One of the business world’s favourite clichés is that success is more about who you know than what you know. Whether or not this is actually true in practice, it is fair to say that networking has always played an important role in generating work for the most successful individuals, and this is true in accountancy as much as in any profession.

That said, while networking is still undoubtedly important, it is no longer enough on its own to guarantee success. In the current market, truly ambitious individuals need to take a far more varied and proactive approach in order to identify, discover and indeed create new business opportunities for themselves. While this requires a somewhat greater degree of effort, the rewards for those willing to put the energy into such an approach are significant.

Most companies, accountancy firms included, are not surprisingly focusing a significant part of their marketing strategies on the online world. Having an online presence is now no longer optional for any organisation wishing to stay relevant in an increasingly competitive market. In fact, to be considered part of the future of any industry or profession, a strong online presence is essential.

Setting up a website is relatively easy. The more challenging step is working out what you can then do to make your online presence stand out from the crowd.

Sometimes it pays to think laterally and do the sort of thing that initially feels counter-intuitive. Offering free advice might seem like an unusual way to increase profits, but it can be beneficial in the long term, as it provides an opportunity to demonstrate expertise and win new clients as a result. This is especially effective if you or your organisation has a particular speciality or area of expertise that you really want to highlight.

Invariably, the companies that enjoy the greatest success in this area are those that focus on their specialities and communicate these in the clearest and most useful way, consequently identifying themselves as true industry leaders.

So, take the time to ask yourself what is your Unique Selling Point, and what can you do to promote it in a stand-out way?