Chapter 7

Marketing your bookkeeping business

You might deliver an awesome service at a great price, but what if no one knows? Let’s look at marketing your services.

Where to start?

You need a channel that can reach your prospects and a message that resonates with them. But there are dozens of each and you can’t afford to try them all.

To get the most bang for your buck, start by getting inside the head of your preferred clients. Find out what keeps them up at night, and find out where they go for information. Then craft messages that address their worries, and put them in the places they’ll get seen.

What to learn and how to use it

Their most pressing business concerns and questions (including the really basic ones)

Two ways to use the information:

  • Write about these things. Include them in your advertising, blogs, how-to guides or ebooks
  • Use the corresponding terms and phrases on your website so that search engines are more likely to find you

What they read (online and print)

Two ways to use the information:

  • Get familiar with trade publications and forums
  • Advertise in these places and contribute articles on topics that interest them

Where they hang out online

Two ways to use the information:

  • Look for relevant group pages on social media
  • Participate in the conversation. Don’t try to sell your services. Just give free advice and share relevant content

Where they hang out in person

Two ways to use the information:

  • Attend trade shows and conferences
  • Become a sponsor and see if you can get a speaking gig

Who they listen to

Two ways to use the information:

  • Establish relationships with key opinion leaders for the industry
  • And see if you can cross-promote each other

Don’t forget word of mouth

Ads, articles, social posts and speaking gigs are great – but there’s nothing like getting a recommendation. An endorsement from one business owner to another carries a lot of weight. Plus clients tend to recommend other business owners like themselves, so you know what you’re going to get. Your work is one of your biggest and best advertisements.

Word of mouth is our advertising. We worked really hard to deliver on promises, make deadlines, keep appointments and win trust. We are now known for client care and excellent work.

Brett Gonsalves, Rolling Hills Bookkeeping

How to get the word out

Check out these guides on promoting a bookkeeping or accounting practice.

Disclaimer

Xero does not provide accounting, tax, business or legal advice. This guide has been provided for information purposes only. You should consult your own professional advisors for advice directly relating to your business or before taking action in relation to any of the provided content.

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