Hate Marketing? Start Here

Podcast

Summary

  • Marketing Leads to a Reliable Flow of New Clients
  • Identify Your Ideal Client
  • What is Your Offer?
  • Compound vs Big Bang

Resources

Marketing Leads to a Reliable Flow of New Clients

Today, the founder and CEO of Jetpack Workflow, David Cristello is back with another solo cast to cover another hard topic that permeates the accounting industry – marketing.

Most firms grow through word of mouth and thrive because they have specialized packages for a particular customer. This is ideal, but after a while, you need to have a system for acquiring new clients on a regular basis. This is achieved through consistent marketing.

With a reliable flow of new clients each month, you’ll have more accurate forecasting and can measure your capacity and get ahead on a hiring strategy.

Today’s episode will cover a few tactics for creating a sound marketing strategy.

Identify Your Ideal Client

As you go into this arena, you have to realize that posting on social media is not enough. You have to know who your ideal client is and be able to speak their language better than anyone else.

If you can identify and speak to their pain points better than anyone else, they will automatically assume you are the advisor. This framework is from Jay Abraham who spoke about questioning and explaining how you can position yourself as an advisor to your clients.

To do this, you first have to know who your ideal client is and the more specific you are the better. It’s not just picking an industry, it’s zeroing in on this person as a whole. We talk about it in our Client Empathy Map.

  • What do they think?
  • Where do they go?
  • What do they say?

It’s more than demographic information, it’s also psychographic. You need an understanding of what they think about growing their specific business.

Next, you need to understand where their attention lies. What conferences do they go to? What publications do they read? With this information, you can pinpoint where you should be putting your marketing messages. This will put you in a better position than firm owners who haven’t zeroed in on their ideal clients.

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What is Your Offer?

Once you know your ideal client, it really is about what you are offering. What is going to make your client work with you above any and all alternatives?

You need to know your unique selling proposition. What is it about your firm that makes you go above and beyond your competition?

Try using this framework to define it: “We help “X”, do “Y”, to achieve “Z”.” This specifies your work so your clients know exactly what you do. You might have 10 or 20 of these statements but it’s a simple framework that narrows your focus.

You can also play a game called “so you can.” When you list out the services you offer, add the phrase “so you can” at the end of it. This makes you pull out the benefits of your service every time you write down a statement.

Compound vs. Big Bang

There are two kinds of marketing to choose from, compound and big bang.

Big bang marketing is social platforms, billboards, radio ads, etc. You do these once, and they may lead to some traffic, but then it just sits there. They require you to keep paying. It’s a good strategy, if it works and you are consistently getting new clients.

On the other hand, there’s compound marketing. It’s slower but it yields positive ROI over time. Oftentimes, this term can be replaced with content marketing. It’s posting blogs, sharing on LinkedIn, creating YouTube videos, etc. It’s slow-moving and takes a while to build an interested audience. However, once you’ve built a strong content library, it’s a direct pipeline to your ideal client.

Marketing should be thought of as a long-term strategy. You should combine compound marketing and big bang marketing to generate results. As you go, make sure you track your data to identify what is working.

Marketing will help you avoid feast or famine and bring you consistent results. Start with identifying your ideal client, then nail down your service offerings, and finally find the right combination of marketing tactics.

For more of a deep dive into accounting firm marketing, there’s a whole chapter in our book Double Your Accounting Firm! You can also connect with us at Jetpack Workflow or listen to the full podcast above!

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Experience workflow software that helps make sure nothing falls through the cracks. See why over 7,000 accountants and bookkeepers use Jetpack Workflow. Start your free 14-day trial.