Got a new accounting website, but getting no emails? Got new QuickBooks or accounting certifications but your phone still doesn’t ring? Got your business cards printed, but all those that you passed out at the last event haven’t turned into business? It could be you have a weak link that needs fixing in your accounting marketing process.
Here are five of the most common weak links to evaluate in your accounting or QuickBooks practice.
1. Your photo, or lack thereof.
It doesn’t make sense to have something as small as your photo holding back your potential accounting business, and yet, it happens all the time with people who are uncomfortable getting their picture taken – namely accountants, who tend to be relatively shy and introverted in the first place.
Ask yourself three things about your photo:
a. Is it well-lit?
b. Are you smiling, and do you look approachable?
c. Are you dressed professionally for your industry (and no matter what – no skin showing)?
If not, get a professionally shot photo done immediately. If you paid big money for a website, but have an amateur photo, it looks to the client like you’re not willing to go the extra mile; you’ve cut corners on your costs.
If you don’t have a photo, it looks like you’re hiding something. Get one, and shore up that weak link.
2. Your phone message.
Many people do their bookkeeping, QuickBooks, and accounting services out of their homes. If you have your 7-year-old record the greeting, that’s cute, but not professional. If you haven’t recorded a greeting at all, most people will hang up, wondering if they dialed the right number or if you are still in business.
Some people accidentally leave their vacation message on that’s a month old. If you record a daily message stating the date, have you ever gotten behind? Client might think: if they forget about that, what accounting or tax deadline will they forget of mine?
Action item: listen to your greeting now and fix it if it’s your weak link.
3. Unprofessional (or no) marketing materials.
The quality of your business cards, stationery, and prospect kit reflects directly upon your accounting business. I often go to networking events where people don’t have cards or have ordered those glossy ones you don’t have to pay for. You might as well paste a sticky note to your forehead that says, “I’m not fully committed to investing in my business.”
The higher the quality of marketing materials, the more easily you can ask for higher accounting fees.
4. Out-of-date email address on materials.
I am working with one of my clients on search engine optimization so that he can increase his leads via his web site. Due to staff changes, the email receiving all of the leads was bouncing. All of my work was going down the drain because of this back office booboo.
Be sure you have the processes in place (updated, working, and everyone cross-trained) to receive the leads you’ll be getting from all of your marketing efforts.
5. No accounting testimonials or client stories.
The fastest way to look like you have no accounting clients is to fail to list accounting testimonials on your accounting or QuickBooks web site and marketing materials. I know it can be uncomfortable asking your accounting clients for testimonials, but when you get them, you’ll wonder why you waited so long. Posting accounting testimonials greatly reduces your marketing costs; it’s the closest thing to word-of-mouth that you can get. And nothing beats word-of-mouth.
How did you stack up? Shore up your weak links in your accounting business, and watch your marketing results soar.
I’d love for you to post your comments on the weakest marketing links you’ve seen. Share your stories and ideas on my blog or on my Facebook page here http://www.facebook.com/sandismithleyva.