At the start of this century(!) when I first started writing and lecturing on practice development issues for accountants, I quickly learned to avoid the ‘M’ word.
Few accountants wanted to think about actively ‘marketing’ their practice. They didn’t understand what was required as their training never covered it. And there was a common belief that ‘marketing’ wasn’t something a professional accountant should have to do.
Even today, plenty of experienced accountants who start their own practices seem to assume that all they need is an ability to do the work (eg: to produce accounts and tax returns).
In reality, it is almost impossible to build your own practice without embracing some form of marketing. And the more you understand what’s involved here, the more likely you are to be successful and to attract the clients you want to work with, who will pay you the fees you want, for doing the work you enjoy.
Back in the day I developed a workaround. Effective marketing became implicit in sessions such as ‘Easy high impact business strategies that really work’.
Today that same approach still guides what I say when I mentor sole practitioners and create new blog posts on marketing related topics.
But I’m also aware that whereas accountants were previously cynical about the ‘M’ word, now that cynicism is often focused on another word. So I avoid it and instead I ask questions such as:
- What is your stance on focusing your marketing on a specific group or type of prospective clients?
- Is it time to stop trying to appeal to everyone and start targeting specific groups in your marketing strategy?
- Are you missing out on potential clients by not tailoring your marketing messages to their specific needs?
- Is it better to focus your marketing efforts on a smaller, more profitable client base, or to try to appeal to a wider audience?
- Should accountants be afraid to reveal a focus in their marketing strategy?
- Are you willing to take the risk of alienating some prospective clients in order to attract those who are a better fit for your services?
I am aware that plenty of accountants do not believe it’s necessary to do this. They have always won enough new clients in the past without evidencing any clear focus. Others feel unable to identify any specific client characteristics suitable for focused marketing. And some are simply scared to do this. They are concerned that revealing a focus will alienate other prospective clients who do not fit that focus.
If we go back to what you want though, surely there are some new clients that will be more attractive, interesting and profitable for you than others. Why would you NOT want to make it as easy as possible for them to recognise that you have the expertise and experience they want? You may want to adopt a more sophisticated approach to categorising your clients. And then tailoring your marketing messages accordingly.
The trick is not to follow generic marketing advice.
Instead, let’s focus on practical steps that help the right people realise you’re the right accountant for them.
Here are five strategies that work without ever doing any conventional ‘marketing’:
1. Ensure your website does more than tick a box
Your homepage needs to work harder. It’s often the first impression prospective clients have of you and your practice. Ask yourself:
- Does it speak to the type of clients you want?
- Does it contain the key words and search terms they’ll be using? [Most people search either for specific expertise and/or for someone in the local area]
- Is it obvious what sets you apart from others in your area?
- Can prospects see who YOU are and if they can relate to YOU?
Beyond this, your website doesn’t need loads of bells and whistles. You’ll find my general advice re accountants’ websites here >>> And 25 ways your website could be working against you, here >>>
You don’t need to become an SEO wizard. But simple tweaks, clarity of message, and an obvious focus on the kind of clients you want can make a big difference.
One other things, unless you’ve been keeping it up to date, PLEASE remove that blog you were told to include on your website. An out of date blog is likely to have a negative impact on visitors and generates none of the hoped for benefits.
2. Be clear about what makes you different
It’s not enough to rely on charm, qualifications, or your friendly tone. And you just seem daft if your claim to be different involves you saying the same things as all the other accountants who claim to be different.
Who are YOU? Why do clients love having you as their accountant? What special expertise and experience do you have and how does this help your clients get a better service?
What do clients value as regards your style and approach? What do your ideal clients care about? What gives them confidence that you understand their world?
Distil this into a few key statements. Include them in your online profiles (eg: on Linkedin), on your website, in your emails, and when introducing yourself to new contacts. These aren’t sales lines – they’re positioning statements.
And ensure that what REALLY makes you different is evident in any social media activity and in your Linkedin posts too if you active here in the hope of attracting new clients.
3. Quality client service is as crucial as ever
Many accountants claim that they secure the majority of their new clients through word of mouth referrals. Whether these are the clients they really want is a different question!
Few accountants have a structured approach to securing any referrals. The starting point of course involves a focus on client service especially for those ideal clients you would love to recommend you to other people like them.
They key here though is to ensure that you see it from your clients’ perspective. That’s what counts. Not how hard you try. Not how hard you work.
Are they delighted with the clarity, ease, and timeliness of what they receive from you? If not, that’s where to focus. You want them to recognise that you understand them, care about them, and are helping them to achieve their goals. Because what they say about you will always carry more weight than what you say about yourself.
4. Be more intentional to get the referrals you want
However good you are will rarely mean that enough new clients approach you on the back of referrals from existing clients. Waiting and hoping for good referrals is not a strategy, nor is simply saying “feel free to refer me”.
Be more intentional:
- Pick the right time—perhaps after a problem has been solved or advice appreciated.
- Be specific—“If you know anyone like you who could use this kind of help…”
Make it easy – some accountants ask clients to use specific distinct messages when recommending them. Others provide a one-page pdf that clients can forward to prospects, explaining how they help and what makes them distinct from other accountants.
In an ideal world you would only need clients to forward a link to your website. Please only do this if this if your website is really up to date and evidences what makes you different from the others! 😉
Whether it’s your website, referral messages, or a chat at a networking event, tailor your words. Make it obvious who you help, how you help, and why they should care. The more generic your messages, the less likely they are to resonate with anyone.
5. Go deeper with your best clients
Want a higher return from your efforts? Focus on the clients you already enjoy working with.
Create your own ‘A-team’. Define it however you like – size, fees, personality fit, scope for advisory work. Then think:
- What other services could I offer these clients? (Let em know if you’d like details of my WOO chart to help you here)
- How could I position those services so they see the value?
You don’t need to do this for everyone. Just the clients you’d love to have more of.
And if you’re still worried that narrowing your focus will scare others off? Don’t be. Most people won’t even notice what you’ve “excluded” – but the ones you want? They’ll know you’re talking to them.
