Accounting Website Marketing
Generally, 98% of visitors to your website never take that next step to complete the sale. In other words, they read a couple pages on your website, may like what they see, but don’t call or register on your website. If you think about your own behavior, this probably makes sense to you as a prospective buyer. In other words, you like to browse online for tons of information and prefer to shop online incognito.
As a business owner, what proactive steps should you take to increase the number of inquiries and target your advertising to people who are actively shopping for accounting and tax services? Have you considered behavioral retargeting?
Behavioral retargeting (aka – remarketing or retargeting) is a form of online advertising targeted to consumers based on their previous internet shopping behavior. In other words, suppose you were shopping online for an SUV and noticed that you were all of a sudden seeing lots on ads for SUVs. In fact, the ads were for Jeep, Toyota Land Cruiser and Ford Expedition, all of which you were seriously considering. Is this a coincidence that you were seeing tons of online advertising after visiting the Jeep, Toyota Land Cruiser and Ford Expedition websites? No, this would be an example of behavioral retargeting where these brands have placed a cookie onto your browser after you visited their website, and they are now targeting ads based on your potential interest. This is behavioral retargeting, at its best.
Basically, retargeting is serving ads to people after they left an advertiser’s website. Retargeting pinpoints advertising to prospects soon after they visit a website and is very effective. Retargeting helps companies advertise to visitors who leave without making a purchase – which is approximately 98% of all website traffic.
Early Adopters of Retargeting
To help accountants generate more leads from the internet, Build Your Firm has been using remarketing for years to help accountants improve the quality of lead generation and increase the quantity of leads. This is particularly true for those that have niche accounting services because the ads are extremely targeted, and stand out. For example, if someone is searching for an oil and gas CPA firm and conduct a Google search, they will easily find McKinnon Patten & Associates as a leading provider of oil and gas accounting services. Regardless of where the prospect comes from, they will probably land onto the McKinnon Patten website for oil and gas services, a cookie is placed onto their browser, and they will see McKinnon Patten oil and gas advertising for over the next thirty days. This targeted advertising raises the awareness for McKinnon Patten and encourages them to return back to the oil and gas website.
Another example would be a restaurant owner in Indiana who wants to hire a CPA firm that specializes in accounting for hospitality businesses. They may have conducted a search for a CPA and landed onto Garrison Sims CPA Group website, which targets hospitality businesses. And for the next thirty days, they will see Garrison Sims CPA advertising as they navigate the internet. The retargeting advertising will elevate awareness of Garrison Sims amongst restaurants, hotels and bar businesses, and attempt to bring them back to the website to create the lead.
In summary, retargeting increases lead generation amongst prospects who are actively searching for accounting and tax services by keeping your brand name front and center. And, it seeks to bring “window shoppers” back when they are ready to buy. If you would like to generate more traction amongst visitors to your website, consider using retargeting.
To motivate you to update your image on the internet and generate more leads, Build Your Firm has stepped up to the plate and is temporarily offering a crazy incentive to sign up now. The first 90 days are absolutely free (no set up fees, no annual contract). And, we also provide a 1 year money back guarantee. This promotional offer will soon expire so do not delay.
Because there is more involved, please visit the page below and watch the videos which explain the amazing tools provided and see visually what our websites look like.
We offer the only money back guarantee for accountants. Nobody in our industry is willing to provide this “no risk offer.”
Watch the videos and learn why this is a no brainer promotion.
To improve upon our dental practice coaching capabilities and strengthen our niche offerings, the Dental Accounting Association will be headed to San Diego immediately after tax season. All members of the Dental Accounting Association will be in attendance sharing best practices and hearing first hand from dental industry experts on dental practice management, fraud prevention, dental practice benchmarking, profit improvement techniques and legal challenges for dental practice owners.
Immediately following the Dental CPA Summit on dental practice coaching, we will attend the American Association of Orthodontists Annual from April 22nd to April 25th meeting prospective orthodontists from North America. The trade show is expected to attract 15,000 orthodontists into the San Diego Convention Center. The Dental Accounting Association will have a booth that will be collaboratively staffed by members of the Dental Accounting Association (all independently owned CPAs).
The Dental Accounting Association is a collaborative group of CPA Firms that are focused on tax savings, practice benchmarking and profit improvement for dentists. Each member of the Dental Accounting Association provides fixed fees (no hourly billing) and works with the dental specialists such as:
Dental Practice Management Coaches
Dental Law Firms
Dental Transition Brokers
Dental Practice Real Estate
Dental Loan Providers
In fact, our keynote speaker for the Dental CPA Summit is Patrick Wood, founder of the largest dental law firm in the United States, Wood & Delgado. Patrick will be providing a Dental Legal Update so all Dental Accounting Association members understand the changing legal landscape for dental practice owners.
Outsourced Marketing for CPA Accountants
All members of the Dental Accounting Association are independent CPA Firms scattered throughout North America. Each member CPA Firm works with Build Your Firm (BYF) in the Outsourced Marketing Program. BYF has been providing Outsourced Marketing and Coaching for over twelve years and is the leader within the accounting industry for outsourced marketing and lead generation programs. This Dental CPA Summit is the second annual in-person meeting and is supplemented by regular educational webinars throughout the year.
To learn more about BYF’s Outsourced Marketing comprehensive system, visit our Outsourced Marketing video library. BYF’s Outsourced Marketing Program extends well beyond the dental and medical industry.
The international tax global alliance dates back to 2013 and consists of independent accountants and tax lawyers who are focused on international taxation as goods and services become more global in nature.
If you are searching for international taxation guidance, then this website is well worth investigating.
Just like there are all kinds of law firms and specialties, the same applies to the CPA Firms. There are generalists and then there are specialists who provide additional expertise to law firms. Below are examples of CPA Accounting Firms that focus on the legal industry and provide additional guidance to
Law Firm Accounting and IOLTA Compliance – Maryland CPA – Graber and Associates – Graber and Associates has operated since 1993. They have two offices locations to better service lawyers throughout Baltimore, Annapolis and greater Maryland.
Law Firm Accounting – New York City CPA – Mark Feinsot CPA services law firms throughout the Tri-State region of New York. They have two offices in New York City. Mark has been a CPA for over twenty years.
Law Firm Accounting – Chicago – 1st Chicago Accounting services law firms throughout Chicago. They have three office locations to conveniently service busy law firms.
More examples of law firm accounting websites designed by Build Your Firm.
Restaurant businesses constantly juggle staff turnover, inventory management, and operating costs in order to stay profitable and ahead of the competitive pack. In fact, today’s competition is not only the newest restaurant in town but it often means competing against food trucks and food delivery (Uber, Amazon, and Google).
To help restaurants make better decisions, minimize taxes and avoid compliance issues, the savvy restaurateurs align themselves with CPA Firms that specialize in the food and beverage industry rather than the closest CPA Firm nearby. With today’s technology, specialized advice trumps location when it comes choosing the right CPA Firm for your business.
1. CPA Accounting for Restaurants – Florida Panhandle – Pensacola – Turner CPA works with all formats within the food and beverage industry. Tallahassee to Pensacola and Alabama as well.
2. CPA Accounting for Restaurants – Indianapolis – Garrison Sims CPA works with independently owned restaurants, franchises, catering, bars and brew pubs throughout Indiana.
3. CPA Accounting for Restaurants in Long Island NY – James Castaldo CPA & Associates works with restaurants, bars, brew pubs and hotels across Long Island. They understand the need to limit costs, minimize compliance issues, and financial reporting requirements to help your business operate more competitively.
4. Hospitality Accounting in Georgia – Roe CPA works with hotels, golf clubs, restaurants and bars throughout Georgia and understands the needs and demands for various hospitality formats. In some cases, a focus on internal controls is key and others need to focus on operating costs.
5. Restaurant Accounting in Northern California – Chahal & Associates works with franchise restaurants, family owned restaurants, hotels and bars across the Bay area.
6. Restaurant Accounting in Houston TX – Mike C Manoloff PC is a leading CPA Firm for restaurants, bars and nightclubs in Houston providing restaurant accounting, tax and payroll services.
7. Hospitality Accounting for Restaurants, Bars and Hotels in Atlanta GA – Delerme CPA works with all types of restaurants, lodging and night clubs throughout Atlanta.
More custom design examples of restaurant accounting websites.
However, accounting for the oil and gas sector requires additional expertise and decades of experience. That’s why many energy businesses in Texas reach out to McKinnon Patten CPA. McKinnon Patten has been helping oil and gas clients for over fourty years, which very few CPA Firms can say.
To be a long term player in the oil patch, you need to balance risk and uncertainty. That’s why experience in a dynamically changing marketplace is imperative. The original founder of McKinnon Patten CPA was a roustabout in West Texas oil fields and later served as a senior executive in Sun Oil Company. The oil patch permeates all aspects of the CPAs at McKinnon Patten.
If you are searching for additional guidance from your CPA Firm and would like additional connections to open doors, contact Mark at 214-696-1922.
While most CPA Accounting Firms tend to avoid churches and non-profit organizations, there are benefits to developing this area of expertise. First, there is less competition in your immediate area so your marketing area becomes broader geographically. Second, the depth of services that you provide become more advanced after you acquire enough. And third, you start to generate more referrals.
CPA for Churches and Ministries – Florida – Sizemore & Associates provides accounting and outsourced controllership for churches, parochial schools and faith-based colleges throughout Florida and Georgia.
CPA Accounting for Churches and Ministry – Michigan – Strategic Accounting and Tax Solutions provides church accounting and outsourced controllership for churches, non-profit schools and faith-based organizations.
More examples of Church Accounting websites designed by Build Your Firm.
The sales process can be arduous when you have a steady flow of leads coming into your office and plenty of existing work sitting on your desk. Between the appointments that stand you up and unproductive consultations, many accountants get discouraged with the process and wonder how to perfect it.
Conceptually, the sales process is an upside down funnel (a.k.a. inverted pyramid) that has several layers which your prospects must go through. In other words, you start with a wide base of leads and the prospects work way down the funnel to a tiny spout at the bottom when you close clients and bring them into your practice.
Much to my surprise, most small accounting firms struggle with separating the wheat from the chaff (e.g., qualifying leads), how long it takes close prospects, and then wonder why diamonds are not dropping thru the spout of the funnel.
Breaking your sales process into individual steps makes it much easier for non-sales professionals to appreciate how the process (or dance) works. Below is an illustration of twelve steps that you can take to capture more diamonds.
Step 1 – Define your target audience into monthly buckets – Rather than target businesses based on proximity to your office location, target businesses by industry sector (e.g., restaurants, lawyers, manufacturing, wineries, etc.).
Step 2 – Build your “field of dream” – To establish yourself as a subject matter expert, develop a niche website which establishes your firm as having an expertise within an industry. Build a compelling story to address their pain points. To overcome their skepticism, acquire certifications and/or become a member of an association which gives them the confidence to hire your firm over their current “generalist” accountant. In other words, the niche website should become the needle in the haystack they are searching for…
Step 3 – Craft a targeted message – Develop a direct mail letter that speaks to your target audience. You want a letter that is compelling and identifies with the problem that keeps the prospect up at night and how your service helps to solve this problem. The most effective message will have emotion and passion wrapped into the letter, not industry jargon.
Step 4 – Send a follow up message – Develop another letter that builds upon your first letter. If need be, break the target audience into sub-targets (e.g., break general construction into HVAC, electricians, painters, roofers/siders, etc.). Craft a letter targeting this specific subsegment (e.g., HVAC/plumbers), not to the general construction industry. Hit this audience 3-5 times within a six month period.
Step 5 – Qualify ALL leads generated – As the leads come into your office, ALL leads must be pre-qualified by answering a series of questions before you agree to a meeting. Start the selling process on the phone before meeting in person.
Step 6 – Add ALL prospects to your LinkedIn profile – Add each new lead to your LinkedIn profile.
Step 7 – Add ALL leads to your email newsletter list – All existing clients and prospects should be getting your email newsletter. This will add value to your relationship and educate them on the breath and depth of your services and keep your firm top of mind. Even if they don’t come on board after your initial consultation, keep them on the list. They may come on board many months later or refer someone to you.
Step 7 – Keep a running list of all leads generated and status on a spreadsheet – Every lead that comes into your office should be recorded onto one spreadsheet with the source of the lead, date, contact info, service requested, quote, and next steps.
Step 8 – Send follow-up letters to promising leads from 1-3 months ago – For those consultations that are pending and getting cold, it’s time to warm them up and send them a letter that keeps them luke warm. Customize it around their situation and why they should get started now.
Step 9 – Call the luke warm prospects again – Make a follow-up phone call to your prospects that are still on the fence (e.g., prospects you met 2-6 months ago). Try to identify why they haven’t taken a step forward and address their fear. Try to make the move risk free for them and address their inertia. Get them to take a baby step forward.
Step 10 – Invite the old prospects to meet you for coffee – Send an email and invite the fence sitters from 6-12 months ago to coffee. Create a compelling reason to get together and mention that you have something to share with them (e.g., free book or special report) that is relevant to their business and can help them improve the quality of their life. Soften up the approach and use the meeting as a vehicle to discuss their business in this economy. Operate like a business coach trying to help them oversee their business, not an accountant.
Step 11 – Send invitations to clients and prospects for upcoming events – Create a prospect event that is informational in nature. For some events, you can be the presenter and others can be done by outside professionals. The more you make the event specific to their industry, the better off you will be in getting them to attend.
My point is that the selling process is ongoing because some prospects take 1-3 years to close while others are instantaneous. Yes, the courting process takes ongoing effort to remain top of mind and overcome their inertia. The challenge is to recognize that the process is not transactional, it’s evolutionary and takes a series of steps to capture more than your fair share of new business.
Have you considered “unbundling” your marketing message to attract more leads?
Over the past ten years, many industries have begun unbundling their services into smaller bite size nuggets to generate more inquiries for their services. Sometimes, this change is forced upon them and other times, it’s opportunistic to generate that initial discussion, which leads into multiple engagements down the road.
Unbundling has been huge for the music industry. In the olden ages, the music industry would bundle together a batch of songs (e.g., album) and sell the bundle for higher price. With the digital age, songs are now unbundled and purchased a la carte. As a result, the barriers between music artists and genres has lowered thus creating over 1,000 bewildering microgenres.
In the restaurant business, have you found yourself getting sucked into ordering tapas which end up costing you more than buying one comprehensive entrée? This is what unbundling your services can accomplish for your accounting practice.
To illustrate my point, have you considered delivering your services in the comprehensive manner that you’ve always done but also offering them in smaller pieces? In other words, breaking a full service, comprehensive set of “we do it all” generalist message into smaller micro websites which break the message into smaller, more meaningful a la carte pieces.
In addition to your main website which communicates you are a CPA Firm in Raleigh serving all types of businesses, have you developed micro websites which break your marketing message into smaller bite site messages which make it appear that your firm is dedicated to a certain type of client who is searching for more expertise? Here are examples all from one accounting firm:
Real Estate Accounting – This website is designed to attract property management, real estate developers and construction firms. It paints a picture for the prospect that we understand real estate accounting so the prospect is more inclined to call Gomez CPA.
International Tax – This website is designed to attract interest from companies outside of the US doing business in the Raleigh Durham area ranging from manufacturing, import export, to distribution businesses of all types. It also generates leads from expatriates and local residents with more complex filing requirements (e.g., foreign bank accounts, multinationals, etc.) seeking international tax expertise.
Dental Practices – This website is designed to attract leads from pediatric dentists, orthodontists, oral surgeons, and general dentistry across North Carolina. The visual images and content are focused on dental practices who are looking for a Dental CPA Firm.
Try the best of both worlds to maximize your lead generation. That’s right, you can position yourself as both a local generalist with the one stop shopping approach, and also break your message into smaller bite size pieces like tasty tapas.