I was originally asked to present on this topic at the ProfitPro Live event in Dublin last week.
The response to the presentation was so good, that I’ve decided to turn it into a post.
There’s many ways you can generate leads for your accountancy practice:
- Content marketing
- Paid advertising
The list goes on…
But how specifically can you generate at least 10 qualified leads for your accountancy practice in 30 days or less, without spending hours writing articles?
Content Marketing Does Work, It Just Takes Time…
I’d like to start by saying that writing articles does work, it just eats up a lot of time:
- Time spent writing the content
- Then the time it takes for the content to gain traction online
I strongly believe the saying ‘content is king’ but I know from personal experience that content marketing is more of a long-term strategy – and the goal of this post is how to generate leads in 30 days or less…
So, how can you generate at least 10 qualified leads for your accountancy practice in 30 days or less?
The 30-Day Lead Funnel
Ok, so in order to generate some leads, you’re going to need a funnel.
And a funnel by definition, is the process your prospects go through to become a lead and/or a client.
So, the 30-day lead funnel is broken down into 4 key stages:
- Pick a particular niche and figure out their pain points
- Look for targeted advertising opportunities for that specific niche
- Then, using gated content or a ‘limited’ event you capture their contact info, turning them from a prospect into a lead
- Use the ‘triage call’ to disqualify tyre-kickers and qualify your hottest leads
Sound like a plan? Let’s jump straight in…
1. Picking A Specific Niche and Figuring Out Their Pain Points
The first thing you should do, is to pick a particular niche.
But why choose a niche? What if you don’t have one?
Picking a niche allows you to focus your marketing message, which means that you will connect with your prospects on a much deeper and emotional level.
And when this happens, you’ll 10x the results of any marketing that you do.
Now this doesn’t mean that going forwards you only work with one specific niche… (although for some practices that is a very successful strategy)
It’s fine to pick multiple niches, and market to them separately…
So, the question you might be asking now is, “how do I choose which niche(s) to target?”
There are many ways you can choose, but I would keep these 3 questions in mind:
- Do you like them? There’s no point in working with people that you don’t like…
- Can they afford you? There’s no point in picking a niche that won’t be able to afford you and your services
- Can you get them great results? This is probably the most important. Can you make a real difference to both their personal and business lives?
Once you’ve decided on your niche, you need to figure out their ‘pain points’.
These are the ‘hot buttons’ that you can press to connect with them on a deep emotional level in your marketing.
Start by asking yourself, “what are their fears and frustrations?”
These can be generic things like:
- Not having enough cash to pay staff wages
- Frustrated with the amount of tax they pay
But it’s important to think specifically about the niche you’ve chosen…
For example, if you niche is retail, then one of their frustrations might be not accurately knowing the margins of each individual department.
After you’ve figured out their fears and frustrations, you need to ask yourself, “what are their wants and aspirations?”
These can be things like:
- To increase profitability
- To spend more time away from the business with family
Again, think specifically about what the wants and aspirations of your chosen niche(s) are.
2. Laser Targeted Advertising Opportunities
Once you’ve chosen your niche(s), and figured out their pain points, you need to know where to find them and how to advertise to them.
There’s many ways you can advertise to your niche:
- On your website
- PPC (Google and Facebook)
- Social Media
But there’s one way that I’ve found to be incredibly useful for finding laser targeted advertising opportunities for myself and my clients…
The following method works 98.76% of the time (unless your niche is so ultra-specific they don’t exist online):
- Go to Google
- Type in the following search term [industry] news [country]
- Hit search
For example, if your niche was Dentistry, and you’re based in the UK, you would search for ‘Dentistry news UK’ in Google.
And if your example was Retail and you’re based in Ireland, you would search for ‘Retail news Ireland’.
Once you’ve hit search, you’re going to see lots of results. But what you’re looking for in the top few search results are news sites that have the option to advertise.
Typically, when you visit these sites, if they allow partners to advertise there will be a link in either the header or the footer of the site.
I’ve recorded the following 2 screen shares to demonstrate this method working:
Once you’ve located these sites and identified that they do have an advertising option, get in touch with them to discuss what opportunities are available.
From personal experience I find that email newsletter insertions similar to the one below work best for generating a high number of leads. This particular email insertion that I ran earlier this year resulted in over 300 new leads for my coaching business – not bad for 1 email!
3. Capturing Contact Information (From Prospects to Leads)
You have a niche, and you’ve found some laser targeted advertising opportunities, all you need now is a way to capture your prospects contact information and turn them into leads.
The mistake most people make here is that they will try to send prospects to their website in the hope that they might submit a contact form.
This doesn’t work for a number of reasons:
- Websites can have mixed messages
- There’s multiple things people can click on and read
- There’s no congruence between the pains mentioned in the advertising, and the copy on the website
So, what should you do?
The answer is to send them to a landing page.
Landing pages/squeeze pages/opt-in pages, they have many different names but they all have the same single purpose – to capture prospects contact information.
And one of the most important keys to remember here is that landing pages aren’t designed to convert 100% of people, they’re designed to convert the ‘right’ people.
Creating and building high-conversion landing pages is a science in itself, here is a great article from Amanda Watts at TwentyTwo Agency on how accountancy practices can use landing pages.
In order to get people to give you their contact information, you’re going to need to present them with a pretty good offer – here are the 2 types that I find convert best:
- Gated content – this could be things like ‘how to’ guides, checklists, cheatsheets and case studies.
- ‘Limited’ events – these are events with an element of scarcity e.g. one-off webinars and limited capacity seminars.
The offer has to be tied in to the pain points for the specific niche you chose earlier on.
For example, if your chosen niche was Property, you could create a short guide with ‘3 cash-flow secrets the top 3% of property businesses use to stay afloat’.
And remember, the offer has to be good enough that it’s a complete no-brainer when it comes to them handing over their contact info.
4. The Triage Call
By this stage you should have chosen your niche, found some advertising opportunities, created a compelling offer and started to generate some leads.
You need a time-efficient way of disqualify any tyre-kickers, and qualifying the hottest leads, and the best way to do that is by doing a ‘triage call’.
I first learnt this concept from an Australian coach, and it’s one that I use in my coaching business very successfully today.
The premise of the call is quite simple, you spend 15-20 minutes on the phone to determine IF or HOW you can help them.
Here are a few key questions to ask:
- Why are we speaking now?
- Where do you want to be 10 years from now?
- What are your current numbers?
- What’s your #1 challenge?
- Is this a sooner or a later thing?
And by asking these questions, you’ll disqualify any time-wasters, determine if you can indeed help them, and also whether or not they want to be helped by you.
Don’t Do It Yourself
One mistake a lot of practice owners make is trying to do marketing themselves.
If your car was faulty, you wouldn’t try to fix it yourself, you’d find a mechanic that can help you.
It’s good for you to understand the concepts and theory – but it’s not the best use of your time sat trying to build landing pages or research advertising opportunities.
You have 2 options:
- If your practice is large enough, considering hiring a marketing manager. Here’s an article I wrote about building a marketing dream team (even if you’re on a budget).
- Outsource to a ‘done for you’ agency. The two I would recommend you speak to are The Profitable Firm, and TwentyTwo Agency.
If you have any questions on this content, please feel free to send me an email at firstname.lastname@example.org.