Are you having a tough time finding your ideal clients? If you're a financial professional, it may be easy for you to find clients (let's face it, everyone needs help with taxes!), but you may not be finding the clients that light you up inside.
The ones that have interesting businesses and want to work closely with you on the fun side of accounting. Like helping them grow their business, analyzing their revenue streams, developing budgets. The ones that are eager to work with you as their outsourced CFO. Not just the tax person that they see once per year.
Not only do these business owners make your work fun and interesting, but they also respect your expertise and are willing to pay top dollar for it. Ooo, doesn't that sound nice.
A client that inspires you AND pays you good money? That sounds too good to be true.
But, it is true. Financial professionals all over the world are experiencing a shift in their business. Clients are now interested in working with their accountant more closely throughout the year, on business tasks outside of tax compliance and regulation. They now want you to be their outsourced CFO, business strategist, trusted and connected advisor to help them take their business to the next level.
If you are having a tough time finding these clients, there is a simple step you can take today to get your face in front of them.
Very simple. In fact you are looking at one right now. It can be a blog post, a YouTube video, a podcast episode, an Instagram graphic. Whatever you feel most comfortable doing and what resonates most with your target audience.
This post literally took thirty minutes of my time. I post it once per week and generate hundreds of traffic to my site and LinkedIn profile. The key to generating content that will result in potential leads is to create material that is helpful. What is your ideal client struggling with? How can you provide them with free support with your content and introduce to them to your services?
Here are three steps to create dazzling content that will attract your ideal clients:
- Identify your ideal clients and find out what they are struggling with in their business. When I had a bookkeeping business for beauty & fashion professionals, I realized that one of their biggest challenges was hiring. For example, a hair stylist that owned a salon wanted to focus more on growing the business instead of being behind the chair doing hair. Many salon owners want to hire a full-time stylist manager, but do not know if they can afford it. So, I wrote a blog post "How to know if you are financially ready to hire a full-time manager for your salon", and broke down the difference between employees, independent contractors and creating a hiring budget. Ask your ideal client what keeps them up at night in their business and create free content to help them.
- Keep the content specific, short and digestable. Business owners are busy. Therefore, you need to keep the content easy to understand and something that they can quickly read. Lists are a great way to do this. For example, I'm publishing this post a few days before the 10/15 tax deadline in the States and accountants are crazy busy right now. While this is a longish post, you can quickly skim the headline and the following three tips to get what you need. Try to do the same thing with your content.
- Eliminate the accounting jargon. No one likes accounting talk besides accountants. Use simplified terms to describe financial information to business owners. If you don't, you will either confuse them or bore them to sleep. Instead of saying you can "manipulate data", say I can help you make better sense of your financial reports. Instead of using "cloud accounting" say you can "do your payroll and bookkeeping on your phone." Of course, if these terms resonate with your target audience, by all means use them. The key is to get to know your audience and speak in their language.
Want more content tips? Check out this video with myself and Karen Reyburn from The Profitable Firm, a marketing practice for accountants. They focus on creating content just for you!
Now I want to hear from you! What content have you created that has resulted in leads for your practice? Or are you struggling with creating content and need help with ideas? Leave a comment below and either share a link to your post/video or a question about how to create content for your audience.
Danetha Doe (@danethadoe) is a business strategist and recognized as one of the Top 40 under 40 accounting professionals by CPA Practice Advisor in 2015. Click here to join her FREE LinkedIn group- The Future of Accounting.
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