Do you struggle with getting good clients? Content marketing can be an incredibly powerful tool for client acquisition. Learn how to use it to your advantage.
There are two crucial reasons why accounting firms use content marketing. The first is to build up an audience. The more people that you reach with your message, the more people will learn about your firm. The second reason is to get new clients.
These are the goals of almost all content marketing strategies.
But is content marketing really essential?
It is in the sphere of accounting – regardless of your niche. Without content marketing, it’s hard for you to position yourself in the market. And without good positioning, you can’t get prospects to see you as a VITAL accounting firm.
That’s not to say that content marketing is easy. It can go wrong and drain resources if you don’t know who to target.
You want to convert your prospects into clients. But you can’t do that if you’re not talking to the right audience. No matter how VITAL your services are, you can’t sell them to people who don’t need them.
So, before you start a content marketing campaign, it’s crucial to identify your ideal clients. Here are six tips that will help you.
Tip #1 – Work Out the Fears and Aspirations in Your Hunting Niche
The ultimate goal of content marketing is to create relevant content. If your content has meaning for your audience, you can convert prospects into clients.
Before you can do that, you need to ask yourself a few questions. You know that your clients need accounting work. Now it’s time to separate regular clients from ideal clients.
Match your prospects to your services by asking these questions:
- Where do my clients hang out?
- What do my clients want to achieve?
- What are my client’s fears and problems?
- What frustrates my clients the most?
This will help you figure out the best way to reach out to the people who really need you. Once you know their goals, you’ll know if you can help them reach those goals.
When you understand their fears and frustrations, you know where to focus your efforts. For a prospect to become a client, you need to offer a solution to those problems, fears, and frustrations. So make sure that you know the troubling issues in your hunting niche.
That’s the best way to speak directly to your ideal clients. Then start talking about specific solutions that will help.
Tip #2 – Know That You Can’t Write for Everyone
Here’s another key aspect of content marketing: You can’t write for everyone. Some clients have unique needs. This means that you may need to offer personalised solutions. You can’t expect to reach everyone in the same way, or with the same hook.
Your content always needs to have meaning, so don’t spread yourself too thin. You don’t have to please every prospect to grow your business. It’s not necessary to position yourself as VITAL to everyone.
For your content to stand out, it needs to offer something valuable and different. The reality is that not all of your clients will value the same service package. Targeting a specific audience can help a lot.
Although this may take additional time, it’s not as bad as it sounds. It’s not a big deal if you’ve done your research and identified your ideal clients. This means that you know where to focus your efforts. And you don’t have to spend your resources unnecessarily.
Tip #3 – Examine the Benefits of Your Service from the Client’s Point of View
Positioning yourself correctly is another crucial element of content marketing. In other words, describing your services to appeal to your ideal clients.
It’s a common mistake to present your offer only from your own point of view. As a result, clients may not understand what you’re trying to offer.
Consider looking at your company from the client’s perspective. What do you think your client wants from your service package? What solutions does it offer them? Can it help them transition their business?
Keep these things in mind when creating your marketing. Not everyone responds well to overly technical language. Many prospects are not interested in a full list of services and signature solutions.
Focus on the part of your service package that benefits your ideal clients the most. Identify their pain points and put yourself in their shoes. Then use that perspective to tailor your message for maximum effect.
Tip #4 – Know What Problem You Can Solve
Understand that you may not be able to solve every problem. And don’t give in to the temptation to claim that you can. It’s easy to exaggerate when creating marketing content.
You don’t need to be able to fix everything. Instead, play to your strengths. What makes your firm VITAL? What problems are you best equipped to solve?
When you know that, you can develop unique solutions for a variety of clients. This can prevent you from going outside your area of expertise. The clients you end up working with are the ones you can help. Which means you’ll get excellent results.
And that’s how your firm can stand out from the competition.
Tip #5 – Talk to Your Existing Clients
Never underestimate the value of feedback from existing clients. Talk directly to your clients or ask them to participate in a survey.
To create better marketing content, it’s crucial to know what you’re doing well and what you need to improve.
Getting data from both satisfied and unhappy clients is essential. Ask for detailed reviews of your services and conduct. This is how you can find out what worked in previous campaigns. And what you need to know now.
Tip #6 – Leverage Analytics
Surveys aren’t the only tool. Analytics can offer a wealth of valuable information regarding your audience.
With proper analytics, you get a better overview of who’s showing interest in your firm. You can also find out just how successful your conversion rate is.
Analytics and feedback are a powerful combination. Together, they can help you refine your content marketing. This allows you to better identify your ideal clients and how to find them.
How Do You Reach Your Ideal Client?
To reach your ideal clients, you have to hang out in the same places that they hang out. Sure, some clients may find you as a result of your marketing. But to target your marketing properly, you need to know your prospects. And you do that by talking to them – preferably your best prospects.
While it’s great to have a social media presence on several platforms, not all of them will have the same impact. You need to understand your niche. That way, you’ll know where the people who need your accounting services spend their time.
Platforms like Facebook and LinkedIn come to mind. LinkedIn is a platform dedicated to professionals. And Facebook is a great place for people with shared interests to meet.
You’ll want to focus your efforts and increase your presence on the right platforms. This will help you amplify your reach. Done properly, this is so powerful that we refer to it as a marketing and sales superpower.
If you want to engage an audience on Facebook, use the Groups function. Put yourself in your client’s shoes. What type of group would they search for? What keywords would they use?
Don’t stop at joining one group, either. Join several groups that cater to your niche. You’ll get more exposure to the right audience. Start interacting with people and building relationships. You have to establish trust and provide value first. Then you can convert them into clients.
LinkedIn is the place for sharing articles and case studies for those who need your services. Keep in mind that this platform focuses more on one-on-one communication.
This is where you can use personalised content marketing to your advantage. And it’s a great place to find businesses that require unique, signature accounting solutions.
Leverage Your Content to the Fullest and for the Right People
If you don’t work with the best clients for your firm, it can put a significant drain on your resources. There is such a thing as clients who are not worth pursuing. We call them “vampire clients.” Luckily, as an accounting firm, you can choose to work only with your ideal clients.
Of course, that is only possible if you know who they are and how to reach them. There are several ways to grow your firm and demonstrate that you offer VITAL accounting services. Content marketing is one of the best and most affordable.
But only if you do it right. And a large part of that is knowing how to target your ideal clients.
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