4 ways to market your accounting firm by focusing on your ideal client
When you think of where to start with marketing, you might automatically start thinking about getting more leads. So you focus on sending emails, hosting an event, posting on social media, and/or running some paid ads. Things you can point to and say, “We did this and it delivered this many new leads”.
But doing one random action, or even several, and getting a result almost immediately is not how the best marketing works. These actions work best when done in tandem with solid marketing foundations, a structured plan, and consistency over a period of time. But starting with those actions is more likely to bring you frustration than relief. More leads, maybe, but not the good ones. Not the right ones.
Instead, you want consistent marketing built on good marketing rhythms that work together to make you more visible, present, and appealing to the right kind of clients. So when the people you love to work with find you, they’re not only ready to buy faster but they also have what they need to do so.
Here are four marketing actions you can take, that when done together, work towards building solid foundations for your marketing.
All these following actions have been considered with your audience, their motivations and fears in mind. So let's start off small by shifting the focus from you and onto your ideal client—learning more about their common pain points and objections, and then addressing them.
Maybe these activities don’t feel as exciting as social media ads, but they are far more likely to help one really high quality lead, paving the way for more and more.
4 steps you can take today to improve your accounting firm’s marketing
1. Create content that directly addresses your ideal audience’s problems and fears
Firstly, make a list of questions your clients ask that you and your team have answered more than three times in the past few months. (Tip: Make the list collaborative, so your team can add to it too.)
To this list, add the typical objections brought by your prospects, or questions they ask about what it’s like to work with you.
Choose the top question from clients, and the top objection or question from prospects. Record a video answering each of these, and put them on your website. When the next person asks these questions, you can refer them directly to your website. (Tip: Why not make the most out of your video content by getting it transcribed—that way you have both written and video content together, on your website’s blog section).
You can also add your videos to an email series you send to prospects, or to an onboarding process when clients first sign up with you. For example, you could record a video on ‘What are the first 3 things I need to do when I sign my proposal?’ This helps your clients be more prepared for when they start working with you.
Start a rhythm of either writing one blog post per week, or recording one video per week, answering these questions. Within the space of a year, you’ll have over 50 of these common questions answered, making it really easy for prospects to see the breadth of your experience and feel comfortable about the idea of working with you.
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