Imagine a world where the gas for your car is free, where cake actually makes you thin, and where you don’t have to run after clients and demand they give you money because you keep shoving your accounting business in their faces. What a wonderful world would that be!
Unfortunately, we can’t do anything about the first two, but we can darn well guarantee you that the third one is a thing of the past and there’s a much easier (and more lucrative) method to lure in clients – it has to do with marketing for accounting firms.
But not just any marketing – inbound marketing is a relatively new method that proves time and time again that it can bring in more customers than any other type of traditional marketing.
Intrigued yet? Let’s dive in for some more game-changing tricks.
Outbound VS Inbound marketing
The crucial difference between these two is in the focus – while outbound marketing works in favor of the seller, inbound roots for the buyer’s team.
Outbound is a general method that targets everyone. TV and radio commercials, billboards, newspaper ads are all types of outbound marketing, and people consider it as an obtrusive and interruptive campaign that wasn’t really asked for.
The language used in outbound usually goes something like this: “Look what [our company] does, “Our business is great because…”, “You should buy from us because…” etc. In other words, the sellers focus on their own awesomeness through the description of the features they offer.
Inbound, on the other hand, has the buyer a.k.a. the client in their focus. This method is constructed in a way for the client to look for and find your business. There’s nothing obtrusive, everything happens at the (prospective) client’s pace, which creates a happy win-win situation for both parties.
Inbound marketing focuses on the benefits for the client, not so much on the features. The language that’s typically used goes something like this: “Let us help you with…, “How to solve your problem concerning…”, “Find out more about this issue at…” etc.
Bottom’s line: with outbound you chase and try to catch whatever you can as a client, while inbound the right clients (the ones most likely to make a purchase) willingly come to you and at a much cheaper price.
Benefits of inbound marketing for accounting firms
As if the above-mentioned explanation wasn’t enough, here are some more awesome benefits you’ll get when you implement an inbound accounting marketing strategy:
We kid you not – a lot of inbound methods will cost you nothing, such as creating profiles on social media and running a marketing campaign there. For more on social media practices for accountants and bookkeepers, read our article here.
It’s also free to run your own business blog on your website and share your thoughts and insights in the industry in a way that will be helpful and valuable to your readers.
Increased online visibility
Since inbound marketing is mostly about creating quality content, the more you create, the bigger the chances of driving traffic to your website – of course, the keyword here being “quality”. Plus, it can be reached at any time, thus making your business even more visible.
High ROI (Return of investment)
While it may take a longer time to get that return of investment, the method is far more stable than outbound. Studies show that inbound marketing for accounting firms can generate 3 times more leads than outbound.
This one’s a benefit that also saves you time. Because once you create your content for your website or for your social media, it will stay there for as long as you want it. And you won’t have to worry about content creation for a while after you’ve created your strategy for, let’s say, a whole month.
Increased brand trust
Your target audience is people who already need your services. With your inbound marketing strategy done right, they will come to you anytime they need help answering a question related, for example, to tax returns.
Or, they know they’ll benefit from your guide on issuing financial statements because you’ve already proven yourself as an authority in your niche.
And that’s all thanks to your regular and quality content creation.
Effective inbound marketing tactics
These are the crucial steps you need to take for a successful implementation of inbound marketing for accounting firms:
1. Decide who your specific target audience is
The first step of any marketing strategy is deciding who you want to serve. Are you going to work with individuals or companies? Are you going to pick a niche such as medical practices, real estate, construction, or do general accounting work? The more specific you get, the clearer your marketing strategy will be.
2. Get online
Having a website for your business is an absolute must if you want to be considered a professional. Set up your website, optimize it for search engines, and start creating regular blog posts.
Don’t forget the power of social media also. Do research on which media channels would work best to present your services and be regular in posting.
3. Choose the content you’ll be offering
Whatever type of content you decide to create, it has to offer value to your readers. This is how you build your authority – you talk about relevant issues in your industry, people will know who to turn to solve a certain dilemma. Blogs only belong among the top 3 forms of media used in content strategy.
For more ideas on what to post, check out our article on content marketing here.
4. Use email marketing
This is a method where you collect email addresses from your prospective clients and send them regular newsletters with educational information. It works great because emails are much more personal than social media posts or blogs, so you can really build a connection with customers here. Plus you get 6 times more chances to get a click from an email than a tweet.
5. Engage with potential clients as often as possible
Reply to their comments, answer their email questions – anywhere you see that a prospect is reaching out to you do not ignore. Even if you receive some negative feedback, keep your cool and answer in a respectable manner – everyone is about to have a bad day sometimes.
This will show your human side to your customers and they’ll appreciate you more for it. Just remember not to get greedy. Offer help or advice to every prospect – even if they don’t turn into customers.
6. Analyze and measure
Finally, how would you know what works and what does not in your strategy if you don’t keep track? 66% of marketers agree on the importance of data analytics in their marketing plan. So, analyze EVERYTHING – from how many comments or shares you get on your content to the percentage of the opening rate of your emails.
Measuring all the results will give you a clear picture of what you’re doing right, and where you should probably adjust something.
Examples of successful accounting marketing
To show you that inbound marketing for accounting firms really works, here are a few awesome examples from an inbound strategy done right:
· Kate Bell’s LinkedIn page: https://www.linkedin.com/in/kaybell
· Hitendra R. Patil’s Twitter: https://twitter.com/HitendraRPatil
· Nayo Carter-Gray’s website: https://1ststepaccounting.com/
How a digital marketing agency can skyrocket your accounting business
It’s absolutely achievable to do your own inbound marketing. Truth be told, though, if you want to achieve the pro-level in a much shorter time, it would be best to get in touch with people who do inbound marketing for accounting firms for a living.
This way you invest your money in a proven method without stressing over what might work and what not. We at Accounting Presence can help you create a whole marketing strategy for your accounting business and save you your time for the real work – serving your clients.