Our current economic climate is more highly competitive than ever before, and this fact necessitates strategies to differentiate your practice from the vast majority of others.
Interestingly, and perhaps frustratingly, accountants are often perceived by corporate clients as lacking a great many differences in competence when comparing one accountant to another. Filing tax forms is often very similar for most clients, a level or expertise may not be detectable to a layman. Thus, it is often the case that an accountant’s business can be slow growing, based on a trickle of organic referrals at a local level. What is often needed is a faster means to generate referrals that will attain top tier clientele at a faster rate.
Highlighting personal expertise in a field like accounting is indeed a difficult endeavor. What makes one accountant more of an “expert” than someone else? And how can one effectively highlight those differences to a desired customer base?
A strong strategy to pull ahead of the pack is to become know as a “thought leader.” This process involves publishing articles in well-regarded publications, releasing reports, hosting seminars or webinars, and speaking at high profile conferences around the world. When done correctly, this will result in a reputation beyond baseline competency in a job. Your firm can become a reference point as an authority if your field. It perpetuates a sense of expertise that will attain high-ranking clients, and in turn, produce higher-ranking referrals and higher paying jobs.
Monetizing this strategy can be a difficult task, however. It is often the case that an accounting firm will produce high caliber content, but fail to translate the exposure into work. It is important to tailor a strategy that is right for your business, which carries “thought leadership” momentum into real paying jobs. Unfortunately, this is something quite dependent on an individual firm, desired high caliber clients, and many additional factors.
The mediums through which a firm can reinforce a position of “thought leadership” are ever growing in this modern world. While the aforementioned reports, seminars and conferences are always a reputable means to become known, it is increasingly important to maintain an energetic online presence on such subjects as well. This is where maintaining a healthy blog, and an active presence on social media like Twitter, Linkedin, Facebook and Google plus can make a big difference.