Running an accounting firm can be a stressful but rewarding endeavor. If you manage your client relationships properly, you will retain a client for the long-term. As you market your accounting firm or CPA firm, there are a few marketing practices to remember and implement. Here are a few helpful tips-
Many accounting firms do not want to focus on specific industries in their marketing communications. By focusing too much on industry sectors, they are afraid they are cutting off other business opportunities with industries not mentioned. There is a saying in marketing that says, “You can’t be everything to everyone.” As an accounting firm, it is important you “take a stand” and be explicit about the industries you typically serve. If the language in your marketing communications is too generic, your accounting firm brand message will not resonate with anyone. You don’t need to select one industry, instead, select four to seven industry sectors that comprise 85% of your business. This will make a prospective client comfortable about partnering with you.
White Paper Creation
A primary component of CPA/accounting firm marketing is positioning your firm as a thought leader in the marketplace. An effective method to highlight thought leadership is through the creation and dissemination of a white paper. A white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions, and can be used as a sales or marketing tool. For example, as an accounting firm that frequently partners with family businesses, your firm could create a white paper on accounting practices related to family or closely owned businesses.
A typical challenge for most CPA/accounting firms is the lack of face-to-face interaction with clients. Yes, you are typically emailing and speaking on the phone but there is tremendous value in seeing your clients in-person from time to time. Coordinating an event for clients is an effective way to be in front of clients more. If you are an accounting firm that works with small businesses, a networking event with a known speaker is a great way to engage with your clients. This way, clients can network with your other clients – your accounting firm is essentially serving as a connector through an event. Also, an event that includes an expert speaker can add value and position your CPA/accounting firm brand properly.