If a client came to your accounting firm and said, “I want to hire a full time team member in 6 months time”, what would you do first?
You’d start by looking at the numbers. More specifically, what does their monthly revenue target need to be to generate enough profit for this goal to be achieved (and then sustained).
It’s the same process for building a marketing campaign.
A marketing campaign is a series of focused marketing efforts with one clear goal for a defined period of time. It takes your ideal buyer on a journey through focused steps that lead to the one final action you believe is best for them.
Campaigns focus you on specific, achievable and measurable results so your time, money and energy are spent in the best ways for reaching your goals.
Here are 6 steps to build a marketing campaign for your accounting firm:
1. Define your campaign goal: what is the 1 main result you want from this campaign? (This will connect to your overall business goals)
2. Identify your audience: who is this campaign for? What are their fears and frustrations? What are they excited about? What do they need from a relationship with an accountant?
3. Decide your channels: where will your messaging be distributed? Social media? A free online webinar? In client 1:1’s?
4. Plan content forms and creative assets: landing pages, emails, social graphics, blog posts.
5. How will these assets address your audience’s pain points and desires? Set a budget and allocate resources: how much do you need to spend and who will carry it out?
6. Decide the metrics to track: what numbers will get you the results you need?
Your marketing campaign needs to be strategically aligned to your business goals and objectives.
Here are some examples of goals which you could build and run a marketing campaign for:
– Increase sales on a service – i.e win more bookkeeping clients
– Increase sales on a product – i.e cash flow course campaign
– Reprice your existing services
– Improve customer satisfaction
– Grow your team/increase awareness of your employer brand
– Break into a new niche
– Establish a key person/key people of influence in your company
– Win an award this year
– Improve tax season compliance
– Repurpose or get more mileage out of a high performing asset (like a PDF guide or lead magnet)
– Raise awareness and get sign ups for an event/workshop you’re running
If you’re ready to start setting up your own marketing campaign, download this free campaign planner template and be guided through the planning and delivery of your next campaign.
Meet The Profitable Firm team on stand J16 at Accountex Summit Manchester, taking place at Manchester Central on the 17 September.
