A 3-Part System to Solve Clients’ Problems Through Your Marketing
by Heather Robinson, Marketing Manager
Why does your CPA firm exist? To file tax returns? To audit financial statements? To ensure a fulfilling career for your partners and employees? While all of those may be things your firm does, they’re not why you exist. Your firm is in business because you solve clients’ problems. If your clients had the knowledge and desire to handle those problems on their own, you’d be out of business!
That’s exactly where most accounting firms go wrong in their marketing strategy. They focus on explanations of the services they provide instead of explaining how their services are a solution to the problems their clients care about.
If you want to make your marketing more solution-oriented, try this three-part framework.
You know that your services are useful to businesses and individuals, but do you have a clear picture of your target client and the problems you solve for them? It’s time to get that clarity.
Perhaps your working with small business owners who are struggling with cash flow, don’t know what their financial statements are telling them, lay awake at night worrying about whether they’re going to get a hefty tax bill, and want to know what they can do to cut costs. Chances are, you can help them with all of those problems.
Now that you know what your target clients’ problems are, you need to meet them where they are in the problem-solving cycle. Some clients may know what they want and are trying to find the best solution. Some need help defining their problem before they’re ready to buy a solution.
To meet clients wherever they are on that spectrum, your marketing must:
Provide value. Educate potential clients about their problems and solutions.
Continue the relationship. Allow clients to opt-in to getting more information from you that will help them better understand their problems and establish your credibility and authority.
Present a solution to their biggest problems.
What results can your target clients expect if they decide to work with you? Your marketing should spell out exactly what kind of success they’ll achieve.
You can demonstrate results by telling potential clients what they can expect and sharing testimonials from other clients.
Now, which of the following marketing messages fits this framework:
“ABC CPAs, founded in 2005 by two former Big4 accountants, is the largest independently owned accounting firm in the state. We offer audit, tax and advisory services for businesses and individuals.”
“ABC CPAs helps you take control of your business finances by ensuring your accounting and taxes are done right and providing strategic advice to help you reach your goals.”
If your current messaging sounds more like the first option, it’s time for an overhaul. Share your new message on your website copy, in blog posts, email campaigns and videos.
Your ideal client and their problems, solutions and results should always be top of mind, and it’s crucial for your marketing to revolve around solving their problems. When your message is clear and concise, clients will have little doubts about how you can help them.