4 Ideas to Help Accounting Firms Improve Their Marketing
Previously on Going Concern, I wrote a post called "Why Accountants Suck at Marketing." As a follow up, here are four simple ways accountants can do better.
Why Accountants Suck at Marketing
From my first post on Going Concern:
"Valuing logic and reason above all else is an excellent trait for an accountant, but is terrible for understanding how and why people buy things. That’s because most people buy products and services according to how they feel, not how they think."
How to write a proper pitch
I’m loving this article by Leonard Kim in Inc. summarizing Ryan Foland's method for pitch writing. The "3-1-3 method" is an excellent exercise for both startups and established businesses. Can you distill your business from 3 sentences down to 3 words?
Why you should be a Content Curator, not a Content Creator
Getting content to your accounting or bookkeeping clients and prospects doesn't have to be difficult at all. It can even be easy (and maybe fun, too). Here's how.
Recommended: Canva — for graphic design
Adding images and graphics to your posts is one surefire way to increase audience engagement. Now that's easy to do with cloud graphic design apps such as Canva, which I used to make the featured image for this post.
To do good content marketing, know thy audience
If you're going to make the effort to do content marketing for your accounting firm, it's really important to know before you start who your audience is (who it is you're writing for).
What luxury brands can teach accountants about anchor pricing
Luxury brands—such as Hilton, Le Meridian, and Neiman Marcus—are masters of anchor pricing. Learn what it is, how it affects perceived value, and how to use it to your firm's advantage.
How to Promote your Xero Practice Online
Check out the recording of this webinar I did with Matt Wilkinson from Bizink. In the video we share some of the top techniques HPC and leading Xero accounting firms use to promote themselves online.
Talking cloud accounting with Heather Smith on the Cloud Stories podcast
Heather Smith recently invited me as a guest on her Cloud Stories podcast series. Heather and I discuss Cloudsourced Accounting, what clients want from their CPAs, how Xero add-ons can stand out, and what Xero needs to do to break through in the US market.