We talk about marketing to many accounting, tax, bookkeeping, and business advisory firms. We will often get engaged by those firms to help them "fix their marketing."
When we audit the marketing of accounting firms, we see the same mistakes being repeated by different firms. There are many common mistakes that accounting firms need to correct regarding marketing. Here are some of the most common marketing mistakes that we come across:
Common Accounting Marketing Mistake: Failing to Define Your Target Audience
Without a well-defined target audience, it can be difficult to tailor your marketing efforts and create content that resonates with potential clients. You can't be all things to all customers, and if you try to be so your messaging will appeal to no one.
Common Accounting Marketing Mistake: The Wrong Message
Don’t confuse your customer with what you’re selling versus what they’re buying.
What do we mean? Your customer is buying a solution to a problem. Is that what you’re selling? Or are you busy trying to sell them on you, your firm, your services, and your people? While these are important, they are not the answer to the problem that the customer needs solved.
Common Accounting Marketing Mistake: Neglecting to track and measure the effectiveness of your marketing efforts
With tracking and measurement, it can be easier to determine what is working well and what may need to be improved in your marketing efforts.
Common Accounting Marketing Mistake: Relying too heavily on traditional marketing channels
While traditional marketing channels, such as print advertising and direct mail, can still be effective, you need to utilize digital marketing and online platforms to maintain your reach and visibility. It may go without saying, but surprisingly, digital marketing is still challenging for many firms.
Common Accounting Marketing Mistake: Making claims in your marketing materials that aren't supported by evidence
Making false or exaggerated claims in your marketing materials can damage your reputation and erode trust with potential clients. Any claims made should be backed up by examples, case studies, or reviews from actual clients.
Common Accounting Marketing Mistake: Not regularly reviewing and updating your marketing strategies
Marketing strategies and tactics that were effective in the past may not continue to be effective over time. It is essential to regularly review and update your strategy to ensure that they remain relevant and practical.
MORE INFORMATION: What is Marketing Strategy? Read our helpful guide on what marketing strategy is, what the essential elements are of a good marketing strategy, and why it's important for your business.
By avoiding these common mistakes, accounting firms can develop more effective marketing strategies and grow their businesses.
How to “Fix Your Marketing”
At Fixyr we believe that "one-size-fits-all" marketing is the enemy, that you need strategy before tactics, and that the best path to success is through a results-focused marketing plan built just for you.