I have gradually built up my accounting business and now have some lovely clients, a few I would like to weed out (but don't have the luxury of that option yet) and two bookkeepers helping me - one part time / one full time.
I started off in a niche which has worked really well and that is the direction I would prefer to continue with. However, one of the assistants was keen to get some all round experience so we side tracked into general accounts work. I was surprised to pick up two quite sizeable clients. These now account for 34% of our gross income. However, they are a lot more involved and time consuming to deal with and my gut feeling is to keep looking in my original niche area. However, the 34% concerns me. This is from just two clients whereas my niche clients are smaller value but more of them and a lot less hassle to me.
I want to build the business so have some marketing questions
1. Should I continue looking into general areas or stick to what I know.? I could have six niche clients bringing in the same income as the two general ones with way less hassle and not so much of a headache. However, to pick up six niche clients is a lot more difficult to do, from experience. Getting the two general clients was relatively simple and I find it easier to pick up the general type of client. The money is tempting but the hassle is not. Plus I like and know my niche.
2. I've tried various ways to get these niche clients and we have picked them up slowly by various routes, referral , adverts, etc. No one method seems to be a success. It is hard work and can get me down but I always stick at it. I've had a lot of enquiries via adwords which I use on occasion but only a small proportion convert to clients. However adwords gets the most enquries. I am wondering whether to get someone in on a part time basis to do all our marketing and get us in front of people, maybe just one day a week as a starting point. This would let us concentrate on the accounts instead of dabbling in advertising which we know nothing about. My only concern is the success of this. Not long ago we paid quite a lot for an advert with one response that did not convert. Adwords I can pay a much smaller fee to get a lot more enquiries and occasionally one coverts. Has anyone else employed someone part time to do their advertising, and get them in front of clients, and was this successful.
Nothing is easy !