XU Magazine - Issue 07

How The Buyers Of Accountancy Services Buy


Marketing for accountants can feel very confusing. You stand at a crossroads looking in multiple directions, wondering which route to take. Perhaps you stay at the crossroads hoping someone – perhaps another accountant – will pass by to show you the right way to go…

It’s no longer merely a matter of getting more referrals (although most accountants still rely on that for a large portion of their new business).

The answer is not to look at which marketing solution will solve your problems – social media, paid ads, a new website, SEO, telesales. You need to turn your gaze from everyone else and focus it squarely on the mind of your buyer.

When you know how your buyers buy, it absolutely simplifies your marketing. Here’s how your buyers buy.

1. They’re looking for a visible expert

First, they absolutely want an expert. Your buyer has a problem they need solved, or a wrong to be made right, and you are the one who can help them (potentially). Because of this need for expertise, trust is paramount.

They want to be assured that you know what you’re doing, that you’ve seen this before and are well qualified to handle the situation, that you are reliable and trustworthy and will not let them down. This is something they cannot solve in-house, and they need you.

Second, you have to be visible in this expertise. If your prospective buyer is going to find you, they need to know that you exist. It does no good if you are the most qualified accountant with the most impressive track record in the issue with which your buyer requires help, but they’ve never heard of you.

When you’re a visible expert, you are very good at what you do, and the prospective buyer can easily see this. Which leads us to the next point.

2. Your buyer finds and researches you online

It’s no surprise to discover that your buyer searches for you online: but it may be a surprise to discover that even those who are referred to you are still checking you out online. 83.8%* of your buyers go to your website first.

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About the author

Karen Reyburn, The Profitable Firm

Karen is a creative minded individual who specialises in online marketing for accountancy firms. A former accountant (and a Certified Public Accountant in the States), Karen set up The Profitable Firm to work exclusively with modern, digitally minded accountants who want to use online marketing to their best advantage. She and her team use remote and virtual working to help accountancy firms all over the globe.