Peter Vander Wall explains why accounting firms multiply marketing effectiveness by targeting a specific niche. Focus on your client's daily annoyances and big-picture goals, then match your message to their buyer type instead of listing services.
If you're an accounting firm and you don't really have a niche yet, here's what I would do. So if you can get highly specific on who you're targeting, then your marketing won't just be twice as effective. It's usually a factor of like 10x, maybe more. You get better quality leads who will see you as being different from all the other firms. But the important thing here isn't that we're targeting construction company owners making over a million dollars a year who are, you know, 35 to 55. The important thing here is that we understand what's going on in their head. What, what do they want? What do they think they need? Nobody's thinking about taxes or bookkeeping all day long, so what are they actually thinking about? And that's how you make marketing that seems relevant to them and they actually pay attention to what you're saying. So three main things that you need to identify. What problems really bother them or annoy them on a daily basis. What goals are they working towards? And which of the four buyer types do they tend to be like? Are they more analytical? Are they more expressive or amiable? When you know these things, you can create videos and marketing materials that feel relevant to what this person actually cares about. Because we all know most people don't think about their taxes or accounting all that often. But when you communicate how you're getting them closer to their big picture goals, that feels relevant, that feels interesting.
How This Bookkeeper Scaled From $30k/mo → $92k/mo in 2025 [LIVE WORKSHOP RECORDING]
