creating some engaging online content – your bottom line will be happy you did!
7. Stay Active on Social Media
Social media is a powerful tool for interacting with current and potential clients. And it is a great way to promote your brand and share your firm’s latest news and content.
By posting regularly on social media, you can ensure that your message stays at the forefront of people’s minds and helps to build long-term connections with those who are interested in your work.
In addition to posting regular updates, it is also important to mix up the types of content you share in order to keep things interesting.
Some effective content formats include articles, images, infographics, videos, and industry news updates. Additionally, you can use social media advertising to boost the reach of your posts.
This allows you to cater your messaging directly to those who are most likely to be interested in what you have to offer, helping you to more effectively engage with your target audience and grow your business.
8. Measure and Optimize Your Marketing Efforts
It’s essential to track the effectiveness of their marketing campaigns. After all, what’s the point of spending time and money on a marketing strategy if you don’t know whether it’s actually working?
Fortunately, there are a number of different ways to track the success of your marketing efforts.
One of the most important things to do is to set up analytics tools for your website, social media accounts, and other marketing channels. This will allow you to measure things like conversion rates.
If you feel, you are working harder than ever but not seeing the results you want? Take our Amplified Assessment here.
Learn More About Marketing for Accounting Firms
By taking these steps to successful marketing for accounting firms, you’ll be able to guide your clients through their challenges and position yourself as the authority in accounting. Ready to get started?
Book a 15-minute clarity call with one of our growth and marketing experts today! During this call, we can help you map out a plan that will take your firm to the next level.
