I have referenced what I call the 5Ms of marketing an accountancy practice before. This blog post is related to the fourth M. That is, which Media should you use to get your chosen Messages to your chosen Market?
The answer to the question depends on where you will find your chosen Market and target audience. When many accountants are asked about this, they have no clear answer. The implicit belief is: “Anywhere and Everywhere”.
If you think this is true for your practice then it doesn’t matter greatly where you promote the practice. Unfocused social media and Linkedin may help (but probably not much). Essentially you’ll try ‘Anything and Everything’. Accountants who adopt this approach are typically the first to say that marketing is a waste of money. Where that’s true is often because it’s unfocused and hasn’t been planned by reference to specific objectives, clear target audiences and distinct messages that resonate with that market.
Let’s move on then to consider 4 other generic answers to the question, Where will you find your chosen Market and target audience?
This is the case, for example, when you have a high street presence and want more passers by to pop in or to remember your details to pass on when they hear someone asking about accountants in the immediate vicinity.
The 3 main options here are: A pavement sign encouraging passers by to pop in, to use the office windows to communicate with them or to have a leaflet stand by the door.
Your local area
I make this point frequently to sole practitioners – and the point is relevant to many 2 or 3 partner firms too. Unless you have some special expertise or sector focus, the vast majority of your new clients will come from the local and surrounding area. Even if you have clients all over the country, few people who are hundreds of miles away will ever choose you as their accountant over someone more local to them.
Assuming that you want to promote your firm in the local area there are plenty of options available to you including:
Adverts in the local press and magazines, local sponsorship, local networking groups, local radio, local business events and shows and online groups (eg: on facebook and Linkedin) that focus on the local area. Also your Linkedin profile should include your local area in the headline to make sure it stands out when anyone uses Linkedin to look up local accountants.
If you really want to promote your firm nationally you might look to focus your promotional activity on National radio, TV, conferences, facebook, twitter, Linkedin and any other UK online forums and general social media platforms. Generic blogging on your website may also reach a National audience if it doesn’t obviously have a local or other relevant focus.
International and overseas conferences, overseas based groups, international magazines, facebook, twitter, Linkedin and any other international online forums and general social media platforms.
Specific groups, communities or sectors
In case it’s not clear I would say that this is most likely to be successful for a local accountancy firm. Especially for those who do not have the opportunity or desire to seek publicity in their immediate vicinity.
By way of examples, you might be focused on lawyers, young entrepreneurs or local property investors.
The key point here is that your focus on a specific group, community or sector enables you to STAND OUT more from the competition. As a result your publicity is more likely to succeed here than if you adopt an approach that is better suited to larger firms and brands that truly have a National or International focus.
Your publicity, marketing and online activity should evidence your connection, interest and expertise as appropriate in the specific group, community or sector you have chosen.
The opportunities to secure publicity here are extensive – and much more focused than any of the other options listed above. They include: relevant community or sector focused magazines, news websites, blogs and papers. Also specific focused facebook groups, Linkedin groups, speaking opportunities at events that attract your target audience, sponsorship, relevant networking and business focused events. Also social media and online forums where the use of hashtags or tags enable you to reach your target audience more directly than if you just ‘go random’ (which tends to happen when you seek National and international publicity).
I must offer one important caveat to finish. Overt adverts and promotional messages may appeal to some audiences. In the main however, effective publicity for local accountants can be counter-intuitive, especially when it involves your own blog, social media and articles – effectively anything other than obvious adverts. Everywhere else you typically need to hold back on the overt promotional messages. Instead you are likely to have more success if you focus on offering help and support, sharing useful knowledge and information, tips and tricks.
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