Big Marketing Mistake #1: No website
We live, work and do business in the digital age now and having a website is absolutely critical. It’s the first thing potential clients and the public looks at when they hear of your business. It needs to look professional and have all the information necessary on there that potential clients are looking for.
Let your website serve as your business brochure and as your contact hub. Potential clients would go through your website, review the information presented about your business, decide whether you are right for them based on what they see, and then decide how they want to contact you. Therefore, to minimise the amount of friction they experience on their journey through your website to get to you, design your website to be your contact hub as well! Make it easy for them to contact you however they wish – online contact form, click-to-call button, etc.
And one last thing… make sure your website is mobile-friendly!
Big Marketing Mistake #2: No meaningful marketing activity whatsoever
Admit it. You’re too busy with your current clients, earn enough with your current client portfolio and haven’t really thought about marketing. Here’s a reality check for you – what happens when that well dries up? Have you got a pipeline in place that will continue to deliver revenue to your business? How long can your business survive if your current biggest client leaves?
Meaningful marketing activity sustains the life of your bookkeeping business and keeps your practice profitable and sustainable in the long term. Make your target market hear about the benefits you can bring to their business and the value of the relationship you will build with them and their business. Don’t wait for them to come knocking because they rarely do if you don’t do any marketing!
Big Marketing Mistake #3: Forgetting about your internal marketing
Did you know? The biggest source of new clientele for any service-based business is the current clients. Referrals and word-of-mouth are the most effective marketing tool you can have. So, take care of your current clients! Make delighting your clients a focus of your marketing plan. Look for ways to expand your offerings to them and be a true asset to their business.
Remember the (old?) adage – it costs more to attract new clients than to retain existing ones. It is why some of the biggest brands in the world spend a whole lot of their marketing budget on customer loyalty programs.
Big Marketing Mistake #4: Accepting any client who has a wallet and a heartbeat
Not every potential client that walks through your door should be accepted into your books. And that’s the truth. Most of us know it, but we still find it hard to say ‘no’ even if your gut tells you that this new client is going to be bad news. This is particularly true for bookkeepers who are newly starting out in their own practice and feel a little bit desperate about getting new clients.
Trust me… you are probably better off without them! Such clients tend to be like parasites, infesting every hour and every minute of your working day and making it impossible for you to focus on growing your business and attracting your ideal clients.
Know who your most profitable clients are, know who you’d enjoy working with the most, and seek to proactively market your services directly to them. Don’t be afraid to turn away clients that are not the right fit for you and your business. Develop a network of relationships with other bookkeepers and be brave enough to refer these ‘no’ clients to them. One man’s trash could be another man’s treasure!
So, there you have it. 4 big marketing mistakes that I often see other bookkeepers make. I made many of these myself when I was first starting out, many years ago. I’ve since learnt my lessons and figured out a foolproof way to build a profitable bookkeeping business by addressing these mistakes, and others too!
Learn how to identify your ideal client, how to say no to client misfits, and so much more in my Bookkeeping Business Mastery online program, where I hold nothing back and teach you everything you need to know to get your bookkeeping business off the ground. Find out more here – https://bookkeepershq.com.au/bookkeeping-business-mastery/