Oct '24 • Marketing ✨
Question: Do you understand what your accountant tells you?
If you're a financial adviser - the answer is probably yes!
I had a conversation today with an IFA who works with small business owners. Nothing new in that, but she told me that her 'niche' is working with business owners who don't understand what their accountant is telling them!
I think that's really quite clever and offers some interesting marketing opportunities:
1. Create Educational Content That Translates Jargon
Business owners often struggle with financial jargon, so advisers could create content that simplifies these concepts. Blog posts, videos or webinars explaining common accounting terms in layman's terms would position the adviser as someone who can bridge the understanding gap. Titles such as "What Your Accountant Isn’t Telling You (And Why It Matters)" or "5 Common Accounting Terms Business Owners Should Understand" would attract business owners seeking clarity.
2. Offer Complimentary Financial Reviews
Advisers could offer a free financial review specifically aimed at business owners who feel they don't fully understand their financial situation. This could be marketed as a "Business Owner's Financial Clarity Session" where the adviser goes through their current accounting and financial reports, highlighting areas they might not fully grasp. It's an easy entry point for business owners to experience the adviser's value without a commitment.
3. Build Relationships with Accountants
Partnering with accountants can be a mutually beneficial way to market to this niche. Advisers could position themselves as a complementary service to accountants by helping their clients understand complex financial advice and translating it into actionable plans. Accountants who recognise that some clients need extra support may refer those clients to the adviser for financial planning services.
4. Targeted Social Media Campaigns
Advisers could run targeted social media campaigns on LinkedIn, Facebook or Instagram that focus specifically on business owners. For instance, ads with messaging like "Confused by your accountant’s advice? We help business owners make sense of their finances" could resonate with this audience. Providing a free eBook or guide on "Understanding Your Accountant’s Advice" in exchange for contact details would allow for lead generation.
5. Networking and Speaking at Business Events
Many business owners attend local business networking events, trade shows or seminars. Advisers could offer to speak at these events on topics like "How to Bridge the Gap Between Your Accountant’s Advice and Your Business Goals." This positions them as an expert and allows them to build credibility and visibility within the business community.
6. Client Testimonials and Case Studies
Business owners often rely on the experiences of their peers. Advisers could gather testimonials or create case studies showcasing how they’ve helped business owners who were confused by their accountant’s advice. These could be featured on the adviser’s website, social media channels and email newsletters to build trust with prospective clients.
7. Personalised Email Marketing
Advisers could create an email campaign specifically for business owners, with subject lines like "Not Sure What Your Accountant is Telling You? We Can Help" and content that explains how the adviser helps to clarify and simplify financial advice. The emails could lead to a call-to-action for a free consultation or educational resource.
8. Create a Dedicated Landing Page
A well-optimised landing page focused specifically on this niche would be a practical way to attract business owners. The page could outline the adviser’s services and explain how they help business owners navigate complex financial advice. Clear benefits, testimonials and a call-to-action for a free consultation or financial review would make it compelling.
9. Run a Financial Masterclass Series
Hosting a masterclass or workshop series designed for business owners on topics like "Making Sense of Your Financial Reports" or "Aligning Your Accountant’s Advice with Your Business Strategy" could attract an audience actively seeking help. These can be done both online and offline to expand reach.
10. Join Local Business Groups and Chambers of Commerce
Many business owners are part of local business groups or chambers of commerce. Becoming an active member, attending events, and offering free advice or workshops to these groups would position the adviser as a go-to expert in the field.
Anyway, one of the routes she is taking is to create an online group for this niche.
This is a smart way to foster engagement, build trust and provide ongoing support. This space would allow business owners to ask questions, share experiences and access simplified financial advice, all while feeling part of a community that understands their challenges. It also creates a platform where the adviser can regularly share content, host Q&A sessions and offer resources that make complex financial topics more accessible.
In summary, by using a combination of educational content, personal outreach, partnerships, online community and targeted advertising, financial advisers can practically and effectively market themselves to business owners who are looking for guidance beyond their accountant’s advice.
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Question: Do you understand what your accountant tells you?
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