Promote Your Relevance to Small Business OwnersDecember 19, 2017
Your prospective small business clients need you—they just don’t realize it.
When a small business owner thinks about the professionals required to become successful, lawyers and business analysts make the list, but accountants do not.
In a recent article from Accounting Today, Div Bhansali, vice president of marketing at Accountants World, asserts that the stereotypical view of accountants is still alive. We know that the bean counter with the eye shade of yesterday is gone, but the notion still exists. This poses a problem for firms looking to grow in the small business niche.
This battle feels very uphill, but there is something you can do about it.
Fortunately, CPAs are considered by many to be trusted advisors. To retain that title, you must show your current and future clients that you have more to offer than a tax return or an audit. Show them that you are their business analyst and can help them build their business.
To grow your business and build your brand, you need to engage your contacts in a meaningful way throughout the year, not just during “busy season.”
The Year-Round Advisor
When you regularly communicate relevant information and solutions to your contacts, you solidify your brand as a trusted advisor and business advocate.
That sounds easy enough, but where do you start?
- Find the right piece of content. What’s plaguing your client or prospect? Identify content that can put their minds at ease. You don’t have to originate it. You just have to know where to find it.
- Deliver the content. Don’t keep it to yourself! Send it via email and put it into context. You could say something along the lines of, “I came across this article and thought of you because of your current situation.”
- Include a call-to-action. Explain that you have the bandwidth and the expertise to assist them with their situation and would be happy to discuss options over the phone, coffee, or lunch.
These three easy steps can help you position yourself as a thought leader and trusted business professional.
ABLE makes this process quick, easy, and seamless with its Content Library and Thought Leadership tools. If you have 45 minutes to invest in your branding strategy, schedule a demo today.