Marketing is a key aspect of owning any business, and with the workload of accountants ever increasing, it’s important to make this process as easy as possible. There are many different types of marketing that you can engage in to spread the word about your practice, so let’s explore some options on how you can save time whilst using these methods.
The types of marketing
To make your marketing to-do list easier, firstly let’s discuss the different options you have and why they will benefit you. There are a variety of ways that you can market your accounting business but let’s start with the most basic of them all which is a website. The first thing anyone does these days as soon as they hear about a business that they might be interested in is Google them. You must have an online presence so that you look like a reliable and reputable brand. There’s a variety of channels that you can use for help if you’re starting your website from scratch. Next, another good option is social media channels. Almost 78% of the UK population uses social media platforms- so you could be missing out on a large market if you haven’t looked into setting this up already. Of course, there are different kinds of ways you can go about this- organic socials, or paid for, and many other different types of marketing such as email, telemarketing, advertisements, and many more, but start with budling up your online presence today if you do anything.
Batch create content
If you decide to go down the marketing route- you may be thinking that you don’t have time to create content for your followers and run your business. But it doesn’t have to be that difficult! What if I told you that you could create content a week, a month, or even a year in advance! You know your business and the special events that are upcoming such as tax season. Use this knowledge to plan how to prepare your marketing strategy. Not planning marketing will not only stress you out, but it’ll push out content that isn’t well thought-out, leading to poor marketing and not a lot of engagement. Set some time aside however often you want to plan your marketing strategy and get the information you want out about your accounting practice. Make sure that your content holds value to your target audience, and it’s something that will entice them to engage with you. It could also be helpful to set some goals for your marketing- what are you looking to achieve from each piece of marketing? This will help you to decide if you’re on the right path to success.
Know your audience
Another marketing essential which will save you time, in the long run, is knowing your target audience. Who are they, what content will they like, and what age are they, what marketing method will get in front of them the most. Consider all these factors and design a plan of action so that you can provide them with valuable information. Think about if they’ll be online, what times, what channels, and where they will be looking for accounting help- all these factors will help you find a pattern that will work for you.
Establish your brand identity
Your brand identity is at the core of your accounting practice. Knowing who you are and what you offer is essential in the world of marketing. It will also help clarify questions about what style of marketing will work best for your brand, making it easier than thinking about building things from scratch. It’ll give you a template to go off and save a lot of time in the long run. Think about what colours you will use, the imagery you’ll portray and the wording that will work best for you. Think about your logo and name- will you include a catchphrase as part of your brand identity? Maybe there’s an area that you specialise in. Make sure that you portray this in your marketing- this is what makes you different and stand out from the crowd.
Make a schedule
Planning will become your best friend when you’re thinking about all things content! Although you might have already planned out your content weeks, or months in advance, it might be easier again to start making a schedule that you can follow so you’re not constantly thinking about what kind of content to push out. For example, Mondays could be a client testimonial, Wednesdays can be a valuable piece of content that will educate your audience or something they will find value in, and Saturdays can be a more personal post about behind-the-scenes or your local area. Whatever you decide to do, if you have a template of a plan in place this will cut your marketing planning by half!
Outsourcing marketing
If you’re an accountant, you already understand how valuable outsourcing services are. Some things (such as accounting) are just best left to the professionals. So, save yourself the hassle of marketing and get someone else to do it! It can be difficult when you’re just starting out on your marketing journey, unsure of what to do first- marketing agencies can help guide you through this, making the process easier and much simpler. Let’s face it, you opened an accounting practice to help people with their accounts- not to market! But marketing is such an important aspect of having your own practice that it should be prioritised.
Don’t lose your personal touch
Whatever you decided to do with your marketing, make sure you keep it personal to yourself. Anyone can market an accountancy practice, but only you know the aspects of your business that make it special and the target audience that you’ll be aiming for. Make a note of all the key points that you want to be shown to represent your company whilst marketing- if you employ any agency to help with marketing, this can be shared with them so that there is clarity around who you are and what you do. Make sure you set time aside every few months to check if your marketing is portraying an accurate picture of your practice.
