Are you spending time and money on marketing but not getting the returns you anticipated? Here’s how to boost marketing ROI for accountants and businesses.
Marketing for accountants often falls into the “we’ll do it when we get a chance” category. But if you want to see a return, whether that’s more enquiries, better clients, or higher fees, you need to take a more strategic approach.
When was the last time you put some time aside to focus on the strategic side of your marketing? This is particularly relevant if your practice (or business) has undergone any changes in recent months or years.
Here are three practical steps to help boost the ROI of your marketing efforts without wasting your chargeable time.
1) Align your accountancy marketing with your business strategy
If your marketing feels a bit hit and miss, it’s probably because it’s not linked to your wider business goals.
Your business strategy sets the direction of your accountancy practice. This could be growing fees in a niche, increasing profitability, or attracting more of your ideal clients.
Your marketing strategy is how you get there.
Start by asking: Where do we want the firm to be in 12 months’ time?
Do you want to:
- Increase fees from existing clients?
- Grow your reputation in a specific sector?
- Attract new business within a geographic patch?
Then, create marketing campaigns that directly support those goals. Random acts of marketing won’t deliver results. But a clear marketing strategy, built around your practice goals, will.
Read more in my blog: Marketing plans for accountants.
2) Understand and maximise your market positioning
What makes your accountancy firm different? Who do you serve best?
Whether you’re known for supporting tech start-ups or local trades, your positioning should come through loud and clear in your marketing copy and client communications.
When you’re clear on your niche or service focus, it becomes easier to:
- Stand out from the crowd
- Attract clients who value what you do
- Charge what you’re worth
Review your website, social media, proposals and brochures. Do they communicate why someone should choose your accountancy firm over another?
If not, it’s time to sharpen your messaging.
For more tips, check out my blog: Marketing differentiation – stand out from the crowd
3) Know who you’re talking to (and where they hang out)
You can’t market to everyone. And you shouldn’t try to.
Spend some time profiling your ideal clients:
- What sectors are they in?
- What problems are they trying to solve?
- Where do they get their information? E.g. Trade associations and related media, social media (which channels), websites etc.
When you know who you’re targeting and where to find them, your marketing becomes more focused and effective. You’ll waste less time and money on scattergun activity and more on strategies that actually deliver results.
Read more in: How to attract the perfect client
Want to boost your accountancy marketing ROI? Book a free marketing review to discuss how to improve the results from your firm’s marketing. Call 01822 833300 or book online at: momentumforprofessionals.co.uk/free-accountancy-marketing-review