Providing professional bookkeeping services can be a lucrative and flexible business to run. However, bringing in a steady stream of new bookkeeping clients requires strategic advertising tailored to your target audience.
With so many options for getting the word out these days, it’s important to focus your efforts on outreach proven to deliver results.
Clarify Your Bookkeeping Niche
Before advertising, clearly define the specific bookkeeping services you offer. General accounting practices seek a wide range of clients. Niche specialties like payroll processing, accounts receivable/payable, tax preparation, QuickBooks assistance, or small business advising attract more ideal customers when highlighted in marketing. Play up industry-specific experience too. Broadcasting a focused range of services establishes you as an expert.
Highlight What Makes Your Services Unique
Don’t just state what bookkeeping tasks you perform. Set yourself apart by spotlighting value-added elements that foster customer loyalty. Do you offer complimentary monthly financial reviews? 24/7 emergency assistance? White glove client portal access? Concierge services? In-depth profitability analytics? Advertise these special ‘extras’ that competitors lack.
Craft Engaging and Benefit-Driven Ad Copy
Boring, technical language repels potential bookkeeping clients. Instead, craft compelling ad copy focused on customer-centric benefits like:
– Saving money through diligent record audits
– Reducing stress with personalized tax preparation
– Freeing up time to focus on core business with reliable monthly closeouts
Use descriptive verbs and adjectives to capture attention fast.
Optimize Website Content
Don’t just rely on paid ads. Refresh website content to reinforce bookkeeping qualifications. Update service pages with videos demonstrating your experience. Create blog posts on topics like ‘How to Choose the Right Bookkeeper for Your Small Business.’ Include client case studies. The more value your site provides, the higher visibility it gains organically.
Leverage Google My Business
Google My Business listings enable local customer discovery. Beyond basic business info, maximize features like search keywords, photo galleries, attributes, posts, offers, and customer questions. Completing your profile thoroughly boosts search engine exposure so more prospects find you.
Forge Referral Relationships
Tap professional contacts like bankers, accountants, financial advisors, payroll providers, and lawyers to receive client referrals. Offer reciprocal recommendations to colleagues needing reliable bookkeeping assistance for customers. Referral networks channel pre-qualified leads.
Optimize LinkedIn Profile
LinkedIn provides free networking and help conveying your bookkeeping specialization to both individuals and corporate clients. Flesh out your profile, join relevant groups, follow target companies, post industry articles, and connect with both established contacts and new local leads.
Choose the Right platforms
Carefully select marketing channels based on customer demographics, service specialties, budget, and existing professional networks.
Social Media
Promote services through Facebook ads, targeted posts in niche Groups, Instagram influencer partnerships, Twitter chats with local businesses, and more. Humanize your brand using authentic behind-the-scenes images and videos.
Print Materials
Business cards, postcards, brochures displayed at banks/offices, direct mail campaigns, Chamber directories, trade show booths, and ads in local magazines position you as an approachable community professional.
Small Business Outreach
Pitch bookkeeping solutions at local startup incubators, to aligned business associations like NFIB and SCORE chapters, as a guest contributor for newsletters, via cold calls and emails, or through in-person networking meetups.
Signage & Promotional Items
Sponsor relevant events to gain name recognition. Distribute customized pens, calendars, notepads, flash drives bearing your logo and tagline. Invest in exterior office signage, vehicle decals for visibility while commuting between client meetings.
Plan Paid Search & Social Campaigns
Google, Facebook, and Instagram ads reach buyers actively searching services using keywords like ‘bookkeeping’, ‘QuickBooks’, and ‘small business CPA’. You only pay when users click. Target by geography and customer traits. Start with small campaigns, tweak based on performance, then scale up profitable ones.
Incentivize Referrals
Motivate happy existing clients to refer family, friends, and contacts needing similar services. Provide finder’s fees, discounts off next billing cycle, gift cards, or donate to client’s charity of choice when referrals become new business. Make it mutually beneficial.
Recruiting a Bookkeeper? Keep these tips in mind:
Confirm Relevant Credentials
Check educational background for degrees in accounting, finance, or bookkeeping. Ensure necessary certifications like Certified Public Bookkeeper (CPB) or QuickBooks Certified User exist. Request license numbers validating active status.
Require Suitable Experience
Someone fresh out of school lacks field experience to handle complex scenarios. Seek candidates with 5+ years actually running books as a contractor or small enterprise. They understand industry nuances. Cross-train across accounting domains like payroll, AP/AR, monthly closes, and statement reconciliation.
Assess Communication Approach
Bookkeepers correspond frequently with executives, vendors, clients across levels. Evaluate listening abilities, transparency about process, patience explaining financial details in plain language, and responsiveness.
Validate Technical Proficiency
Beyond spreadsheets and accounting software, today’s bookkeeper relies on secure cloud-based platforms. Quiz applicants on solutions like Xero, FreshBooks, Sage Intacct, NetSuite, Bill.com, SAP Concur, Caseware, etc. Can they navigate modern fintech systems efficiently?
Check Client References Thoroughly
Don’t rush referencing. Take time to get a complete picture before extending any job offers. Ask in-depth questions about weaknesses, how the bookkeeper handles mistakes, listens to feedback, resolves issues promptly. Bad hires damage your firm’s reputation severely. Allow no doubts.
Conclusion
Distilling your bookkeeping niche, highlighting special value you provide clients, optimizing digital presences, and smartly leveraging various advertising channels facilitates profitable customer acquisition and retention. Just don’t get complacent once your roster fills. Consistently showcase expertise.
Deliver exemplary service. Maintain visible community involvement. Seek ongoing improvements. Continue nurturing referrer relationships. When bookkeeping clients view you as an invaluable ally helping their enterprise thrive, your own business flourishes long term too.
