How to use automations to increase sales as an accounting agency

Kellie Parks is an accounting professional with expertise in best practices, processes, workflows, and the technology that powers them. She is the founder of a bookkeeping firm Calmwaters Cloud Accounting Resources. The company builds processes and automation for future-thinking accounting professionals and small business owners who believe in the power of online technology.

The company’s activity centers on resources needed to build a cloud-based business. While their focus is primarily on accounting businesses, any small business can gain useful information on running their operation, including cloud-based efficiency and bookkeeping.

Who are your customers? What is the main channel that attracts customers to your business?

Accounting professionals are my target customers, but I consult with small business owners in other professional services as well. Anyone who wants to learn about cloud-based applications that improve efficiency and utilize automation are a great fit for me.

My main marketing channel is my website, where I sell accounting templates and coaching time. I drive sales there through my blogs, email campaigns and social media posts.
Additionally, I have a Facebook Group, The Workflow Wateringhole, highlighting workflows & apps, systems & processes, and best practices for accounting professionals. The group also welcomes members of all industry types to our Wateringhole.

How do sales occur in your business? How do you close deals?

I have a website that allows users to purchase and download my accounting workflow templates. This is fully automated and fairly passive income, although I do update the templates to make sure they are fresh and current with trends and technology changes.

Customers can also pay for personal consultations and book directly from my website. I have a system that automates the booking process and sends a reminder with instructions on what to expect in our session(s).

Can you describe the growth/trends you have seen with respect to sales in your business?

By posting fresh content as well as building my SEO and digital footprints, I have seen ~30% year-over-year growth. Consistency of messaging and posting has been the key to that growth.

״Consistency of messaging and posting has been the key to that growth.״

Can you provide any tips that worked for you and increased your sales?

Well-managed marketing channels are my keys to success.
I have a blog that provides relevant-to-the-content links back to resources for purchase on my site. Writing a compelling topic drives sales, i.e. if I am discussing bookkeeping workflows, I have a product link back to a template for bookkeeping.

I write original content weekly on my blog, convert it to an email campaign, then share it on social media. Every time I publish, email, and share, I see a bump in sales.

I also created a Facebook Group dedicated to workflows and technology, the target for my sales. Credibility is built through this group, helping to drive sales.

״Every time I publish, email, and share, I see a bump in sales.״

Name one strategy that you tried but fell short. Why do you feel it didn’t work?

I was a member of my local Chamber of Commerce and BNI group. I believe this was not successful because my audience is international, and this was too small a geographical reach.

״I should have qualified my target market better, then I would have been better able to make decisions about where to spend my market time and money.״

In the early days, I thought I would sell more locally, but I came to realize the market was too small for the type of products and services I was selling. So my strategy was off, and then I marketed based on that incorrect notion. I should have qualified my target market better, then I would have been better able to make decisions about where to spend my market time and money.

What advice would you give to your past self before starting your own business?

I would have defined my target market more tightly. And I would have begun blogging and emailing earlier. As soon as I was consistent with this, I saw a notable increase in sales.

I understood the basics of accounting and bookkeeping, but wish I had learned to pay more attention to not just my Profit & Loss report but to my Balance Sheet as well. The P&L told me what I was earning and spending, but I didn’t fully understand the value of my business well enough to make better choices about capital investments.

Kellie Parks is the founder of Calmwaters Cloud Accounting Resources, bookkeeping firm.