These days, more accountants are helping with tax preparation and other traditional areas while expanding to offer business advisory and other value-added services. But how exactly do you tell potential clients about it?
To win new clients you must engage prospects on their terms. Some can be described as “old school,” while others embrace technology and change.
Regardless, the economic and regulatory landscape is shifting and a business, professional, or individual may decide to shop around for a new accounting firm because “our present firm isn’t doing the job we need done.” But how will they find out about you?
Here’s 10 ways that I believe you can indeed boost your visibility as an advisor and value-added service provider to current and potential clients:
1. You need a great website. If a client mentions your name or a new arrival to the community does some online research, you need a good website that tells your story. According to BrightLocal, 53 percent of consumers search the Internet for local businesses at least once a month. Alternatively, 5 percent said they never searched online. In “Why a Killer Website is a Priority For Small Firms,” Will Keller wrote, “I knew right away what my top marketing priority would be.”
2. You need a great brochure. Paper is old school, yet it’s tangible and has staying power. Emails and attachments can be easily deleted or overlooked. Ideally, this concise document is available as a PDF allowing you to print it or send it electronically. According to a survey by Two Sides, 88 percent of respondents indicated that they understood, retained, or used information better when they read print on paper.
3. Social media presence. LinkedIn positions itself as the social media platform for business. A landscape designer recently described his rationale for being active as “it’s like being listed in a business directory.” When people do a Google search on your name, your LinkedIn profile will likely appear. If you are connected with clients, alumni, and friends, you have a platform to distribute articles and posts. This builds name recognition and establishes you as an expert in your field.