Marketing Hat / Clients’ Shoes

You don’t have to be a marketing expert to wear a marketing hat. You can start by taking a walk in your clients’ shoes!


For some, it may be stating the obvious but we have encountered a number of experts in their own fields who were naive when writing content for marketing purposes.


When thinking about keywords for your website, try to imagine that you are  potential customer who might need the product or service that you are offering. What will they search for in Google?


For example, if a startup company wanted a website for their business, some of their searches might include budgets, geographical or industry related keywords, such as:

  • website design for startups
  • web designers near Stevenage
  • website designs for B2B services
  • website companies for retailers
  • new website with SEO
  • budget websites

… therefore we would need to include as many of those words as possible. Your company may have more than one product line or service so you may need to consider dedicating a page to each, focussing the keywords across several pages. Your home page will cover the main industry, such as Financial Services with references and links to other pages for Investments, Pensions, etc. Search Engines will index all major pages by their content.


For each of the pages, remember to put yourself in your clients’ shoes and use phrases that they will enter to search for products and services similar to yours. If you are specialist bakers, start with something like “We sell low-calorie doughnuts” rather than “Established in 1952 in London, we have been exporting do-nuts to the New York police department for almost 70 years”. Your potential customers’ main priority is that your delicious less-fattening goodies are available – they are probably not looking for food exporters.


Remember: marketing hat and clients’ shoes!


Your potential customers will not follow you on Facebook or Twitter just to be bombarded with adverts so be more informative with your tweets and posts. Of course, include links to related details on your website. A good way to expand your content and make posts more interesting is to write a blog which can include case studies and tips for using your products.


As an accountant, how can you attract potential clients to your website? Many accountants publish easy guides to the chancellors’ budgets and VAT updates. You can also write illustrative articles about how un-named clients saved £xxxxx by switching to your services, which more than covered your fees, or a feature about a staff member who plays for the local rugby  team. Perhaps you support a local charity and can raise awareness of their fund-raising events? If you don’t have the time to spend on occasional marketing tasks, The BPc is happy to work with you.


You may alo want to consider whether your Company Branding needs reviewing.


Decide who your ideal clients are and view your company from their perspective.