“You can’t be all things to all people”
So many accountancy firms have teams of brilliant accountants, full of information and expertise, but they struggle to win clients over the competition.
So, where are they going wrong?
With marketing moving so fast, its vital that your accountancy firm stays ahead of the competition. To do so, we often tell our clients to never underestimate the importance of having a niche.
There is a common misconception that the only way to find clients is to market to the masses and offer them anything and everything. Many companies strive to become a “Jack of all trades” but in doing so, they become “a master of none”. In today’s world, more clients are looking for a master and with so many competitors out there to choose from, they are not hard to find.
Small accountancies that don’t have a niche really struggle to be heard. Their audience is too wide and they get lost amongst the competition. By deciding on a niche for your business, you are automatically in a much stronger position compared to your competitors because prospects who fit your target immediately feel like you know their business better.
Since, on average, 30% of web traffic comes from organic searches (source: KissMetrics) it’s clear that potential clients are ‘Googling’ their problems in the hope of finding a specialist. Using SEO (Search Engine Optimisation) and leveraging the best keywords on your website that support your chosen niche will aide in increasing your reach and bringing you more clients.
“Integrating PPC and organic SEO efforts results on average in a 25% increase in clicks and a 27% increase in profits over isolated or disconnected efforts” (Source: Digital Marketing Philippines)
With focused efforts and an established niche, you can offer bespoke and expert industry knowledge to help solve client problems – something that unspecialised companies cannot promise.
By creating and focusing on a niche you are able to:
- target your marketing to a more refined audience
- stand out from your competitors
- offer more tailored and expert advice to your clients
- save money on marketing to the masses
Although you will be communicating with fewer people, it will become much easier and more cost-effective to reach out to and connect with the right audience. Your leads will also be much stronger, as they already have preliminary reassurance that you know more about how to help them – this greatly increases the chances of turning these prospects into clients!
With all the competition surrounding your accountancy, make sure that you are always one step ahead of the game – determine a niche market and own it!