How to use your digital presence to proactively grow your accountancy firm
There was a time when reputation alone was enough to generate new clients for businesses in the accountancy and finance industry. But, if you’re still depending on referrals and word-of-mouth for new business, you’re missing opportunities to grow your firm every single day.
CONSIDER THIS… 97% of people research local professional services online before making a purchase. It’s no wonder then that 77% of professional firms rely on their online presence to generate new business leads (sources: BIA/Kelsey; Hinge).
Why this matters to you…
You now need a strong digital presence in order to be found (and found first) when potential clients are searching for your services. The number of accountancy firms engaging in online marketing is on the rise year-on-year BUT the number of accountancy firms engaging in ineffective marketing is also on the rise, with 63% of firms failing to track and measure the ROI of any of their marketing efforts (source: Wolters Kluwer).
This is actually an opportunity for you to separate your firm from the competition.
While your competitors engage in “hope” marketing (trying a whole lot of different marketing efforts and hoping that something works), you can be certain that your firm is found first whenever and wherever a potential client is looking for your services and that you’re standing out as the undisputed authority in your market.
Grow your firm between referrals…
New marketing isn’t about shouting louder than your competitors (and tarnishing your professional reputation in the process). Instead, it’s about being more helpful and offering up the expertise that your ideal clients need.
Strategic online marketing not only brings you a consistent stream of pre-qualified enquiries (i.e. people who are looking for the services you offer and are ready to become paying clients), it also ensures that your firm grows predictably and sustainably.
When done correctly, strategic marketing ensures you never miss an opportunity to engage prospects, establish your industry authority and earn new clients between referrals.
Where to start…
To ATTRACT your best clients, your firm should be producing original content for your website and distribution channels.
This is an opportunity for you to build your firm’s authority and ensure that you’re front-of-mind whenever a potential client needs your services (Google rewards your original content production with higher search engine rankings). By automating your lead nurturing processes using a marketing automation platform, you’re able to RESPOND instantly with highly relevant and personalised content whenever someone shows interest in your firm.
These processes ensure that your firm attracts a consistent stream of qualified enquiries who have been pre-warmed on your services, making it easier for you to convert them into paying clients. Importantly, these processes free you from the feast/famine cycle of regular accountancy firm life… busy one month, then hunting for revenue the next.
Want to make it work for your firm?
Download our guide to the Self-Managing Client Attraction Process