Get the word out to your client base

At this stage, you’ve done a lot of the work in developing a solid marketing plan. You’ve identified your story and your offer, you’ve recognized the ideal client and where your offer meets their needs, and you’ve tackled some of the key messaging and positioning.

Now it’s time to consider the right tactics for reaching clients and the content you want to draw them in with. This goes back to understanding who your customers are and what they need.

Content and Tactics to Consider

One key need in launching a new service is selling your clients (new and existing) on your expertise in that area. Automated bill pay services offer an abundance of benefits to your clients, and they want to know that you’re the expert—and the best way to demonstrate that is with the right content..

Here are some content areas and tactics you can select from, based on what will best reach your customers:

Share on Social Media

Social media is a buzzing beehive of customer interaction these days. Leverage your firm’s social media channels to highlight how your clients can benefit from Provide links to your firm’s landing page or share quick facts and tips. Our biggest tip for social media: Don’t just sell. Share. Educate. Consider other content your clients might find useful. Look to other blogs and resources, such as the blog, where you can find a number of articles focused on small businesses and more.

Here are some key DOs and DON’Ts to get you started:

  • DO: Consider using the 70-20-10 posting model. This means 70% of your content should add value to your readers and help build brand recognition, 20% of your content should be shared content from relevant sources (such as our blog), and 10% should be promotional content with clear calls to action.
  • DON’T: Just repeat the same posts and content across the social networks you’re involved in. Choose your networks based on where your audience is and then tailor your content to the expectations on that social media network.
  • DO: Post links to your blog content for your audience to consume and learn more about your firm.
  • DON’T: Just share sales heavy content. Consider sharing more thought leadership content to show your firm is up to date on the latest trends and industry news.
  • DO: Interact with and engage your audience. Social media is about being social and will help build a comfortable, low-pressure atmosphere to connect with your firm.
  • DON’T: Become ‘just another accounting firm’ vying for client business. Highlight staff members to provide a more personal touch and show your firm’s human side.
  • DO: Use various types of media (pictures, video, gifs, etc.) to catch your audience’s attention. Images and video greatly increase engagement, so take advantage wherever you can.
  • DO: Take the time to listen in to the activity on the social media networks you've chosen. See what works, what people discuss, what they interact with, and what your audience needs before jumping in.

Consider these best practices when creating Facebook or LinkedIn ads:

Blog Posts/Client Newsletter

Do you have a client newsletter? If so, this is an ideal place to launch your new service and position yourself as a thought leader or expert in AP management without sounding too salesy. If you have a blog on your website, you can post content that talks about the benefits of outsourced bill pay and how it helps you take better care of your clients, highlight a customer story, or provide some industry data to reinforce your offer.

With a few edits, a blog post can also be modified into a short article for your client newsletter. Check out our blog post templates below to get you started and think about how you want to deliver this content to your client base.

Looking to add your own topics? Take some time to read existing blogs, publications, and community forums to get a sense of what key questions/topics people are inquiring about. Then you can start developing content that helps you position your firm’s expertise. Some examples may include:

  • How clean AP/AR can lead to time and cost savings
  • Protecting your business and staff from fraud
  • How understanding your cash flow can help you grow your business
  • The ultimate guide to improving your financial organization

Demo Webinars

Live demonstration can be a very powerful sales tool. Don’t we all want to see how something works before we buy it? Live webinars are an ideal platform to reach many clients at once, show the benefits of your bill pay offer, and open up a dialogue to answer questions or address hesitations all at once. (And a hint: a team member will be happy to join you.)

In our ‘Webinar in a Box’ guide, we’ll show you how to set up your own live webinars and promote them. We’ll also provide you with key assets to demonstrate the power of partnered with your firm.

While live demonstrations have their benefits, we live in a world of convenience. Many prospective clients want to learn more about your offer on their own time. For this reason, you may also want to create a pre-recorded demonstration to host on your website or to email to prospects.

Email Templates + How-to Guide

Your clients already trust you with their financials and look to you for ways to save them even more time and money. A direct email from you showing how you can alleviate some of their pain points can be just what they need to take interest in your AP services.

Here are a few templates you can use to begin crafting communications directly to your client base. Use or customize the email copy samples to send to your clients and reinforce your message by attaching key sales assets (e.g. A co-branded brochure, video, etc.).

Get tips on how to make sending emails a quick and simple task, in the Accountant Resource Center article Email Tips and Tricks to Up Your Game.

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Email Tips and Tricks to Up Your Game
Email Tips and Tricks to Up Your Game

Writing tips and suggestions to help you create effective email templates.

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AP/AR Email Template: Save time on AR/AP with more visibility and control
AP/AR Email Template: Save time on AR/AP with more visibility and control

Firms can use this template for clients who have both AP and AR needs.