Marketing and promotions are key to a building a successful bookkeeping business. Here are a few suggestions for how to do it:
You can advertise your bookkeeping business online and offline using affordable solutions. You can place ads in local art and other social programs that your target audience will attend. One of the most effective ways for a business to get a customer's attention is at a recreational event. That's why corporations spend money on banners and other advertisements at athletic games and other events that attract large crowds. You may not be able to afford that while working from home, but you can accomplish the same goals on a smaller scale.
Consider placing ads on other websites and blogs that serve your target audience. You may have a harder time reaching that audience otherwise. However, they may click on your ad and give you a try because they trust the blogger or website owner that you advertised with. You can also use pay-per-click advertising, but only on a limited basis. If you do use pay-per-click, be sure to monitor your account closely and know daily whether the results you're getting are worth it.
Can a bookkeeping business be newsworthy? You can get local media coverage just like any other service business. The trick is peak the curiosity of the local reporters and offer news that they know would be of interest to their viewers. One way you can do this as a bookkeeper is through a charitable event. For example, you might lead a challenge to non-competitors in your area with service businesses, to donate their services to a silent auction to raise money for a family that needs urgent medical treatment.
Another approach is to build relationships with reporters so that they know that you're available as an expert to provide comments and information. For example, in preparation for tax season, a reporter might be looking for accountants and bookkeepers to provide comments on what small business owners need to do to prepare for filing their taxes. To get their attention in the first place, you need to send out press releases (at least monthly), and follow up with a phone call. Send out your press releases to free and paid online press syndicates like www.prweb.com.
3. Basic Marketing Material
Don't forget the basics when promoting your bookkeeping business. You should have the following marketing materials with you so that you can hand them out at events or when you talk to people:
- Business cards with your business name, slogan, website url, phone number and email address. You may not want your physical address located. Getting a P.O. Box is a better option.
- Brochures that look professional. They don't have to be glossy and expensive, but they should be well-written and free of grammatical and spelling errors.
- Stationery and envelopes printed on professional letter stock, and not regular printer paper.
- Pens, sticky note pads or other promotional items with your business name.
These will help customers remember who you are, and it helps with brand positioning. They'll also have something to hand to others when they refer you to them.
There are other ways to promote your bookkeeping business, but following these basic suggestions will make a difference in your business.
Daphne Mallory, Esq. is the co-owner of Mallory Writing Services and has written more than 100 articles helping home based business owners and entrepreneurs start and market their business. You can learn more about her here.