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How to build a successful accountancy business

14 Jul 2022
aat comment

Here we find out how Marelize Bott, managing director of Add-worth Accountancy has grown a successful business.

Since starting her own accountancy business just over a year ago, Marelize Bott, managing director of Add-worth Accountancy, says learning about marketing and actively marketing her business has allowed her to grow significantly.

Networking is key

The biggest lesson I have learnt in business is to be active every day in marketing my firm. But guess what? Many accountants are not very good at this. 

When I started my business early in 2020, I did not know many people with whom I could network. I also thought that if I connect with people on LinkedIn and post content, the clients will start flooding in… Oh my, how wrong I was.   

Making marketing a focus

I have since employed the services of a marketing mentor who focuses on helping accountants grow their businesses. This has been so liberating and I have learned so much. So, I would like to share with you a few tips to help you grow your business, or if you are thinking of starting a business, how to position yourself now so that you are able to grow over time. 

1. Market to a niche

This helps you to focus your expertise on a specific industry. It also makes it easier to find clients on LinkedIn or Facebook. Make sure you understand their pains – what frustrates them, what makes them lie awake at night – by researching your niche. 

2. Clear headlines

Make sure your headlines in LinkedIn and Facebook clearly state who you help, how you help them and the outcome they will get working with you. Remember, it is always about them and not about you or how fantastic you are. 

3. Connect with people daily.

My focus is LinkedIn and I send connections to at least 100 people a day. 

4. Engage with your ideal client

I use the “5 x 5 x 5” principle – liking five posts and commenting on five posts in five minutes.

5. Increase social proof

By gaining reviews from clients. 

6. Post power content every day.

This could include different types of posts, for example: 

  • Teach and educate how you help people. 
  • Talk about their problem, agitate their problem, and give them the solution. 
  • Pictures and posts from behind the scenes, maybe a picture of your home office or working from a coffee shop for the day. 
  • Sales posts that are not a sales post. You never want to be “salesy”. 
  • Telling them something about you. 

Posting a variety of content will show potential clients your expertise and you will gain trust with them. There are many other ways to market your business, but the main thing to remember is to be visible all the time. 

Hint – people do not want to buy from an accountant, so don’t have a headline on social media that just says you are a bookkeeper or accountant. Lastly, do not conform to the norm – dare to be different. 

Further reading:

Hannah Dolan is AAT Comment’s Content Editor.

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