Sometimes advertisements really miss the mark. I saw an ad online earlier today by a major accounting firm that really made me stop and think – but not in a good way. The ad depicted a young professional with a serious expression working on her laptop. She had a smartphone and an iPad sitting next to her computer. While it may be representative of a modern accountant at work, it really didn’t do a good job of showing the benefit to the prospective client.
It was clear that the advertiser wanted to show that their firm was modern and in-touch with the latest technology. At the same time, they wanted to show that they valued tradition. Unfortunately, they missed the mark. Prospective clients need to see a clear benefit in an advertisement in order for it to be truly effective. The advertisement failed to show how the use of technology streamlines the client experience or how tradition translates to professional, reliable services.
Be careful not to alienate a large portion of your prospective market. Not everyone will be comfortable with technology and not everyone will value tradition. The best thing to focus on is showing prospects what problems you can solve for them.
Some accounting firms focus on their services and get caught up in talking about their company so much that they forget to talk to their clients. It is nice to provide a brief snapshot of your accounting firm on your website, but the main part of your content needs to be centered on your clients and their needs. Explain to clients that the technology you offer can provide them with real benefits such as optimizing revenues and organizing finances to maximize tax benefits. You should also make it clear that this technology will allow them to have secure access to their information from anywhere, day or night and ask their accountant questions or request advice through an interface on your website.
Technology makes life easier for you and your clients. Instead of offering an address or written directions, you can provide your clients with an interactive map that will direct clients to your office. Appointment scheduling can easily be integrated into your website with a scheduling program. These are the benefits you want to highlight that will show your clients you are current with technology and understand how to use it to serve them better.
Think of your services as solutions. Each service you offer should provide your clients with a solution to a specific problem. Explain each solution and the problem it will solve clearly. Use technology to make the solution better, more convenient and affordable. If you find yourself using technology just for the sake of using it, then don’t waste your time or your client’s money. Go through your entire website and make sure that every piece of information on it, whether it is in the form of text, image or video and make sure that it serves your goal of demonstrating your solutions to real world accounting problems.
A lot of companies follow trends when it comes to marketing their business. However, keep in mind that people who need an accountant aren’t going to look for the trendiest accountant. They may want that quality in their barber or clothing store, but when they people look for an accountant, all they want is a smart professional who can get their solve their accounting problems.
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