5 Marketing Tools To Grow Your Advisory Services
Marketing is a crucial part of growing a firm. While many firms have successfully marketed their traditional service lines, they’re finding the same tools and methods that worked for audit and tax don’t work for advisory and consulting services. To help fast track your success, I’ve compiled this list of five marketing tools that every advisory and consulting service needs.
#1 - Clear messaging framework
CPA firms are historically bad at properly communicating the value of their services. They spend too much time talking about their history and experience and not enough time talking about their clients and their successes. This is due to not having a clear framework for developing the messaging for your firm and it’s services. As a result, most prospects and clients are confused when reading your website and materials and are often not even aware of everything you can offer them.
To communicate more clearly, you need to follow a messaging framework, so potential clients know how to engage, follow along and remember your firm. When a potential client visits your website, they should be able to instantly understand what you do and how they’ll benefit from working with you.
#2 – Website wireframe that focuses on client value
As I mentioned previously, your website’s copy needs to focus on what’s in it for your clients. Too often, firms focus on highlighting their own expertise and accomplishments. The truth is, clients don’t necessarily work with the most experienced or accomplished advisors. They work with professionals who quickly demonstrate they can provide value, make their lives better, and solve problems.
Your website’s wireframe needs to focus on client value rather than your firm. You should also include:
Client testimonials. Including three or four client testimonials will significantly enhance your authority and show potential clients that the services you offer really work.
Clear calls to action. You want to give potential clients an obvious path toward working with you.
#3 – Lead-generating PDF
As I mentioned above, your webpage needs a clear call to action. A direct call to action is like a “buy now” button. It clearly asks potential clients to take the next step toward working with you by scheduling an appointment, placing an order, making a call, etc.
However, sometimes people aren’t ready to take that step. This is where transitional calls to action, such as a lead-generating PDF, comes into play.
Offer visitors to your advisory webpage a checklist, worksheet, or short white paper – something that provides value and builds trust with clients who aren’t quite ready to buy. In exchange for the PDF, you collect something equally valuable – their email address.
#4 – Automated email series
Now that you’ve collected email addresses from visitors to your webpage that have shown some interest in your services, you need an automated email series that triggers specific messages to be sent whenever customers take a particular action.
Using a workflow or automation in your email marketing platform, craft a series of emails that offer value, share your knowledge to make their lives/businesses better and point their attention to your products and services.
A simple framework might be:
Welcome and deliver your lead-generating PDF
Address a major objection to buying your service. For example, “Most people think X, but if they only knew Y, then Z.”
Provide a case study or social proof to show how their life/business will improve after working with you.
Offer help. Ask them to reply with the biggest challenge they’re facing.
A strong call to action. Final email with a strong call to action, asking the potential client to schedule an appointment with you today.
Re-engagement email. If you don’t receive a response to the previous email, encourage re-engagement by asking why they aren’t interested in working with you right now.
Re-engagement email. Still no response? Send a final email asking if the potential client is still interested in hearing from you and offering to take them off of your list if they’re no longer interested.