Accountants Are Not Boring, but do your clients know that?
5 WAYS THAT PR CAN ADD COLOUR TO AN ACCOUNTANCY PRACTICE
Accountants are not grey, but do your clients know this? More importantly, do your potential clients know this? Many see their accountant as someone who can simply file their end of year accounts and that is it. This is incorrect, but how can you let the world know you are not there just for the ‘boring stuff’? These 5 actions will let the world know you are not boring and mean business:
Action 1 – Add colour to your website - First impressions last and a dull and boring homepage is not going to be communicating the right message. Make sure that there is colour and images on the pages of your website. Photos are a good start.
Action 2 – Revise your marketing material – Often, Accountancy practices produce marketing material that is just telling potential clients about the service they can provide. Clients know that you can file their accounts. What they need to know is about the other services that can be provided. The added value services need to be communicated.
Action 3 – Form a relationship with clients – Don’t just contact your clients once every 6 months or even a year. Keep in regular contact by sending them a newsletter or information about exciting developments in your practice. Perhaps illustrations of charity work or ‘high energy’ projects you are involved with.
Action 4 – Don’t be afraid of Social Media – Facebook, LinkedIn and Twitter, when effectively used are powerful tools for getting the message across to your market. Set up the accounts and let the world know about you.
Action 5 – Become a local celebrity – Through effective use of well placed articles and press releases with local journalists, you can position yourself as the expert in your local community. Not only is this good for your practice, it is great fun and you’ll love the results!
Matthew Francis is Britain’s leading expert on PR for Accountants. He has 15 years of experience in the Legal and Accountancy sectors, 8 of which have included delivering PR and Communications strategies into some of the world’s largest professional advisory firms. During his PR career, he set up his practice in Moscow, Russia, where he learned just how PR can make what many see as a boring sector lively and exciting. To interview him, call Matthew on 07885 561052.
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