Unbundle Your Message To Attract More Leads..| |
Have you considered "unbundling" your marketing message to attract more leads?
Over the past ten years, many industries have begun unbundling their services into smaller bite size nuggets to generate more inquiries for their services. Sometimes, this change is forced upon them and other times, it's opportunistic to generate that initial discussion, which leads into multiple engagements down the road.
Unbundling has been huge for the music industry. In the olden ages, the music industry would bundle together a batch of songs (e.g., album) and sell the bundle for higher price. With the digital age, songs are now unbundled and purchased a la carte. As a result, the barriers between music artists and genres has lowered thus creating over 1,000 bewildering microgenres.
In the restaurant business, have you found yourself getting sucked into ordering tapas which end up costing you more than buying one comprehensive entrée? This is what unbundling your services can accomplish for your accounting practice.
To illustrate my point, have you considered delivering your services in the comprehensive manner that you've always done but also offering them in smaller pieces? In other words, breaking a full service, comprehensive set of "we do it all" generalist message into smaller micro websites which break the message into smaller, more meaningful a la carte pieces.
In addition to your main website which communicates you are a CPA Firm in Raleigh serving all types of businesses, have you developed micro websites which break your marketing message into smaller bite site messages which make it appear that your firm is dedicated to a certain type of client who is searching for more expertise? Here are examples all from one accounting firm:
Real Estate Accounting – This website is designed to attract property management, real estate developers and construction firms. It paints a picture for the prospect that we understand real estate accounting so the prospect is more inclined to call Gomez CPA.
International Tax – This website is designed to attract interest from companies outside of the US doing business in the Raleigh Durham area ranging from manufacturing, import export, to distribution businesses of all types. It also generates leads from expatriates and local residents with more complex filing requirements (e.g., foreign bank accounts, multinationals, etc.) seeking international tax expertise.
Dental Practices - This website is designed to attract leads from pediatric dentists, orthodontists, oral surgeons, and general dentistry across North Carolina. The visual images and content are focused on dental practices who are looking for a Dental CPA Firm.
Try the best of both worlds to maximize your lead generation. That's right, you can position yourself as both a local generalist with the one stop shopping approach, and also break your message into smaller bite size pieces like tasty tapas.