Running your own bookkeeping business can be hard. Marketing it – at times even harder. And as rules would have it, if you’re a solo entrepreneur (solopreneur, if you will), you’re going to be wearing the captain’s hat, the first officer’s hat – heck, even the cook’s hat on that bookkeeping ship of yours.
Especially if you’re at the beginning of your journey, marketing for bookkeepers might seem like a specifically difficult feat. Thankfully, it’s far from impossible. It all comes down to one essential thing really – having a clear marketing strategy.
Don’t know where to start? No worries, this article covers everything you need to grow your practice.
Let’s get started.
How to run successful marketing for bookkeepers
1. Pick a niche
First thing’s first: have you decided on your specific goal? What is the goal you want to achieve with your strategy? Is it providing services for individuals or companies?
Would you offer a mixed set of services such as payroll and employment taxes, expenses, bank statements, cash flow analysis, Quickbooks training, or would you rather focus on just one thing?
Also, are you going to be a generalist or work in a specific field like law firms, or engineering firms? Or maybe real estate? Medical?
Do your homework and find out which one is the best for you. Once you choose your niche, it will be much easier to target clients and create your marketing plan around them.
Pro tip: Target peers as well. They’re not your enemies – as a matter of fact, it’s been proven that they act more as allies in getting you gigs, than plotting against you.
2. Create a kickass Website
You have your niche, you have your targets, now it’s time to become visible to them. How else will they know that you exist?
This is what your website is for – it’s your online business ID. It has to contain clear information on the services you offer and for which clients.
If you’re still new in the game, an About page, Services page, and Contact page are enough. Like this example from Dianne Mueller’s website created with WordPress: https://diannemueller.com/
But if you really want to show your expertise, update your website once you have work to show (your portfolio), testimonials from satisfied clients, your own blog, etc. Take a look at this example of Juliet Aurora’s AIS Solutions:
3. Create drop-dead Content
What’s the use of a website if you don’t fill it right? Would you make a gorgeous, mouth-watering chocolate cake with drops of rum to add to that beautiful moisture just to leave it without the dripping chocolate icing and a strawberry here and there? It’s blasphemy!
Your website may be your ID online, but it’s also proof that you know your business inside and out. Add a blog section on your site where you’ll share insights, thoughts, news from the industry, and some tips and tricks for your clients. If you want to learn more about content marketing, read this article.
Start an email newsletter and adapt your blog content for emails. Emails are much more personal and every subscriber likes to feel special – it’s like you’re speaking to each of them separately. Plus, 91% of marketers say that email marketing is a very important part of their strategy – and who are we to deny it?
Also, create social media accounts and start sharing valuable content there. You can use your blog content dissected in tiny bites of information for an audience that prefers short texts. For more info on social media tips, check out our article here.
Now, this is playing in the big leagues and you won’t always have time to be the marketer because of your primary business. Consider hiring professionals for this stage. We at Accounting Presence not only provide a complete content strategy, but we also create the content for you.
4. Use (local) SEO
The reality is, you can have the best content in the universe (including the parallel one), but if it’s not SE optimized, it won’t do you much good. SEO means that your content AND your website have to play by (most of) Google’s rules.
SEO is the magician that puts you on the map and even improves as you get more traffic. You just have to be patient because this tactic is as slow as an old lady with a walker crossing the street – but, man, the benefits that come with that walker.
Local SEO in particular means that you’re more visible for local websites, directories, and listings. It’s absolutely crucial if your business concentrates on your local community. Studies show that improved engagement and ROI went up by 48% thanks solely to local SEO.
Reach out to our local SEO experts to discuss how we can help you get local online exposure without the fuss.
5. Connect and build relationships
This should come as a no-brainer. The more you connect, the bigger your pond of prospects. A huge percentage (73%) of participants in a survey said that they landed a gig as a result of being introduced to a connection.
But don’t limit yourself only to your social media. Sure, comments and messages are the easiest way to start conversations, but if you want to be a real pro, you’ll have to step out of your comfort zone and do some (virtual) tete-a-tete marketing for bookkeepers.
This means being regular at events (even online), participating in workshops, or just being active on different forums. If you’re still a newbie, it might be a bit intimidating at first, but that lasts only a short while – it’s easier to have your voice heard when you talk about something you’re passionate about.
6. Use CRM tools
Every superhero has their sidekick – why should you be any different?
CRM stands for Customer Relationship Management and its goal is to organize your follow-up strategy i.e. nurture people who are already your clients. You can offer an additional service to them, or reward their loyalty with some kind of a free gift.
These platforms manage all your business relationships and interactions you might have with existing and potential clients. No wonder Businesswire says that the Global CRM Market size is expected to reach $94.4 billion by 2027 – it’s THE ace to have up your sleeve.
Here’s a list of the best CRM tools you can use:
7. Hire a marketing expert
You’re now probably thinking: Why would I hire someone if I follow the tips mentioned above?
Simple: Because not every bookkeeper can or want to spend a valuable part of their time on marketing while they can make money from their expertise. Moreover, marketing is a specific business that if not done properly, can backfire very soon.
So why risk it, especially when your business starts to pick up more and more?
Our wizards at Accounting Presence love doing marketing for bookkeepers as much as you love… well, bookkeeping.
The team also includes accountants and bookkeepers, so when you work with us, you get a 2-in-1 deal: experts from your own industry plus marketers for a winning marketing strategy. The combo fits better than a burger with a Coke.
We hope this article helped you clarify all that you needed to know about how to market your business. Not everyone can run two businesses at a time, so give yourself a solid pat on the back.
What you need to remember about all steps regarding marketing for bookkeepers is that you have to be persistent and patient with them.
It’s a long game won only by the most stubborn. So make sure you have your primary goal, know your target audience, and create content revolving around their needs and problems.
If this sounds too complicated or too overwhelming, or you just don’t want to waste time on secondary chores, let us do it for you. We can help with content creation, manage social media for you, and even improve your online exposure through some efficient SEO (including local).
You can also download our free social media calendar for a whole year and don’t have to worry about scheduling your posts ever again!