You've streamlined your systems. You've set up a seamless client experience. You've leveraged your data to fine-tune the services you offer.
Tax and accounting isn't really an "if you build it, they will come" environment. If your firm plans to grow, potential clients need to know about you, and existing clients need to know how else you can help them.
Mismatched Marketing Priorities
An unsurprising 96% of firms in a 2021 survey performed by Accounting Today for Wolters Kluwer said they plan to grow their business. But less than half (43%) cited increasing their marketing efforts as a way to reach that goal.
How do the other 57% of firms think they'll reach new clients?
Marketing is essential to strategic business growth, but it's not a skill most tax and accounting professionals learn about in college. As a result, many firm owners feel ill-equipped to market their services.
Marketing doesn't have to be flashy or big budget to be effective. But it does need a good message.
Before your firm invests time or money in marketing activities, carefully craft your message.
What differentiates your firm from your competitors?
What keeps your long-term clients coming back?
What problem can you help individuals and businesses solve?
Understanding your firm's key selling points will help clarify your marketing message, which can lead you to how and where to share that message. Keep in mind that you may have multiple marketing messages, depending on the type of client.
Deep diving into your data can help you create customer segments with specific marketing messages that address their unique pain points.