Marketing your value as an advisor
You’re at the top of your game providing excellent professional advice to your business clients, but that client base isn’t growing. So, what’s missing?
Your ability to promote your value as a business advisor is paramount. Communicating value should be the central pillar in your marketing strategy – explaining why a potential client would hire you.
How can you better market your value proposition to increase your client base and turnover?
Speak to the times
To position the value of your services as a business advisor, you should consider addressing within your marketing activity the times in which we live.
COVID-19 and the vast array of hastily deployed tax changes, government grants, JobKeeper, business closures and changes to assets have created an opportunity to showcase your unique value.
Within this swirling maelstrom of business change, your services are more valuable to a client than ever. The game has changed and businesses will be looking for fresh, sage advice to increase cashflow, reduce taxes, take up any government assistance and shake up their business plans.
Even the most in-tune business owner, who has their finger on the pulse and a keen business mind will be a little bamboozled by the raft of business, government and compliance changes from the past year.
Your value, during this pandemic, is your ability to process compliance changes to provide accurate and advantageous business advice.
This is your domain. When crafting marketing messages, it would be wise to tap into this value.
Think along the lines of: ‘Has COVID-19 decreased your cashflow? We can help you get back on track’.
Define your value proposition
What makes you so special? Is what makes you ‘special’ the same as any other advisor or firm?
We all know standing out from the crowd is the ultimate aim in any marketing effort – but it also has to be sincere.
Your value proposition should be the central marketing message that sits behind your individual efforts, such as social media posting or advertising.
Let’s lay one out:
- Relevance: Explain how your services are aligned with a client’s needs.
- Definable value: How will you deliver specific benefits?
- Differentiation: Detail how you differ from the competition
Once you have laid down your value proposition, making it as snappy and concise as possible, this should be a central ‘master message’ from which all other messages derive.
Do some research on competitors and see how they have defined their value in their websites and marketing messages, then try to beat them through stronger, simpler and more targeted messaging.
Ask your clients
If you need more information on your value, who better to ask than the people who already use your services?
This is all about truly knowing your client base so you can better understand potential clients, their pain points and the perception of your value.
Survey your clients and ask them questions along the lines of:
- What was it that made you choose us over another firm?
- What do you see as the most valuable service we offer?
- How have our services improved the operating of your business?
- How can we improve our services and value?
The answers you receive will help you form a better picture of your value and this translates into messages you can use in your marketing efforts.
The nuts and bolts
Now we have laid down a value proposition and tapped into the current climate of needs and issues a potential client will be facing, how do we apply it in real terms?
If you go the route of ads – either on Google or Facebook (or perhaps a relevant online magazine or newsletter), your first point of call will be a banner ad.
A banner ad will blend visuals with text and should be a distillation of your value proposition. Focus on your most important functions, maintain simplicity and clarity, and refer to your client survey for inspiration.
When you post to social media, you should again refer to your value proposition for ideation. Not every post needs to be this holistic, but you should choose various aspects of your value to focus on in each post.
If you surveyed your clients, why not promote their business while you promote your own services?
Quick interviews can glean major marketing wins by focusing on the value you supplied a client and how exactly this helped their business thrive.
Putting a face, as well as specifics, to your value is a fantastic way to market yourself.
If you helped a business struggling through pandemic induced disarray, even better, as you’ll have thousands of potential clients in similar circumstances.
Whatever your value proposition looks like, and what your distilled messages will be, be absolutely scrupulous about your branding.
Your branding needs to be clear and consistent across every marketing channel and website. If your messaging is on point, but your branding is inconsistent, your clients will look elsewhere as this denotes sloppiness and decreases trust in your brand.
To find out more about APS software, visit www.aps-software.com.
APS is a division of Reckon, an ASX listed company. We develop the software used by the best Accounting Firms in Australia and New Zealand to run their business’ and advise their clients.
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