Your approach to marketing needs to be strategic and well thought out. But all too often I see websites and marketing from accounting firms lacking in one of the most IMPORTANT aspects of marketing.
THE CALL TO ACTION
Think about all the times you have signed up for something. Whether it be to sign up to Xero, AccountingWeb or Spotify… the step before you filled in your details would have involved clicking on a call-to-action.
When you signed up to these platforms or subscribed to something, you would have been guided along the buyer’s journey. Think about it… If you had not been guided along the buyer’s journey and been told to sign up by a few words or a sentence instructing you to do so, you would have far fewer emails in your inbox and apps on your iPhone (other devices are also applicable).
The call-to-action is a core component of marketing and sales success.
What Is A Call-To-Action?
It is a marketing term used extensively in advertising and selling which refers to any device designed to prompt an immediate response or encourage an immediate sale.
Where Could You Use Call To Actions?
Many marketing materials would incorporate a call-to-action. All too often though I see marketing materials created and the holy grail of a call-to-action is missed off.
Marketing materials such as brochures, flyers, email campaigns, newsletters etc. all need to make use of a call-to-action to show consumers how to take the next step and create a sense of urgency in the process.
Want to get a flood of leads in your accounting firm?
Quick, download the 100 Ways To Market Your Accounting Firm Now!
This is a great example of a direct and strong call to action.
Once you have downloaded the ebook you are then faced with another call-to-action which invites you to sign up to a business growth webinar for accountants that we run live every 3 weeks.
If you would like to see how it works sign up now. (see, another call to action)
Marketing done well requires a few small actions to be taken that enable you to build relationships with your clients.
And is that not the key to everything I talk about?
Relationship building is essential to ensure that you grow your accounting firm and get more leads and clients.
Let’s put this into a context that is relevant for your accounting firm.
Bob, a plumber, Googles “Accountant near me” and clicks on a link to your website.
When he comes to your website (Accounting Firm A) he is faced with a few pages on tax and accounting and the website has 3 blogs written on it from when you “embraced” content marketing six months ago.
He reads the blogs and goes back to Google to the next accountant on the Google listings.
Bob clicks on Accounting Firm B’s website link and goes to their website. The website looks the same as yours and low and behold they too have 3 blogs they wrote 6 months ago… (maybe they took the same content marketing course).
However, these blogs are slightly different. At the end of these blogs is a call-to-action:
It says “Click here to book a free call with us to find out how we can save you tax in your small business”.
Bob clicks. He books a call for tomorrow and that accounting firm is likely to get the business.
I have been completely fair here too. Neither of these accounting firms are particularly progressive accounting firms. Neither have thought about the customer journey or provided much value for Bob, but Accounting Firm B invited him to start a conversation with them.
Bob clicked and started the relationship. He took action on the call-to-action.
Whether you are a well-seasoned progressive accounting firm that has mastered marketing, or are just starting to look at how you can market your accounting firm, I suggest you start with call-to-actions on your marketing material.
This one simple step will cause an uplift in your lead generation.
The best way to start the process is to have some examples you can swipe and use in your firm, so here you go:
- Click here to request a quote
- Click here to get 25% off your first month’s subscription
- Click here to refer a friend
- Click here for more information on….
- Click here to review us on Google
- Click here to schedule a no-obligation phone call
- Click here…
Hopefully, this will spark some ideas.
To make your call to actions more effective:
Make sure they are clear: Don’t offer too many choices, keep it simple and ensure you are offering something people want.
Make sure they are easy: If you want people to look at your website provide a link. If you want them to call you provide a telephone number. Don’t leave it to the readers to work out how to take the action.
Make it measurable: How many people are taking the next steps and taking the action? If X number of people are visiting your website, how many are signing up to your lead magnet? If X number of people sign up to your lead magnet how many people are then signing up to your Property Tax Event?
Has this article highlighted the importance of a call-to-action and sparked a few ideas for you? If you would like more ideas on how you can market your accounting firm click here to download the ebook 100 Ways To Market Your Accounting Firm.
This Is Our Call-To-Action!
P.S. When you’re ready… here are 3 ways we can help you with marketing and growing your accounting practice:
1. Grab free copy of my book
It’s the roadmap to attracting better prospects, signing higher value clients and scaling your accounting firm. – Click Here
2. Take the test.
It will benchmark your firms ability to effortlessly attract, connect with & convert high value clients using the Pioneering Practice Scorecard. – Click here
3. Join the tribe and connect with firms who are growing too.
It’s our new Facebook community where ambitious founders, owners, and partners learn to attract better prospects, sign higher value clients and scale their accounting firm. – Click here