I was asked yesterday for my top five marketing tips for accountants and I said I thought these would be clear on this blog. Except that I then realised that ‘marketing’ is not one of the categories I use on here. [edit: I have since updated the categories here]
Thinking back that’s because, in my experience, relatively few UK accountancy firms devote much time and effort to marketing per se. And because ‘marketing’ in isolation can be seen as a bit of a turn off by accountants.
Indeed I recall that I consciously excluded ‘marketing’ from the list of key points to be addressed in one of my most popular early talks for accountants. Instead I called it: How to make more profits form your smaller clients.
Effective marketing is implicit in the section titled ‘Easy high impact business strategies that really work’. And I certainly covered numerous marketing related points in the talk, but always in context and only after explaining why effective ‘marketing’ is one key way of achieving the desired end. I’ve long adopted a similar approach when mentoring sole practitioners too. And I’ve been adopting the same approach on this blog too. Consistency counts towards credibility I think.
Have attitudes changed significantly in recent years? Remember I’m referring to the thousands of smaller firms of accountants, rather than the bigger firms with their in-house marketing departments.
For what it’s worth I’ve drawn together five key marketing tips that were not described as such in the original posts on this blog:
1 – Ensure that your website homepage is focused on your target audiences.
It needs to contain key words that they are searching for, distinguish you from the other accountants and incorporate at least simple SEO so that your website appears in search results when people look for an accountant in your area.
2 – Identify what makes you/your firm special and different
Don’t hope you’ll be able to rely on your personal charm and personality to secure new clients. Even if that works generally it needs to be supplemented in your marketing materials by effective marketing messages.
3 – Ensure that you and your staff are all focused on quality client service
Many accountants claim that they secure the majority of their new clients through word of mouth referrals. But few accountants have a structured approach to securing those referrals. The starting point MUST be to focus on client service. They key here though is to ensure that you see it from your clients’ perspective. That’s what counts. Not how hard you try. Not how hard you work. But how delighted your clients are with the outcome of your efforts, work and advice.
4 – Implement a referral marketing programme
Ensure that you ask clients and contacts for referrals at the right time, in the right way and to secure the right type of new clients.
5 – Focus your marketing efforts where they will generate maximum return
It’s generally accepted that it is easier to secure additional fees by providing further services to existing clients than from strangers (new clients). Identify your top clients, the ‘A team’. Use your own criteria, be they aggregate fees, potential for advisory work, wealth, or whatever you think makes most sense to you. Then look to identify the additional services and advisory topics that could be relevant to the ‘A team’. In this connection, if you need support on the tax side then of course don’t forget the Tax Advice Network!