How to market accounting software to creatives
Beautifully designed accounting software and an industry dedicated to creating beautiful things – what could be a better fit? Creatives don’t want to be tied to their offices crunching numbers. Their work can take them everywhere and anywhere, so they live in the cloud through their Macs, and Xero suits them to a T.
So, how do you tap into the creative industry to grow your client base? It’s all about getting to know them and communicating the benefits of your services. And that’s marketing.
“But I’m an accountant, not a marketer”, you may say. Not a problem. We’ve developed a creative industry marketing playbook that takes you through the steps to successfully market your practice to the creative industry.
The playbook is broken down into six key ‘plays’:
Play 1: Know your target market.
Creatives are designers, photographers, artists, architects, people who use their creativity and talent in their day-to-day jobs. They may work in agencies, on their own, as contractors or freelancers, each with their own unique set of requirements from their accountants.
Play 2: Match the product with their needs.
When developing Xero accounting software, we started with the design, creating accounting software with a difference – it’s simple, beautiful and smart and creatives love how it looks and how easy it is to use.
Play 3: Your elevator pitch.
If you find yourself in front of a creative and have 30 seconds to sell your practice and Xero, you shouldn’t be talking about single ledgers and fixed asset depreciation. A creative wants to know how you and Xero are going to make their life easier so they can concentrate on their craft.
Play 4: Go to them; don’t wait for them to come to you.
Creatives tend to have a tight knit network with other creatives in their field and community.
Find out where creatives work and hangout, what they read, who influences them, what professional associations they belong to and get yourself in front of them.
Play 5: Make yourself heard.
Now that you know where to find creatives there are a wide variety of marketing tools to reach them like email, Facebook, display advertising, events and more.
Play 6: Always add value.
Xero’s expansive ecosystem has a variety of add-ons creatives find invaluable for creating quotes, managing jobs, time tracking and managing client relationships. Help them find the best one to suit their business.
You don’t have to be a marketer to successfully market to the creative industry. You know your business better than anyone and you also know Xero. The playbook gives you the lowdown on creatives and tools to use to reach them. Put it all together and you’ll be growing your creative base in no time.
This playbook is intended to be the first in a series dedicated to different industries. But we’d love your feedback below on the creative industry one, and what we could add to it.