Establishing ourselves as accountants in Milton Keynes has not been easy. Far from it, in fact. We have had to rely on marketing and advertising to bring our business to our prospects. While we have played trial and error with many marketing techniques, there are some that we swear by that have helped us reach where we are.
A smart business man is one who markets well to increase leads and also knows how to retain customers. No matter what your investment in marketing, as premier MK accountants, we can tell you it is not your budget that determines how well your marketing works but how intelligently you have implemented it. The following 8 marketing strategies are viable growth strategies for your unique business that can help you grow and will definitely help appreciate your revenue:
Email marketing is the tried and true digital marketing channel with an average return of £38 for every £1 spent. It is the cornerstone of marketing. Digital marketing is the call of the hour. It is 2021 and most of your customers are online. Print media or telemarketing or any traditional method of advertising will always be more expense and the leads generated would not compare to those generated through digital media. Email remains the highest converting channel for interacting with leads compared to all other conventional methods.
For many high volume and low price related services, that have a shoestring marketing budget, digital marketing techniques like email marketing can really help you grow. Slowly, but surely. The best thing about email marketing is that you do not need to engage with a third part to help you start your email campaign. You can do it yourself. Also email allows you to target unlimited customers.
Email marketing is also less of a nuisance than telemarketing. Time is always a factor, people can receive emails and skip them or come back to them later. Nobody enforces a sales campaign on them, as in the case of telemarketing where practically everyone finds it largely annoying to sit through a sales pitch on the phone.
Print media is well and alive and so is direct mail marketing. This involves sending information to potential clients and customers through the post or e-mail. While there are quite a few companies who will send out your promotional mail for you using mail merge and letter templates, this is the fastest method but perhaps the least fail proof. This mail is likely to end up in the bin.
Hand writing an envelope takes more time but is likely to be read. The marketing message should be compelling and have a clear call to action that inspired the prospect to inquire about your services. Your competition is also likely to ignore direct mailing which means this is the right opportunity for you to standout.
Search Engine Optimised(SEO) Content Marketing
Majority of your online customers will come looking for you through Google or other search engines. SEO can help potential customers find you online and provide a way for them to contact you. They can also be more informed about your business and decide if they want to contact at all or not. This helps in creating leads who are more likely to follow through.
SEO is necessary to put you ahead of your competitors. The brand that appears first in search results is more likely to get more business than others who are lower in the results or don’t appear at all. SEO is a science and is algorithm based. There are quite a few components to having good SEO and making sure your site’s content is relevant to the keywords popular in your niche. The search query needs to lead to your page or else your SEO is not working.
A simple example would be us using the keywords “accountants in MK” in multiple places on our website to rank higher on search results. Keyword stuffing is not advised; a good SEO copywriter should have the keywords placed intelligently in context. Quoting “Accountant” and “Milton Keynes” in several different locations on our site should still add value to our SEO rating.
Copywriting brings us to content marketing. This is the process of creating value by creating consistent content for the benefit of a targeted audience that increases leads and web conversion. Content marketing focuses on long-term results quite unlike paid ads on social media or Google. Content marketing is perfect if you are looking for sustainable growth. The content needs to be of top notch quality, SEO optimized, relevant to your business and niche and consistent.
Leaflets are easy and tend to make an impact as they land straight into potential customers’ hands. There are many options available to distribute leaflets. You could arrange to have them distributed with other businesses or you could opt for sole distribution and have them delivered on their own. While the latter has more chance to get the leaflet read, this is obviously the more expensive option.
Due to the economies of scale, the more leaflets you get printed, the cheaper they become. Many printers can also help you with the design, so you do not need to hire another professional. There is also the option for a GPS tracked service that confirms when your leaflets are dropped.
Use Google Adwords
SEO yields organic growth. It is a technique where you invest in smart content writing to get you ahead of competition. If, however, you have such a business that is so competitive that it near to impossible to achieve SEO, then the best option for you is pay per click advertising (PPC). Google will show your website to prospects who search for your related keywords, that too at the top of search rankings.
You will be charged every time someone clicks on your link and you can also have links to your business show up on other google partner websites under the same arrangement. For Adwords, you need to bid on keywords like “Accountant in Milton Keynes” and every time someone searches for such a query, depending on your bid, Google will show them your Ad. It Is not necessary that your Ad will be clicked every time it appears on someone’s search page.
Google My Business Listings
This combines Google Maps, Google Reviews, Google+ profile and Google Analytics to show against a search query related to your niche. This is the most powerful thing you can do for your business. It is not paid and appears right below the Google Ads and is great for local businesses. Since it incorporates Google Maps it is a great tool if your customers are looking for a local business without having to travel too far. If you do not have a website, having a Google profile is enough to get you on the search page and inform customers of your number and email to contact you.
If you manage to rank in the top 3 Google My Business (GMB) listing, you can attract qualified leads in large numbers. A GMB listing gives your brand visibility and credibility without having to spend a penny.
Social media campaigns are generally about enhancing your brand visibility and perhaps the most affordable form of advertising with the best reach. Social Media Marketing is fast becoming an indispensable aspect of digital marketing because of the exponential growth of social media platforms. The digital landscape necessitates the use of a well-defined social media strategy that helps your business gain greater leads, larger brand awareness and an increased customer base. Creating your brand image and increasing your social media presence is an important marketing tool that is driving sales these days.
Social media platforms like Facebook, Instagram and YouTube are a force to reckon with. More than three billion people use them. A survey found that 63% of people were more likely to use a business if it has an engaging social media presence. A social media presence coupled with a well-defined marketing strategy are necessary for small and medium enterprises (SMEs) to grow. While ads on Facebook and YouTube, are a major part of your advertising budget, interacting with your customers on social media is a great way to harness word-of-mouth marketing. Social media is an incredibly powerful tool especially with the recent craze of influencer culture.
Discounts can be used as multipliers to increase the reach of any of the strategies listed above. Used in conjunction with one or more of the activities discussed, they can entice prospects to become customers. Consider discounts to not be a sale strategy but an investment to get customers in your door and then you try to retain them.
Coupon sites like Groupon can quickly help promote your business. These sites have massive audiences, which means mass exposure for your brand coupled with targeted local advertising, increased brand awareness, and an influx of new customers. The more significant your discount, the more popular your deal will be. You can expect people to visit your website and not avail the coupon or discount but remember your name for later.
If your deal becomes popular, you can quickly be inundated by more customers than you can handle, so do the math correctly. Coupon deals and discounts also require flawless customer service because at the end of the day you want the customer to return. You should remember that the cost of the discount to you isn’t necessarily the face value of the coupon, it’s the cost for materials and additional staff you take on to cover the new customers. Profits could go backwards easily as some existing customers would have paid full price for your product or services anyway.
Offering a customer discounts can be one of the most cost effective ways to market your business. Once the customer is through your door, you can offer them more services.
Advertisements in Print Media.
Various industry publications call us regularly to ask if want a space in their magazine. Thousands of readers subscribe to these magazines and it is a great way to increase visibility in your niche. The fee they charge is generally around £600 for a quarter page. While print media continues to face competition from the internet, the pricing for ads is also getting more affordable. it is now possible to run effective ads at incredibly affordable prices. An Omni-channel marketing strategy that involves digital marketing and print media can complement each other. The customer experience is improved and both together work far better than a solo marketing strategy.
While marketing strategies differ from business to business, the essence of them remain the same. Your target market is also a major factor in determining your marketing policies. For every technique that you determine worthy of your time, we recommend trying it out before implementing it fully. Marketing budgets for small business are usually small and we wouldn’t want you draining your budget for a tactic that does not pan out in the long run.
The above strategies have worked for us and can work for you. They have the potential to skyrocket growth and revenue, if implemented in the right way. This blog is a sum of our experiences while setting up and marketing our business as accountants in MK. For anyone else following in our footsteps as a small business owner, we would be happy to meet you to share our experiences as well as our finance and tax expertise. Feel free to contact us here.