Business-to-business (B2B) marketing strategies have changed tremendously over the past few years. Where a combination of mass advertising and word-of-mouth recommendations was once used to reach customers, highly targeted digital marketing messages are now the norm.
Those looking to buy professional services tend to perform Google searches and read customer testimonials than call a list of references. Given the changes in how professional services are now being sought, accounting firms have to adapt.
The accountancy industry is almost unique in that it is near-exclusively a B2B sector. Seeing as this audience is immense and client-agency relationships are often long-term, you need to prove your worth if you want to succeed. There is no shortage of accountancy firms. That said, a strong marketing strategy can most definitely get you ahead of the pack and help you stay competitive.
What’s so special about B2B?
When businesses purchase professional services, they want to ensure they’re getting their money’s worth. This is particularly true when it comes to accountancy services. Bookkeeping, accounting, consulting, auditing, and other financial services are relatively high-value and can have a big impact on business decisions. Professional services buyers understandably take their time when choosing the right accounting firm to work with. In order to expand and grow, accounting firms need to acquire clients that trust them with their financial needs.
How can B2B marketing strategies help with growing your accounting firm?
When the term “marketing” comes to mind, many business owners first think about direct and outbound techniques. While these may be great for dealing with specific customers, they don’t fare that well when it comes to making an impact on a general audience. As the advent of social media and technology continues to take full effect, the abundance of probable clients for your accounting firm to reach out to grows, making it much easier to land quality clients.
If you’re looking for a way to maximise the benefits of getting more quality clients in this digital age, here are a few key B2B marketing strategy tips that your accounting firm can implement right away:
Key B2B marketing strategy tip #1: Research constantly
There’s no greater way to ensure the effectiveness of your accounting firm’s B2B marketing strategy than conducting the necessary research that can help with fine-tuning its various facets. Whether you may intend to take on branding or market research, spending a few hours or days on research can point all your efforts in the right direction by providing a basis for better B2B marketing strategy planning.
Through research, you’ll be able to know exactly which parts of your accountancy practice are working for its sales and client outreach, and which ones aren’t. At the time, you will have an opportunity to learn about the other services you could possibly offer.
Key B2B marketing strategy tip #2: Strategise with a niche in mind
One definite way to waste your time, money, and effort is to pitch your accountancy firm’s services to businesses that don’t exactly need it or are already working with a firm. With the help of niche targeting and specialisation, however, you can tap into a greater pool of businesses that are actually ready to shell out money for your services.
Studies have shown that representing yourself as a specialist in a carefully targeted niche is one way to fast track your accounting firm’s growth. Adding specialisation and niche marketing in the mix will also make it a whole lot easier for your accounting firm to differentiate itself without having to overspend on your next B2B marketing campaign.
Key B2B marketing strategy tip #3: Have a high-performance website
Your accounting firm’s website acts as a whole lot more than your online brochure and digital billboard. It’s a crucial part of your B2B marketing strategy that plays a central role in how well it works to reel in customers through productive projection (which essentially entails presenting yourself as an expert).
A high-performance website tells consumers that your accounting firm means business – it is an indicator of how the firm’s professionalism. It shows even when it comes to your very own online portal. Additionally, high-performance websites also help your accounting firm’s online visibility and presence through better SEO and consumer inclination towards services that have better web pages.
Paying a certain amount of attention to your accounting firm’s B2B business strategy is a guaranteed step in the right direction towards being able to work with better clients in the long run. By taking the aforementioned tips into consideration, you can quickly prepare your B2B marketing strategy to work wonders for your accounting firm’s overall performance and closing rates.
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