Most businesses in the accounting & finance industry struggle from the same issues – separating your business in a sea of competition, explaining your services in a way that is digestible and interesting to your visitors, filling and nurturing your pipeline, and getting your customers to subscribe to a recurring package. Within an industry that is so competitive, it’s a struggle separating yourself. Marketing the way everyone else is, isn’t going to get you the results you want. It’s time to reach your potential customers where they live.
With a million bookkeepers, thousands of CPAs, and seemingly infinite tax professionals out there, standing out is getting harder and harder each day. Old outbound approaches just simply don’t work anymore. It’s time to focus on reaching your prospects where they spend their time – online. That means creating content that your prospects are actually interested in and searching for through your blog, social media, and search engine optimization.
Filling Your Pipeline
Struggling to continuously fill your pipeline with warm leads? It’s a common problem with accounting marketing. Most businesses in the accounting space fail to grow their pipeline because their only call-to-action is typically a “Contact Us” CTA. The problem with this is that it’s a bottom of the funnel CTA and one that is traditionally unsuccessful. For someone that isn’t quite ready to purchase or have a consultation, they likely leave your site and don’t return. Solely focusing on the sale as soon as someone lands on your website is a mistake that has dominated the accounting & finance industry.
We help businesses like yours convert more of their visitors into leads online through high value content offers like eBooks, white papers, infographics, checklists, and case studies. Creating valuable and helpful content that speaks to prospects in the top, middle, and bottom of the funnel will help you capitalize on more of your website visitors.
There are two mistakes made by many businesses in this space – either they don’t follow up well with their accounting leads or they bombard them with generic emails and cause frustration. We create efficient and focused lead nurturing workflows specific to the interests, form fills, and content downloaded by each lead.
Personalization and focused content is important to creating a good follow up and pivotal to converting leads into customers. Our lead nurturing workflows feel like a personal message and provide only information that is interesting to each lead.
The Upsell & Recurring Revenue
Whether you’re a tax firm that focuses only on individual and corporate taxes or you’re a CPA that handles everything from bookkeeping to ongoing accounting services, you’re undoubtedly focused on upselling and moving your customers to a recurring model. A successful customer relationship is not solely based on the quality of your work, industry knowledge, or the expertise of your team. We help businesses in the accounting & finance industry provide great content to your customers in order to keep them engaged, make them feel like they’re part of a community, and even help them achieve their goals inside and outside of your business.
It’s always more expensive to gain a new customer than to keep a current customer. Focusing on making your customers raving fans is the key to higher margins and word of mouth marketing.
Padgett Business Services is a full service accounting CPA firm specializing in tax preparation, ongoing accounting services, business consulting, and business growth strategies. They have seen great growth using inbound marketing with HIVE Digital Strategy. The below information is based on analytics from the first nine months of implementing an inbound marketing strategy.