Accountants and CPAs are busy people. When you’re already juggling tax deadlines and client demands, carving out time to market your accounting firm can be a tall order. If you do have time to market, you may not know where to focus your efforts. Rest assured, this is a challenge many accountants and CPAs face.
Based on our experience, the most successful CPAs and Accountants focus on balancing their time and energy on these six marketing tactics:
- Networking As an accountant or CPA, over 85% of your new business will come from your network. That’s why it’s essential to maintain contact with your clients, contacts and referrals. One hint is to make sure you’ve identified your top contacts and focus on them; try scheduling lunch (or even a Zoom meeting) and use this opportunity to tell them what your best clients look like. In order for people to give you a great referral, they need to know what a good referral for you looks like. Remember, when it comes to networking, it’s quality over quantity that matters.
- Your Website We live in the 21st century. Anyone wanting information about your company will go to the internet. That means, all the referrals you are receiving (or soon to be receiving) will Google you. It is so important to make sure your website adequately reflects your brand through excellent and engaging design and messaging. If you’re not quite sure where to start with your website, begin small; ensure your bio is in tip top shape. From there, continue to keep your site as updated and fresh as possible.
- Association Involvement Joining and becoming actively involved in an association is a fantastic way to market yourself. The key to your success in an association is to consistently attend meetings and join a committee where you will be exposed to prospect and referral sources. You want to be where your clients are. Over time, if you continue to provide value and be of service in your association you will reap the benefits of your hard work.
- Social Media Many of our buying decisions in today’s digitally savvy world are begun and thoroughly researched via social media. Professional services are no different. Because your referral sources, prospects and clients use social media – you need to as well! At a minimum, make sure your LinkedIn profile is completed and that you have a professional profile picture. You may also want to consider expanding into the world of Facebook, Twitter, and possibly even Instagram. But again, as with networking, remember it’s quality over quantity so if you are going to be on a social media network, make sure you are actively engaged. Consider spending some time creating a ‘Hootsuite’ account for yourself and your practice. This will assist you in pushing out content (your own and curated content) which will ultimately elevate your credibility in the eyes of your contacts.
- Communications Your network needs to hear from you. Consistently communicating with your contacts is essential. While being active on social media is a great start, it’s also really important to share your thought-leadership with those that aren’t active on social media. This could include e-communication newsletters, email marketing, blogging or vlogging. At PSM, we encourage our clients to develop a branded, personalized e-communication newsletter through a system like Constant Contact or Mailchimp. A forewarning; this will take time and focus as it’s important to share content that you have written yourself that is relevant, authentic and personalized to their needs. The more personal and unique you can make your newsletter, the more people will actually read it. Over time, your subscriber list will grow, as will your business!
- Thought-Leadership/Blogging To separate yourself from your competitors, you need to share your expertise. To do this, you need to develop a strategy for your thought-leadership. Begin by personally calling your top three clients to ask them for ideas around what blogging or speaking topics they would find helpful for you to address. These ideas can be the foundation for the topics you will write and speak about. Once you have your ideas, create a blog to add to your website. Ideally, if you have taken the time to blog on a topic that you are an expert around, then it’s worth finding ways to repurpose that content in other areas of marketing such as a presentation, submitting it to your association’s newsletter and pushing it out via your e-newsletter.
By consistently maintaining your activity and focus in these six marketing tactics, you can keep the marketing momentum going in your business. Consistently doing the right things in your business will pay off over time.