Local business sales funnel for accounting and tax

How to create outlook signature

all right hey everybody this is one of these videos for accountants and bookkeepers tax professionals if you're trying to start your own cpa firm or if you're trying to make a work from home bookkeeping business i'm going to talk about something here about local marketing um you know i talk to about 20 or so different accountants throughout the week and every single time i'm laying out a game plan of how we can help them generate leads and that's what we do here just so you know here at feedback ranch we help all sorts of businesses but in particular we love helping accountants and bookkeepers build up what i call the outsourced accountant model now i've got a new blog i'll put this in the link to this video here there's a new blog here on our website that talks about what is the outsourced account and model if you come here you go to blogs and you hit right here the outsourced account model and i tell you what this is one of the best articles i've written in terms of like equipping you to do your business in fact this section ah let me get it here this this section right here what's all included in the outsourced account model you got to come check this out so hit that up and just so you know we do websites we do paid ads and we do seo or search engine optimization to help you generate attract and close more sales and there's a lot of gurus out there that talk about how they help accountants and really what i've been noticing is most of these accountants are missing the mark and a big deal and one of them is in local search engine marketing so let me just talk about this real quick um again i get dozens of you know probably 20 or so accountants call in and have a meeting with me i'd love to connect with you i can help you establish your model help you with you know big small we do packages for a couple hundred bucks um we do really robust marketing setups we have six month pay plans we make life really easy but when i'm talking to them and you know i always just engage with where are they at we always start with a phone call to figure out what their goals are and to see what kind of marketing we can do because there's definitely like a cost thing there right we have to make sure that things fit your budget but then also fit your goals and one of the things that always pops up is when i lean into the core foundation of what we're going to be doing and what we're going to be controlling i start hitting on local search engine marketing and the and immediately or later on in the conversation this accountant says wait a minute i i don't know if i want to do this local marketing thing what i want to do is i want to be able to travel and i i mean i have clients all over the nation and um like i don't want to only work with people in my local area and i really don't want to get an office um is there some like why would we do that am i wrong here what should i do and i can tell that there's a couple of reasons there um that that they've got this idea so first off what the principle is is that they're averse to niching towards a local um niche or a local target business or a target market and uh one thing that i just want to recommend here right now is that i think that most accounting firms should choose the benefit choose business niches to market to but don't necessarily limit the industries that they actually serve so in other words there's a way particularly with digital marketing that you can create a gigantic um groundswell of clients coming in from us a particular business nature or target market or you know sector or industry without you being hamstring and limiting yourself and that's really what happens and so this is a little bit different dichotomy i think when you listen to like the mo the typical digital marketer out there they're going to talk about you need to focus on a business niche and by focusing on that business niche what you're going to do is you're going to have all of these benefits and the benefits are is that first of all we can actually target them on facebook second of all we can target them on google in different areas third of all we can do you know content marketing that'll actually rank it's much easier for you to rank so for example um web designers near me is incredibly difficult or website companies web design companies web designers that's incredibly difficult but if i say web designers or websites for accountants suddenly my cost per click gets cut in half because it's a more targeted group and there's there it's more targeted that's really what it is right so by targeting a niche or or a more pruned down version or this segment there's a ton of advantages besides that you have the psychological advantages right because that business niche will see that you work with them they want to work with you because they just assume you're an expert and lastly there's all sorts of things you can do in terms of operations to make sure that your operations go well so one of the things that will always happen with any business is that when you choose to market to a niche their immediate take back is that they think by niching they're actually going to be limiting themselves and that's a pretty common thing amongst most business owners in fact when i was a financial planner we had gone through this big training and the training was like choose a business niche or choose a niche of people that you can focus on and all of us were like oh my gosh well i don't have any clients in that niche so if i choose that niche am i no longer going to get clients similar to what i already have and just this last week i had a person that i was talking to and they were looking at counting work works pro they were looking at cpa site solutions and we were walking through what's actually going to get them sales and one of the things that brought up was local and he said wait a minute i don't have any local clients all my clients are national by me choosing to go local am i going to omit them the answer is no the idea behind the business niche approach that i take is we can have broad messaging to make sure that you help you know the niches business owners then it's just people who have tax problems accounting problems payroll problems that's your business niche and then what we're going to do is we're going to use landing pages made specifically for them we're going to use facebook ads google ads retargeting ads youtube ads and content blogging content with a tagging structure that's going to actually help you um when that niche gets there you're going to show legitimacy and so there's multiple layers of benefits i don't need to get too much into that but the idea is folks you have to go after your local search you have to get after that local niche okay now let me dive into another big reason why is because all of your core commercial keywords when it comes to a uh an accounting website is going to open up the google my business vein of a local search thing so just watch this here's what i mean sorry that was like totally goofy but accountants near me boom look at this so we have pario a big national advertiser which just drives me nuts and then you have the google my business in fact here what you're going to see is you're going to see my old firm which we became the most dominant provider in the area the most reviews of just about anybody else and then on top you have this is a google ad this is something that you can actually tap into when you create a google ad that triggers in a 30 mile radius of your google my business and you attach what's called the location extension that's something that you can tap into so that's accountants near me if you just said accounting services you're going to see the same thing google ads google my business notice what happened here we have a little bit different layout my firm my old firm still says full service accounting because those are keywords on the website that are there but now we have owl bookkeeping so that's accounting services look at bookkeeping services right bookkeeping services same thing that's a pretty broad search in fact if you think of bookkeeping services look who's here we have monali back office and then towards the bottom i guarantee you we'll have yep quickbooks we have owl bookkeeping so that's a local gal bookkeeping.com so you have big nationals here and you have local but what you have to take advantage of is um this is on desktop when this is down on mobile this becomes even more relevant and so what i want you to understand is and this is pretty much every keyword so bookkeeping services take a look at this you've got payroll services these are broad huge core commercial keywords again the local setup is there and then you say cpa firms so the the main families of keywords that you're going to see out there folks um and and i have another blog post here if you go to my blogs uh there's and i'll put this in the in the link here but this seo for accounting firms there's five steps to rank what i do is i dive into the main core commercial keywords here in fact here they are this is the national keyword rankings for accountants and bookkeepers so you have accounting services accountants accountants near me bookkeepers bookkeepers near me bookkeeping services cpa near me cpa firms tax preparation and payroll companies all of those combined these are the monthly average searches across the united states and all of those equal four million in exact match searches there's there's like hundreds and hundreds of variants of accounting services right you have accounting services near me you have accounting services lakeville mn you've got a whole bunch of those so what i'm trying to show you here folks i think i've read some stats where 80 of the people that make a search for a service generally put near me on it and all of the core commercial keywords for accounting firms bookkeeping tax preparation accountants accounting firms cpas certified public accountants cpa firms cpa services business accountants those all trigger the local google my business so my point is is that when you do this folks if you're missing out on that you're hamstringing yourself in fact when you look at this ad notice that when i said account you know accounting accountants near accountants just type accountants and what you'll see here boom it's local right away now aicpas pulling up now and this is important to understand your google my business is just a way that you get to cheat it's the path of least resistance so if you're omitting this i understand that you feel like you're going to be limiting yourself but here's a couple of things so here's the bottom line tip so first of all take your website make sure that you have some local things in there but invest in your google my business that's the number one takeaway how do you impact this right no matter what your gurus talk about and that we'll get into that too so invest in your google my business invest in your website make sure you have a services structure within your website you want an individual page for every service that you're going to hit on because each of these keywords have a different vein to them each of those veins you notice there was somewhere nuance financial my old firm ranks and there's some that do not and that's because they actually ripped out a lot of the seo that i had done for them and relied heavily on their google my business to their home page there's a whole set of keywords that they don't show up for and it's because they removed the services pages to simplify um so have a services structure in there make sure that you have blog posts you know one thing uh let me show you this for instance i do this with you guys okay up here i we help businesses of all shapes and sizes i help construction remodeling home services real estate agents realty companies and up here i have four accountants and what you'll see is i have an individual landing page and this is where i push all of my marketing for accounting firm so you'll see i have a clear hero i have a nice lead magnet right here i have videos that explain how i help accountants i have explainers for just about everything that you get in here specifically for accountants not only that but you'll see that i have these articles here these articles are all tagged with one tag so every blog that i've ever written that has to do with that niche is going to be right there um and and filtered by a tag or a category so i have accountants as a category and then what you'll see is on the websites for accountants down here um you're going to see eventually way towards the bottom i put the blogs so here are all the blogs that i have ing to the tag so it's all of my new outsourced account and tag blogs and what you'll see is by having that by having a whole bunch of keywords in here that answer questions talk about competitors for this niche you're gonna rank now i my whole business is starting to rank organically for a ton of this a ton of these keywords accountant marketing accounting website so it's websites for accountants and whatnot and you can do that too right um so just know that that business niche is super important but now i want to tap into just one of the things that i'm i'm seeing here the foundation of what most gurus are and these gurus i think they're great you got bookkeepers.com you got ben brown you've got a lot of these folks out there what they do is they talk about how to use facebook and how to use social media to generate leads and here's what i'll tell you you can run lead magnets to targeted groups and niches on facebook and then you can have an email campaign that keeps you in front of them that's one of the foundations that's one of the pillars of what we do here at feedback wrench for you but what you're going to find is that if you rely only on that you are missing out on the best customers and the best customers is that successful guy and gal who's you know started their business been in it for five years they're starting to bump up against big tax bills they're starting to get a little anxiety around that and they're going to search for an accountant near me and if you use a lot of these you know lead pages landing pages um what's his name there's a couple of these guys it's really on click funnel so i see a lot of this russell brunson in fact i had to pull it up here because i kind of forget the name because there's so many of them but you know they do a decent job but if all you have is a click funnels website or a leadpages website or any of these landing page systems sure you get to tap into some of the best lead magnet and drip you know sales automation email automation with with the active campaign and whatnot but what you're going to find is that you lose out big time on local seo in fact if you look at the way the structure those domains are they really hinder your ability to rank locally your local google my business wants to have a website that explains the services that you have so um i would we replicate landing pages for people if you like the idea of click funnels if you like the idea of leadpages and having these you want to implement what the gurus show you lead magnets on facebook and then drip on them we can do that with a website that we build with these great systems and you'll rank for seo so don't hamstring yourself and only do these lead pages and don't build anemic websites that don't have the foundations of good local seo go to feedbackrench.com we'd love to help you out no matter what you know i've got a course out there for 500 that shows you all about how to deliver the right value how to communicate well how to sell this outsourced accounting model again check out this blog post that we have on our blog it's called the outsourced account and model and i'm telling you this is a really good blog i have a subsequent um 30 minute video on here that talks about how i started and grew our million dollar practice in less than two years and uh no matter what good luck god bless like and subscribe if you like this and keep watching for the stuff we have for you get out there get some clients have an excellent fall for your accounting and tax firm and i hope things go well for you