Marketing

Even in the current climate of aducation, advertising can still form an important part of a bookkeepers overall marketing strategy.  It's not time to turn our back on adverts, whether that's online or offline.

Many bookkeepers I speak to tell me that advertising simply doesn't work in their business.  It may be true that particular adverts that they have placed in the past have not had the desired results, but that doesn't mean that advertising won't work for their, or your, business.

Quite of…

One mistake that I see bookkeepers making time and time again is to not have a clear niche and this leads to a very vague marketing message. Here are some examples that I have seen:

“Do you need a bookkeeper?” “I have availability for bookkeeping clients at the moment.” “Are you looking for a bookkeeper in the Glasgow area?” “Bookkeeping services available.”

These messages are too vague and are just not going to speak to anyone. Yes, we all know that a great bookkeeper is a fantastic asset for…

I have more than the occasional conversation with bookkeepers regarding attracting new clients.  When I ask what marketing they do, more often than not I'm met with the response “I get most of my clients from word of mouth”

I am often taken aback by this, but sadly no longer surprised.  It’s one of the most common responses to my question.

Do they mean that they have a strategic approach to obtaining referrals? Do they mean that they actively engage with their clients and encourage them to te…

Hot air balloons are amazing.  Last night I took the boys to the Strathaven balloon festival.  It was magnificent. I had never realised how much preparation went into lifting a hot air balloon.

Each team spent so long laying out the balloon on the ground perfectly.   They filled the balloon with air then turn on the burners to heat it.

As the balloon started to rise above the basket it wobbles from side to side.  The pilot would turn the flame up and down each time the balloon wobbled in order…

I’ve been busy doing lots of 15 minute marketing calls this week.  It’s been fantastic to be able to get some time to do what I love. Talking to bookkeepers about how they can grow their business is my passion.  

One thing is still coming through clearly.  

The biggest problem most bookkeepers are telling me about is the inability to attract clients.  When I ask who they want to attract and work with the response has been fairly consistent. Anyone and everyone.

Let me give you a massive piece…

If You've ever read anything we've done, you'll know that we're huge advocates of niching your business through understanding your ideal client.  But is it really that important, and why?

This is something I get asked a lot.  It usually goes something like this "as a bookkeeper I can work for any business, I don't want to limit myself."  While I can understand the thought process here, in reality, it's completely at odds with what really happens.

The problem with trying to target anyone and ev…

This is a great question, but sadly it's not asked by business owners nearly enough.  Let me ask you this, do you have clients that make you sad?  They never take on board what you say?  They give you the wrong information at the wrong time?  They're late with their invoices and demand an unacceptably quick turnaround?  They just make you exhausted?

The sad truth, and the truth most of us deny is that these annoying clients really don't help our business in anyway.  You don't need them.  

The …

In marketing there are three M’s.  Market, Message and Media.  Who are you speaking to?  What do you want to say to them?  How do you get that message across? 

Why do so many of us get these around the wrong way?

If you don’t know the answer to that, here’s what happens.  You’re sitting in your office and the phone rings.  “Hello” say’s the caller “I’m from Weekly Press, and I have a great deal.  We have one space left in our local newspaper.  It’s read by over 200,000 local people and the adv…

Most marketing doesn't work. I'm going to explain why you're wasting much of your time when you spend hours crafting your marketing materials, writing content, and putting together your website. Why?

Sadly because no one cares about your qualifications, experience, professional body membership or much of the other 'important information' you fill your website and other marketing materials with. While testimonials are great, your prospects aren't buying your past experience.

All your prospects real…

You’ve worked so hard on perfecting your website content.  You’ve had sleepless nights.  Been busy editing every sentence over and over until it’s just perfect.  Then when your website goes live, nothing!

High bounce rates, no one joining your mailing list, not a single new client from it. Does any of this sound even vaguely familiar?

Let me let you in on a secret, you’re not alone.  It’s not always your fault, you’ve just done what everyone else is doing, but sometimes that’s the mistake.

Here ar…