Marketing may feel like it is simple enough to do, but the truth is that it can be more complicated than you realise. There are several reasons for this, the first is that marketing is an extremely broad term.
There are lots of things that can come under the marketing umbrella and this can make it tricky to navigate. Not only this, but there seems to be a pressure placed on people to just get the marketing right, but rather than inspiring them to make it work for them, they end up feeling overwhelmed by all the things that they need to do (and not know where to start). Finally, and this in particular links to accountancy firm marketing; what you are trying to promote and advertise is not something that everyone will want to know or learn about.
Your service is only needed when it is needed, but it is not necessarily something that a client is going to want to know the ins and outs of or feel that they are compelled to read more content on it. Even though you have spent lots of time working on it and have created easy-to-read and informative posts.
If you know all these challenges that come with marketing for an accountancy firm, it may discourage you from trying it for yourself. However, there are lots of ways that you can try to avoid these challenges and make marketing work for you.
The good news if you are trying to market your accountancy firm, is that it doesn’t have to be that hard. There are three ways that you can make your marketing process as simple and as streamlined as possible.
Each of these are easy enough to put into place, helping you to see the results you are hoping for.
Define your marketing – find the right audience for your accountancy firm
The first thing that you need to do is to try and define your target audience. Once you define them, you are going to find it much easier to drill down into the niche that is going to best appeal to them.
The first thing to do is to think about who your service is for and what the value is that you provide to them. This enables you to narrow your focus and target those key clients much easier.
When you have laser focus on your audience you will find it much easier to appeal to them. This in turn will help to increase the growth that your accountancy firm can see over time.
Define your marketing – target the specific issue
As well as being able to pinpoint your audience and target your marketing to them, you also want to think about how you can identify your niche. Whilst you may be able to provide your services to a wide audience, you are going to be able to help with more specific issues. This may be different to the issues that your competitors can help with, which helps put you ahead of them.
Create the right message for your accountancy firm
Once you have defined, then you can start to create. You want to make sure that your content is going to be able to target specific pain points that your target audience may have, then present to them how your accountancy firm can help.
More often than not, your clients are just going to want to have trust in the fact that you can help them, they won’t particularly feel the need to understand the ways that you are going to do this or learn more about accountancy and its approaches.
This doesn’t mean that they don’t care about you, but it just means that they are focused on how you can help them.
To achieve trust, it’s important to remember that you must work at it. An accountant is going to be dealing with a person’s financial information, which means that trust is something that every accountant is going to need to focus on for their clients.
So, how do you build trust? The first way is to focus on your client, really focus on them. Don’t always think instantly of how their problem or challenge can be solved by you. Actually listen to them and then offer a relevant solution.
It is also worthwhile making sure that you talk to your past clients. Ask them what they thought of your service and how they felt about trusting you with their data and information. You need to sit down and take on board what they say.
If it is all positive then great, you know that you are doing a great job. However, if it is negative, then see it as a chance to work on things.
You can also build trust by showing your clients that you want to help and educate them (in the best way). They don’t want to feel that you are always trying to market to them or sell them. They should feel that you are sharing information just because you want to help them.
Distribute your message
The final step in making marketing easy is to distribute those key messages that you want to get out there. It is important that any message that you put out there is in the right context, if you don’t do this, then even the best message in the world will get lost.
You need to think about the client that you want the message to resonate with and then make sure that you create content that will work for them. You also need to identify the best way to deliver this message to them.
There are different methods of doing this and the one that you choose (or the ones that you choose for that matter) will depend on your message and of course, the target audience.
You can use SEO to bring in potential clients.
SEO can be incredibly powerful because it helps to bring traffic to a website or a blog post. This shows that you can help to achieve what they want for their future, resulting in them becoming a client.
The thing to remember about SEO is that it takes time and research to put a plan together. However, I can promise you that if you do make this effort, then your accountancy firm will see the result.
Another way that you can get your message out there is with social media.
Social media is very quick and easy to use, which makes it an ideal marketing method. That said, it does take time for you to get it right, which may not always be the time that you have.
You can also try and promote yourself via the content that others post. You could become a guest speaker on a podcast or write a guest post on someone else’s blog. Whatever you do, you are going to be expanding your reach and hopefully drawing in new clients too.
The main thing to remember is that marketing may seem tricky. However, if you break it down into more manageable chunks you can make it much easier for yourself. Don’t see marketing as the enemy, see it as a great way to get your business to exactly where you want it to be, not only right now but in the future too.
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If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.