As an accounting firm, you’re likely offering any of the following services: financial reporting, auditing, tax preparation, strategic financial planning, and so on. But what if you’re not satisfied with the current customer flow? How do you get more coming?
The answer may lie in taking up digital marketing for accountants. This is an approach that can take your brand and services and put them right in front of customers in need. But you need to get the process right from the start. This guide introduces you to some smart approaches that can give you an edge.
Build a Strong Online Presence
If you want a wider audience to find you online, you’ve got to optimize your presence so you’re visible when they search.
The first thing to get right is your website. Create one that’s user-friendly and mobile-responsive. People are browsing on their phones a lot today, and if they have to squint to see what you’re posting, odds are high they’ll just leave and go look for someone else.
It’s not enough to have it responsive, though. You need to be clear too. Let your services, expertise, and contact information stand out. Your call-to-action (CTAs) should also be direct and intentional. Think “Schedule a Consultation” or “Get a Free Quote.”
SEO is another factor. How do people search for your services online? Keywords like “tax accountant near me,” “small business accounting services,” or “CPA services” are some ways. Optimize your site to reflect these. It can help your website rank higher in search engine results.
If this sounds like too much of a hassle, you may need to leave it to industry experts offering digital marketing for accountants or other related services. Taking this route may mean having a more experienced team handling the marketing strategies while you focus on what you do best: accounting.
Content Marketing
A piece of marketing advice you may have heard ad nauseam is that content is king. However, seeing that phrase bandied around everywhere doesn’t make it any less true. Content marketing can establish you as an authority in your field and build trust with potential clients.
Start with blog posts. There are many topics you could address. Maybe go for tax-saving tips, financial planning advice, or changes in tax laws. This is good for bringing in clients who love your educational content. Apart from that, it also helps with your SEO.
You can also create downloadable resources like “The Ultimate Guide to Small Business Tax Deductions”. Your visitors can then sign up with their emails to get access to these resources.
Videos are another avenue with serious potential. Consider doing short ones answering FAQs or explaining accounting concepts that seem complicated to many people. Share these videos on YouTube and LinkedIn, or wherever your target audience tends to hang out.
Leverage Social Media Marketing
Over 63% of the world’s population is on the different social media platforms. If you follow best practices, you can reach a large segment of this population and position yourself as an expert in the accounting business.
But before you create for LinkedIn, ask yourself: who’s there? It’s a platform for professional networking, so industry insights, case studies, and client success stories may be something that gets their attention.
You can then use Facebook and IG to share satisfied client testimonials, behind-the-scenes content, and promotional offers. In the end, the different platforms can be your ally in marketing, but you have to make the content relevant to whoever you are targeting.
Email Marketing
An email marketing campaign allows you to nurture leads and stay top-of-mind with potential clients. One way to get this right is to do newsletters. Your audience would probably want to pick your mind on matters tax laws, financial tips, and so on. Send great content to their inboxes.
Something else; people are not fond of emails starting with “hey all” and other like approaches. They want the message to be theirs, about them, talking to them, not addressing the hall. So, personalize the email.
Finally, to get those signups coming, you need to offer something in return. So, how about free consultations or audits? These are called lead magnets.
Paid Advertising
While the online audience is vast, it may take you a while to get them locked in. If you want to get there faster, you may need to consider doing paid advertising.
Consider running pay-per-click (PPC) Google Ads campaigns with your eye keywords like “accountant for startups” or “bookkeeping services” or social media ads that laser-focus on specific demographics, industries, or geographic areas.
Closing Thoughts
Digital marketing for accountants can be a great way to bring more clients on board. But like everything good, it needs to be done right, or it goes sour quite fast. This guide has given you some tips to get the whole process right.
To increase your winning odds, though, you may need to work with digital marketing experts. Look around at the different qualifying options and go with those that best meet your needs and budget.
