Episode 91: Attracting Your Dream Clients: Marketing Strategies That Actually Work

Nov 13

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Conquering Workflows & Systems for Bookkeepers & Accountants podcast with Alyssa Lang, founder of Workflow Queen and Magnetic Bookkeeping & Consulting. Episode topic: Attracting Your Dream Clients: Marketing Strategies That Actually Work

In this solo episode, Alyssa Lang shares unique marketing strategies to enhance trust and business growth for bookkeepers and accountants. Alyssa shares how to leverage client testimonials, create compelling communication channels, and align marketing tactics with genuine client preferences, ensuring your business is primed for future success!

In this episode you’ll hear:

How to define your ideal client profile to ensure your marketing speaks directly to the clients who align with your goals and values
Creating a value-based marketing message that highlights the benefits you bring to clients, like time savings, financial clarity, and peace of mind
Unique marketing approaches that set your firm apart, including hosting niche-specific webinars, sharing client success stories, and building a referral network

Resources mentioned in this episode:

💻 Breakthrough for Bookkeepers & Accountants

🎙️ Listen to episode #3: Building a $1.5 Million Firm with no Bookkeeping Experience with Melissa Honan

🎙️ Listen to episode #50: Unique Marketing Strategies for Bookkeepers & Accountants

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Ever feel like you're putting in the work but not quite hitting that sweet spot with your clients? In today’s episode, we're diving into strategies to help you bring in clients who don’t just keep the lights on—but actually make your work fulfilling. We’re talking about finding and attracting your ideal clients, defining who they are, and setting up the systems so your growth isn’t just busy work, but true success.

I’m excited to share practical steps to build a firm you love showing up for. Let’s get started!

Step 1: Get Set for Sustainable Growth

So, before you even think about kicking up your client attraction, it’s key to make sure your firm is ready. I’ve seen too many people get all hyped about new clients coming in the door—only to end up overworked and overwhelmed because they weren’t set up for growth.

To get set up, here’s what you’ll want to focus on:

Solid Systems: Make sure the backend of your business is smooth, so it’s not chaos when new clients arrive.
Aligned Offers: Create services that reflect your value, are easy for clients to understand, and match the real goals you have for your firm.

When you’re confident your team, systems, and services are ready, client attraction becomes not only doable but sustainable.

Step 2: Define Your Ideal Client Profile

Let’s talk about finding your people. Not every client out there is right for your business, and that’s okay! Defining your ideal client is about getting clear on who aligns with your goals and values, so you’re not just getting more clients, but the right clients.

A while back, my team and I filled out a resource we use in our Breakthrough for Bookkeepers & Accountants program. This worksheet, called “Who Do You Currently Serve?”, gave us some serious insights. After rating clients on personality, ease of working with them, and alignment with our goals, we started to see trends. For us, it turned out that women-owned businesses making over $250K were a great fit. Knowing that helped us reshape our services and marketing message.

Pro tip:

Take time to jot down a quick profile for your clients—who they are, what they value, and what qualities make you love working with them. You’ll start to see patterns that can guide your marketing message and client attraction efforts.

Step 3: Create a Value-Based Marketing Message

Now that you know who your ideal clients are, let’s make sure your marketing message speaks to them. It’s tempting to list out tasks—like reconciliation and tax prep—but trust me, clients are more interested in the benefits of working with you than the to-dos.

What do your clients truly gain by working with you? Is it the peace of mind of having everything in order? The time saved every month? The clarity to make better business decisions? Lead with these. Instead of saying, “We reconcile accounts,” try, “We help you gain financial clarity, so you can grow with confidence.”

For more on how to create a marketing message that sells, check out episode #3 of the podcast, where I interview Melissa Honan about how she built a $1.5 million firm without a bookkeeping background. Her tips are gold!

Step 4: Unique Marketing Approaches That Set You Apart

If there’s one thing I’ve learned, it’s that cookie-cutter marketing doesn’t cut it anymore.

If you’re looking to stand out and bring in the clients who truly fit, here are a few fresh marketing ideas:

Host a Niche-Specific Webinar
Got a niche? Host a mini-webinar on a specific topic they care about. If you work with creatives, maybe it’s a session on “Mastering Cash Flow for Creative Businesses.” Don’t worry if only a few people show up at first; the ones who do are likely the ones who’ll stick around.
Share Client Success Stories
People love a good story! Think of a client who has seen a transformation with your support. Share their journey, challenges, and the outcome. Let prospective clients see what’s possible when they work with you.
Offer a High-Value Freebie
Not everyone’s ready to commit right away, and that’s okay! Offering a free resource, like a “Year-End Financial Checklist” or “Top 5 Money Mistakes to Avoid,” can be a great way to build trust and show the value you bring before they even sign up.
Build a Referral Network
Tap into the power of referrals. If you don’t have a referral program, consider offering incentives for clients who send new business your way. A little thank-you gift or referral bonus goes a long way, and word-of-mouth referrals are gold.

Want more unique ideas? Be sure to listen to episode #50: Unique Marketing Strategies for Bookkeepers & Accountants for additional strategies to set your firm apart.

Step 5: Position Yourself as an Authority

Your clients need to see you as more than just a bookkeeper or accountant—they need to see you as the expert who can lead them to success. This doesn’t mean being on every platform or talking about every topic; it’s about being the trusted guide who understands their needs.

Be consistent with your content, whether it’s blog posts, Instagram tips, or a few select webinars each year. This kind of focused visibility is powerful. And when you stay consistent, it’s only a matter of time before the right clients start reaching out because they want to work specifically with you.

Step 6: Addressing Common Misconceptions

I often hear things like, “Niching down will limit my business,” or “I’ve tried everything, and nothing works.” Here’s the deal: When you niche down, you’re not limiting your potential—you’re actually honing in on the people who need you most. If you’re worried about niching, remember that being the go-to expert for a specific type of client sets you apart in a way that generalist services can’t.

And if you feel like you’ve tried it all, don’t get discouraged. Marketing takes time, and sometimes it’s about small adjustments. Maybe it’s refining your messaging, or maybe it’s testing a few new tactics. The important thing is to keep showing up and to be patient with the process.

Final Takeaways: Building a Firm You Love, Client by Client

Let’s do a quick recap:

Set up for growth: Make sure your systems and offers are ready for new clients.
Define your ideal client profile: Get clear on who you want to work with and why.
Craft a value-based marketing message: Lead with the benefits and results.
Use unique marketing approaches: Stand out by doing things a little differently.
Position yourself as an authority: Share content that builds trust.
Develop a referral network: Incentivize current clients to spread the word.

Remember, building a roster of dream clients takes intention, clarity, and some trial and error. But with each client that fits just right, you’re not only growing your firm—you’re creating a business that aligns with your vision and values.

Hope you enjoyed today’s tips! To dive deeper, follow us on Instagram at @workflowqueen for more behind-the-scenes strategies, or join our email list to stay updated on the latest insights. And if you’re ready for even more transformation, check out Breakthrough for Bookkeepers & Accountants to access resources like the “Who Do You Currently Serve?” worksheet and more.

Until next time, here’s to attracting the clients who truly light you up and building a business that works for you!

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