5 proven ways to win more clients for your accounting firm
Last editedJan 20204 min read
Acquiring more clients is a top priority for 41% of the accounting firms that took part in our recent Accountants Benchmarking Survey.
But what are the best ways to do that in an increasingly competitive market?
See below for 5 tried and trusted methods for making your firm more attractive in the marketplace and bringing in the new clients you need.
1. Target your ideal client
80% of your results will come from the top 20% of your client base, according the the Pareto Principle – so it’s important to target the most valuable long-term clients.
“We go through a whole conversation asking people about their business to see if we’re a good fit for each other. So making sure they’re the right client will be a key question as we consolidate and grow. Our website is all about Xero and working online, so the wrong clients don’t generally come to us because that’s not how they want to work.”
To effectively target those ideal clients:
Define your niche and specialisms – outline the industries, sectors and business types that the firm is aiming to service, and build your offerings around these niches.
Refine and select your software and services – think about the types of software and value-add services you’ll aim to provide, whether it’s basic accounting through FreeAgent or high-level FD-type advice based around a customised Xero system.
Profile and target the most valuable prospects – target your website, marketing, sales and lead generation activity at businesses that fit your long-term client strategy.
2. Invest in effective digital marketing
Modern digital marketing offers a measurable return on investment (ROI), providing productive and cost-efficient ways to target your niche audiences. Your marketing is there to reinforce your brand as a firm, put your services and expertise into context, and put a face to the people in your team. Richard Suswain at Tyrrell and Company says:
“In terms of marketing, the key things are to make sure you do a good job, give clients the best advice and make sure you’re meeting their expectations. If you do that, those clients tell other people and recommend you. And prospects will then search for you online and will look at your website, content marketing, social accounts and your overall online presence.”
To make your digital marketing work harder:
Update your online presence – build a website for the firm that's clear, well-designed, responsive on mobile devices and appeals directly to your target ideal client.
Invest in content marketing