\n<\/p>\n
At the start of this century(!) when I first started writing and lecturing on practice development issues for accountants, I quickly learned to avoid the \u2018M\u2019 word.<\/p>\n
Few accountants wanted to think about actively \u2018marketing\u2019 their practice. They didn\u2019t understand what was required as their training never covered it. And there was a common belief that \u2018marketing\u2019 wasn\u2019t something a professional accountant should have to do.<\/p>\n
Even today, plenty of experienced accountants who start their own practices seem to assume that all they need is an ability to do the work (eg: to produce accounts and tax returns).<\/p>\n
In reality, it is almost impossible to build your own practice without embracing some form of marketing. And the more you understand what\u2019s involved here, the more likely you are to be successful and to attract the clients you want to work with, who will pay you the fees you want, for doing the work you enjoy.<\/p>\n
Back in the day I developed a workaround. Effective marketing became implicit in sessions such as \u2018Easy high impact business strategies that really work\u2019.<\/p>\n
Today that same approach still guides what I say when I mentor sole practitioners and create new blog posts on marketing related topics.<\/p>\n
But I\u2019m also aware that whereas accountants were previously cynical about the \u2018M\u2019 word, now that cynicism is often focused on another word. So I avoid it\u00a0 and instead I ask questions such as:<\/p>\n
I am aware that plenty of accountants do not believe it\u2019s necessary to do this. They have always won enough new clients in the past without evidencing any clear focus. Others feel unable to identify any specific client characteristics suitable for focused marketing. And some are simply scared to do this. They are concerned that revealing a focus will alienate other prospective clients who do not fit that focus.<\/p>\n
If we go back to what you want though, surely there are some new clients that will be more attractive, interesting and profitable for you than others. Why would you NOT want to make it as easy as possible for them to recognise that you have the expertise and experience they want? You may want to adopt a more sophisticated approach to categorising your clients. And then tailoring your marketing messages accordingly.<\/p>\n
The trick is not to follow generic marketing advice.<\/p>\n
Instead, let\u2019s focus on practical steps that help the right people realise you\u2019re the right accountant for them.<\/p>\n
Here are five strategies that work without ever doing any conventional \u2018marketing\u2019:<\/p>\n
1. Ensure your website does more than tick a box<\/strong> Beyond this, your website doesn\u2019t need loads of bells and whistles. You\u2019ll find my general advice re accountants\u2019 websites here >>><\/a> And 25 ways your website could be working against you, here >>><\/a><\/p>\n You don\u2019t need to become an SEO wizard. But simple tweaks, clarity of message, and an obvious focus on the kind of clients you want can make a big difference.<\/p>\n One other things, unless you\u2019ve been keeping it up to date, PLEASE remove that blog you were told to include on your website. An out of date blog is likely to have a negative impact on visitors and generates none of the hoped for benefits.<\/p>\n 2. Be clear about what makes you different<\/strong> Who are YOU? Why do clients love having you as their accountant? What special expertise and experience do you have and how does this help your clients get a better service?<\/p>\n What do clients value as regards your style and approach? What do your ideal clients care about? What gives them confidence that you understand their world?<\/p>\n Distil this into a few key statements. Include them in your online profiles (eg: on Linkedin), on your website, in your emails, and when introducing yourself to new contacts. These aren\u2019t sales lines \u2013 they\u2019re positioning statements.<\/p>\n And ensure that what REALLY makes you different is evident in any social media activity and in your Linkedin posts too if you active here in the hope of attracting new clients.<\/p>\n 3. Quality client service is as crucial as ever<\/strong> Few accountants have a structured approach to securing any referrals. The starting point of course involves a focus on client service especially for those ideal clients you would love to recommend you to other people like them.<\/p>\n They key here though is to ensure that you see it from your clients\u2019 perspective. That\u2019s what counts. Not how hard you try. Not how hard you work.<\/p>\n Are they delighted with the clarity, ease, and timeliness of what they receive from you? If not, that\u2019s where to focus. You want them to recognise that you understand them, care about them, and are helping them to achieve their goals. Because what they say about you will always carry more weight than what you say about yourself.<\/p>\n 4. Be more intentional to get the referrals you want<\/strong> Be more intentional:<\/p>\n Make it easy \u2013 some accountants ask clients to use specific distinct messages when recommending them. Others provide a one-page pdf that clients can forward to prospects, explaining how they help and what makes them distinct from other accountants.<\/p>\n In an ideal world you would only need clients to forward a link to your website. Please only do this if this if your website is really\u00a0 up to date and evidences what makes you different from the others! \ud83d\ude09<\/p>\n Whether it\u2019s your website, referral messages, or a chat at a networking event, tailor your words. Make it obvious who you help, how you help, and why they should care. The more generic your messages, the less likely they are to resonate with anyone.<\/p>\n 5. Go deeper with your best clients<\/strong> Create your own \u2018A-team\u2019. Define it however you like \u2013 size, fees, personality fit, scope for advisory work. Then think:<\/p>\n You don\u2019t need to do this for everyone. Just the clients you\u2019d love to have more of.<\/p>\n And if you\u2019re still worried that narrowing your focus will scare others off? Don\u2019t be. Most people won\u2019t even notice what you\u2019ve \u201cexcluded\u201d \u2013 but the ones you want? They\u2019ll know you\u2019re talking to them.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":" At the start of this century(!) when I first started writing and lecturing on practice development issues for accountants, I quickly learned to avoid the \u2018M\u2019 word. Few accountants wanted to think about actively \u2018marketing\u2019 their practice. They didn\u2019t understand what was required as their training never covered it. And there was a common belief […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11759],"tags":[29588,11235],"dealstore":[],"offerexpiration":[],"class_list":["post-227482","post","type-post","status-publish","format-standard","hentry","category-accounting","tag-attract","tag-clients"],"yoast_head":"\n
Your homepage needs to work harder. It\u2019s often the first impression prospective clients have of you and your practice. Ask yourself:<\/p>\n\n
It\u2019s not enough to rely on charm, qualifications, or your friendly tone.\u00a0 And you just seem daft if your claim to be different involves you saying the same things as all the other accountants who claim to be different.<\/p>\n
Many accountants claim that they secure the majority of their new clients through word of mouth referrals.\u00a0 Whether these are the clients they really want is a different question!<\/p>\n
However good you are will rarely mean that enough new clients approach you on the back of referrals from existing clients. Waiting and hoping for good referrals is not a strategy, nor is simply saying \u201cfeel free to refer me\u201d.<\/p>\n\n
Want a higher return from your efforts? Focus on the clients you already enjoy working with.<\/p>\n\n