Attract New Clients Without the Struggle
If you’re struggling to attract new clients to your accounting firm, you’ll need to make a few tweaks to your marketing. This might feel uncomfortable at first, but will pay big dividends in the long run. To start, you want to get specific…what does that mean? It means you need to focus on your niche. Let’s talk about that.
Who Do You Want to Attract?
It’s easy to think that taking a carpet-bombing approach to your marketing is the way to go. After all, why wouldn’t you want to cast as wide of a net as possible to catch as many fish as you can? Avoid this extremely common, but fatal, mistake. High value clients have very specific characteristics. Start to identify these characteristics – it matters.
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What Do You Know About Your High Value Clients?
How much do you know about your high value clients? What concerns does she have when she meets with you during an initial consultation? What about her personality? Any specific qualities that you can pinpoint? A quick Google search about niche marketing will provide you with a wealth of information. Don’t skip this step – pay attention to your clients and her financial challenges.
Once you have a grasp of her challenges, all of your marketing efforts should be geared toward people similar to her. By doing this, does that mean that you could potentially be excluding people? Yes, but the people you’ll be excluding probably aren’t a good fit for your firm anyway.
Focus on your high value clients. Consistently provide them with content that’s geared toward their needs and addresses their top concerns. This kind of focused marketing nourishes your audience. You’ll attract a greater volume of leads and, you guessed it, more clients.
What’s Your 30-Day Goal?
Now that you know who your high value client is and what you’re going to do to reach her, you need to give yourself a goal. I want you to ask yourself, how many new clients do you want in the next 30 days? Use whatever metrics you need to come up with this number. Choose one that’s realistic, but a bit of a stretch.
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Now, ask yourself how many potential clients do you meet with before someone says yes to engaging with your firm? On average, what’s your conversion rate from consult to client. Once you have this number, you’ll know how many consults you’ll need to have in the next 30 days to reach your new ideal client goals.
Once you have this number, create your marketing plan accordingly to bring in these clients. Again, focus on your high value clients. Then create content and ads with her in mind. You’ll be amazed how well this works to attract new clients.
Make Room for New Consults and Clients to Arrive
Having an influx of new consultations and clients won’t do you any good if you can’t deliver on what your promise. If you’re going to attract high value clients, then make sure you have time available for new client consultations.
Even before you’ve booked any, block out time on your schedule specifically for new client consults. You always want to have time open and available when you need it.
A Targeted Approach = Better Results
There’s plenty of research out there about the benefits of taking a targeted approach when you’re looking to acquire more clients. There’s a reason for that…it works! When you take the extra time to identify your specific niche, stop trying to appeal to everyone and direct your attention toward high value clients, you’ll instantly see a response.
Now, we’re not saying that you’ll get all the clients overnight. The quality of your leads, however, will improve. With time you’ll get even more targeted. The more you know about your high value clients, the easier it will be for you to find her and educate her about how you’re able to solve her accounting needs.
Bottom line, you need to focus. Get specific and learn about her dreams and hopes. Let her know your accounting services helps her achieve her goals. Then, and only then, will you be able to attract the dream clients you’re looking for.
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