Karen Reyburn of The Profitable Firm helping accountants with digital marketing. Karen is a dual American UK citizen and based in the UK.
Why do most accountants struggle with marketing? Fear of marketing two aspects. (1). Misunderstanding of what marketing is and (2) state they are not a creative.
Stick to what you know but add a little spin. Revealing in a visible way.
Be the Visible Expert (based in the research of Hinge Marketing). In the research states visible experts in the professional service market get 14 times the rates. (Yes we don’t support the billable hour but this research was done on this metric)
Develop a niche. Otherwise pack up bags in the next 2 years.
Focuses marketing efforts. Makes marketing easy.
Many of the industry are already aware and are thinking about it.
Where are your prospects?
The landscape is changing – 1. cloud 2. website.
Cloud accounting – think ahead. Clients you want to work with.
Website is the hub of all things marketing. It is where people can see if the professional understands them.
Prospects are attracted to a niche provider because they don’t have to continually explain things those who don’t the industry. Help people with their problems.
Content – needs to be fresh, continuous and helpful.
Niche makes the choosing of content easy. The issues that belong to the niche. Create the type of content you market wants to consume.
1. Pick a niche market.
2. Get an email marketing system
3. Identify issues of niche. Top 3 problems and create content around this.
Not perfect but done.
Karen Reyburn – www.theprofitablefirm.com
Twitter – @profitablefirm