5 tips to find, keep and grow small business clients

Want to elevate your small business client experience? Great news - you’re in the right place. Kirsty Mitchell, our Head of Practice Marketing, teamed up with Ashlee Cooper (Nordens) and Hannah Campbell (TaxAssist Accountants) for a growth masterclass, which focused on how to keep, find and grow small business clients. They shared some brilliant insights on how to personalise your marketing and create long-lasting client relationships. Here are five golden nuggets for accountants and bookkeepers from the session.

1. Find your niche

First things first, not every client is the right client for your business. To really make your marketing sing, you need to pinpoint who your ideal clients are and what makes your services stand out.

“The starting point of a marketing strategy for any company is to really understand who you are trying to attract and what you do that makes you special, i.e. your unique value proposition,” Ashlee shared.

She explained that while it might seem daunting to narrow your target audience, it’s actually the secret sauce to creating sharper, more compelling messages. Whether it’s a particular industry, business size, or specific needs, knowing your niche allows you to tailor your services and marketing efforts to those who will find them most valuable. Plus, it’s a great way to find out whether FreeAgent accounting software is right for your clients, and generate tailored introductions.

2. Be authentic

Trust is essential in any great accountant-client relationship. The best way to build that trust? Simply be yourself.

“If you’re going to be online, you need to be the same person that people would meet in person. That’s absolutely key,” Hannah said.

When clients see the real you - whether through LinkedIn posts or client interactions - they’re more likely to trust and connect with you. Authenticity isn’t just a buzzword: it’s how you forge more meaningful relationships that set you apart from the competition.

3. Build your foundations

Before you dive headfirst into marketing, it’s crucial to have your digital foundations in place.

“Before you start spending money on things like Google ads, make sure that your website is ready for prospective clients,” Ashlee advised.

Think of your website as your practice’s digital shop window. It should be welcoming, easy to navigate, and clear about the services you offer. When your site is in tip-top shape, you’re better equipped to attract interest and convert that curiosity into paying clients.

4. Build real client connections

Clients aren’t just numbers - they’re individuals with their own stories and needs. To build lasting relationships, focus on making genuine connections.

“Keeping detailed notes and files on what’s happening in their business - or even following them on social media - might seem obvious, but it really shows you care,” Hannah said.

For Hannah, managing over 1,100 clients means staying organised and keeping track of the details. Some clients might only need your expertise once a year, while others might prefer to speak on a monthly basis. Whatever their needs, it’s important to dedicate time to each one and ensure they know how much you care.

5. Focus on the bigger picture

It’s easy to get bogged down in day-to-day tasks, but don’t lose sight of your clients’ long-term goals and objectives.

“The key is to go beyond just discussing numbers during account meetings. Instead, focus on understanding your clients’ broader goals and long-term plans,” Ashlee said.

By getting to know your clients’ future plans and aspirations, you can tailor your services to meet their evolving needs. This proactive approach not only helps you anticipate their requirements but also positions you as a trusted advisor who is genuinely invested in their growth and success.

Want to dive deeper? Watch the ‘Growth masterclass: how to find, keep and grow small business clients’ recording. It’s packed with actionable tips to help you enhance your client experience and grow your practice.