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Marketing your practice during the coronavirus crisis

Accounting practices play an important role in helping business owners react to testing trading conditions and this needs to be reflected in your marketing strategy.

Here are four simple steps you can take to adapt your marketing strategy, so you can support clients and generate leads during the coronavirus crisis.

1. Start with your clients

Marketing needs to be relevant and helpful to generate interest and build trust. 

The coronavirus crisis created a period of intense change. Businesses have to cope with trading restrictions and changing consumer behaviour. This means the subjects you cover in your marketing need to change too.

Start by listening to your existing clients. The questions they ask demonstrate what potential clients are likely to be searching for; are there challenges lots of people need help with or information they keep requesting?

2. Understand the stages of the crisis

Timely resources create an opportunity to engage potential customers and support companies you’re already working with. 

The support businesses need varies at different stages of the crisis. Government deadlines and announcements are a good place to start. Here are two important events and examples of what you can talk about in your marketing:

  1. Trading restrictions introduced: Signposting government support and advice on cash flow forecasting.
  2. The end of furlough: Forecasting demand and understanding the cash flow implications of redundancies.

Consider what areas your clients are likely to need support with over the coming months.

3. Turning ideas into helpful content

Listening to customers and thinking about the different stages of the crisis will help you develop ideas for marketing content. 

The next step is to work out how to share information. Can a number of customer challenges be grouped into a theme? How much information do you need to share to help someone with a challenge?

Think about whether ideas could be used to create tweets, LinkedIn posts, a blog or a combination of formats. 

If you spend time creating something helpful, look for several ways to leverage it. A blog on introducing multiple scenarios to your cash flow forecasting could be:

  1. Published on your website
  2. Republished on LinkedIn and shared from your personal profile
  3. Shared on Twitter
  4. Sent to existing clients

4. Converting interest into intent

It’s important to think about the next step a potential client will take after seeing your content on social media or reading a blog post. Is the goal to provide value, build your social media channels or email list, or generate a lead?

It’s likely marketing content will have different goals and social media posts may simply aim to build your following and demonstrate expertise.

When it comes to blog posts, guides and more in-depth advice, it’s important to include a call to action. The more relevant it is, the more likely it is to convert. For example, a guide helping creative businesses understand the CBILS could be accompanied by an offer of a 30-minute exploratory call to discuss their loan options.

It’s worth revisiting your marketing strategy and thinking about how you can support customers and find potential new clients during the coronavirus crisis. Practices that make the effort will reap the benefits of new relationships and clients during this turbulent time.

About the author

Chris Goodfellow

Founder and CEO

Box 2 Media

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