Do you struggle when it comes to finding new ways to grow your accountancy business?
You’re not alone. Lead generation and client retention are one of the most significant problems for accountancy businesses of all sizes. This is where keeping ahead of the latest developments in inbound marketing methods can really help.
Traditionally, outbound marketing mainly focuses on methods such as calling data or sending direct mail such as letters to a large target audience. One of the main problems with this strategy is that you are marketing to people who likely did not ask for it, or do not require your services at that time. Inbound marketing for accountants is all about using a strategy to drive more traffic, qualified leads, and customers to you, at a time when they are ready to buy.
Ultimately when people go online and search for accountants they will look at your website and will ask themselves two questions:
- "Can I trust this company?"
- "Do they have the ability and experience to help me with my problem?"
With these questions in mind, it is vital that the content you publish provides answers to these questions - both answers must be yes! If a potential client doesn’t think you can help with their problem or if they feel you are not trustworthy, they simply won’t engage with your business.
Think about the common issues that your potential clients may be facing or common questions they might want to know the answers to. For example, many search for ‘When do I need to submit my tax return?’ so you can write articles around this topic and topics like this one.
Many businesses now have a call-to-action on their website. A call-to-action is a piece of content which is designed to prompt the customer to perform a particular action. If the client completes this action, it is a good indication that they are interested in what you have to offer.
Once the client has clicked on the CTA, ensure that it takes them to a landing page that provides an offer for the customer such as downloading an eBook or signing up to a newsletter. If the client is interested in the offer they will need to provide information about themselves in exchange for your offer, if they complete this information then you can rest assured that this prospect is interested in what you’re offering. You can use the information they have supplied to contact them with more relevant information and begin to establish a relationship.
Coming up with a great call to action is easy once you know how to do it, have a read of this Econsultancy article to see some good examples.
Creating blogs is a great way to grow your business. If someone reads a blog on a topic that is of interest to them, they will more than likely want to know more about who wrote the blog and see if there is anything similar. This post will direct them to your website where there is a good chance that they may see something else of interest to them. This starting point is where they begin their journey from a visitor, to a lead, to a customer.
According to a 2015 report, 79% of accountants use social media; having an active presence on social media sites can really boost your reputation and help to generate more interaction with your business.
By providing information about what your company does, the services you provide and the offers you are promoting this can drive more traffic to your business. If you link your social media page to your website, then prospects can explore further.
Millions of people still use email on a daily basis so why not market your business through emails too? The key to a successful email is to know your target audience (find out how to discover your target audience here) and pick a common topic to write about. The topic will need to be educational and something they find valuable.
Where possible, it might be worth considering well-known people in their industry - maybe a celebrity or brand. For example, if a particular brand has been in the news regarding money issues, you could use that to leverage an email about ‘how to manage your money better’. If it’s relevant, then prospects will engage with you.
You can read about examples of good marketing emails in this article by HubSpot or find out why your emails aren't being opened in our eBook.
Posting offers onto your website, creating blogs on social media, or sending educational emails to potential customers are great ways to build relationships and trust, but how do you know which action has been most effective?
Analysing your data can show you how many emails have been opened, or how many likes or shares your blog has had on Facebook. Analysing your data will help you to better understand which methods work and which methods don’t. There’s no point sending an email if nobody is opening it.
For example, you may need to establish why people are not engaging with your emails. Is the subject of the email not inviting enough for them to take action? If you feel that this could be a reason, then think of a new subject line and try again.
Analysing your marketing efforts is not as difficult as it may sound. There are many integrated and excellent marketing platforms or software which can help you analyse your efforts - well - effortlessly. Our preferred automated marketing platform (we are partners after all!) is HubSpot - click on the link to find out more about HubSpot's great features.
Now you know what you need to do to grow your accountancy business find out more detail on how you can achieve growth by downloading our guide, 5 Ways To Grow Your Business.