Table of contents
Table of contents
Marketing is forever a changing game. New apps, features, and crazes mean there will always be something new to try out, which could make your marketing strategy old news overnight. So when you have your head down, focusing on tax returns, it’s understandable that you might not have a lot of time to keep up. So where do you start?
Marketing is a broad term which covers things like social media, campaigns, SEO, PR, content writing, brand collaborations, and even sticking an advert in the local business directory. If you’re not sure where to start, a marketing agency might be helpful.
They come in all shapes and sizes, and will offer a staggering array of services, from building you a new website, to coming up with a multi-platform campaign to get you noticed. Which can mean anything from targeted ads across social media platforms, to big posters in various locations.
In short, ask lots and lots of questions before signing anything, to make sure you really understand the services they’ll provide, and what you can expect to get out of it.
The first step in any marketing strategy is to map it out in periods of time. What areas do you need to address urgently, what do you want to improve gradually, and what areas are performing well?
Do you want to wait until February to spend a huge amount of money pushing your Self Assessment tax return service, or do you want to make it a priority for the end of the year? If you take on a truckload of new clients, do you have enough time to deal with them all, or do you want to grow gradually so you have time to recruit and train new staff?
Thinking in these terms will at least give you a starting point for setting out your marketing strategy. For instance, you might allocate some budget to running targeted online ads which have quick results, which will then drop off again once the budget is exhausted.
Suggesting you should network is probably a redundant task. Everyone knows the power of networking, even if the very idea of it makes you want to close the business and live off-grid.
It’s not all about standing up and introducing yourself in a roomful of strangers though. Your friends, family, the random chatty guy on the train who you actually can’t help but like – they’re all part of your network. They’ll all know someone who needs your services.
Some directories can seem like dead ends, and that’s because they are. Stay with us.
Getting listed on directories can go one of two ways. By reaching your desired audience and profiting from being listed, or by never hearing anything and getting pestering emails each month.
The best way to make sure you’re listed on the right directories is to focus on the ones your customers are likely to look in. Like a local business directory if you work on the high street, or a property one if you specialise in working with landlords.
Marketing has many strings to its bow, and one of the strongest is your content. We know this because it’s what we tell the boss all the time so they keep employing us to write stuff.
The copy on your website, the blogs you produce, the guides you create, and the emails you send all factor in to your authority as a resource for your clients – and potential clients.
The more valuable advice you provide, the more likely it is that you will become a respected authority with your readership.
The tone you use when communicating to customers will also be an important factor. Your brand voice should be accessible to the people you’re targeting and should reflect their own language to an extent (provided it doesn’t impair your own brand tone). It doesn’t mean you’re dumbing things down, just making them accessible.
Once you create content, it can be repurposed to make the most of it. This means reusing content so that you’re able to offer it to a wider audience. For instance, you write an article answering some of the most frequently asked questions, and then turn this content into a post on social media.
When creating content, it’s worth keeping this potential in mind. By diving into an intensive topic head first and tackling the nitty gritty, you’re creating a more valuable resource than one which simply skims over the general idea. This type of content goes down well with audiences and can be easily repurposed.
If you want to up the ante and increase your brand awareness, PR is one of the best ways to do so. Unfortunately, it’s also one of the most expensive.
PR companies help get your business seen in the press and media, pushing your brand and helping you gain more momentum.
If you have some budget stashed away for PR services, it’s worth giving a go – even just for one or two months to see how it works out.
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AAT Level 3 qualified, I’ve worked in the finance sector since 2017. When I'm not in Pandle HQ, you'll find me hiking and playing the drums.
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