Most Accounting practices have a zero-based lead generation (or new inquiries) strategy, which means they do nothing. New clients just “appear,” typically via referral. There’s nothing wrong with getting referrals from existing clients. In fact, they are the best quality leads you can get — free and credible. The challenge with a referral is that it is typically reactive, and you have no control of how many you will get and when. So just having a referral-only strategy is a path to slow growth. To be proactive in lead generation, you need multiple methods to attract the clients you want to attract. It starts with a database of your target market (niche, geographic, service focus). Then with proactive and persistent marketing (with the focus on generating leads), you attract potential clients to your firm.
Here are some examples of proactive marketing tactics that you can apply:
✔ Direct mail and email
✔ Paper newsletter, magazine
✔ Seminars and workshops
✔ Boardroom briefings
✔ Teleseminars and webinars
✔ Referrals from clients or spheres of influence
✔ Host beneficiary relationships
People buy from people, and if you want to get my attention as a business owner (assuming that’s your target market), then you have to remember one word word — experience. Not your years of experience, but the ways that I experience your smarts. You need to create multiple points of experience in your marketing campaigns. Mix it up with voice, video, meetings, presentation, words written, tools downloaded, combinations of these and so much more.
Creating a lead generation strategy with predictable return on investment (more new clients all the time) means you have a consistent marketing system leveraged with technology-driven tools to support your strategy. One such strategy that I personally love is content marketing. In this digital age, they say, “Content is King!” And, I would definitely agree.
With everyone connected to the web nowadays, people (such as your potential clients) are consuming content at such a ravenous pace that it would almost be blasphemous not to take full advantage of it. Imagine having an all-encompassing content marketing engine that needs little-to-no input from you but delivers potential clients to your doorstep.
It is for this very reason why my team and I have developed MarketingHUB, our proprietary content marketing automation software specifically designed and engineered for the use of Accounting firms like yours.
With MarketingHUB, your firm can create emails, social media campaigns, websites and blogs with customizable templates in an all-in-one marketing communications solution platform. This empowers Accountants like you with a solid marketing plan that can help increase your total number of new clients as well as continuously nurture all your existing clients. It’s another win-win scenario if I do say so myself.
Rob NixonCo-founder at PANALITIX
About the Author
Rob Nixon is the world’s foremost authority on how accounting firms can achieve peak performance. Since 1994, he has been running businesses that specialize in helping Accountants run better, more profitable businesses. His speaking work has taken him around the world where he has spoken to in excess of 170,000 Accountants. Currently, his landmark strategies and products are used by Accountants in over 30 countries.
On average, clients increase profit by 75.5%, enhance capacity by 30.6% and achieve sustainable revenue growth of 52.1% - in just 12 months.
Rob is the author of two best-selling books “Accounting Practices Don’t Add Up – why they don’t and what to do about it” – and “Remaining Relevant – the future of the accounting profession”. Both have received rave reviews from Accountants and industry professionals from around the world.
Rob’s latest book “The Perfect Firm: Your Playbook for Building a Perfect Accounting Business” aims to help Accountants build their perfect accounting firm.
In 2005, he created the revolutionary coaching model called coachingclub. The coachingclub model enabled firms to be accountable, to consistently learn and to share ideas amongst their peers. So far, over 800 accounting firms have graduated from his coachingclub program. The vast majority of firms have doubled or tripled profits because of the program.
Rob is a keen golfer (single figures) and adventurer (he is ticket holder 293 on Virgin Galactic to go into space). He lives in sunny Brisbane, Australia with his lovely wife Natalie and three children.