We, as accountants, used to be in the fortunate situation where we were a necessary evil for all businesses. We had an annual relationship with our clients where we did the scary stuff they didn’t want to do themselves. Times have changed, and the way we do business has changed. So I’ve had to learn a lot about marketing in recent years. What it is, and what it isn’t. It’s no longer just a letter head, a business card and an ad in the yellow pages. We’ve done some courses and even employed a part time marketer for a while to get us on the right track. It seems it’s now a great website, social media, public relations and many other things that you have to keep up with on an ongoing basis.
But as one of the courses we did said “there’s no point shouting out to the whole stadium when you’re only wanting to speak to a few of the people there.” So you have to know who your target client is and what you want to do for them. To know that you have to really understand who you are, what your brand is. And of course, what your product is.
I found the following great tips in the Dummies guide to marketing that sums it up:
Making Marketing Work in Your Small Business
You don’t need to be a rocket scientist to be a good marketer. But neither is there a silver bullet or one-size-fits-all solution. Every small business is different — the marketing plan and tactics for a mortgage broker are entirely different from those of a computer reseller. However, the process of building a plan, sticking to it and applying the time and resources it needs is the common secret to success in marketing. Read More »