Can I grow my bookkeeping practice relying on referrals alone as my marketing channel?
Relying only on referrals is DANGEROUS.
99% of bookkeepers I speak with tell me that most of their business comes from referrals…
And then when I ask them how many consultations calls they take per week they say:
“Uhhh maybe 1 per week… Oh wait NO… Last week I had 4, but the week before that I had none… and before that I had 1 again… It really depends”.
The problem with referrals is that it DEPENDS!
It DEPENDS on your existing clients speaking to their network about you. And you have no control over what they are saying, and whether they are saying anything about you in the first place.
Don’t get me wrong here… referrals and word-of-mouth marketing are good ways to get business. It shows that you’ve created a solid reputation with your previous clients… BUT, it can’t be the only way you’re attracting new leads.
Because depending on your current clients to spread the word about your bookkeeping business puts the control of your lead generation in someone else’s hands. And your current clients shouldn’t be your sole marketing team.
Trusting that those happy clients are going to spend their spare time spreading the word about your business to their inner circle is bad business practice. You need to make an effort as a business owner to get your name out there on your own through other marketing strategies outside of referrals.
Shan Mikkelsen is Founder and Director at Launch Marketing Brisbane, helping firms in the financial industry grow by leveraging the power of social media marketing and social media advertising.