Here's a surprise: accountants don't market through Social Media...here. (Does that mean most of them won't get to see this blog through my Twitter link!!?)
Let's face it, many accountants are superb at their job and are experts in many financial fields. However, marketing generally is something that they are NOT renowned for - which accountant can honestly say that when he (or she) grew up they wanted to be an accountant and a marketing expert!!
Social media is great for promoting certain types of business, particularly if you're looking at a business model that is based on quantity ratehr than quality (i.e. a large number of clients paying small fees, ratehr than a small number of clients paying large fees - it would be great to always have large numbers of clients paying large fees, but that particular Utopia is not generally achievable by mere mortals!) However, where you are concentrating on quality over quantity, social media (in my opinion) just does not work. The "traditional" marketing techniques of word-of-mouth and referral are still very powerful.
Take my business for example: name me anyone who has experienced financial difficulties who contacted an insolvency practitioner through social media for advice! Just doesn't happen! What does happen is that the speak to their own advisor (e.g. accountant, solicitor, IFA or even perhaps the bank manager) who will probably know and trust an IP and will refer them to that IP for sensible advice. I can confidently say that 95%+ of my own clients come from referrals.
This way (by referral) at least the client will know they're meeting with someone who will give them proper, sensible advice rather than hoping they'll get it from someone they first "met" on Twitter!!
No comments:
Post a Comment