By David Holland

April 18, 2017


Understand Generation Y to Effectively Market Your Accounting Firm

Eight seconds.

That is all the time you have to catch a millennial’s attention. Once diverted, it is hard to get back. Whether it is your landing page or an article in your firm’s website, it has to have every element that catches a millennial entrepreneur’s attention.

While older generations value integrity, family, justice, practically and duty, millennials care more about passion, happiness, diversity, discovery and sharing (Forbes). These core values should be correlated to the ways you build your content and marketing materials.

This generation spends a reasonable amount of time each day on social media. About 40% of millennials are on Facebook while more than 80% of them check Twitter daily.

So what are you going to do?

Demographic analysis is still the key step. First, learn where they reside on the World Wide Web. They have to put some statement somewhere out there. For example;

  • Foodie businesses, beauty entrepreneurs, photographer and artists are likely on Instagram
  • Writers, directors, C-suiters are mostly in LinkedIn
  • Celebrity millennial entrepreneurs heavily use Twitter.

Do a study to find which social media platform is essential to use for your marketing.

Generation Y is all about “sharing” in a digital sense. They love stories that are unique, entertaining, bizarre, funny or something that relates to them. When it comes to communication, they want you to hear what they say and communicate with them at a personalized manner.

This is a generation that cares for cause. Matter of fact, 3 in 5 millennial entrepreneurs chose brands that support a cause. Take part of a cause that leaves impact may it be in our environment, the society, science, among others. It’s a way to win the millennial entrepreneurs’ hearts. Deliver value of what your services are all about. Be transparent about your firm’s framework and processes when it comes to your services.

This is a generation that wants you to keep up with them by using reliable technologies for their books as much as you utilize your skill sets. For instance, you can be more innovative on the way you handle books and accounts by integrating QuickBooks Online and/or Xeros with Infusionsoft. This will allow you to be faster since you don’t need to do manual data entry between your accounting software, services and invoices.

Reflect on Generation Y’s uniqueness and difference. Offer experience instead of constantly selling your services. Authenticate and validate your brand by being everywhere on the biggest social networks.

What motivates millennials is catchy information. They dislike marketing and ad messages that are loud to their face. They want something that connects to them as human beings. Your message has to be subtle, gentle and catchy. They want it to be informative but in small snackable sizes. While they are techies and digital wizards, you can be effective by building dialogues with them instead of simply broadcasting materials.

Know that they are natural critiques. They question if your accounting firm knows how to market to them, the way it should be. They want your content to be accessible to multiple devices. They need you to be trustworthy. And they prefer instant, fast response.

They need better, faster and memorable services. They want you to communicate with them on a personal level. They love brands that are creative. Be genuine and build emotional connection in an authentic way. Define why you exist and align your message with relevance to their business’ goals.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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