Over the years, I’ve experimented with various marketing strategies to promote my bookkeeping services.

Some methods were successful, others not so much.

In this post, I’ll share my experiences. The good, the bad, and the quirky. Hoping you might find something that resonates. Or, at the very least, saves you from repeating my mistakes.

The Experiment with Direct Mail

Early in my career, I was convinced that direct mail would set me apart. After all, who sends postcards anymore? 

invested over $1,000 in a postcard campaign. Confident that this tactile approach would capture attention.

The result?

One solitary phone call that never converted into a client.

The lesson learned: just because a marketing method is unique doesn’t guarantee its effectiveness.

Curating My Own Mailing List

Undeterred by the initial setback, I blamed the quality of the mailing list rather than the medium itself.

I accessed a database called InfoUSA through my local library to create a tailored list of new, service-based businesses in my area.

This time, instead of generic postcards, I sent personalized Thanksgiving cards with handwritten notes.

While more personal, this approach only resulted in sore hands and the realization that effort doesn’t always equal results.

Shifting to Appreciation Marketing

I decided to change my strategy from solicitation to appreciation.

Now, I send postcards to existing clients and connections. Expressing gratitude and offering a discount on future services.

This approach has not only been more fulfilling but also helps strengthen ongoing relationships.

Other Marketing Trials and Errors

I’ve tried various other methods with mixed results:

• Exhibiting at Business Events: Setting up a booth at small business events seemed promising. Despite my best efforts to make my booth inviting, I struggled with engaging attendees. This experience reaffirmed that traditional forms of outbound marketing were not suited to my introverted nature.
  
  
• Social Media Engagement: Following leads on social media and trying to interact felt awkward and rarely converted. Over time, I’ve learned that authentic interactions, not forced engagements, yield better results.
  
  
• YouTube and Blogging: On a positive note, creating content that addresses specific bookkeeping questions has been rewarding. My YouTube channel and blog have become valuable resources for clients and have established my expertise in the field.

Finding What Works: Community and Authenticity

One of the most effective strategies has been building genuine connections within various communities:

• Professional Networks: Joining bookkeeping and business groups has helped me develop confidence and establish a support network.
  
  
• Vendor Relationships: Getting to know the people behind the bookkeeping software and tools I use has provided insider advantages and additional networking opportunities.

Keep Experimenting and Stay Flexible

Marketing isn’t one-size-fits-all, especially in a field as nuanced as bookkeeping. What failed for me might work wonders for another, and vice versa. The key is to keep experimenting, stay flexible, and adjust strategies based on outcomes and personal comfort levels.

Let’s Connect

I’m eager to hear about your marketing trials—what has worked, what hasn’t, and what lessons you’ve learned along the way.

Share your stories in the comments, or join our discussions on Gentle Frog’s Bookkeeping Lily Pad on Facebook.

Together, we can navigate the complex world of marketing bookkeeping services and find paths that lead to genuine and sustainable growth.

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