Marketing Your Accounting or Book-keeping Business - Why Networking Holds the Key
Have you thought about where your existing client base has come from? Chances are that as a book-keeper or firm offering accounting software and financial management, most of the people on your customer list have been recommended to you via word of mouth. If that's the case, even if you're not aware of it, you're already harnessing the power of business networking – one of the most valuable ways of collecting targeted new clients that a business can have.
Whilst many businesses have to market to the UK and even abroad, book-keeping and accounting businesses typically follow a business model which draws clients from the locality – which is why networking groups in particular are a fantastic resource to plug into. These are widespread throughout the UK, with several operating in every major town, offering breakfast or lunchtime meets. Check out 4networking.biz as an example of friendly, welcoming national networking groups.
How can Networking Groups benefit my business?
It's simple. Every business, no matter how large or small, needs to manage their financial transactions and have a need for someone to administer this via accounting software. That's every single one of the different businesses attending every networking group. That's why having a regular attendance at one, or more, of the regional networking groups in your region is the best way to get in front of, connect with, and build relationships with as many businesses as possible. It's true that people prefer to do business with people they've already met, know and trust – and that's never truer than when handing over the responsibility of your company's finances to another.
As with all marketing initiatives, building awareness is the key. Don't think that attending one or two networking groups once in a while will get you the results you're looking for – in order to really pay dividends you'll need to commit to a regular attendance so that businesses can really get to know you.
How can I get my business across at Networking Groups?
Like all marketing, networking is about building rapport and a ‘conversation'. Remember that networking groups can benefit you in more ways than just bringing you business – it's a place you can connect with suppliers too. That's why you should avoid the hard sell and look to generate healthy two-way conversations. Businesses don't just buy your services on what you do or what accounting software you use, but on who you are, so make sure your personality comes through as well as your willingness to help. Remember, a little free advice goes a long way.
What about other types of marketing?
Networking in your region with businesses who may need your services is just one part of your ‘marketing mix' which you should consider. Appoint yourself as your own PR agent and make sure that wherever you are you're able to promote yourself. It's not as ominous as it sounds – it's about having your business cards on you at all times and making the most of every opportunity. That could be at the school gates, the checkout or even in the pub! Make sure people know what you do and how to get hold of you and you've taken the first step to marketing yourself.
There are other cost-effective marketing avenues which you should also take a look at which provide great return in your local area without spending a fortune. Here are just a few tips to get you started:
- Social media, such as Facebook, Twitter and LinkedIn, are great networking tools in themselves and can help you connect with local businesses outside of your networking groups. Building a social media presence for your business will also help get across the message that you're not just a whizz with accounting software, you're also a friendly face.
- Make sure you're well represented on all the online business directories, many of which are free – you'd be surprised how much online coverage these will create for you.
- Get yourself a website and make sure you promote it! It doesn't have to be complex or expensive – it just needs to clearly state where you are, what you provide and give customers a simple way to contact you. If you can afford Search Engine Optimisation (SEO) to boost your Google rankings, so much the better – or learn a few tricks of your own to help get your site noticed. SEO is, in broad terms, about getting your site linked to from other sites, so make sure you promote it on business forums, on your Twitter and Facebook accounts and wherever else you can.
Questions and Answers
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