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Marketing tips for accountants in 2024

29th Dec 2023
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Bright was created in 2021 when Thesaurus Software Ltd. and Relate Software Ltd. decided to join...
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As accountants, marketing might not be the first thing that comes to mind when thinking about running your business. Between tax returns, VAT and payroll, you’ve got enough on your plate as it is. However, in today’s world of business, you need to have an effective marketing strategy to attract new clients and retain your existing ones. 

We get that it is hard to know where to start, especially in the midst of busy season. So, to make your 2024 marketing journey a little less strenuous, we’ve put together three key pillars you need to put in place for a winning marketing strategy this year. 

1. Choose a marketing team that fits your firm 

Setting up a marketing team is your first step, but what does a marketing hierarchy actually look like in an accounting firm? Well, here are three roles to choose from, and bear in mind that you could choose one, two, or even the three roles below – all dependent on the size and scale of your firm – and have them working together. 

  • Take on a graduate 

You first option is to hire a graduate. This doesn’t require a massive budget, and as a graduate, they can learn the brand and easily implement tactics in line with your expectations. On the other hand, they usually don’t have experience trying out marketing tactics within other businesses, and will need guidance from you, the director, or another senior member of staff to move them in the right direction. Their responsibilities could include running social media, helping out with events, producing brochures and leaflets, sending newsletters, and updating website material. 

  • Hiring an experienced marketer 

Your second option is to take on an experienced internal marketer. The positives of hiring a more experienced professional are that they’ll be able to write up the likes of marketing strategies, submit budgets, and challenge and suggest new ideas for your firm. However, they’ll require a significantly higher budget, and could be specialised in particular areas, so certain areas (i.e. SEO, website development) may require outsourcing. 

  • Outsourcing to an agency 

If you’re strapped for time, money, or if you’re a sole practitioner, outsourcing is always a great option. This way, you know your marketing resources are being put to good use. You can rest assured that the results will be of a professional standard too, without committing to the full investment of recruitment. If you’re not sure where to start, some great areas to outsource could be the likes of PPC, website work, and social media. 

2. Brand management in your accounting firm 

In the highly competitive industry of accounting, your brand is everything. Yet, many accountants overlook the importance of developing a strong brand. There are good brands and bad brands, and its brand management that impacts this. It’s not just the responsibility of the owner or the marketer to do the work, it’s the responsibility of everyone that works in your firm to represent the brand. This includes every interaction, every phone call, every touchpoint on the customer’s journey. 

For example, if you’ve got a slick website but poor customer support, that’s going to come to light at some stage – be it your customer retention levels or online reviews. And speaking of online reviews… 

Online reviews 

Online reviews are becoming ever-increasingly popular. However, it’s important to note that people aren’t just looking for positive reviews nowadays, they’re looking for negative reviews too. Why? With scams and cybersecurity issues at an all-time high, it’s only natural to be cautious before signing any contract. Prospects need to do their own research, and by doing so, they’re trying to see if they can catch you out before handing over their money, and negative reviews are one of the best places to find out. 

So, if there are online negative reviews, reply to them with as much conscientiousness as you can. Prospects who see you going the extra mile to respond to unhappy customers could see this as the determining factor between choosing you over a competitor who ignores their unhappy customers. 

The difference between personal versus corporate branding 

A popular question that crops up now and again is whether or not a firm should promote their corporation, or themselves (the owner). Well, here are the pros and cons to each 

Personal branding: 

Easier to gain interactions on social media 

Clients want to know who it is they’re dealing with 

Can be challenging as business grows 

Corporate branding: 

Builds up brand equity before relationship starts 

Needs to have an established tone of voice and brand – people should know its you without seeing your logo 

Prospects will want to know your values and what your company represents, and where the business is going 

If you’re still undecided, you could try both and see which best suits your firm. It’s much better to get started with a good story, put out some nuggets of wisdom, and see what works and what doesn’t work. 

Remember your brand values 

Whether you choose to go down the personal brand or corporate brand route, ensure you’re reflecting your values at every interaction. For example, if one of your brand’s values is excellence, what do your proposals look like? Are they in a plain text email, or are they sent as a fully professional branded and digital brochure? A proposal software might be solution you need to take your onboarding to the next level. The same could be said for your office – is it cold with a concrete floor, or is it designed in such a way that reflects that excellent value? Maybe you could offer prospects a hot drink and snacks when they arrive, or a branded notebook and pen to take away with them. 

Above all else, ensure that your quotes reflect this excellence too. And remember that a successful brand isn't created overnight. It takes time, effort, and dedication. 

Want to learn more about marketing your practice? 

If you’d like to learn more about marketing your firm, we’ve got three quick webinars coming up in January that we’re hosting with PracticeWeb to discuss all things marketing. We understand you've a busy schedule, so we designed these webinars to fit perfectly into your lunch break. So boil the kettle, make a sandwich, and spend just 30 minutes with us to gain invaluable insights that will transform your approach to marketing. 

Marketing strategy: January 10th at 12:00 pm 
A marketing strategy is the blueprint of your marketing efforts. In this session, we’ll take you through the process of writing a marketing strategy and aligning it to your overall business objectives. 

Marketing analysis: January 17th at 12:00 pm 
Having a strategy is great, but the real value is in the review process. In this session, we’ll discuss the importance of evaluating the performance of your marketing efforts and key metrics that you should be monitoring. 

Marketing on a budget: January 24th at 12:00 pm 
While marketing is important, sometimes there can be little to no budget to put towards it. In this session, we’ll recap on marketing tactics that you could implement on a limited budget and what activities to prioritise in your practice. 

Register now

 

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