Marketing to a niche for Xero Partners
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Learn practical tips from real Xero Partners on how they've niched their marketing.
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Marketing to a niche for Xero Partners
- 1. MARKETING TO NICHES IF YOU'RE A XERO PARTNER
- 2. TODAY’S SESSION Why niche your marketing? Real world examples Niche websites Invitation to join a new Xero marketing community Q&A
- 3. ABOUT MATT
- 4. WHY NICHE?
- 5. WILKO’S WEBSITES & MARKETING Target: anyone Where do we market? What do we sell them? Which messages? How to price?
- 6. BIZINK Target: small tech savvy accountants and bookkeepers, Xero Partners Market where they hang out Product is 100% focused on pain points So is messaging Universal pricing
- 7. BENEFITS OF NICHE MARKETING Focus Appeal Prospect Map Proposals and pricing Build the firm you want
- 8. Aguillard AccountingThree benefits of focusing on a niche: Efficiency in workflow + higher fees = bigger margins Do you also work with businesses in other industries? Yes but mostly in the professional services space or real estate brokerages (which happen to have a lot in common with law firms.)
- 9. Aguillard Accounting Which marketing tactics do you use? Industry events, like lunch and learns with bar associations, plus word of mouth. Any advice to other Xero Partners about niching? ● Don’t stress about picking the right niche out of the gate ● Make use of the add-on ecosystem
- 10. Good Books Three benefits of focusing on a niche: ● I have become an "expert" in church accounting ● I don't have to completely switch gears in my mind every time I switch clients ● Networking among the niche is incredible! Do you also work with businesses in other industries? I work with nonprofits as well - both secular and faith-based.
- 11. Good Books What marketing tactics do you use? ● Wrote a book on embezzlement in churches ● Outbound marketing to church groups ● Facebook, LinkedIn and email marketing. ● Exhibiting at conferences for my niche Advice to Xero Partners about niching: Do it! It’s cost-effective, energy-efficient and has a life of its own once you become part of the niche community
- 12. Niche websites
- 13. Food Truck Accounting Three benefits of focusing on a niche: ● You become an expert ● Way easier to create branding and content ● You develop a reputation by being the "Best of the Best" at what you do for that industry Do you also work with businesses in other industries? Yes. Food Truck Accounting is a division of our main firm, Bean Counter 4 Hire
- 14. Food Truck Accounting Marketing tactics Outsourced website and monthly marketing to Bizink What role has Xero and ecosystem played? 99% of our clients came from the Xero Advisor directory. Any advice to Xero Partners about niching? Pick you know but that also gets you really "Fired Up!"
- 15. Help from Xero Take the Market your Firm Course Create a winning marketing plan for your firm. Read the Business Guides Xero > Why Xero > For your Business Type
- 16. MFXP Join the Facebook community Monthly webinars Get a Xero website audit Sign up for the weekly tips What would you like to see?
- 17. SUMMING UP
- 18. Benefits of marketing niche Focus Appeal - specialist vs generalist Efficiency in workflow + higher fees = bigger margins Prospect Map
- 19. How to choose your niche? Pick something you’re passionate about Helps if you have a client in that niche or past experience Don’t overthink - it’s just a marketing campaign
- 20. What about other industries? Niche your marketing, not your firm What niches are similar to your main one? Referrals are not marketing
- 21. Where does Xero fit it? Xero + Add-ons is ideal recipe for niche marketing Prospect is more likely to change software for niche solution Get marketing help from Xero
- 22. Advice from example firms... Just do it!!!!
- 23. ANY QUESTIONS? Want a marketing help? hello@bizinkonline.com OR marketingforxeropartners.com facebook.com/groups/marketingforxeropartners/
Hinweis der Redaktion
- Where are you dialing in from? Poll: Do you say niche or nitch? Housekeeping We’ll record session and send out slides
- Poll: Have you run a event for clients or prospects? Why? Lots of marketing out there why an event? Who? We’re talking about events that attract new clients Who to invite and how to do it When? What are the best times of the day? Best days? When to avoid What? The event content Talking about Xero events. But what to include in your event? I’ll share my tips and Wayne will share what his firm did How? Finally, will show you what to do on the before the event, on the day and after Poll results
- About me Gayatri can’t make it
- Sure you’ve heard about niching many times. Too many? But want to clear up I’m not say niching your firm Just niche your marketing Phrase I often say: “Marketing to everybody is marketing to nobody” Want to give example outside of accounting to demonstrate that Can help as we’re all too close to our own profession Example is I’ve hired you to do some selling for my two website and marketing companies One is Bizink which specialises in websites and marketing for accountants Other is Wilko’s Websites and Marketing which works with businesses of any type Now I’ve hired you to get me 20 new clients before the end of March Let’s look at each business Wilko’s websites and marketing that works with anyone Bizink which only markets to accountants and bookeepers At the end I want you to tell me which company you’d prefer to do the selling for
- You’ve got whole world to go at - but where should you advertise? Eg. Prospects will be on all kinds of different social platforms Then what do you promote? Website design could be everything from a simple brochure website to a complex ecommerce website What is the messaging? Let’s say you do get some leads, how do you work out if they are a good fit? If you do some sales meetings, what proposal would you send? You will be pricing each job separately I have done this in late 2000s and it sucked!
- You know exactly where to advertise Promote specialist products that is designed around pain points. Out of scope of webinar but makes delivery easier Messaging talks to these pain points Lead qualification much easier Standardised pricing makes sales process faster and less change of mis-quoting and losing money Poll: So if you’re going to sell for me which would you choose? Would add If you were working for Wilkos Websites, you would be wise to niche your marketing So focus on just ecommerce businesses in a certain locality Or perhaps even ecommerce businesses in the sports category to niche it even further People prefer specialists in advanced economies - niche marketing is about positioning yourself as a specialist
- Focus Don’t waste time on leads you don’t want Appeal Make offers that speak to same pain points every time Prospect map You know where your prospects are Proposals and pricing Offer same thing to many prospects Saves time Less chance of under or over quoting Build the firm you want Only work with people you want Genuinely why we built a business around accountants and bookkeepers Marketing to everybody is marketing to nobody Repeat - don’t need to niche whole firm, but do niche your marketing Let’s look at some Xero Partners who have niched their marketing...
- Intro to Amanda Principal of Aguillard Accounting Well known in Xero eco-system having been a Xero ambassador Aguillard Accounting focuses on the niche of law firm accounting And if that didn’t make her busy enough, she also heads up Elefant Training Links in the chat https://aguillardaccounting.com/ https://elefanttraining.com/ How did you choose your niche? One of my first clients was a law firm. I invested a lot in learning about law firm and trust accounting, and realized there were a lot of good business out there and few advisors who really understood it. Name three benefits of focusing on a niche Efficiency in workflow + higher fees = bigger margins Do you also work with businesses in other industries? Yes but mostly in the professional services space or real estate brokerages (which happen to have a lot in common with law firms.)
- What marketing tactics do you use? Industry events, like lunch and learns with bar associations, plus word of mouth Not every industry suits digital marketing Face to face will always be important What role has Xero and eco-system played? Xero is a great simple general ledger that allows lots of addons to be plugged in. Could be total practice management like Clio, or could just be pieces like time keeping with MinuteDock Any advice to other Xero Partners about niching? Don’t stress about picking the right niche out of the gate. I see this a LOT. New firms start off with a plan to work a certain niche, without really understanding it. See what kind of clients are a good fit, then scale from there
- The next Xero partner we’re going to look at is Good Books Their website is https://goodbooks.church/ (can you guess what their niche is?) The firm is owned by Lee Ann Crockett, a retired CPA who now focuses on bookkeeping for churches Being from UK, revenue of most churches I’ve been in is plate passed round for people to put coins on - but not in the States! How did you choose your niche? I was working with a variety of businesses -- travel agency, contractor, publisher, non-profit organziation and then a church approached me that had been embezzled. Shocking to her and I started researching and found it was all too common - made up her mind to address the accounting needs of churches. Name three benefits of focusing on a niche I have become an "expert" in church accounting. I don't have to completely switch gears in my mind every time I switch clients Networking among the niche is incredible! Do you also work with businesses in other industries? Work with nonprofits as well -- both secular and faith-based So like Amanda - will work with businesses outside her strict niche but they have similarities
- What marketing tactics do you use? Writing a book about the topic of embezzlement in churches has been a big "door opener" into the niche (positioned herself as expert) I researched "organizations and associations" of churches and approached people at the top and requested they inform their member churches about my services Using FB/LinkedIn and email marketing (direct outreach works great for niche as you understand pain points, get cut through) Also, attending as exhibitor at target-market conferences (like Amanda - F2F will always work) What role has Xero and eco-system played? Xero account managers have been instrumental in encouraging and aiding me in customizing Xero to my client's needs Nonprofit accounting was traditionally earmarked to special fund accounting software (hidden from church leaders) We’ve found ways to make Xero work that is streamlined, efficient and transparent to the leadership teams of the churches rather than just something the bookkeeper had their hands on. Any advice to other Xero Partners about niching? Do it! It is cost-effective, energy-efficient and honestly has a life of its own once you become part of the niche community
- Look and feel Does your niche prospect or client “feel at home” Combination of design, images and copy Copy Write how your target client would Might mean “dumbing down” the copy But would you rather be “right or rich”? SEO Not the big opportunity when it comes to niches Most of them don’t know you exist - so won’t search But when you go to them, makes it more powerful They might search for a problem - SEO on that Lead magnets How do you turn visitors into leads? Must speak to their pain points Something instant plus email follow up Curated resources Content aimed at your niche positions you as the expert Blog here, also resources Repurpose on your other channels like social media
- Food Truck Accounting is a division of Bean Counter 4 Hire, a Xero Firm based in Nashville, Tennessee You can check out the landing page on their website via the link in the chat: https://www.beancounter4hire.com/food-truck-accounting/ Michael from Bean Counter 4 Hire was kind enough to tell me all about his niching journey with Food Truck Accounting How did you choose your niche? We started this venture because Mindy and I both coming from Southen California, where Food Truck culture is very prominent. We love food trucks! (do what you’re passionate about) Saw development from the typical Burrito/Taco truck up to Gourmet selections with phenomenal branding. Before firm he worked for a tech company in Northern San Diego, CA. Every Thursday we had Food Truck Thursday and the company invited our family's to come have lunch with us. Mindy and I enjoyed this so much especially at the time having little children this was sometimes the closest we could get to having a date! We loved chatting with the Truck owners and getting to know them. We would ask how they got started, what was working for them and what was challenging. Over time we really developed a strong sense of how their operation worked and what "made them tick". Once we started our management accounting firm Food Trucks was something Mindy really wanted to tackle. How could we help these food truck owners by providing affordable accounting services? That's when we came up with the idea for Food Truck Accounting (backed passion with expert understanding) Name three benefits of focusing on a niche You become an expert. When you focus on a niche you either already or you become an expert on that industry. You typically know the normal constraints and you can come up with your recipe for how to tackle them (so being expert brings efficiency - the recipe as Michael says. Matches what Lee Ann and Amanda said) It's way easier to create branding and content to promote what you do when it's focused on one niche You develop a reputation through your brand by being the "Best of the Best" at what you do for that industry. Do you also work with businesses in other industries? Yes. Food Truck Accounting is a division of our main firm, Bean Counter 4 Hire. Bean Counter 4 Hire does not have just one niche being one industry... our "niche" is actually more a demographic. Our primary clientelle are the "Micro-Business". These are small businesses in all industries that typically earn less than 5 million in annual revenue. These can be a small "Side-Hustle" that brings in $60k selling product on Amazon, Barbershops, Restaurants, Retailers, and professional service providers. (again similar to Lee Ann and Amanda - crossover with main niche)
- What marketing tactics do you use? Currently we utilize BizInk's services. They have built us a fantastic website as well as post content on our social media pages. What role has Xero and eco-system played? 99% of our clients came from the Xero Advisor directory. Any advice to other Xero Partners about niching? If you are choosing a Niche pick not only something that you know about, but something that really get's you "Fired Up!". This should be something you are excited about when you wake up each day and something you feel you can genuinely make a difference by helping clients in that particular niche
- Bizink created a marketing course on Xero Central: https://central.xero.com/s/course?courseId=a471N000000mEn0QAE (link sometimes doesn’t work. Search How to market your Xero firm) Lots of good content on finding your ideal prospect and niching in there Check out the Business Guides on the Xero website Won’t post link as it’s different for every country But go to Xero > Why Xero > For your Business Type Will see guides to using Xero for lots of different businesses including: Ecommerce, Legal and Construction Shows the key Xero features plus eco-system apps
- Before I summarise today’s session and then do the Q&A… Excited to tell you about our new MFXP website and community: https://marketingforxeropartners.com/ https://www.facebook.com/groups/marketingforxeropartners/ Since 2013, we’ve helped several hundred Xero Partners with their websites and marketing We’ve got a lot from the Xero community and MXFP is about is giving back On the website you’ll find free resources to help you marketing including our new Xero website audit Every month, we’ll run webinars like this and you can watch past webinar And we’re launching a weekly tips newsletter next week The Facebook community means you guys can ask for help or help others with marketing So hopefully we’ll see you in there this week!
- At the end, I’ll do a Q&A so please use the questions panel to ask me anything niche marketing Before that, let’s sum up today’s session...
- Focus Stop the scattergun approach Marketing to everybody is marketing to nobody Appeal - specialist vs generalist We’d all prefer to work with a specialist right? So be that person for your niche Efficiency in workflow + higher fees = bigger margins Results are...as Amanda Aguillard says Prospect Map
- Pick something you’re passionate about All of our example firms said this Helps if you have a client in that niche or past experience They coupled passion with their skills Don’t overthink - it’s just a marketing campaign It might not work - no problem Inertia is worse
- I said at start niche your marketing, not your firm I was backed up by all our examples firms They work with other industries But have tended to stick with those similar to their main niche Crossover benefits You will still get referrals from other industries This isn’t marketing as you didn’t do it! It’s result of good service You can choose to accept or reject them
- Xero + Add-ons is ideal recipe for niche marketing Use the business guides I mentioned earlier - we’ll send the link Prospect is more likely to change software for niche solution If you want all clients on Xero, way more likely to do it if you present a specialist solution “This is why you should use Xero versus….” Get marketing help from Xero Course Plus AMs are super helpful - as Lee Ann said
- Final piece of advice which all example firms said was…. Just do it!!! None of them looked back once they’d niched their marketing I know you won’t if you do the same Who feels confident they could do some niche marketing after this session? yes/no in chat I hope you’ve learned enough to get started but I’m going to stick around to answer your questions And if you have to go now, thanks for coming and I hope to see you in the MFXP FB group soon
- If you want help with marketing your Xero firm, just say yes to the poll on screen and we’ll be in touch Or email us at hello@bizinkonline.com and remember to checkout MFXP Questions: What if I don’t have any skills in a particular industry? (Jason) Fake it until you make it With a bit of research, you can probably easily work out the issues/pain points This is what Amanda did Ask in the FB group Is it ok to just reach out to business owners from a certain niche like Lee Ann did? (Paula) Yes if you do it one by one They probably want to hear from you