6 ways to gain more accounting clients
When it comes to attracting new clients, accounting firms can’t simply sit back and hope for the best – they need a proactive and strategic plan.
“Many accountants tell me the only way they attempt to attract new clients is through referrals or word of mouth.” - Meagan Wood, Intuit
Accountants need to be far more proactive in winning new clients and growing their businesses, an industry expert has warned, especially during a period of economic turbulence and uncertainty.
Meagan Wood, Intuit’s advisor product marketing manager say’s that having a growth-orientated marketing strategy in place is essential not only to thrive but to survive.
“So many accountants tell me the only way they attempt to attract new clients is through referrals or word of mouth,” she reveals.
Beyond having a website, they don’t do nearly enough acquisition marketing.
“If they really want to actively grow the business, they need a solid marketing mix of online and offline activities,” she says firmly. “In fact, natural attrition means they’re likely to lose some clients, so even if they don’t want to grow, they still need to be proactive!”
Wood has identified six key steps they can take to either build up a new business or grow an existing one.
1. Ask for referrals and reviews
One of the fastest ways to expand a client base is to tap into the current client base!
“Most of your clients may already refer your business to other potential customers for free,” she says, “but establishing a formal referral programme for them to use can be a smart move.”
2. Partner with other Professionals
Developing mutually beneficial relationships with other small business individuals such as lawyers, insurance agents, bankers and tax advisors often leads to a boost in the number of referrals as each will have clients that need bookkeeping or accounting services.
3. Network effectively
Make the most of networking events or industry gatherings to meet new prospects and expand your client list. “Join local business groups and find mutually beneficial ways they can support your business.”
Rather than going along clutching a wad of business cards and onboarding contracts, concentrate on building relationships and friendships that will pay dividends in the long run.
4. Create a professional website
A website is an absolute prerequisite these days, even for sole traders. It needn’t be complicated; it just needs to outline the services offered and how to get in touch. Hiring some to do the heavy lifting will save valuable time, or find a company that offers website templates for a reasonable price.
5. Market Yourself on social media
A presence on LinkedIn, Twitter or Facebook provides opportunities to create content, reach potential new clients and interact with an audience. Strong, original blogs presented in a visual, eye-catching way can hook in all the right people and showcase the services a firm can provide. If they appear regularly, they might gain a loyal following either organically or through promoted posts.
6. Create a profile on QuickBooks
“The QuickBooks Find-a-ProAdvisor directory is used by tens of thousands of small businesses looking for a new accountant or bookkeeper so is a great way to secure new business opportunities,” Wood says. “Certified advisors get a free listing to promote their practice in the directory.”
