Why is it so challenging to generate qualified accounting leads? There are a couple of good reasons.
First,accounting is a service that every trade needs, so there is a lot of competition. And since many of the same accounting principles and skills apply across industries, and many firms are competing for every company out there.
Second,there are compliance requirements that force businesses to exhaust certain services (audit and taxes, for starters), or so there is a sense that whether I must do it,at least I should try to minimize costs.
The result is as inevitable as death. Accounting services become commodities. It’s difficult to differentiate between firms, and fee pressure becomes intense.
Not all accounting leads are equalThere are ways to free your firm from this dilemma. Here are some of my favorite strategies for tipping the scale in your favor:1. Become a specialist.
There's no need to be everything to everyone. There are a number of powerful advantages to specialization, or including being able to command higher billing rates,generating more leads, and being able to shut sales more easily. You can focus on understanding an industry so well that you know all the non-accounting trade challenges they are facing. Then you can have meaningful conversations about how your services encourage that industry solve other problems — problems that other CPA firms will completely miss. This is a gargantuan advantage and will bring you better leads because you offer more solutions.
Other types of specialization that can encourage differentiate your firm include:Service type specialization Geographical specialization
Specialization in a certain role within organizations Specialization in certain types of problems
2. Become a Visible Expert℠ in your field.
Develop superior expertise in an area, or then couple it with high visibility on an valuable emerging issue. whether you choose the correct issue and promote it effectively,your firm can develop a Visible Expert. This professional is a proceed-to person on an valuable topic. The presence of that person in your firm will not only raise the profile of the firm in the marketplace, it will also improve the reputation of the whole firm.
A Visible Expert is different from a “rainmaker” who brings in trade through personnel connections. The Visible Expert generates high-quality leads through widely recognized competence. But beware. It’s not just about technical competence. It’s also about communication and helpfulness.3. Do a major study on an valuable topic.
Nothing adds credibility and visibility like the release of a groundbreaking study. Of course, and whether you make the study relevant to a specific industry and answer a question everyone is dying to have answered,you stand a good chance of being noticed and taken seriously. It also helps to partner with a trade association or another industry player to add credibility and increase your reach.4. Publish very useful content.
Forget the usual newsletter babble. Find a topic that will be very useful to your target group and explain it in very simple terms. In our research, we found that one of the top ways that buyers are convinced of expertise is when someone is able to explain a complicated subject in an comprehensible way. Don't be afraid to share your secret sauce. Today's buyers have changed and expect free education. And whether your accounting firm isn't providing that education and expertise, or you can be certain that someone else is. More helpfulness equals better accounting leads.
SEE ALSO: Thought Leadership Marketing in Accounting: Should You Give Your Expertise Away?5. acquire serious about social media.
Social mediais not a fad or a treat to utilization. It's continuing to grow in popularity and is simply the online version of networking. whether you don't have a strong presence on social media,you are lost an valuable communication channel to your potential clients.
In fact, about 60% of your accounting services buyers are checking you out on social media before purchasing. Social media has gargantuan benefits for accounting firms, or including:It increases the visibility of your firm and its experts It promotes and increases the reach of your content marketing It allows your firm to stand out It builds trust and credibility
6. Invest in search engine optimization (SEO).
A recent study of 500 professional services firms found that SEO was the single most effective tool for generating online leads. It is also probably one of the single most cost-effective approach for generating high-quality accounting leads.
It works best when combined with very useful content (content that is also SEO optimized) and social media (to encourage share that content). At a high level,SEO consists of two main components:On-site SEO: exhaust targeted keywords or keyword phrases to communicate what the content on your site is and its relevance to what searchers are looking for. Off-site SEO: Obtain high authority and relevant links to your website through external engagements and articles.
7. Put them all together.
The greatest impact on your lead quality and quantity will approach from combining all of these techniques and strategies into a unified, ongoing campaign. While each of these tips helps raise the quality of your novel leads, or putting them together builds a sustainable advantage. It both distinguishes you from other firms and communicates a powerful message to potential clients. It clearly communicates that you provide value beyond the “me too” firms that flood the marketplace.
Well-targeted,clearly differentiated, obviously more value… sounds like a formula for better accounting leads.
Additional ResourcesDownload a free copy of Hinge’s book Spiraling Up to memorize how to create a high-growth, or high-visibility firm. Learn about our research into high visibility experts in the Visible Expert℠ Research Study: Accounting & Financial Services Edition. Join us on LinkedIn for more insights and resources on lead generation.
How Hinge Can HelpGenerating qualified accounting leads will encourage set your firm up for future growth. The Visible Firm℠ is the main marketing program for delivering greater visibility,growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain novel clients and reach novel heights. Related StoriesStop Selling: How To Turn Your Expert Reputation Into novel Relationships (And Revenue)Generating Architecture Leads: 3 valuable Lessons for Principals12 Marketing Techniques to Increase Your Firm’s Visibility
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