Many accounting firms struggle with getting new clients in the door. Yet having a steady stream of new clients is critical for any growing advisory business. Without clients, we have no reason to come into the office each day.
So how do we attract more clients when there is so much competition in the accounting industry? The answer lies in truly understanding client needs first before trying to make a sale. We must start our accounting marketing efforts by asking why clients would want to work with us instead of the firm down the street.
Define Your Target Market and Niche
One of the first steps to successful accounting marketing is to define your target market and niche. This means identifying and segmenting your potential clients based on their needs, preferences, and characteristics, such as their industry, size, location, budget, and pain points. By doing this, you can tailor your services and messages to suit their specific requirements and expectations. You can also choose a niche that matches your expertise, values, and goals, and focus on serving a specific segment of the market that you can excel at. For example, some accounting niches are tax preparation, bookkeeping, payroll, forensic accounting, nonprofit accounting, and international accounting. By choosing a niche, you can differentiate yourself from the competition and position yourself as an expert and a trusted advisor in your field.
Tell Stories, Not Just Numbers
In the world of accounting, numbers tell a story, but in the marketing world, most people choose emotion over thought. Yet too often accounting websites and materials focus exclusively on services, credentials and pricing before relaying any company personality. This can prevent forging genuine connections with prospective clients from the initial digital interaction.
Identify your ideal client and their pain points. What are their goals, challenges, and frustrations? How can you help them overcome them? For example, your ideal client might be a small business owner who needs help with tax planning, cash flow management, and business strategy. Show your client that you understand their situation and that you have the expertise and experience to help them. Don’t brag about yourself, but focus on how you can serve them. For example, you can say something like “We know how hard it is to run a small business. That’s why we are here to help you with your accounting and financial needs.”
Offer a clear plan of action. Explain the steps your client needs to take to work with you and achieve their desired outcome. Make it simple, easy, and logical. For example, you can say something like “Here’s how we can help you: 1) Schedule a free consultation with us. 2) We’ll create a customized plan for your business. 3) We’ll implement the plan and monitor the results.”
Call your client to action. Invite your client to take the next step and work with you. Make it urgent, specific, and appealing. For example, you can say something like “Ready to grow your business and save money on taxes? Contact us today and get a free quote.”
Paint a picture of what your client’s life will look like if they work with you. Highlight the benefits of their decision, for example, you can say something like “If you work with us, you’ll have more time, money, and peace of mind. You’ll be able to focus on your core business and achieve your goals.
Build a Tribe, Not Just a Client List
Share your knowledge and expertise without expecting anything in return. By hosting free webinars or workshops on topics that matter to your audience. By offering downloadable guides or checklists that solve their problems. By answering their questions on social media or Quora. By doing these things, you are not only providing value upfront, but also building trust and credibility. You are positioning yourself as a thought leader and an authority in your field. You are creating a loyal fan base that will spread the word about you and your business.
That’s how you create engaging content that works. Not by manipulating people, but by attracting the right people. Not by selling, but by serving. Not by interrupting, but by engaging.
