Create Your Marketing Plan

Sandi Leyva: "If the trust isn’t there, neither is the sale."The 13 channels you have ... but you won't need all of them.

By Sandi Leyva

Once you know the type of client you want to go after and the number of new clients you need to get, you can begin on your marketing plan.

MORE SMALL FIRM GROWTH STRATEGIES: How to Determine Your Ideal Client | Build Your Revenue Plan in Reverse | 5 Fast, Easy Ways to Turn Annual Clients into Year-Round Clients | How to Teach Financial Literacy | How to Keep Current | 10 Easy Tips to Boost Your Business Cash Flow | How to Fire a Client | How to Manage Client Expectations
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There are simply two steps:

  • Deciding which channels you’ll be using, then seeing how many clients you can get per channel
  • Converting the number of clients you need into the number of leads you need in order to close the correct number of clients. You won’t get a “yes” for every lead you attract, so you’ll need more leads than clients to make your number. The difference is your close ratio. And it varies for each channel you use.

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How to Determine Your Ideal Client

Businesswoman working on laptopPlus 4 sample personas.

By Sandi Leyva

In 2011, there were 28.2 million businesses in the United States. Almost all of these businesses are small businesses, and more than 75 percent of them are solopreneurs. More than half a million new businesses are born each year.

MORE SMALL FIRM GROWTH STRATEGIES: Build Your Revenue Plan in Reverse | 3 Steps to Using Social Media to Increase Your Search Rankings | Six Concrete Ways to Help Business Clients Reach their Full Potential | Why Businesses Offer Subscriptions | Your Time Has No Inherent Value | Four Tools for a Millionaire Mindset | Reconnect with Your Why | Use Payroll to Grow Client Retention | 3 Ways to Work Less and Earn More | What to Do When a Client Doesn’t Pay
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The great thing about being in the accounting industry is that every single one of these businesses needs one or more accountants to help them keep their books. What’s even more recession-proof is the requirement that all business owners must file all sorts of taxes and reports each year, requiring by law the type of recordkeeping that accountants are great at.
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Build Your Revenue Plan in Reverse

Young woman working at deskCalculate exactly how many clients you need.

By Sandi Leyva

When I started my business, one of the first things I did was teach a QuickBooks class at the local adult education center. I was paid a lousy $20 per hour to teach a six-hour class of up to 12 entrepreneurs how to set up a chart of accounts, create invoices and enter bills. After the first class, some of the entrepreneurs came up to me and said, “This is good, but I don’t want to do it. Do you want to do my QuickBooks for me?” And I started getting clients.

MORE SMALL FIRM GROWTH STRATEGIES: 3 Steps to Using Social Media to Increase Your Search Rankings | Clients Need Advisory Services More Than They Know | Marketing vs. Sales and How to Plunge In
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The thing about how I started my business was that it was completely reactive; I was at the mercy of who approached me. I wasn’t actively selling. The result was that my business grew incrementally and slowly. I truly didn’t know where I was going, and I didn’t have a plan.
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3 Steps to Using Social Media to Increase Your Search Rankings

Portrait of senior businessman in office using tabletPlus sample posts.

By Sandi Leyva

There are two main reasons to be active in social media.

MORE SMALL FIRM GROWTH STRATEGIES: Clients Need Advisory Services More Than They Know | 5 Fast, Easy Ways to Turn Annual Clients into Year-Round Clients | How to Teach Financial Literacy | How to Keep Current | Best Practices for Growth: Network, Specialize, Share | 10 Easy Tips to Boost Your Business Cash Flow | 2 Ways to Serve Clients Better | How to Manage Client Expectations | Trashing the Spreadsheet: Best Practices in Modern Expense Management | 3 Ways to Implement Value Pricing | Building Reputation to Build Your Business | Need More Business? Focus on Referrals
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One is to build your reputation as a professional so that your business is visible to prospects who need your services. The other main reason, which is often overlooked, is to increase your website’s search rankings. Let’s explore this second reason.
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5 Fast, Easy Ways to Turn Annual Clients into Year-Round Clients

Woman in white office meeting with manImagine how catching their books up in November will make March feel.
Converting your current clients into higher-paying services is much more cost-effective than marketing for and onboarding new clients.

MORE SMALL FIRM GROWTH STRATEGIES: Six Concrete Ways to Help Business Clients Reach their Full Potential | 10 Tips for More Energy This Tax Season | Welcome to the Subscription Economy | Ed Kless: What Is Strategic Pricing? | Marketing vs. Sales and How to Plunge In | 5 Steps to Get Clients to Say ‘Yes’ to Cloud Applications
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Here are five ideas on how to create a successful conversation with your clients without feeling like you’re bugging them.
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Surviving Busy Season: 10 Tips for More Energy

Businessman listening to music in officeFeel free to keep them going year round, of course.

By Sandi Leyva
The Accountant’s Accelerator

Is keeping a high energy level a challenge for you?

MORE SMALL FIRM GROWTH STRATEGIES: How to Teach Financial Literacy | Why Businesses Offer Subscriptions | Your Time Has No Inherent Value | Four Tools for a Millionaire Mindset | Reconnect with Your Why | 3 Ways to Work Less and Earn More | How to Find Hidden Money for Your Clients | How Small Firms Can Use Value Pricing
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Here are a few tips to revitalize your personal energy. Some of these are very simple, so simple you may think they won’t do anything for you.
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Five Trends for the Modern Accountant in 2017

What are your New Year's resolutions?

By Sandi Leyva

As accountants, our daily work is full of to-the-penny details that keep us focused on transactions, charts, data, and numbers all day long.  We have to be good at the details to be in our industry.  But we also need to be able to move from the trees to the forest and see the big picture. 

MORE:  Why Offering Packages Can Catapult Your Revenue  |  Four Tools for a Millionaire Mindset  |  Pssst, Want Out of Compliance?    |  When to Turn Over Client Data Files  |   5 Quick Steps to Getting Organized

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It’s such an exciting time to be an accountant.  Not only are they making cool movies about us, we are seeing so many exciting and productive changes that we can benefit from.  Here are some sweeping trends and how to measure how your firm stacks up.  READ MORE →