Why is generating qualified accounting services leads so challenging? There are several compelling reasons.
Every business needs accounting services, so there is a lot of competition. However, many accounting principles and skills are the same across industries, so there isn’t much difference between the services offered. Because of this, there is a lot of competition for every company.
Also, compliance rules require businesses to use certain services, like auditing and taxes. If I have to do it, I should at least try to keep the costs as low as possible.
The end result is as certain as death. Accounting services have become like any other product. Because of this, it’s hard to tell one firm from another, and pressure on fees grows.
Not every accounting lead is the same.
There are options for your business to escape this situation. Here are some of my preferred strategies for getting a positive outcome:
- Become a specialist
It is not necessary to please everyone. Specialization has various tremendous advantages, including the ability to command better billing rates, generate more leads, and exclusive deals more efficiently.
You can concentrate on comprehending an industry so thoroughly that you know all the non-accounting business issues it faces.
Then, you can have meaningful dialogues about how your services help that industry handle additional difficulties — problems that other CPA firms will overlook. This significant benefit will bring you more qualified leads because you provide more solutions.
- Develop into a visible expert in your field
Develop superior expertise in a particular area, then combine it with high visibility on a vital emerging issue. This expert is an authority on a critical subject. That person’s presence in your firm will raise its profile in the marketplace and improve its overall reputation.
A visible expert is not the same as a “rainmaker,” who brings in business through personal contacts. Instead, through widely recognized competence, the visible expert generates high-quality leads. But be cautious. It’s not just about technical ability. It’s also about communication and being helpful.
- Do a lot of research on an important topic
A groundbreaking study is the best way to gain credibility and attention. But, of course, you have a good chance of being noticed and taken seriously if you make the study relevant to a specific industry and answer a question that everyone is dying to know. If you want more clout and exposure, teaming up with a trade group or a major player in your field can assist.
It also helps to work with another business in your field to boost your credibility and reach.
- Publish a useful content
Don’t send the usual newsletter nonsense. Instead, find a topic that will help your audience and explain it in simple terms. From our research, we found that being able to explain a complicated subject in an easy-to-understand way is one of the best ways to show that someone is knowledgeable.
Don’t be afraid to tell people about your special recipe. The buyers of today have changed, and they now want free education. And you can be sure that someone else is if your accounting firm isn’t giving you that education and expertise. Better accounting leads come from more helpful people.
- Take social media seriously
Social media is not a passing fad or a treat to use. It is simply the online version of networking and is growing in popularity. If you don’t have a solid social media presence, you miss out on an important communication channel with your potential clients.
In fact, approximately 60% of your accounting services buyers research you on social media before making a purchase. Accounting firms benefit significantly from social media, which includes:
- It makes your company and its experts more well-known.
- It gets the word out about your content marketing and helps it reach more people.
- It gives your business a way to stand out.
- It builds trust and credibility.
- Engage IN SEARCH ENGINE OPTIMIZATION (SEO).
SEO was found to be the single most effective tool for generating online leads in a recent study of 500 professional services firms. It is also one of the most cost-effective methods for generating high-quality accounting leads.
It works best with valuable content (SEO-optimized content) and social media (to help share that content). On a high level, SEO is made up of two major components:
On-site SEO: Use specific keywords or phrases to communicate your site’s content and how it relates to what searchers are looking for.
Off-site SEO: Use outside events and articles to get links to your website that have high authority and are relevant.
