As a professional bookkeeper, you most likely have a lot of knowledge of the financial trends and can give good advice to your clients. However, you hesitate when the time comes to market your abilities.
Well, don’t worry, you are not alone!
Most accountants and bookkeepers having small businesses struggle when it comes to generating leads and forging new clients. They rather sit in a quiet room and work out the numbers for their clients - instead of proclaiming their talents. =
But when you run your own business, you must take out the time to promote your skills, reach a vast customer base, and grow your business. Otherwise, you will ultimately lose out on a lot of revenue.
Luckily, we won’t let this happen to you. In this guide, we give you the top seven ways to attract more bookkeeping clients and build your profitability.
Let's dive right in...
1. Find Your Niche
Do you offer bookkeeping services to every industry or specialize in a specific category?
When starting out, most bookkeepers prefer to target all the ‘fish in the sea.’ But narrowing your niche down to a particular market will put your company in a powerful position and help you reach your target audience more efficiently.
It will also help establish your entity as a go-to expert for a specific type of industry and enable you to charge a premium fee for being a specialist.
Developing a niche will also make marketing online easier as you can now indicate the industry you specifically work with. You can also use keywords and phrases relevant to your niche and increase your chances of being found online by future clients.
2. Work for Testimonials
Word-of-mouth is a powerful marketing strategy. When an individual is looking for trustable service, they usually go to their friends and family for advice. In fact, studies report that 92% of consumers trust recommendations from people they know. So naturally, targeting prospective customers through referrals should be your first priority.
To do this, include a testimonial piece in your sales process. Ask the client to share their views on your work after a couple of months of working. You can also create incentives for clients to write positive reviews about your work. For example, a small discount or a gift.
Publish their reviews in the form of written copy and videos on your website and social media pages. When a client posts a review about your work, make sure to reply and thank them for their contribution. On the other hand, don’t show apprehension if the review is negative. Instead, follow up with the client ‘offline’ and take suggestions on how you can improve your service.
3. Hunt on Job Sites
Thanks to technological advancement, remote working is on the rise. And there are now countless opportunities for professionals where they don’t have to be in the same geographical location as their client. You can also take advantage of the trend and search job sites to find clients from all over the world.
These days you will find several job boards online. They have job postings for all types of bookkeeping tasks, including freelance, part-time, and full-time. Build a professional profile by listing your niche and expertise on them and scour around for the right clients.
4. Write a Blog
Did you know that 57% of marketers have found a customer primarily through blogging? Yes, blogging is a great medium that will allow you to create engaging, informative, and educational content for your prospects and current customers. They will value your free advice and keep you on top of their mind when the time comes for them to hire a bookkeeper.
Set up a page on your small business website where you can share your expert advice and tips on bookkeeping. Learn the art of SEO (search engine optimization) and include keywords in your content to improve your chances of ranking organically in search results when people look for bookkeeping-related material on Google.
Another way to share valuable insights is to guest blog on websites where your target audience might spend time. Plus, you will establish credibility and authority by providing your expert advice on a bigger platform. In return, the audience will appreciate your commitment and visit your site - improving the probability of you landing a new client.
5. Speak your Heart Out
If writing is not your strongest forte, you can present the same valuable information through speaking. Volunteer to be a guest speaker at events or conferences. Find programs that are in harmony with your target audience. Search up online for events that are happening near you and accept guest speakers.
Another way to share your knowledge is by hosting your own webinar or sharing videos on YouTube. This may require thorough preparation and some technical knowledge, but video marketing is one of the most powerful tactics and will help you target an audience on an emotional level.
6. Be Part of Online Business Listings
Gone are the days when people picked up the newspaper or telephone directory to search for a business. Now they have all the information they need at their fingertips. This is why you should never overlook the value of online listings.
Add your business information on sites like Google My Listing and Yelp. Make sure all the data you entered is accurate and updated. You can also use the virtual directories to show off your business with client testimonials and reviews.
Work on your profile and keep all your contact information readily available. Remember that the better you look on these sites, the more likely you will generate new clients through the platform.
7. Don’t Fear to Follow Up
There is a good chance that you have a list of individuals and businesses who showed interest in your bookkeeping service but never converted? Well, why don’t you follow up and remind them of your existence?
Yes, in many scenarios, it may feel like ‘bugging’ the people but experts say that the majority of sales occur after the fifth contact, so sending out a follow-up message can be a fruitful attempt at generating more clients.
Send a friendly and concise follow-up email to your prospects, reminding them of your service. However, you should curate the content in such a way that the recipient doesn’t feel guilty or offended.
You can also time your follow-ups accurately to take advantage of a specific situation. For example, if you are specializing in tax returns, sending out emails during the tax season can be beneficial for your business. Similarly, you can send emails to newly launched startups and offer your assistance in their payrolls.
With the above strategies in place, we are sure you will be able to garner more leads and target more customers to your bookkeeping business. It may seem impossible at first, but with a little practice, consistency, and commitment, you will surely take the small step towards your dream bookkeeping business. Good luck!