How to attract higher-value clients and grow your accounting firm

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Introduction

We’re in the business of helping accountancy firms grow through data-driven marketing.

All the advice we provide is based on evidence. And for firms that work with us, on average it leads to:

•  20% increase in traffic after working with us for five months.
•  30% increase in lead volume after working with us for five months.
•  22 leads generated per firm per month.

This practical how-to guide is packed with ideas and processes for growing your firm through winning higher fee-paying clients.

They are all actions which you can apply to your firm. It will highlight the gaps in your current approach and show you how to fill them.

Over the course of the next seven chapters, we will show you:

• How to win better quality clients who understand the value you provide – and will happily pay for it
• How to diversify and add new services
• How to upsell to your existing clients to bring in higher fees
• How to differentiate your firm from the competition.

As you progress through the eBook, you will find useful exercises which you can carry out, real examples of success and ideas for further reading.

If you want to talk to a marketing expert about how your firm can get more leads, and better quality ones, get in touch.

We’re always delighted to hear from accountants who are keen to grow.

Mike Crook
Managing Director

Understand how your clients buy

When you consider the buying process for anything, it is helpful to think of the customer as being on a journey.

One way to do this is to picture three stages: awareness, evaluation and decision.

And then, once the client is won, a fourth stage of retention.

However, the latest research from Gartner shows that for Business to Business (B2B) markets this journey is far from sequential. More than
70% of people revisit each step.

With this in mind, think about how the client is experiencing both the problems that you can help them with and their exposure to your brand (and those of your competitors) at each of these stages.

You can begin to see that while there is that broad arc of awareness, evaluation and decision that they will follow, behind it is a complicated loop of factors.

Internally for the client side: the emergence of the problem which could be sudden and urgent, or mild and nagging, or anything in
between; their internal processes and sign offs for procurement; and all the other “stuff” that may distract them from making a decision.

And in the marketplace: information overload: websites, advertising, networking, social media, white papers and so on – from you and competitors. While the intention may be that these are consumed in some kind of set order, the reality will be more messy than that.

From our own experience, we find that clients may trial certain software plug-ins on their website and then retrial them several months later. Simply, they may not have time to make a decision at one point, or may not agree internally.

Cut through the noise

With your main competitors in the mix, you can gain advantage by positioning yourself as the “information connector”. The aim is to helpfully organise and align their thinking by providing a framework, content and tools. You’ll get ideas for doing this as you read through
the book.

Project management software is an effective in-house tool for you to do this. It helps you to nurture prospects and send them relevant information at the right time to keep them moving through the buying process.

Demonstrating value

To convince prospective clients caught in this loop, it is key to demonstrate value at every touchpoint with them. To do that you need to be really clear about who your ideal clients are, and what it is they value.

That takes analytical and creative thinking. In the next two chapters we will show you how to channel that thinking with insightful marketing theory and useful tools.

Download the full eBook to read the other six chapters.

How we can help

We offer UK accountancy firms the most comprehensive range of marketing packages available.

And when your investment in marketing begins to pay off and you’re ready to expand your website, build your content offering or take your brand to the next level, we’ll have the advantage of knowing your firm already.