7 Powerful Ways to Reach Your Desired Clients

How much can you really afford for marketing as a small business owner? Surely not $10 000 just for logo creation. And why would you spend so much when there are other ways to save your budget AND reach your clients?

We’ve talked a lot about how accountants can attract clients through inbound marketing, and in this article, we’ll get really specific on finding clients the cheaper way. All of the methods on the list will cost you nothing or next to nothing – how about them?

Now let’s check them in detail.

1. Make a list of potential clients using online directories

And not just directories – indexes, registers, listings, catalogs – basically any place that will give you a name of a business that you can explore.

Next, create a  buyer avatar based on those business profiles.  Do some research and find out what they need the most, what their struggles are, or just their point of interest.

The other benefit of these online Yellow Pages is that you can list your own business and let clients find you. If you keep it up-to-date and use some local SEO to boost your business, you’ll reach your clients faster than imagined.

2. Create content to reach your clients

Once you’ve determined your client persona, start creating content specifically for them.  

And remember that the content should resonate with the idea of how to find clients for accountants in the first place aka drawing them in.

This can be in the form of a website blog – which, of course, you have to optimize – social media, email newsletters, etc. The point is to offer unique value and act like a trusted advisor.

This way your targeted audience will already know you as an expert and won’t hesitate to reach out to you for help.

Pro Tip: Give out Freebies

Don’t give away the business – this is the only time where you shouldn’t teach a man how to fish, but give him the fish so he can come back for more.

Offer a free tax calculator, or an accounts spreadsheet, usually in exchange for an email address. If you’re feeling extra generous, offer a free tutorial or an ebook without asking for email addresses – building trust is what you’re aiming for here. The next time they need a service from your niche, guess who they are going to turn to?

3. Consider podcasts

Speaking of tutorials, educational videos are taking marketing by storm. More and more small business owners are turning to video content as part of their marketing strategy.

You don’t have to make anything complicated –  just repurpose your written content from your blog or newsletter for the video channels.

Some people learn better through video, not through reading, so you reach a greater number of prospects – you offer something for various groups of people.

Here’s a good example of an accountant creating valuable video content to find clients for accountants:

4. Attend conferences, seminars, and trade shows

An absolute goldmine of potential clients. Strangely enough, not many online guides mention this step as part of the business strategy. Use it to your advantage.

Summits, associations, and other types of gatherings are popular in their own circles, but if you don’t break the sweat and stick only to the most common (generalistic) tips you’ll miss out on a great opportunity for increasing the number of clients.

You’re probably thinking now But what about the pandemic?

Well, what about it? Exactly because of the pandemic, these conventions have moved to the virtual world, which makes it harder for you to complain about a commute, travel, and accommodation expenses.

If speaking is your strong suit, why not try to attend as a participant – we can’t think of a better way to show expertise and reach your clients.

Pro Tip: Online communities and social media groups are another great way to connect with peers and prospects. Think Facebook and LinkedIn groups, Reddit, or Quora.

5. Partner up

Name one person who doesn’t appreciate wind in their back, we dare you. Although most freelancers and small business owners fall under the hat of solopreneurs, that doesn’t mean that they don’t use this strategy for reaching a greater audience.

What you can do is guest posts for relevant businesses, participate in their podcasts, or offer packages together. You can partner up with a fellow accountant or a bookkeeper, or step outside of your own zone and create a dynamic duo with an auditor or an accountant from a different niche.

This way you get to dip your toes in their waters and check out their audience. Remember not to get selfish, though. It’s called a partnership for a reason.

Try to collaborate with big names also – with already established brands – you’ll get the most valuable referrals even indirectly. If you work with them, it means they vouch for you. Who would want to relate their name with a weak business – in the end, it’s their reputation on the line too.

6. Don’t shy away from referrals

Referrals are more powerful than you think. Studies show that people are more likely to buy a product/service because of their friends’ or family’s reviews rather than because of reading the features.

Word of mouth is extremely important if you run your own (small) business. And yet, be honest now, how do you feel when asking for referrals from existing customers? Uncomfortable? Shy? We get it, there’s the fear of rejection, and not wanting to sound like a beggar.

But the truth couldn’t be further than that. Satisfied clients are more than happy to give you referrals. And if you feel uncomfortable talking on the phone or in person, just send a personalized message to your email subscribers.

If you’ve done a good job in taking care of your existing clients, they will be your advocates in front of your potential clients. In many cases, this method is even more effective than direct marketing.

7. Don’t shudder at cold pitching

If asking for a referral is a big deal, how can pitching to strangers be any easier, right? Ehm, not necessarily. Here’s the thing: according to Hubspot (only the giants in inbound and digital marketing), cold calling used to be the most effective way to reach out to prospects and it’s still going strong today.

What you need to be careful with here, is to make sure that you don’t go full-blind on them. It may be a cold pitch – meaning you reach out to strangers – but that in NO WAY means you shouldn’t know who you are talking to.

Like with doing research to create your buyer persona (stalking your prospects’ business profile – and we mean that in the nicest way), this method, too, requires certain preparation. Look up the company and person in charge and learn something more about them.

And if you’re really struggling with the cold – switch it to warm. Simply connect with these prospects on social media, let them see you, and then do your pitching. You’ll be surprised at the results.   

Before you click that “X”

Unless you’re a super extrovert human being with God-given self-confidence, reaching your clients can be a demanding task. Which doesn’t mean it’s soul-crushingly complicated.

All it takes is a little consistency with your chosen method. People are all different and what works for you – say, being the star speaker at the annual AAA conference, for others, it can be creating a mind-blowing blog post on preventing accounting mistakes.

Choose whatever fits you best, but don’t be afraid to experiment too. And if you think this is too big of a burden to bear, Accounting Presence can always take it off your shoulders.

We’re just a click away. Join our Premium Facebook Group to learn more powerful tactics and hang out with other VIP accounting fellas.  

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