Kelli Doorne-Millott is on a mission to help accounting professionals recognise and communicate their value to the world.
In this podcast, Kelli chats with various people in the accounting space, from accountants who have just started out and established multi-partner firms. And to those who serve the accounting industry, such as public speakers, trainers and tech companies. Each episode will help you discover something about yourself and your business and inspire you to hold your head a little bit higher.
Sponsored by Charterpath. Bridging the financial skills gap for non-profits.
www.charterpath.org
Hosted by the Captain of Accounting Pirates: Accounting Pirates offers a Treasure Chest of support to help accountants and bookkeepers build a business that supports them, their family and their communities.
www.accountingpirates.com
Understanding client segments is essential for providing value
Summary
I have been chatting with Marcus Batson from Swoop this week, which has been eye-opening. Marcus drives home how crucial it is for accountants like me to offer funding and savings solutions that align with client's needs. He stresses the importance of getting to know our clients deeply so we can provide proactive advisory services that truly make a difference.
Marcus's advice about focusing on specific client personas and addressing their unique challenges resonates with me as a marketer. He encourages us to ask personal questions empathetically, helping us uncover exactly what our clients require. Music to my ears!
Of course, we naturally move on to marketing and sales strategies within accounting firms; Marcus highlights the significance of building strong client relationships and leveraging our team's expertise and the potential resistance from team members towards sales and marketing activities and the need to adapt to different generations' values.
So much covered in so little time.
Takeaways
Understand clients' goals and challenges to provide proactive advisory services
Niche down to specific client personas and focus on solving their unique problems
Ask personal questions in an empathetic and non-intrusive way to uncover clients' needs
Outsource non-value-added tasks to save time and focus on value-added services
Use visual tools to effectively communicate financial information Building relationships with clients and leveraging the team's expertise can have a significant impact on accounting firms.
Adapting to the values of different generations is crucial in engaging team members in marketing activities.
Understanding client segments and their needs is essential for providing value and retaining clients.
Embedding new services into existing processes can enhance client satisfaction and increase revenue.
Ethical considerations should be taken into account when offering referral rewards.
Accountants have untapped potential to make a significant impact in their profession.
Chapters
00:00 Introduction and Background
04:17 Compliance vs Advisory Accountants
09:04 Opening Up Conversations and Asking Personal Questions
13:25 Identifying Time-consuming Tasks and Outsourcing
33:31 Unlocking the Untapped Potential of Accountants
Meet our sponsor: Charterparth (https://www.charterpath.org.uk/)
Charterpath aims to inspire more finance professionals to volunteer their time and skills, connect them with non-profit opportunities, and engage with the wider sector so volunteering is a core part of a finance professional’s career.
Connect with Kelli? www.linkedin.com/in/kellidoorne (https://www.linkedin.com/in/kellidoorne)
Find out how Accounting Pirates can help you with your marketing journey, visit www.accountingpirates.com (https://www.accountingpirates.com)
10 Apr 2024
Choosing the right platforms for Accountant Marketing
In this episode, Captain Kelli Doorne-Millott and Karen Reyburn delve into marketing strategies tailored for accountants. Their discussion underscores collaboration as superior to competition, emphasising the importance of aligning marketing support with personal values. They explore various platforms suitable for accountants, including LinkedIn, Instagram, and TikTok, stressing the necessity of a diverse marketing mix catering to the target audience's preferences. Consistency, trust-building, and providing evidence emerge as pivotal elements in effective marketing.
Additionally, they discuss the imperative of crafting compelling content that captivates potential clients and resonates with their interests. Reyburn and Captain Kelli further discuss the significance of audience understanding, advocating for tailored marketing approaches. They stress the need to highlight the positive impact of accounting services on clients' lives and communicate this impact effectively. Selecting marketing platforms in line with audience preferences and engagement patterns is also deemed crucial.
Accountants are encouraged to inquire directly about clients' preferred platforms and information formats. Authenticity is underscored as paramount, urging practitioners to showcase their genuine selves in marketing endeavours.
Takeaways
Collaboration over competition is key in the marketing industry, and it's crucial to find marketing support that aligns with your values.
There are various platforms available for accountants, such as LinkedIn, Instagram, and TikTok, but the choice should be based on your target audience and the messages you want to convey.
Consistency is essential in building trust with potential clients, and showing up consistently across different platforms helps establish credibility.
Engaging content that resonates with your target audience is more important than the specific platform you use.
Providing evidence and addressing potential client concerns in your marketing content helps build trust and credibility.
A marketing mix that includes a combination of platforms and formats tailored to your target audience is more effective than relying on a single platform. Understand your audience and tailor your marketing efforts to meet their needs
Focus on the impact your services have on clients' lives and communicate that effectively.
Choose marketing platforms that align with your audience's preferences
Ask your clients directly about their preferred platforms and formats for receiving information
Be authentic and show your true self in your marketing efforts
Chapters
00:00 Introduction and Collaboration Over Competition
04:00 Choosing the Right Platforms for Accountant Marketing
08:57 The Importance of Consistency and Trust in Accountant Marketing
12:27 Creating Engaging Content that Resonates with Potential Clients
24:17 The Impact of Your Services: Communicating Effectively
25:26 Choosing the Right Marketing Platforms
29:49 Directly Asking Clients About Their Preferences
37:08 Authenticity in Marketing: Showing Your True Self
Meet our sponsor: Charterparth (https://www.charterpath.org.uk/)
Charterpath aims to inspire more finance professionals to volunteer their time and skills, connect them with non-profit opportunities, and engage with the wider sector so volunteering is a core part of a finance professional’s career.
Connect with Kelli? www.linkedin.com/in/kellidoorne (https://www.linkedin.com/in/kellidoorne)
Find out how Accounting Pirates can help you with your marketing journey, visit www.accountingpirates.com (https://www.accountingpirates.com)
3 Apr 2024
Mastering Cold Email Humour: How John Buchan Wins Clients with Laughter and Engagement!
Summary
In this episode, John Bucan shares his experience of using humour in cold emails to stand out and win clients. He discusses how a desperate situation led him to send a drunk email that surprisingly got positive responses. John emphasizes the importance of self-deprecation and making people smile in cold emails. He shares his follow-up process and the effectiveness of using humour in different industries.
John also highlights the need for enthusiasm and diverse marketing strategies. He encourages accountants to differentiate themselves and not be afraid to try new approaches.
Takeaways
Using humour in cold emails can help you stand out and win clients.
Self-deprecation and making people smile can make your emails more engaging.
Follow-up emails should be funny and keep the conversation going.
Humour can be effective in different industries and cultures.
Enthusiasm and diverse marketing strategies are key to success.
Chapters
00:00 Introduction and Background
01:09 Desperation and the Drunk Email
04:07 The Power of Humor in Cold Emails
05:18 Using Self-Deprecation in Cold Emails
06:03 Balancing Self-Deprecation and Confidence
07:19 Laughing at Yourself and Making Others Smile
08:24 The Follow-Up Process
09:27 The Five Stages of Grief Follow-Up Sequence
10:21 Building Relationships through Humor
11:26 The Effectiveness of Humor in Different Industries
12:35 Adapting Humor to Different Cultures and Languages
13:52 Creating Personalized and Engaging Emails
15:08 The Importance of Enthusiasm in Persuasion
19:30 Conversion Rates and the Importance of Testing
21:17 Diverse Marketing Strategies
22:11 The Only Metric That Matters: Winning Business
23:01 Success Stories and Results
25:20 Testing the Approach for Accountants
26:04 Legalities of Cold Emailing and Using LinkedIn
28:12 Engaging with LinkedIn Content for Inbound Leads
30:12 The Sexiest Thing About Accountants
31:23 Differentiating Yourself in the Accounting Space
Are you an accountant or bookkeeper looking to get better results with your marketing?
We are launching a new 6 month group program that follows the signature Rock The Boat framework. It will start in June.
Register your interest now to make sure you are the first to hear about it
https://rtb-cohort.scoreapp.com
Meet our sponsor: Charterparth (https://www.charterpath.org.uk/)
Charterpath aims to inspire more finance professionals to volunteer their time and skills, connect them with non-profit opportunities, and engage with the wider sector so volunteering is a core part of a finance professional’s career.
Connect with Kelli? www.linkedin.com/in/kellidoorne (https://www.linkedin.com/in/kellidoorne)
Find out how Accounting Pirates can help you with your marketing journey, visit www.accountingpirates.com (https://www.accountingpirates.com)
Contact Accountants Are Sexy, Change My Mind.
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