“Business as usual” for accounting and tax firms has always been: the more clients you have, the more money you make. But with a changing workforce, this is no longer the case. Accountants, tax professionals, and EAs now have the power to start doing less work, while making more money.
The key to doing this is by bringing digital touchpoints and convenience to the entire client experience that drive efficiency in the face of a changing economy. Today’s market has a staffing shortage but high demand for qualified accounting and tax professionals remains.
When you digitize the entire experience, it helps you achieve more with less work, instead of hiring new staff to take on extra clients. The technology coupled with a growth plan (including trending marketing tactics) to attract the right kind of clients, is what’s going to make all the difference.
When you build a firm with your ideal clients, you do more of the work you love, prospects are ready to buy faster, clients stay longer, and they pay more. So, where do you start? Read on for details.
Part 1: Attract Better Clients with a Differentiated Firm Position
Whether you’re a boutique firm or you want to become one, you need to identify what sets you apart from your competition and which types of clients you help. This is all part of positioning your firm to be the type of firm you want to have.
When you position your firm as a specialized boutique firm, you actually attract better clients who also happen to be your highest paying clients— and they are ready to work with you right away.
Accounting and tax clients want to work with specialized experts. Firms that list dozens of different service areas on their website (aka “full service) are in no way such—they are generalists.
To position your firm accordingly, consider:
- The areas you’re truly good at or can be good at and desire to work in.
- Who you help: What your ideal clients look like including the industries they work in, how much money they make, their level of education, etc.
- How your firm approaches your ideal clients’ problems. Be sure to commute these on your website so anyone less than your ideal clients, can automatically self-qualify them out from doing business with your firm.
Part 2: Showcase Your Expertise Through Content That Informs and Educates Your Audience
Content serves as a tool to be leveraged among prospects and clients. A lot of firms have already tried using content to generate business and have failed because:
- Their firm isn’t creating the right content. They are simply doing regular “tax updates” instead of creating meaningful thought leadership content.
- Their firm isn’t creating enough content. They are writing one or two blog posts a month that never really help boost their website traffic to drive the growth they need.
You’re busy doing accounting and tax work and don’t have time to create content. ContentWorks PRO can take this off your plate.
Why content?
Time savings. Content can save you a lot of time from doing tedious tasks such as making phone calls and sending email follow ups to educate your audience on frequently asked questions, comments, and concerns. Instead, have this educational content readily available on your website that is automatically sent in a monthly newsletter.
Stay top-of-mind. Content works around the clock to keep you top-of-mind and accessible to prospects and clients, so you don’t miss a beat, or a lead, and can keep clients for life.
Upsell opportunities. Keeps current clients informed, engaged, and educated on everything your firm has to offer (that they may have had otherwise been unaware of), improving retention and lifetime value.
Self-qualify prospects. Prospects can qualify themselves as a client of your firm based on the content you provide. This saves you time from having to go back and forth with them to make the sale.
Each piece of content should include a call to action that has been carefully thought out to take into account where prospects are in their buying journey. For example, if they are just starting their research, calls to action that point to follow up content may be applicable. If they are close to buying, calls that encourage them to schedule time on your calendar to speak to you can be effective.
Part 3: Create Seamless Digital Experiences That More Easily Convert Prospects
Your website is the home base of all your prospecting and client efforts. Today’s consumers want control over their buying processes without limitations and your website can offer that, in turn, seamlessly converting ideal visitors into dream clients.
But how do these visitors even get to your site? Here are few effective marketing tactics that should do the trick:
- Search engine optimization through content creation in part 2
- Google AdWords
- Social media advertising
CountingWorks PRO is the first platform to digitize every step of the client journey to help you build, run, and grow a better, more profitable firm.
You’ll no longer need multiple vendors or disconnected tools. We make the entire experience digital—from attracting better clients, streamlining your front and back office, and enhancing client retention and revenue.
The experience has been battle-tested by thousands of firms like yours, big and small, across every niche imaginable.
It’s the solution where all your growth and client experience touchpoints come together and includes:
- Secure, private chat
- Automated scheduler
- Video meetings
- Document sharing
- And more
If you’re ready to earn more revenue by doing less work, get a personalized demo of CountingWorks PRO along with a 14 day free trial.
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