While the traditional methods for attracting new accountancy clients are still networking and referrals, these days, more work is required to convert these types of enquiries into new clients.
During their decision-making process to either move to a new accountant or engage their first accountant, clients now seek information, expertise, and value. One book that has revolutionised the approach to content marketing is “They Ask, You Answer” by Marcus Sheridan.
This article explores how the principles from Sheridan’s book can be applied to UK accountancy practices, reshaping client relationships and positioning accountants as industry leaders.
Addressing client questions
The core principle of “They Ask, You Answer” is to address the questions and concerns of your target audience openly and honestly. This means proactively providing information about common financial queries, tax regulations, and best practices in accountancy. You can use blogs, videos, and webinars to address client questions, positioning yourselves as reliable sources of information.
For instance, creating content that explains the intricacies of a particular area of tax and how businesses or individuals can navigate the regulations, rates and allowances can establish trust and authority.
Transparency in pricing
Sheridan emphasises the importance of being transparent about pricing, and this principle is particularly relevant for your accountancy practice. Many clients are apprehensive about hidden fees or unexpected charges. By openly communicating your pricing structures and detailing the value your clients receive for their investment, you can stand out from your competitors and build trust with your client base.
Using video content
Video is an excellent tool for client engagement, and accountancy practices can benefit from creating informative and educational videos. Whether explaining new tax or accounting regulations, offering tax-saving tips, or introducing the team behind the scenes, video content humanises the practice and makes it more approachable. Video can be shared across your social media platforms and embedded in websites, increasing the visibility and accessibility of the content.
Building client-centric websites
The book emphasises the importance of creating a client-centric website that anticipates and addresses the questions and concerns of potential clients. Your website should provide basic information about your services and resources, such as informative blogs, downloadable guides, and video content. This approach positions the website as a destination for individuals seeking financial guidance.
Embracing negative reviews
Sheridan encourages businesses to embrace negative reviews as opportunities for improvement. Addressing negative feedback openly and constructively on social media or review platforms demonstrates a commitment to client satisfaction and continuous improvement. Turning negative experiences into positive outcomes can enhance the reputation of your accountancy practice and showcase its dedication to its clients.
Establishing specialisms
You can elevate your status by positioning yourself as a specialist in the accountancy sector or specific industries your clients belong to. By consistently producing high-quality, informative content and participating in relevant industry discussions, you can become a source for insights and updates. This not only enhances the practice’s credibility but also attracts clients who seek expertise and up-to-date knowledge.
The principles behind ‘They Ask, You Answer’ by Marcus Sheridan are transforming accountancy practices’ marketing and client engagement strategies. Accountancy practices can differentiate themselves in a competitive landscape by producing regular, relevant and practical information.
Accountants who adopt these principles will increase client trust, loyalty, and ultimately, the success of the accountancy practice.
How can I help?
If you want to enhance your website and social media content, please get in touch. I help accountants across the country improve their online presence and regularly write blogs, update web pages, write social media posts, etc. I can save you time writing the content yourself, but also make sure regular updates capture the key information you want to get across.
Call me on 01822 833300 or email vicki@momentumforprofessionals.co.uk if you want to learn more.
