Short answer — yes. Here’s why it’s so important.
When you work off referrals and want to focus on your clients, marketing can seem less than essential. But in the long run, marketing plays a massive role in your firm’s success. In a study by Karbon, The Business Ability of Accounting Firms, most accountants showed they weren’t confident in their marketing abilities. Clearly, it’s time to build awareness of how easy it is to keep in touch with new and current clients — and why you should. Because even if good service and word of mouth have given you steady growth so far, there will be a day when your immediate network runs dry. Here’s why upskilling in marketing is worth the effort:
Become a trusted advisor
For accounting firms communicating with your current and potential clients is crucial to building strong relationships and improving satisfaction. By keeping everyone informed and engaged, they’re more likely to trust you and rely on your expertise. And when your clients know what’s going on, it also helps make your job easier. That’s because they’re less likely to make accounting mistakes (that you’ll need to fix later), and they’re better placed to grow their business and bring you more work.
BOMA allows you to keep clients up to date with minimal effort. With customisable articles ready to share via email, social media and your website, you have thoughtful, valuable information to share weekly. And because all of the articles are specific to New Zealand-based accountants, everything is relevant to your clients. Learn more about the BOMA content library here.
Improved loyalty
Just like a good relationship, marketing is all about communication. Keeping in touch with your clients and providing valuable content strengthens your connections and positions you as a trusted advisor. Regular newsletters, personalised emails and social media create a loyal customer base who want to stick around. And these days, it doesn’t have to take up hours of your precious billable time. With BOMA, you can easily create content and share it with just a few clicks. This will also help you manage client expectations. When you’re consistent and clear about your offering, you can make sure your clients are satisfied long-term.
Faster business growth
The purpose of marketing is simple — it supports your firm’s growth. By spreading the word about your offering, you attract more clients and adapt to changes in the market. Things like targeted social media campaigns and weekly newsletters build credibility, attract new clients and support organic growth. Here’s where the growth comes from:
- Increased brand awareness. Help potential clients find you and recognise your value.
- Standing out from competitors. By highlighting your point of difference, you can establish yourself as an industry leader and attract more clients.
- Improved conversions. Good marketing helps attract new clients and increase your revenue.
- Upselling. With valuable content, you can upsell additional services and increase revenue per client.
Ultimately, marketing is essential for accountants looking to grow their business sustainably in such a competitive industry.
Better forecasting
As a numbers person, you’ll be interested to hear that marketing helps make your business more profitable. By using market research and historical data, you can make educated predictions about future performance in your target market. And with a digital marketing tool like BOMA, it’s incredibly easy, as you can see your analytics on the dashboard. With a complete picture of your performance, you can make more informed decisions about your business. For example, when to hire more people or how to price your services more effectively.
Make marketing easy
Out of all areas of the business, accountants struggle with marketing the most. But if you want your business to thrive, it’s essential to have a good grasp of it. With BOMA, you see what good marketing can look like and become an expert in minutes. Everything from analytics to key performance indicators, customisable content and scheduling is there for you to use from one easy dashboard. Don’t let a fear of marketing slow you down; sign up for the BOMA 14-day trial today.
Or if you would prefer then BOMA can manage your marketing for you with our Managed Marketing Services.