There are probably four ways in which a firm can maintain relationships with its clients and prospects in providing technical and other information in response to a request for information.
1) The first option is to buy in publications from publishers. The problem with this is that it is a costly thing to do, the information contained in the publications can easily go out of date and it’s a clumsy way of providing information to those who ask for it. What happens in practice is that there are piles of brochures in the corner of an office, gathering dust.
It was a good idea 28 years ago when I launched the CharterGroup partnership because small to medium sized firms couldn’t afford to write or publish their own brochures, so they had to be syndicated and bought in from a group publisher. But today clients and website visitors want more. Storage of paper publications is difficult and they often get thrown away after they’ve been read.
2) The next option is to subscribe to a digital business library and have hundreds of brochures and publications available via your website 24 hours a day, every day of the year. This has several advantages: because the publications are digital they are up to date and once clients and prospects register on your website they can simply take what they need and when they need it.
Also, the publications cost nothing to distribute via an on-line mailing (I’ve written some words about MailChimp below) and your on-line showcase can include features such as page turning functionality. Even better still is that the actual cost to a firm of a digital library is a fraction of that for printed publications under option 1.
3) The third option is to do nothing. This option costs nothing. Clients get nothing that they need. Prospective clients avoid firms that do nothing and move to firms that provide details of their services and issue free publications.
4) The last option is for a firm to write their own publications and then publish either in paper form (as in option 1) or in PDF digital format. The problem with this option is that accountants and lawyers don’t have any time to do this sort of thing. Even when they find a few minutes to do so, the end result isn’t very smart and is often a mis-mash of design and content.
Be honest, which firm are you?
According to research, over a third of small business owners feel isolated when making key business decisions: 43% confess to loneliness when focusing on changing strategy or direction, and another two fifths feel detached over business planning matters. Accountants and Lawyers are uniquely placed to help businesses by providing them with information direct from their website through a digital business library.
When I was in public practice as an accountant, I set about creating a digital business library. It took me about 10 years to get it right. However, it was all worthwhile as Bizezia’s Online Business Library now leads the market with a comprehensive collection of 650+ professionally-written informative publications that you can offer free to your clients direct from your website. The publications cover an extensive range of business topics from tax to marketing. You name it, there’s probably a publication in the library to cover it.
Digital publications will allow you to add significant value to the service you offer your clients, and help you build relationships with prospective clients. The “do nothing” option is awful. Please don’t do it.
Bizezia’s Online Business Library
Bizezia’s Online Business Library is probably the UK’s largest and best known. It features over 650 publications. Every publication is personalised and branded to your firm and available for your clients and prospects to download from your website. These business publications provide valuable information on diverse subjects such as law, finance, marketing and management. The Online Business Library is an impressive knowledge resource. Best of all: It underlines your credentials as a knowledgeable, professional firm. It differentiates your firm from others in your locality. You can find details on how to subscribe here.
You can watch the video about it as well.
MailChimp I mentioned MailChimp above. Perhaps I should explain what it is. MailChimp is a web-based email marketing service. It helps you design email newsletters, share them on social networks, integrate with services you already use, and track your results. Whatever the size of your firm, MailChimp has features and integrations that will suit your email-marketing needs.
You can create signup forms that match your firms’ brand’s look and feel, and send updates, event invitations, announcements, or editorial content. You can use their reports to improve your campaigns and learn more about you’re your clients and prospects (MailChimp call people you email “Subscribers”).
And do you know the best thing of all? MailChimp is free for lists of up to 2,000 subscribers. And the free bit allows you to send out 12,000 emails a month.
Try it here. We use it at Bizezia. More than 5 million people use MailChimp to create, send, and track email newsletters, brochures and other digital communications to customers, clients and prospects. About 6 billion emails are sent out every month.
He was a Council member of the Institute of Chartered Accountants in England and Wales from 1988 to 1996.
Martin Pollins ran his own firm based in Sussex and was the first Accountancy firm in the UK to advertise on television and Martin went on to create and launch the CharterGroup Partnership (the UK's first Accountancy network) and then LawGroup UK (one of the largest networks of lawyers in the country).
Martin started work on the Bizezia concept in 1996, developing the broad range of information resources and products over the past 18 years.
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