Marketing for Small Business Accounting Clients

Bringing new clients into the business is necessary for any small-business accountant to grow. However, marketing for professional services firms, such as accountants, has additional concerns above and beyond those of more traditional service companies. By understanding how you can effectively market your small-business accounting firm, you can grow your company and retain the clients that keep you successful.

 

Know the Rules

Many state boards of accountancy place limits on the types of marketing that accounting providers are allowed to utilize. Often these rules differ depending on the type of service that is provided, and small-business accounting providers should take special care to ensure that any outside marketers understand these rules. If an accountant engages a marketer to help design an advertising campaign it is the accountant's responsibility to ensure that advertising is permissible by professional standards.

The Value Proposition

Small-business accounting marketing campaigns should focus on the firm's value proposition. A value proposition is statement that tells your customers, "Why us?" When designing marketing campaigns, accountants may wish to ask themselves, "What is it that I provide to my clients that others can't?" By focusing on this unique contribution, accountants ensure marketing that tells potential clients what they can expect their accountant to deliver and what they can't get anywhere else.

 

Know Your Limits

While many small-business accountants may hold the same Certified Public Accountant credential, that does not imply that they have all of the requisite experience and skills needed to serve all clients. For example, many small-business accounting firms will focus on individual taxation or the audits of growing companies, while others will offer financial planning. Marketing campaigns should align with services that the accountant is competent in offering. This can become a problem when new services offerings first become popular. For example, there has been a recent expansion of accountants that offer forensic accounting services. However, if practitioners do not have appropriate training to offer this service, they shouldn't try to learn on the job. If they choose to do so, they could be risking their professional reputation, or perhaps their practice license.

Human Capital

Small-business accounting firms are primarily relationship businesses and some of the best marketing occurs when providing service to your current clients. By helping your staff remember the importance of client service, you are not only more likely to retain your current clients, but you are also likely to gain referral business. This has an added advantage. Good clients often run together, so referrals from your best clients can often turn into additional good clients. This is in contrast to new clients that you may not have much insight into otherwise.

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Make compelling statements about your organization by using absorbing pictures that convey much more than words. Glossy, high resolution digital images give a nice professional look to your cards and speak volumes about the class of your enterprise. Paint a bright, optimistic and cheerful picture of your profession by incorporating cute photographs of sleeping babies, adorable pets, happy families, celebrations and natural beauty. Professionals like realtors and personal trainers can use their own photographs to make themselves easily identifiable and recognizable among several competitors. A personal mug shot adds to the familiarity of 'brand you' and increases your likeability factor among the target audience. Photo business cards look remarkably uncontrived and can be used intelligently to convey the philosophy of your enterprise. Use images that suggest trust, integrity, quality, passion, service, sophistication and expertise and you will win over your prospective customers at first instance. It is important to keep the pictures relevant to your profession. A delicate pack, inspired by the allure of vintage French Linen. Ideal for lovers of fine fabrics, interior designers, boutique hotels or sellers of vintage goods. Click the Customize It tab to enter your information and upload your phot or logo. Box of 100. Ships Tomorrow!

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