Accounting firms are one of the in-demand professional services and the most competitive as well. Accountants generally offer the same services and skills set making it even more difficult for an accounting firm to set themselves apart. This competition is also the biggest challenge for these firms to generate qualified leads. The saddest part of this is the fact that a lot of accounting firms still employ old methods to market themselves.
If you are an accounting firm, you don’t have to suffer the same fate. There are proven ways and methods on how to get out of this dilemma and place yourself above the competition.
1. Specialize in something and get certified
Being the jack of all trades might sound great because you have different solutions for your clients. However, this practice can hurt your lead generation and marketing efforts more.
Designer extraordinaire Coco Chanel puts it best in this quote:
If you are the only one offering that specific service, you can generate more leads and close more sales quickly. You can also charge more because you are now bringing something unique to the table.
Aside from that, you will be able to create meaningful conversations and present your solutions more clearly. For example, marketing yourself as a Xero Certified Advisor or a Certified QuickBooks Online ProAdvisor enables you to attract prospects who are specifically looking for that. Just make sure that you get certified before you advertise that so you can back up your claims.
2. Optimize your website with the help of an expert
The best way to optimize your website is to put yourself in your client’s shoes.
What words, phrases, or questions do they use when looking for accounting professionals?
Hint: Google search can help you with this. When you type a specific phrase or keyword, it will not just give you what you are looking for but will suggest more keywords at the bottom so you can explore more possibilities. Here’s what it looks like:
In the above example, I used the keyword “accounting firms.” It gave me more keyword suggestions including the keyword “accounting firms near me.” That means these are the most often phrases or words people use when they search for accounting firm services.
You don’t necessarily need to use the same keyword we used. Instead, you can use keywords that are related to your specialization, like “certified Quickbooks ProAdvisor” or you can add your location to your keyword like “account management consultant (location).”
If you nail the right keyword, you can get your website to rank in Google search results. This process involves a lot of moving parts and can look daunting if you have no idea about it.
If you have no idea how this works, you need someone who has the expertise in SEO and also who understands the accounting industry. You can reach out to us in case you need any help with your lead generation and SEO optimization processes.
Related: Essential Components of a Lead-generating Website
3. Position yourself as an expert
Those who people deemed as experts have contributed significant studies and research on their chosen field. Most of all, they have shared their observations and discoveries via journals, dissertations, white paper, etc.
In other words, experts and thought leaders are not afraid to put their ideas and opinions out there. But these are not just ideas and opinions; these are valuable ones that help the community more. They have become a source of knowledge in their areas of expertise.
In the same way, you can establish yourself as an accounting expert by publishing very valuable content. When we say valuable, it’s something that educates people adding more knowledge that makes their lives or businesses better. If you can do that, you can become a lead magnet.
4. Social media is your friend
Social networking sites are great places to get leads. Statistics said that 74 percent of consumers turn to social media first before they decide to buy the product.
Consumers are regularly checking out your social media accounts to see what you have to offer them.
But to be effective, you need to understand that each of them (social media sites) work differently; thus, you have to treat your approach differently as well. The strategy you used on Facebook might not work on Instagram. Therefore, you need to discover these tactics so you can fully utilize social media to your advantage.
Related: The Best Way to Use Social Media in B2B Sales Lead Generation
5. Constantly evolve as a business
Those creatures who were not able to adapt to the changing world eventually became extinct. The same goes true with your business. You have to evolve or risk becoming a fossil.
Aside from the suggestions we gave you, keep yourself abreast with the latest trends and strategies. Partner with experts who can help bring your lead generation and marketing to the next level. They can help you find what works and doesn’t work for your accounting firm. Reach out to us now and discover more lead generation possibilities.