Digital marketing for accounting firms - what do you need?
Some of us might hate accounting. OK, let’s rephrase that. We might hate doing our own accounting, but we’re happy to hire an accountant to help. And we’re not alone. According to ICAEW, three quarters of the SMEs in the UK use an accountant and nearly half say it’s their most trusted business advisor. This a significant number because the UK government classifies the 99% of private enterprises as either small or medium sized. What’s important to note is that most UK businesses are more likely to go to their accountant for help than to any other source of financial advice.
Although most small businesses understand the importance of a financial adviser, attracting the right clients for your firm could remain a challenge. Here are some tactics for how to use digital marketing to boost your business.
Social media in accounting
Looking for an accountant you can trust to run your company’s finances? The first stop for many people is to look for a recommendation on social media. One Facebook group for entrepreneurs had amazing things to say about a particular accountant. That was great for her, but not so great for new clients since she was actually booked up for months ahead! By targeting a local group of small business owners she was able to build herself a great niche market.
It’s actually relatively simple for accounting firms to use social media to their advantage. For example, if you’re targeting small businesses, look for groups featuring local small business owners. Make sure you stand out by being active in the group, and replying when someone asks for accounting services or has a question about accounting. After a while, you will become known in the group as a go-to expert. Eventually, people will tag you on relevant questions and your replies can lead to signing up potential customers.
If you find that networking in a local social media group is taking longer than expected, you can add value and attract clients by sharing quality content.
Content Marketing in accounting
If you don’t have a blog for your accounting firm, then you’re missing a great way to share content. Think of it this way: most small businesses often have questions related to accounting.
They might not be looking to hire an accountant right away, but if you have started writing blog articles that answer lots of common questions that people often ask, that marks you out as a reliable source of information. Depending on your niche, you might even want to consider writing an eBook. Another great idea that will help establish you as a go-to figure is to write about issues that are time-based. This can include such subjects as important changes to tax laws that can affect small and medium-size businesses (SMEs).
This content can now be shared on your social media pages and with relevant groups. You can also use this content in email marketing campaigns to both attract new customers and to keep your current ones informed and interested.
Email Campaigns in accounting
Tax season might be top-of-mind for accountants, but it’s not always a calendar event for small business owners or the general public. However, it is a good time to remind your client base of the services you can offer them. It’s relatively simple to re-work your content and then create an email campaign for your client database as the due date approaches. Since it’s often busier near the end of the tax reporting period, you can spread out your workload by sending email campaigns to your clients well in advance.
Since many businesses have their own fiscal year, automated emails are a valuable and efficient tool to remind business clients when their time is approaching to focus on finances. Not only is this a good way to increase your revenue, but many small businesses might appreciate the reminder since it’s personalized to their needs.
Search Engine Optimisation - SEO in accounting
Having a good accounting blog ties right into a search engine optimisation strategy. When people search accounting questions, your goal is to have a blog article that answers that question. The more questions you answer in your blog or issues you cover, the more likely it is that these pages will be high up in web searches. Write each blog article with specific keywords in mind.
To ensure you rank high in local searches on Google, remember to complete your “Google My Business” profile. For example, if you’re an accountant in Northumberland and people nearby search for an accountant, your Google My Business profile, will help you show up in the results. That’s because Google gives priority to local businesses.
According to BrightEdge research, 53.3% of all website traffic comes from an organic search. So you can understand why SEO is an important strategy to invest in.
Your site aims to convert visitors and leads into real customers. It’s easy to create a page with some general business descriptions and some contact info, and hope the phone rings. But you need to do much more to get things going in your favour:
· Create a clear call-to-action on your website. This might be a free consultation call and a nice big bright button next to it saying “book now”. This is how to create a personal interaction with a potential customer.
· You can also offer free downloadable content from your website in exchange for subscribing to email updates. This way, if someone is browsing your offerings but they aren’t looking for accounting services just yet, you can prepare to follow-up later. When tax time comes around, you can email out a reminder to everyone who filled in your web form and offer your accounting services.
Live Stream Q&A Marketing for Accountants
Using video in marketing campaigns has become extremely popular, especially live streaming, so using it in your accounting firm’s marketing can have a huge impact. For example, hosting a question and answer session can attract users to tune in and then provide valuable content for some time after. Invite clients to submit questions in advance and publicize the event on social media with an RSVP form. This form could help provide some leads even before hosting the live session.
Digital marketing for accounting firms
If you’re not using digital platforms to promote your accounting firm, then this is the time to make it an integral part of your marketing strategy. Be sure to position yourself as a trusted expert in the field and take the time to create useful content that relates to both potential and current clients. Tap into social media groups to get exposure and ultimately it could grow your business base dramatically as current clients recommend your firm and potential new clients take note.
for your business
(not anybody else’s)
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