Being a human calculator is hard enough. The last thing you want to add to your plate is figuring out how to nurture your leads as well. After all, if someone shows interest in your services, shouldn’t they just become a client automatically, right? Well, not exactly.
You see, many accountants and bookkeepers miss the mark not because they don’t want to nurture leads, but because they don’t have a clear process to do it. Whether the lead comes through a network meeting, an email list, or a lead-generating funnel, there are plenty of opportunities… And it’s easy to get overwhelmed and forget to follow up (or, even worse, forget to do anything at all).
First, let’s understand what nurturing is for a minute. Nurturing your leads is more than just sending a “thank you for reaching out” email. It’s about building a relationship and positioning your firm as the trusted resource your leads can’t live without. If you’re not doing this, well, your leads are probably out there in the wild...looking for the next firm that shows them some love.
Think of it this way, you’re running a marathon, but if you’re not engaging your leads, you're just walking in place. Nurturing keeps you moving forward. And don’t worry - you don’t have to break a sweat! There are simple ways to nurture leads with zero additional effort.
Ready to learn how?
The first thing you need is content. But not just any content. You need high-value, educational content that speaks directly to your clients’ pain points and provides solutions. If you’re wondering, “What does that look like?” don’t panic. You don’t have to be the next Shakespeare to craft something useful. Share quick tips, valuable insights, a newsletter or a funny video that speaks to your leads' pain points. The point is: your content should solve problems, not just advertise your services.
Take it a step further and create content specific to the niche industries you work with. For example, if you're working with restaurant owners, create an engaging blog post about tax deductions for the food industry specifically. When your content speaks to their business specifically, it shows that you understand their world. And trust me, they’ll begin to trust you even more when you speak their language.
I can already hear the groans: “But, I don’t have time to do all this follow-up!” Trust me, I get it. You’re already balancing spreadsheets and answering 37 emails about the same thing. Well, that’s the beauty of automation. Automation isn’t about being lazy, it’s about being efficient. You don’t have time to manually follow up with every single lead that comes through the door, right? Automating follow-up emails and lead nurturing tasks can help keep the momentum going without you having to think about it all the time.
For example, once someone downloads a free resource from your website (like a tax checklist), you can set up an automated email series to follow up with more helpful content over the next few weeks. The goal? To keep your firm top of mind. No more letting hot leads cool off.
When it comes to nurturing, one size does NOT fit all. A big mistake I see is firms sending generic messages to their leads. Nobody likes a generic email. When you can send your leads content that’s specifically relevant to them, you build trust.
So, let’s say you’re working with small business owners in the construction industry - send them tax tips on equipment depreciation or how to structure their civil engineering business for tax savings. You can automate the content distribution based on the lead’s interests, making it feel personal.
You’re sitting on a treasure trove of knowledge, right? So, why not share it? Create a podcast or a series of interviews with industry leaders. This not only establishes you as an expert, but it also provides your leads with real, actionable insights.
For example, if you’re working with real estate developers, imagine interviewing a tax expert about the latest deductions for property owners. Not only does it provide valuable information, but it also positions your firm as the go-to resource for that niche. When your leads listen to your podcast or read your expert blog posts, they see you as a trusted advisor, not just someone trying to sell them a service.
If you're a bookkeeper, CPAs can be your best friends - but only if you nurture that relationship! CPAs are a great source of referrals, but just like any relationship, you have to put in the work. So why not have a nurture funnel specifically for CPAs? Whether you’re sharing tax tips, offering insights into common tax problems, or just keeping them updated on what your firm is up to, a dedicated nurture campaign for your CPA contacts will keep your name in front of them and make you their go-to referral partner.
Think about it like this: CPAs are like the bouncers at clients' VIP club. They’ll be much more likely to invite you in if you’re reliable, knowledgeable, and visible.
When it comes down to it, nurturing your leads is one of the most important things you can do to grow your firm. It’s about building relationships, sharing value, and positioning yourself as the expert they need. It’s not about being pushy or sales-y, it’s about showing your leads that you’re the firm they can trust by keeping them engaged, showing them value, and positioning yourself as the firm that can help to solve their problems. So, are you ready to stop letting your leads slip through the cracks? Start building that nurturing process today. And, if you’re thinking, “Oh, we need a system that can do that,” well, you’re in luck. Cajabra’s CRM is designed to automate lead nurturing, follow-ups, and client engagement with ease. Now, that’s how you take your marketing and client relationships from “meh” to “wow!”
