This week's marketing tip: Get clear on your ideal customer by answering the following three questions: 1) What is their #1 business challenge; 2) Where do they go for business information (i.e. Twitter or their local paper); 3) What is their #1 goal for 2016. Write down your answers, identify three businesses that fit your ideal customer, and create a marketing plan to attract them. Not sure where to start with your marketing plan? Keep reading.
At the end of every year, I reflect on my accomplishments and areas of improvement. I choose one full day to turn off all of my electronics---no social media, no email, no phone---to sit outside in nature with my journal.
Last year, I headed to my local rose garden to meditate and plan how I wanted my business to perform in 2015. While I was happy with my accomplishments in 2014, there were a lot of areas that I wanted to improve.
My focus: How do I increase my revenue in a way that still allows me to live my free lifestyle?
I decided to diversify my revenue streams and offer business strategy services.
You may refer to this as outsourced CFO services for your practice or business development offerings or consulting. Whichever you decide to name it, it should be a high end offering.
This higher end offering should be created to generate large amounts of income without without straining you or staff's hours. How do you that? Create a service that is specific to your firm's expertise.
For example: If you are an expert in the craft brewery business (a market that is BOOMING), identify businesses within that niche and offer CFO-related services that specifically address their unique challenges. If you work with design agencies, which generally have cash flow challenges, create a service that helps them reduce their aging A/R and restructure their pricing in order to improve their cash flow.
Once you have identified your ideal client, designed your high-end offering, you need to find a way to effectively market it. And the most efficient way to do this is social media.
In my business, I am an expert in connecting companies within the financial industry to millennials and women business owners. Here are the three ways I used social media to land one $18,000 client. You'll laugh at how easy it is.
- Create original blog content and promote it through social media.
- Connect with journalists through (you guessed it!) social media to feature your company.
- Engage with your identified ideal clients through (ding ding ding!) social media.
Depending upon your business, the social media channel you choose will differ. It all depends upon which clients you are trying to attract and which platform best demonstrates your expertise. In my work, Twitter and LinkedIn are my preferred channels.
Your challenge this week: Refine your high-end service offering. Is it an outsourced CFO offering, technology integration service or business development consulting? Determine who your ideal client is, identify three companies that fit the description, and create your social media marketing plan. When you are done, let me know in the comments below.
If you get stuck, check out my "Create a marketing plan for your accounting practice in 7 days" workshop.
Cheers to your wealth and wellness,
Want me to review your marketing plan and give you my honest feedback? Click here to book your session.
Danetha Doe (@danethadoe) is a celebrity business strategist and recognized as one of the Top 40 under 40 accounting professionals by CPA Practice Advisor in 2015. For more business tips, click here to join her weekly newsletter.