Increasingly I’m getting calls from accountants who are losing clients to new firms who are moving into their areas and/or existing competitors who have suddenly raised their marketing game.

So, what are your options? There are two strategies to adopt:

1) Retaining existing clients

It sounds obvious, but make sure you are meeting, and ideally exceeding, the needs of your current clients. Most firms think they do this, but when you talk to their clients quite often a different picture emerges. Don’t become complacent with your clients otherwise you risk giving them a reason to move if a competitor starts ‘courting them’.

Things to do:

• Don’t just do the accounts, give feedback on how their business is doing with some advice on how they could make improvements.
• Be proactive in reminding clients for their books and records and spell out exactly what information you need and by what deadlines. Timely reminders will be even more important when MTD comes into effect.
• Pick up the phone at times when you’re not working on their accounts or assignments and ask them how things are. Demonstrate that you think about them other than when you’re doing assignments for them.
• Introduce a ‘take a client out to lunch/dinner/breakfast programme’. The aim is to discuss theirs and general business matters and to strengthen the relationship.
• Carry out a client survey. This will give you feedback on what your clients feel about you. In my experience, clients are more likely to open up about the firm (warts and all) if the client survey is conducted over the phone using a third party.

2) Raising the firm’s profile

Review your current marketing and PR activities and identify how easy it is to find your firm and the services you provide. You may not have the marketing budget to compete with larger accountancy firms who are trying to raise their profile in your area, but there are several inexpensive things you can do to maximise your exposure and be found. These include:

• Making sure your website is always up to date with business and firm news plus interesting content about the firm, partners and staff.
• Review your SEO so you appear higher up the Google rankings. Consider the type of words people will use to find you and make sure these are on your website, e.g. “Accountants in Leeds”, “Making Tax Digital for Farmers” etc.
• If you’re using social media platforms, make sure these are updated at least weekly with content covering relevant tax and business information, news about the firm (events, staff news etc.), plus simple tips which readers may find useful.
• Get out more! Don’t expect people to come to you, you have to go out and find them and let them know you exist. Attend local networking events, social and charitable events, sporting events and so on.
• Advertise in parish and town magazines, these are usually a cheap way of promoting the firm throughout the year.
• Speak to local press and magazines to see if they would like you to write articles on topical tax or business issues which their readership would find useful.

The accountancy marketplace is becoming more and more competitive. It is no longer enough to ‘think’ you’re delivering a great service to your clients or to rely on referrals to bring in new work. You have to be proactive when it comes to marketing and communicating with existing clients and have a plan in place of what you want to achieve.

Not sure how you measure up? Download our free marketing self-assessment checklist. Complete the assessment and sign up for a free marketing consultancy review call. Simply ring me on 01822 833300 or email vicki@momentumforprofessionals.co.uk.