What’s blocking you from taking your accountancy firm to the next level?

5th Aug 2021
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Stepping stone

 

You’ve got your team at the ready, equipment supplied, working systems in place, and clients steadily coming through the door.

You’re in the swing of things but aren’t growing - or at least, not as fast as you would like. 

It might be time to start thinking bigger to get your accountancy firm to the next level. But what can you do? 

There’s only so much you can improve internally to increase profitability. Sooner or later, you’ll need to get new clients. But how do you find them, or as is more often the case, how do you get them to find you?

The key lies in digital marketing and everything it entails - email campaigns, content creation, SEO strategies and so much more.

Calling in the experts

But what if you’re not sure you even need the extra help?

For some accountancy firms, going it alone is a question of tight budgeting. For others, it's a suspicion that they and their team can handle things fine on their own. 

But what happens when the extra work starts eating away at your day-to-day business activities? Your bottom line has to be your priority.

Think of it another way: as an expert in accountancy, you would want your clients to get in touch with you because you know you can help them navigate the pitfalls and challenges that await them if they go it alone.

Your experienced team can get everything running smoothly, all the while knowing that the fees you charge to keep the lights on will save your clients more money than otherwise in the long run.

It’s the same for digital marketing agencies. We’re experts in our field, experienced and in the know about all the challenges and traps that await.

We’ve developed our team structures over time to prioritise communication, transparency and efficiency, and cultivated an experienced team of designers, editors and SEO specialists to deliver the most in the shortest amount of time.

Plus, digital marketing fees aren’t usually as high as you might think.

Getting bang for your buck

But how can you know that the services you are getting are actually offering you a strong return on investment?

As Mike Crook, managing director of PracticeWeb, set out in a previous blog, you can rest assured of its worth.

He writes how clients who take out digital marketing services from PracticeWeb consistently get much higher traffic than the ones that only get our website construction services.

If you still have concerns, however, you should conduct meetings with different agencies and ask to see sample projects.

Look at the recommendations for them too – it’s worth doing and won’t cost a penny.

But remember that you need someone who can mould a project around your requirements. If they’re the right kind of agency, they’ll be open and communicative. They’ll listen and answer questions before drawing up plans or drafting copy without your input. 

If you look at some of the websites they’ve made and content they’ve produced, you’ll find uniqueness and diversity.

And perhaps most crucially, look at the agency’s own website. If they haven’t made an effort with their own digital marketing, why would they make an effort with yours?

With factors like these, you can then piece together the work ethic, reliability and performance of the marketing agency, helping you understand the prices of the packages they offer, and which ones are good value. 

You should also go into the hunt with some information in mind, namely how many extra leads you need to hit your performance target.

You can work this out with your average sale price (ASP) and conversion rate (the proportion of leads that turn into paying clients).

With your ASP, you’ll know how many more clients you need to hit your goal. Divide this amount by your conversion rate and you can see how many more leads a prospective digital marketing agency needs to deliver.

Planning an eBook?

An eBook is an especially good type of content for accounting firms to think about getting commissioned, so keep an eye on firms that offer that option too.

With these focused, long-form pieces on a particular topic, you can simultaneously position yourself as an expert in the field to general leads while attracting those who are looking for very specific information.

They also set you apart from the competition who might be focusing simply on blogging content, for instance, while helping you cultivate a connection with your audience. 

As a special, one-of-a-kind piece of work, eBooks can really help your firm communicate to your clients about your transformation into a business that recognises them as individuals and is committed to helping them through quality service.

This is something that we highly recommend thinking about, and bringing up in your early conversations with digital marketers. 

If you’re not sure about the topic, don’t worry – our expert editorial team can discuss that with you from the start.

Further ideas for getting more accounting clients

You can find out much more about this process and the concepts involved by downloading our eBook: How to attract higher fee clients and grow your firm.

Get in touch with us today to talk about your digital marketing plan and what we can do to help.

Editorial: Tom Ford, editorial assistant, PracticeWeb