Empower Your Business with airSlate SignNow's Nurture Marketing Strategy for Accounting and Tax

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foreign [Music] I am so excited to have you here with me today if you are new here then welcome and if you are not new here then welcome back my name is Rachel and I am a speaker and author a business owner and most importantly for today I am an accountant I've scaled my very own accountancy practice from a one-man band with 50 clients to a team of 12 with nearly 600 clients within two years and that is a 400 growth rate year on year this growth is nearly entirely down to our marketing it's marketing combined with incredibly high standards and customer service which means that our marketing and existing client referrals bring clients into the business and high standards increase our client retention rates today I'm going to be giving you my top tips for marketing your very own accountancy practice today's video is sponsored by tax Dome an all-in-one practice management platform for CPAs bookkeepers and accounting firms you can Market your practice internally by offering your clients an easy to use user-friendly platform like tax they offer revolutionary workflow automation so that you can fully automate the process at your firm sign up with the link in the description to this video and get an additional two user months complete before I get stuck into the content of today's video I just want to do a little bit of myth busting a lot of people who see and consume my content and are part of my community and the audience think that I have a whole team of people helping me supporting me and creating my content and that they wouldn't have the time to do the same I grew my online presence to a community of 20 000 individuals and business owners before employing a digital marketing executive full-time on payroll in-house next time's in so for a long time before that it was me and only me driving and generating the content and so one of my top tips when it comes to marketing is to use any and all of the time and content that you have available to you so if you have five minutes while your Kettle is boiling then you can chat on video about your day if somebody is three minutes late to your meeting you can record a tech talk if you've woken up 10 minutes early you can write a LinkedIn post and that has literally been my marketing strategy for the last two years and I can honestly say it's gone pretty well also a big mindset piece behind content that people think is that whatever you're posting or creating content about must be 10 out of 10 mind-blowing content every single time but in reality my experience has been that by being yourself and showing up online consistently does far more for your personal brand and for your business than only ever posting personal content will okay so let's get stuck in I have split this video into four sections content social media search engine optimization and social proof so let's get stuck in with content effective content marketing isn't the easiest thing in the world to do you need to create regular quality content but even doing a little bit can make a really really big difference and bringing your website or social media profiles to like so tip number one is to write a blog post if you've got a spare hour or half an hour if you can type really fast you can write a blog post think about what your ideal client would find genuinely useful answer a question or provide a solution to a single problem if you ate for around 500 Words That's The Sweet Spot there's also several useful tools out there to help you gauge if there's enough interest around your topic to Warrant writing about it you can use tools like Google Trends and search listening tools tip number two is to make a video your videos do not have to be masterpieces you can film them on your phone if you like you don't need loads of fancy equipment or even while you're on the school run or making some dinner it all about showing your face and giving people a chance to get to know you tell people something they might not know or that you found particularly interesting in your day my top tip for video content is don't waste lots of time on it just get it done in two or three takes and share it wherever you can if you're stuck for ideas you could even turn that blog post I just mentioned into a scripted video like this one tip number three is to pitch to Industry Publications so have you ever wondered how accountants like me get those sweet guest articles on accounting web or in property or construction trade specific magazines the answer is usually by pitching you need to write to the editor introduce yourself explain your credentials and suggest something that you would like to write for them set out your proposed article in a few bullet points and underline why you are the best person to write it for them tip number four is to invite yourself onto a podcast as I just mentioned you will be waiting a very long time to be asked onto a podcast with no previous introduction but you'd be surprised how often hosts are scrambling around looking for decent guests drop the host or a producer of a relevant podcast and email showing that a you have listened to the podcast and that you know it well B you've got something relevant to talk about and see that you are available for a chat tip number five is to send out a newsletter if you're not already sending out a regular email newsletter to clients and all prospective clients there's nothing to stop you starting one you might want to write to your clients with a need to know update on upcoming tax issues reminding them that you exist and that they recently reached out to you to maybe become a client or you might want to contact a targeted group of prospects in a particular sector keep it short keep it clear and keep it engaging and always make sure people have opted in to receiving Communications before you send newsletters to them okay the next segment I'm going to talk about social media which is probably actually how you guys found me so I'm very excited to talk to you about this one first up tidy up your social media profiles if you have not logged into your social media profiles for a while do the rounds get the duster out make sure that your contact information website links and branding so color header logo is up to date consider pinning a post to the top of your profile so you can do this on most platforms pushing the service all the content that you most want people to know about to the top next up post on LinkedIn if you don't use LinkedIn or if you're just a lurker why not say something it doesn't have to be profound or earth-shattering just share some news about your firm your business all client success stories or maybe even a link to that latest blog post or video one post won't achieve much so it's important to manage your expectations but it's a start some people make pledges and challenges to post every single day for a year and that can be a really good motivator they'll see your face engage with your content and then they might even follow you back okay next up I'm going to talk to you about search engine optimization tip one rewrite your website headers after buying and reading all of the books on SEO like literally this is something that really is best left to an SEO expert but sometimes there are some quick easy fixes you can make for example we've seen lots of accountancy firms who use H1 which is the big header at the top of their website homepage it doesn't mention the word accountancy or where they are you don't have to do those things if it's about building your brand but a lot of smaller firms something like accountants in Reading will help you to get a higher ranking position in rankings that's because that's what people tend to type into the search box you can do a similar one for other Pages for example accountants in construction on your construction sector page next up I'm going to talk about adding internal links to your website let's say you want to attract traffic to the page on your website which is promoting your vat returns service with that in mind you want every instance of the phrase that Returns on your website in blog posts or in other service pages to link back to the main vat returns page if you sit down for 10 minutes and add five links along those lines on your website you'll make a small but potentially helpful contribution to your website search performance next up is to fix your Google my business listing appears at the top of search results when you search for a business on Google it includes contact details customer reviews opening hours and all of the information that you and I know and love so take some time to claim your account and update the information that Google has for you in as much detail as you can provide make sure your contact details is identical to that displayed on your website and this will really help your search ranking and may draw leads in directly to you via the GMB info box on Google next up I'm going to talk about social proof so tip number one is to get a client to write a review sometimes even your happiest clients probably won't think to leave you a five-star review on Google trustpiler or something similar unless you explicitly ask them send five or six personalized emails to clients you know to be your biggest fans asking if they would consider taking a few minutes to rate and review your service encourage them to be really honest and tell them why it will help you find more clients like them and grow your practice they're business people and they already love you they'll get it next up I'm going to talk about requesting testimonials so on a very similar note it's always good to have fresh testimonials on your website so think of a recent customer success story in which you played a really key part and ask them if they'd mind you writing it up if you ask them to write something they'll probably never get it but if you draft it send it over to them and get them to sign it off you are much more likely to get the copy set out the problem so cash flow was poor what you did about it improve their invoice chasing processes and the result in for them to take on more work and improve cash flow if growing and scaling an accountancy practice through marketing and delivering very high levels of service is your plan of action and that is why you're watching this video you might want to consider joining the waiting list to become a mentee of mine where I work one-to-one with individuals looking to grow or scale their practice or you might want to take a look at practice makes perfect the online course we built to give you the internal processes templates and working papers to deliver the very best service within your practice a big thank you again to our sponsor for today tax Dome that automations really help you to free up time and streamline your processes to learn more you can find a link to their website and a sign up link below in which you will also receive two additional user months completely free as always I would love to see you over on Tick Tock LinkedIn and Instagram you can use the links in the description of this video to find me thank you so much for joining me today and I hope to see you again very soon