Practice barrier #3: marketing for growth
Growing your practice is all about attracting new and better clients. In this series we have already explored the best ways to acquire new clients, but if you want to take your growth to the next level you need to look at how your firm is marketed.
If your firm doesn’t put the necessary focus on your marketing activities, you will find that your growth will slow or even come to halt. Or like many other firms, you might find yourself investing a lot of time and effort into various initiatives, only to receive disappointing results.
Effective marketing for accounting firms is all about being strategic with how you educate prospective clients about the services you offer, and why you are a better choice than other firms.
How does it impact you?
Too many accounting firms can be seen taking a scattergun approach to their marketing—they throw lots of ideas in the air with the hope that one or two might hit the target. You are accountants not marketers, so you don’t have the time or resources to waste on strategies that aren’t going to work.
This is why you must be very careful that every marketing action you take—and every dollar you spend—is going to be worth your while.
If you do it well, marketing will bring your ideal clients right to you, reducing—or even removing—the need for you to spend time and money to go out and find new clients yourself.
What can you do about it?
Find your niche For your marketing efforts to be a success, they need to hit the right target. You can’t do this if you don’t know who your target is.
If your firm hasn’t done so already, you should seriously think about finding a niche to focus on. There is no better way to simplify the broad market than by identifying a specialty so you can focus your energies on specific demographics and services. You will be able to set yourself apart as a specialist in that field, and knowing exactly who you are trying to reach is the first step in any effective marketing campaign.
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