When was the last time you updated your marketing message? I know- tax season is here, and you’re busy. And, I get that you may not know how or what to craft into a compelling message. You’re an accountant, not a marketer. But, you’re also a business owner running a business… in a very competitive profession. You need to stand out. Here are a few facts and strategies to get your wheels turning.
If 85% of consumers conduct research online before making a purchase, how likely are your prospects to select your firm based on your website?
Wait, you get your business from referrals, you say? Guess what they’re doing before they call you…
There is a handy keyword tool you can check out called Ubersuggest. If you simply type in the phrase ‘accountant near me,’ you’ll see that the search volume this month for that phrase is 33,100. Say what?! Without going down the SEO path in this article, let’s focus on how the right message can help you stand out from your competition and attract the clients you want…many of whom typed ‘accountant near me’ into the search bar.
Now that we’ve established the importance of your website…let’s talk about your firm’s marketing message.
I hate to break this to you, but your marketing message shouldn’t be about you.
Think about the last website you saw today. Did you actually read the history of that company? Did you study every paragraph or bullet point on the site and absorb it? Were you even remotely interested? Or, did you click off the site or page after a few seconds and move on?
Now, think about the last website (besides Amazon:) that captured your attention and caused you to take action. If a website does a good job of making their company/product/service about YOU, well, now you’re interested, right?
How about your website? What impression are you giving your clients and prospects? Frankly, your value to your clients has nothing to do with the fact that you’ve been in business since 1972. Or, that could pride yourself on exceptional customer service. Yawn.
Your entire brand message needs to tell a story. More importantly, it needs to invite your prospects into that story and make them the hero.
How do you tailor your message to be about your clients?
You have to know them. Start by defining exactly who your clients and prospective clients are. What is their demographic? Profession? What do they fear i.e. how could they fail? What do they need to achieve success? Why would they need you? How does all of this align with what you offer and what your firm’s goals are?
Think of it this way. Assume I am one of the thousands of business owners who are good prospective clients for you. I can find any number of people who can do my tax return. So, why would I pick you? Do I know how to interpret financial statements? Maybe. Do I know how to use them along with other financial data in my business to plan my cash flow for this year? Or whether or not I should hire people? Make a capital investment? Change my business structure? Apply for loan forgiveness or tax credits? What industry am I in? How often do I want to hear from you? Do I expect to get a bill every time I call or email? Or, do I prefer to pay a monthly retainer?
As a small business owner, it’s doubtful that I opened my business because I wanted to interpret financial statements or strategize about how to minimize my tax liability and stabilize my cash flow. It’s also unlikely that I have the expertise to create a comprehensive financial strategy to hit my business goals. This is where you come in.
Clearly, I need your advice and expertise. But, I want to hear specifically how you can help me avoid failure or help me achieve a financial goal I have for my business.
It’s your job to craft a story that invites me in and guides me down the path to financial success in my business.
A ‘Must Read’ that will help you craft your story.
If you haven’t read Donald Miller’s book, Building a Story Brand, I recommend it. This is a quick and compelling read for anyone trying to create a clear, concise message around a brand- especially in a competitive environment.
As he states on the first page, “Customers don’t generally care about your story; they care about their own.”
Focus on your website first.
Look at every page of your website through your ideal customers’ eyes. Make it about them. Invite them into your story and become the guide that leads them to success or an avoidance of pain or failure.
The goal of your website is to convert business, so you need to establish a message – a value proposition- that will lead a visitor to take action.
Get rid of hollow, meaningless words.
Honesty. Integrity. Our business is your business. We put customers first. Our professionals set us apart. We provide the highest quality services.
Are you nodding off yet? And, wouldn’t every one of your clients just expect these things at bare minimum?
Be specific and clear.
Less is more. You don’t need paragraphs and paragraphs of words.
Call to Action
As basic as this may sound, make it easy for people to act! If you have a tiny message at the bottom of your site somewhere beckoning the visitor to ‘contact us at’…that isn’t good enough. Make it easy for people to interact with you by giving them a specific button to click that compels them to act. Your call to action should be prominent on your homepage so it’s hard to miss!
Social media
Once you have your message clear on your website, don’t overlook the importance of social media. You have a great message- now get it out there! While social media is still relatively new for some accounting firms, this is an opportunity to set yourself apart! What better time than 2021? According to an article by Katie Tolin, entitled “7 social media strategies for our new normal,” social media engagement increased 61% in a matter of weeks mid-March 2020. Accountants are ESSENTIAL to small businesses- this is a great way to get in front of people and offer value. But, if you are going to do it, be consistent and offer value.
Consider video.
Video is simply a key component to any marketing strategy, and it should be for your accounting firm. According to this article at lemonlight.com, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
If you aren’t using video to communicate your message, you’re missing a huge opportunity. Whether it’s setting up a YouTube channel or simply including video messages in your emails to clients and prospects, video is an absolute must for getting people to pay attention to your marketing message.
If the thought of updating your marketing message nauseates you…
Delegate it! And, if there isn’t anyone in your firm with the expertise to craft the right message, I highly recommend finding a marketing consultant who can. 2021 is here.
The shift from compliance to advisory services is well underway. Is your firm’s marketing message strong enough to attract new clients and keep your clients from going somewhere that offers them a more compelling story?
