When I ask my students what their marketing strategy is, very often they tell they they haven’t got one.
I understand them really because when I started my accounting practice in 1996, I didn’t have a marketing strategy either.
Very often we don’t have a marketing strategy because it seems like something that is really complicated and time consuming. After all, loads of people these days are getting marketing degrees and qualifications.
But sometimes people overcomplicate marketing.
I like to keep it simple.
Really, to create a great marketing strategy, there are only 3 things you need to do.
1 - Ideal Client Profile
Who is your ideal client?
You need to know who that is - in writing.
Look at your best clients. What characteristics do they have? What sort of clients do you like working with. What size business? What kind of turnover? What industry? Where are they located? What are their personalities like?
You need to consider what kind of clients you want to work with and create an ‘Ideal Client Profile’ that sums up that kind of client. Then only take on that type of client.
Most accounting firms take on absolutely anyone that wants to work with them, trying to get as many clients as they possibly can. What then ends up happening is you find you’ve got too many clients, you’re too busy, not making enough money, and the clients you do have are not always great to work with.
You cannot build a successful accounting firm by taking on anyone and everyone. You need to have clarity over who is the right client for your business.
The first step in your marketing strategy is knowing who you want to work with.
2 - What Do They Want
The next thing you need to work out, is what those ideal clients are looking for.
What sorts of things do they look for in their accounting professional?
Hopefully, you already have at least some great clients that fit your Ideal Client Profile. Ask those clients what sorts of things they are after. Say to them…
“We are looking to improve the services that we offer you. Tell me, if you could wave a magic wand, and anything were possible, what would you want us to do for you? What services would you like us to provide? What would you like us to help you with?”
Do some surveys, ask for feedback, and talk to your best clients.
What they want is what your ideal clients want.
3 - Deliver It
From the list of things that your clients ask for, choose which ones you know you can deliver, and which ones you can really be the best at.
That will become your strategy.
You may decide, based on your Ideal Client Profile, you love working with the medical profession. Your best clients might then tell you they want help with a particular type of tax planning.
You might choose to make that your strategy.
If you can become the best in the world at delivering that particular tax planning advice to that particular audience, you could charge premium prices.
You’ll start to become known as the expert, and you will attract many more ideal clients to your business.
A great marketing strategy will bring great clients straight to you.
If you would like to learn more about value pricing, I run a free live online training session every month which you can attend and ask me questions. Click here to register and I will send you an invitation to the next session.
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Wishing you every success on your pricing journey.
Chartered Accountant, Public Speaker and Author of Amazon No.1 Best Seller, “Effective Pricing for Accountants”
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