Carla runs a national accounting and tax consultancy, specialising in supporting small business owners with financial planning, tax advice, and bookkeeping. Known for her straightforward approach, Carla has earned a solid reputation among her clients, who appreciate the clarity she brings to complex financial topics. As her consultancy grows, Carla begins looking for ways to connect with new clients without having to rely solely on traditional, in-person meetings. That’s when she decides to explore virtual events as a way to reach a wider audience and share valuable insights.
Carla’s goal is to make financial guidance accessible, giving potential clients a chance to experience her approach and see the value of her services first-hand.
Planning a Virtual Event That Adds Real Value
Carla knows that for a virtual event to be effective, it needs to offer genuine value. She starts by thinking about the common questions and challenges her clients face, particularly during tax season. She realises that many small business owners struggle with understanding recent tax regulations and keeping their finances organised throughout the year.
With this in mind, Carla decides to host a virtual workshop called “Mastering Tax Season for Small Businesses.” She plans to cover essential topics like common tax deductions, basic record-keeping tips, and recent changes in tax laws. Her goal is to make the session educational but also relaxed, creating a space where participants feel comfortable asking questions.
Promoting the Event to Reach the Right Audience
To make sure her event reaches the right audience, Carla promotes it through her website, social media, and a newsletter she regularly sends to her client base. She knows that existing clients might appreciate the refresher, but her primary focus is on attracting new business owners who may not be familiar with her consultancy.
In her promotion, Carla highlights that the workshop is designed for business owners who feel overwhelmed by tax season and want to understand it better. Her message is friendly and welcoming, letting potential attendees know that they don’t need any prior knowledge to benefit from the session. Her goal is to ensure that people feel the workshop is accessible, even if they find finances daunting.
Creating an Interactive, Engaging Experience
When the day of the workshop arrives, Carla focuses on making the event interactive. She starts by introducing herself and sharing her background, helping attendees get to know her before diving into the material. She then guides participants through each topic, encouraging questions and sharing relatable examples.
One attendee, a small retail business owner, shares that she often feels lost when it comes to organising her receipts and tracking expenses. Carla takes the time to offer specific tips and suggests simple ways to keep records organised throughout the year. She makes the advice practical, knowing that her clients value clear, actionable steps over technical details.
The engagement is lively, with attendees asking questions and sharing their own challenges. Carla’s relaxed approach helps break down the wall between professional and client, making it feel less like a formal lecture and more like a conversation. By the end of the session, participants express gratitude for the guidance, with several attendees mentioning they’d love to attend similar workshops in the future.
Converting Interest into Client Relationships
Following the workshop, Carla sends a thank-you email to everyone who attended, along with a free “Tax Checklist for Small Businesses” as a takeaway from the event. She includes a friendly note, inviting them to reach out if they have any questions or need further support with their finances. Several attendees respond, expressing interest in booking one-on-one consultations, now feeling comfortable with her approach.
By providing a value-packed, no-pressure event, Carla’s virtual workshop has naturally led to new client relationships. The attendees have experienced her knowledge and helpfulness first-hand, making them more likely to choose her consultancy when they need ongoing support. The virtual format has also allowed her to reach clients from different regions, expanding her customer base beyond what would have been possible with local, in-person events alone.
The Lasting Impact of Virtual Events on Customer Growth
Carla’s experience with virtual events has shown her how powerful they can be in building trust and attracting new clients. By providing free, valuable guidance in an accessible format, she’s able to connect with business owners who may have otherwise hesitated to seek financial advice. Her virtual events foster a sense of community and trust, turning attendees into loyal clients who appreciate her transparency and willingness to educate.
For small businesses, virtual events offer more than just a marketing tool—they’re a way to connect with clients, share expertise, and build relationships that feel genuine. Carla’s story demonstrates that even in a “boring” industry like accounting, virtual events can become a fresh channel for customer growth, offering clients a chance to experience the brand before making a commitment.
Thinking of using virtual events to grow your customer base? Mark A Preston, a Customer Growth Coach & Speaker, can guide you in planning virtual events that connect with your audience and showcase your expertise. Contact Mark today to explore how virtual events can become a powerful tool for building trust and attracting new clients.
