Rethink your growth strategy before year-end

Korby Boswell knows hope and referrals aren't a growth strategy.

From defining your ideal client to empowering your team to market in ways that play to their strengths, Boswell, senior marketing and growth manager at Adams Brown, breaks down what it takes to build visibility, credibility and trust in a crowded market.

Whether you're rethinking your digital presence or just trying to get your partners to post on LinkedIn, this one's worth a read.

—Interview by Janet Berry-Johnson, edited by Bianca Prieto

Many accounting firms rely on referrals and word-of-mouth. Is that enough to compete and remain relevant in the current market?

Referrals and word-of-mouth are a continual source of new business opportunities, and that dynamic isn’t going anywhere. But these strategies aren’t enough. In today’s digital and AI landscape, firms have opportunities far beyond their traditional industries, services and geographies. Clients across the country are looking for helpful, responsive advisors. Prospects go online for solutions to their challenges. You can’t rely solely on local networks to reach them. If you aren’t fully invested in a robust digital marketing strategy that includes AI, you’re missing out on new business, meaningful growth and visibility.

How can firms build a marketing strategy that supports intentional growth? 

As the old saying goes, “When you market to everyone, you market to no one.” There is power in picking. Spend time thoroughly thinking through who your firm wants to serve. Identify the buyer group, develop the persona and tailor your strategy accordingly. 

You don’t need to know all of the answers. Focus on what you know, make educated decisions and select several tactics to deploy. Whether it’s launching a thought leadership program or partnering with key distribution channels, your strategy can evolve. Opportunity is out there, but you can’t go after everyone. Intentional growth takes persistence, adaptability and a clear plan. You may not get it right the first time, and that’s okay.

What role does content marketing in the form of blogs, newsletters or webinars play in building trust and attracting the right clients for an accounting firm?

In general, prospects with significant needs ‘window shop’ before they entertain discussions about switching firms. Content marketing helps you look credible, build trust and establish authority with prospects you know and prospects you don’t. Think of your content as an army of salespeople working around the clock, sharing insights and education that attracts prospects. This opens doors to future conversations. The impact is even greater when your team actively engages in prospecting alongside your content efforts. 

How can firm leaders encourage team members to take part in marketing without making it feel like just another task?

Marketing and growth must be seen as investments, not administrative tasks. Growth is a team sport, and when everyone chips in, the lift is much lighter.

Play to your team’s strengths. Client-facing professionals are ideal candidates for content creation. Pair them up with a ghostwriter or have them mine their sent email folder for topics and trends that can be answered in the form of external content. Those who enjoy networking can represent the firm at events and tradeshows. More reserved team members can support behind the scenes by researching prospects, market trends and competitors. Give credit where credit is due. Not everyone will be a rainmaker, but everyone can help with marketing and growth in meaningful ways.

The Net Gains is your one-stop shop for fresh, FREE accounting insights. You can reach the newsletter team at thenetgains@mynewsletter.co. We enjoy hearing from you.

Interested in advertising? Email us at newslettersales@mvfglobal.com

 If you've been enjoying the newsletter, don't keep it a secret. Share it with an industry colleague. (Copy the link here.)

The Net Gains is curated and written by Janet Berry-Johnson and edited by Bianca Prieto.