Are your accounting clients aware that you offer cloud expertise above and beyond simple compliance accounting?
In a 2015 report from Hinge Marketing, 40% of accounting and financial services firms said that a top priority for them was making clients more aware of the services they already offered. Doing so is a critical way to boost revenue from existing clients, without also raising your marketing spend on seeking out new business.
It’s not uncommon to learn that a client is simply unaware of the additional expertise you can provide. This gap in communication is easy to fix. Here are 5 steps that we encourage our WorkflowMax Advisors to take to promote their services to their clients:
1. Create a targeted website page
Create a separate page dedicated to each of the cloud software solutions you work with. You could include these as a dropdown menu under your ‘services’ or ‘software solutions’ tab headings. The advantage of this is that it gives you more opportunity to use key search words and phrases that customers might be using, making it easier for them to find you online.
For example, you can include the word ‘WorkflowMax Advisor’ in:
- page title
- page headings
- body copy
- anchor text (links)
This page also offers you the opportunity to talk about who the software is suitable for, the benefits of using it in their business, any relevant integrations, and the service or support you can offer your customers with this software. Here’s a great example of how WorkflowMax Certified Advisors, Eye on Books, have done it.
Include a link to these pages in your newsletters or email communication to let your database know about your services.
To discover more about optimising your page, we’ve put together these 8 SEO tips for WorkflowMax Partners to get more traffic from search engines.
2. Include videos
We offer our advisors the opportunity to feature any of our WorkflowMax videos on their own site. For example, if you have a WorkflowMax landing page, you might want to include our ‘6 Reasons Service Businesses Love WorkflowMax’ video - it’s a great way to sum up what WorkflowMax can do for your customers in an easy to understand package.
3. Include testimonials
Write up a case study on how your services have made a significant difference in a customer’s business. This will help paint a picture to a potential lead how the software might work for them. Focus on the benefits for your customer, what they have been able to achieve, and specific time or cost benefits they have experienced. Include a quote from your client, as well as a photo. Do your client a favour and provide a link back to their website from this testimonial too.
4. Share your expertise
Demonstrate your knowledge and the value you can add to a business by writing up some blog posts related to the software. This could be specific tips and hacks for getting set up or using the software more efficiently, or could be more holistic advice around managing business processes, staff, project management or reporting for a more cost-effective business.
These articles help set you up as an expert and a go-to source of knowledge, and will also be content that is easily shared and searched for by prospects. Consider reaching out to other blogs for guest post opportunities (including our blog!), as well as publishing content on your own website.
5. Be active online
Build your brand’s advisor image through social channels. Be active on social media in groups or forums where software users are seeking advice, or where other advisors are discussing best practice. Share helpful content with your social networks, and provide commentary where appropriate. Don’t forget to add your certifications to your LinkedIn profile and website.
If you’re a WorkflowMax Partner and you’re needing a little help pitching your services to clients, let us know! Our marketing team are happy to help out with resources and advice.