7 Marketing and PR Tactics for Small Accounting Firms

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The importance of telling customer stories

Hey Carol, et all! Great article and wonderful insights for fellow accounting professionals. I suppose the one biggest lesson we've learned in our marketing is the importance of telling stories (and we are still working on it!!!). People want concrete examples of your work, so that they can understand both the deliverables and the experience of being a customer. It's one thing to say that you provide cash flow services, for example, but to show how you were able to leverage that service to help a business get through their toughest year and yet meet all of their financial obligations has much more weight. Ultimately, the customer needs to see themselves in that story -- and in the stories you tell about your firm too. One other pointer: Don't forget to use analytics to learn about the behaviors of your website users. We recently discovered, for example, that our prospectives were actually spending more time looking at the 'About' section and our LinkedIn profiles than the services pages (that was a shock to us!). This reminded us that it is important to communicate who YOU are as much as it is to communicate what it is you do. People care about people. So, if you are not painting a clear picture of the people within your firm on your website, then you are putting yourself at a disadvantage. But, we learned this via analytics... So, start there and build a strategy out based on who your customer is and what they really want to know -- don't assume! Happy marketing!

Mathew Heggem more than 1 year ago

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