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Practices explore new marketing trends

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16th Aug 2016
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Now that many firms have embraced cloud accounting and the trusted adviser model, Practice Excellence Award entrants this year are experimenting with new marketing techniques to get ahead of the competition.  

At medium sized practice Sayer Vincent, marketing is so important that the firm encourages team members to pursue qualifications in marketing. But how are these firms making an impact through online content marketing? And what are successful firms doing that others can learn from?

According to The Profitable Firm’s Karen Reyburn firms that get the best results tailor their messages and content on specific niches, such as innovator of the year nominee Jen Gerrard, who specialises in the charity sector.

Go-To Expert Jon Baker made the same point in a PracticeWEB webinar when he cited client who had built their practice up to £500,000 turnover in five years through choosing a niche.

Reyburn explained why niche firms do so well: “They’re picking a particular market because if you’re a generalist you are not generating the same level of leads.”

Content marketing was a common trend reoccurring in many firm’s applications. PracticeWEB head of marketing and Practice Excellence Awards judge Alex Tucker stresses the importance of accounting firms writing custom content: “The best thing you can do to start to get on their radar is to produce content that helps [your ideal client] do their job.”

Doing this consistently will encourage clients to come back to your blog again and stay engaged.

Reyburn commented: “When you produce original content for your firm, it’s based on your personality - your style, which is like no other accountant on earth. That element which someone feels when they meet you in person, or come to your offices, or listen to you speak.” 

“This makes for the best content marketing, because when they engage with you (whether via your website or some other way) they are connecting with you, personally.”

She continued: “This makes for the best content marketing, because when they engage with you (whether via your website or some other way) they are connecting with you, personally.”

Don't imitate your competition

Reyburn advised accountants to avoide imitating competitors. The worst thing you can do is pick out what other accountants are doing. The best thing you can do is look what other businesses are doing,” she said.

Several firms nominated for Practice Excellence Awards this year have branched out beyond traditional marketing techniques. Events have been a big hit for nominess such as Carpenter Box, Tayabali Tomlin and medium-sized practice Raffingers, which joined with an estate agent to speak in front of more than 300 prospective clients.

A4G, meanwhile, has gone online with webinars that are are being viewed equally by existing clients and non-clients.

However Reyburn encouraged firms not to slavishly follow other practices, but to embrace what big businesses are doing. Bigger businesses don’t hinge their marketing plan on social media and the occasional blog, she explained. Instead, they run events, launch podcasts, and invest in good graphic design. Rather than dismissing something like Snapchat, think how your firm can embrace it.

People interact with their smartphones now more than ever, relying on the device to answer burning questions, compare prices or seek out reviews. How can you take advantage of this? It is often the brands who prove their usefulness online and are visible in a micro-moment that attract business. 

For those still looking for a new twist on their marketing plan, Reyburn advised: “Be different and stand out.”

Sign up to the client marketing sessions at the Practice Excellence Live conference. Attending the webinar is free. There will be two sessions, one presented by Karen Reyburn and the other hosted by Alex Tucker.

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