Accountants and Bookkeepers find marketing so, so difficult. Over the next two blog posts I’ll share with you some of the questions that I get asked the most frequently surrounding marketing, as well as my answers to them.
There are 3 main obstacles that we need to overcome in order to unlock the power of marketing:
Historically, we have tended to do everything with our clients on a one-to-one basis. However, in the past few years, the world has changed massively. We’re increasingly moving online rather than meeting face-to-face, and this opens up new opportunities for scaling this process and delivering value one-to-many.
In the last blog post I took you through 9 different ways you can utilise video so that you increase your value and come across as the expert. Now, I want to take that a step further and think about the benefits of going LIVE. That is, the benefits of webinars and live streams to social media.
Video is great for so many reasons, and there are so many ways that you can use video to build value. But going live is even better still.
With live streams and webinars, you can reach a much wider audience than typical one-to-one communication with clients. If you have an update about your work, let your clients know...
In the past year and a half, the world has changed massively. We’re not having as many face-to-face meetings and interactions. Instead, the need to stand out and communicate with confidence online is rising as our interactions increasingly move online. And this online world isn’t going away. So, we have to learn to adapt so that we can be seen as the experts in our field and stand out from the competition in this new online world.
In the last blog post, I covered 7 key areas for better communication in the online world. Now that you know the basic standards for creating online content, I want to share with you the 9 different kinds of video that you can utilise to stand out online and position yourself as the expert.
You may already know that video marketing is one of the most powerful forms of marketing, particularly in this profession. That’s because we’re in the people industry. The reason your clients buy from you is...
In the past year and a half, the world has changed massively. You’re probably finding right now that you’re not having many face-to-face meetings. You’re having meetings over Zoom, or on Microsoft Teams. And this situation isn’t going to change in a hurry, this online world isn’t going away. So, we have to learn to adapt so that we can be seen as the experts in our field and stand out from the competition in this new online world.
In the last blog post, I explained the Power of Context – how the way that you present yourself online affects how much clients are willing to pay you. Now, I want to share with you 7 essential tips for improving how you communicate online. By improving these factors, you play into the Power of Context concept, supporting your expert positioning so your clients see your value and pay you more – pay you what you deserve.
I recommend going through each of these 7 factors and scoring yourself from...
In 1983, behavioural economist Richard Thaler did an interesting experiment involving beer. Thaler had a group of people in the study, and essentially, he wanted to find out how much they were prepared to pay for a particular bottle of beer. The product was the same for everybody, it never changed, the only thing that changed was the way it was sold.
Thaler found that people were willing to pay a very different price depending on where and how the product was sold. This is called the Power of Context. If the beer is being sold in a messy corner shop, stacked in a dusty corner, people are willing to pay a much lower price for it than if they bought the exact same beer next door in a hotel bar, cold from the refrigerator. Likewise, they would pay more for the cold beer on a hot day than a cold one, sometimes even 2 or 3 times the price! Simply changing the context in which you are selling can raise prices.
Another study in 2002 from price psychologists Adaval and Monroe tested this...
Recently, one of my students – Cathy - left me this question in my Facebook group:
“I need to do more marketing but I don’t have the time. I’d love to outsource it but I don’t know how to hire someone because I don’t know all of what I need – it’s a catch-22! Plus, I don’t want a regular digital marketing agency, I would prefer my own offshore marketing employee. Any suggestions on how to get good people in that area, especially as I don’t know how to judge their work performance.”
My first response to this is to avoid the big mistake we tend to fall into when we hire people…
Michael Gerber talks about this in his book ‘The E-Myth Revisited’ – he calls it abdicating responsibility.
This is when there is a function in your business that you don’t want to get involved with because you are to busy or don’t enjoy the...
When I ask my students what their marketing strategy is, very often they tell they they haven’t got one.
I understand them really because when I started my accounting practice in 1996, I didn’t have a marketing strategy either.
Very often we don’t have a marketing strategy because it seems like something that is really complicated and time consuming. After all, loads of people these days are getting marketing degrees and qualifications.
But sometimes people overcomplicate marketing.
I like to keep it simple.
Really, to create a great marketing strategy, there are only 3 things you need to do.
1 - Ideal Client Profile
Who is your ideal client?
You need to know who that is - in writing.
Look at your best clients. What characteristics do they have? What sort of clients do you like working with. What size business? What kind of turnover? What industry? Where are they located? What are their personalities like?
You need to...
‘I struggle with selling! I don’t know what to say to new clients.’
The issue accounting professionals have with ‘selling’, is the wrong mindset. We think that to be good at selling, we need to have good selling techniques, we need to have good ‘closing’ techniques. But that’s not actually necessary.
A while back I read a book called ‘Spin Selling’ by Neil Rackham. If you haven’t already read it, I highly recommend you add it to your reading list.
In this book, Neil conducted a huge study into the results from sales processes. One of the things he found, was having special closing techniques did not significantly change the outcome.
That reassured me a lot because I’m really not a fan of overly ‘sales-y’ closing techniques. I’m sure you feel the same.
So how do we sell?
One of my mentors Peter Thompson taught me something a few years ago. He said this…
If you haven’t used Trello before, it’s an amazing piece of software. I use it daily to organise my business, plan big projects, delegate and manage my staff workflow and many other things.
I pay for the upgraded version because I love it so much, but you can get a really good version totally free.
The idea of Trello is to create boards. On these boards you can create different lists, and within each list you can create individual cards. Below is a picture to explain what I mean…
You can attach all sorts of useful information to each card including links, images, descriptions, checklists, labels, deadlines - there are tons of features. You can move these cards along your boards to help organise your workflows and processes.
I use a board as my Weekly Planner. On this board, the first column is a list called ‘Ideas’. If I ever think of a great idea, something I can do to improve my business, I...
Pricing is one of the four ‘P’s of marketing.
Marketing is essential to the success of a business.
It’s also important to know that if you want to win more clients, you need to be seen as the expert in your field. You need to be seen as the best. You can create that reputation through marketing.
You can watch the video here.
Marketing has changed many times over the years. We are seeing huge shifts towards social media.
LinkedIn is a great platform for the accounting profession. Twitter as well. But Facebook is arguably one of the most powerful social media marketing tools.
I used to recommend LinkedIn as the number one marketing tool for accountants. But digital marketing is rapidly changing. Over the last four or five years Facebook has increasingly become the place to be.
In the future I imagine it will be something different again. But right now Facebook is the top platform.
As Facebook started to gain traction, everybody became obsessed with creating their...