About six months into starting my accounting firm Inspire CA, I had picked all of the low hanging fruit from my existing network and now saw the need to pick my game up in this ‘thing’ called marketing…
Having zero training in this thing called marketing, I had an idea of what it looked like but not a clue on how to get started.
It was highly recommended that I speak with Michael Carter from Practice Paradox about marketing for accountants.
Joining Practice Paradox
On meeting with MC virtually, I was really impressed with the ways that Practice Paradox could help us. Marketing specifically for accountants.
I’ll never forget MC say something along the lines of this, “Our goal for you is to have the right clients turn up on your doorstep, already knowing what you do, ready to get started”. Kind of like a ‘A-class client magnet’… In my dreams!
What a goal… And with a little skepticism I thought, why not give it a try!
Looking back, joining Practice Paradox has been one of the most influential decisions building Inspire CA.
Study at the Modern Marketing Academy
One of the first things that I was directed to was the Modern Marketing Academy. What an eye opener!
I learned first up that Marketing = Education. Such a true observation, but even better to have tools to understand and implement it!
There is hours of screencasts, video tutorials, tools, templates and resources on multiple areas to effective marketing and selling. MC has also done a phenomenal job of keeping it relevant and providing a guide to which person in the firm should pay attention to which of the ten modules.
This has now given me a much broader understanding of the latest trends in marketing an accounting firm, but also a great grounding for marketing in business generally.
Have a Content Marketing Strategy
One of the principles that are explained in the academy is the power of content marketing.
This is the one I love, but is always a challenge to keep momentum with and I have seen the results too!
Before I joined Practice Paradox, I was of the opinion that a website was a conversion tool rather than a lead generator. What I thought was, that someone would have to hear about you from a friend, family member or colleague and then look you up on Google. My skepticism kicked in when I heard the goal of prospects seeking me out, before I understood how content marketing can be so effective. (Keeping in mind though, that a content marketing strategy needs to fit inside a broader marketing strategy too.)
The Dream Became a Reality
A few months ago and not out of the ordinary, I received message from our reception of someone looking to enquire about our services.
After talking on the phone with them for a few minutes, one of the questions I asked was how they came to find us…
“Google!” was the answer. And lucky I was sitting down too, because I didn’t recognise them, nor did a friend let me know they were going to call.
After a few more questions, I found out that they had searched ‘Accountant business growth’ in Google – and we only wanted clients who are eager to grow!
This is now the norm. Our web presence and digital strategy has really taken off even while it is something we build on every day. Some big changes coming up shortly too!
See for Yourself
From my own observations there’s also a lot of consultants proclaiming to help accounting firms. Practice Paradox are full of practical substance, not hot air. Perfect if you run the firm wanting to drop the ‘stereotypical’ accounting firm image. The hungry, tech focused firm wanting to lead in their industry and serve their clients exceptionally.