Easily grow your practice by focusing on a niche
One of the fastest ways to grow your CPA or Tax Accounting practice is to position your firm in a specific niche or category. You will be perceived as the expert in that category, and you will be able to do your job more efficiently since you will be continually reviewing similar situations.
I have a friend who produces movies. When we talk about taxes or finances, he always mentions a specific firm that he works with because they know how to handle movie producers. Whether this firm is really better at this than any other CPA firm in town, he and his peers think it is true. And guess what? This firm dominates in doing taxes and accounting for Hollywood movie producers.
Some of our website users have participated in excellent case studies. One is a firm that targets domestic partners and another does ministry accounting. Both have targeted their marketing communications to reach those in their area of expertise and now own it. Since they target their copy to reach those in the niches they serve, Google gives them preferred search placement for their keywords. Clients have passed the word on to their colleagues, which creates a virtual stream of referrals.
The following are a couple of quotes from Mike Archer, CPA, who targets Domestic Partners in California. "I received a call this afternoon from an attorney in San Francisco with questions regarding a domestic partnership tax issue. He found me on the Web, and apparently my website convinced him I know what I’m doing." Mike’s position as the expert in the niche draws more traffic to his site. "I calculated where my clients came during my first year doing this full time. My website and referrals from those clients accounted for more than all my other referral/networking sources combined."
This is not a fluke. Another practice in Texas specializes in tax preparation for non-profit ministries and clergy. The firm is on page 1 of Google for all keyword searches. Word of mouth works especially well when clients meet at conferences and talk about how they use an expert in their field.
Whether you target realtors and the home office deduction, restaurants, medical firms, non-profits, or law enforcement, focusing your message will improve your visibility and marketing message. But most importantly, it will help you drive a sustainable, word-of-mouth practice that will be around for years.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.