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- 3 Marketing Channels to Grow Your Brand
Hey đź‘‹ - Brandon here.
Happy Saturday to 1,729 growth-minded accountants.
Here’s one growth tip for you and your firm.
Today’s issue takes less than 7 minutes to read.
In today’s email I’m going to talk about three marketing channels to grow your brand and make lots of money.
Over the past two weeks I’ve posted content on X and LinkedIn about what it takes to make partner at larger firms.
Some of the conversation turned to it being easier to make $300-500k running a solo practice - frankly I’m not sure I agree. I think people hear my story, and others from breakout firm owners, and assume it’s easy to set a lower revenue target and make just a few hundred $k.
But there are 46,000 accounting firms and only 500 gross more than ~$6M. I bet 44,000 gross <$1M.
It’s harder to build a firm than it appears.
Whether you run a firm or want to be a partner in one, if you want to earn (net) $300k-$500k, or heck even $1M, you need to get comfortable with marketing and building your brand.
Getting out there in front of people is scary.
It may feel a bit cringy.
But if you want to greatly accelerate your career and earnings potential, being a rainmaker is a great way to do it. All firms want rainmakers. And if you launch your own firm you’ll need to be the rainmaker.
Here are the marketing channels I recommend hitting had to build brand momentum:
Niche Communities
All niches have communities.
For example, my niche is real estate. There are online communities such as Biggerpockets and FB Groups where real estate investors ask tons of questions, including accounting/tax. Be the go-to accounting/tax person.
There are also offline communities such as networking events and meetups. You can be the local community’s “tax guy/gal.”
Getting involved in communities is highly effective and enables you to build a foundation for your brand to springboard later.
SEO/AI Search
Don’t sleep on SEO.
SEO is our #1 lead gen channel. We optimized our website pages and blog posts to rank for keywords and capture traffic. We are now doing the same for AI searches and are starting to capture good traffic from LLMs like Chat GPT.
But here’s the cool thing:
Some of you reading this may think you can’t play the SEO game because you don’t control your firm’s website.
Wrong.
Do you know the second largest search engine?
It’s YouTube.
You can spin up a YouTube channel and compete in YouTube itself but also on every other search engine for keyword rankings.
Next time you Google Search, check out how the YouTube videos that display in search.
That could be you.
The above two channels are focused on distribution.
Getting out in front of people and making them aware of your existence with high quality content is critical. But once they enter your ecosystem, you need a way to re-target them because most people aren’t going to buy after hearing about you once.
Email is a great way to remind people you exist.
For example, I send a weekly email to all of you talking about firm running. This has enabled me to launch a community for firm runners.
I also send 2x emails per week to our prospective clients and talk about tax education and stories. I plug a discovery call at the bottom of my email (much like I plug the community at the bottom of this one).
Email isn’t controlled by ever-changing algorithms.
If you aren’t emailing potential clients 1x per week, brainstorm topics and start!
Social media can work as it gives you immediate distribution. But algorithms change constantly and creating good content isn’t as valuable as it used to be in terms of growing a following and converting business.
I say this as someone who still converts a lot of business from social, but I have found myself questioning the ROI on our social marketing a lot this year.
If you notice, the above three marketing channels I gave you have immediate distribution (communities), slow distribution (SEO), and retargeting (email).
II gave you a marketing funnel… just go and do it.
That's all for this Saturday. See you next week.
Cheers,
Brandon
Ready to grow your firm? Here’s how I can help:
→ Apply to join four15, the community I launched for ambitious firm owners doing $1M+ in revenue (16/30 spots filled)
→ Book a demo to get accurate salary data from B4Transparency so you can always attract top talent by paying top of market (I own a minority stake)
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