Relationship Marketing
How To Be Remembered, Recommended & Referred When I ask accounting firms how they get their clients, the majority say through referrals. Then I ask them how happy they are with their business growth and they quickly say they want more leads and clients...
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hilst traditional referral marketing works, solely relying on it could lead challenges and your firms collapse. Challenges could include: Trickle Not Flood Often you are solely reliant on clients and your network referring you only when you come to mind. Traditional referrals therefore tend to come in a trickle. Feast and Then Famine Referrals used to come in fast and furious when your network was untapped. However, these leads dry up as your network refers all of their connections. Technology Advancement Your services are no longer perceived to be as valuable as they once were. Your services are commoditised. Which means price is being driven down. Referral Clients No Longer Solely Trust The Referrer 10 years ago a referral was all that was needed when choosing who to work with. There was enough trust. The referral landscape has changed. Now when someone asks, “Do 56 / Issue 15
you know a good accountant” they also visit Google, Facebook and the accountant’s website before they make the first call. The recommendation is only the first stage, rather than the complete stage. If you can’t rely on referrals what should you be relying on? Is it social media, SEO, blogging, telesales or networking? There is an overarching strategy that encompasses all of these and more.
@amandacwatts
Amanda Watts, Co-Founder, TwentyTwo Agency Amanda inspires leading firms of accountants to use marketing to grow their business. She is the founder of the British Accounting Marketing Awards, TwentyTwo Agency, an Amazon bestselling author, mentor for Virgin Start-Up and creator of the Marketing Implementation Programme – The Pioneering Practice. Amanda’s marketing methodologies enable firms to be visible, vital and valued.
current clients. It is about building relationships with influencers, prospects, clients and your network. Let me talk you through the strategy for achieving excellent relationship marketing. 1. ELEVATED VISIBILITY If you do not purposely make yourself visible you will only get a trickle of leads. To have elevated visibility work on these areas:
Relationship Marketing Positioning If you can purposefully build relationships with prospects, clients and your network - you will grow your profits daily. Relationship marketing starts: • The moment someone finds your firm on Google. • The moment you say “hello” to someone at a networking event. • The moment they see a Tweet from you. • The moment you have the first telephone conversation. First impression, first interaction, first thought. Relationship marketing is NOT just about building relationships with
You need to understand who your ideal clients are. We suggest having a specialism or niche. By focusing on a certain kind of client it will be easier to know the problems and solutions around your client’s pain. Who do you help – Solicitors, Plumbers, Hairdressers… chose a niche or two and become known as the go-to accountant for that niche. This will instantly de-commoditise your services and you will not be driven down on price. Brand Your brand is what people say
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