The accountant’s guide to digital marketing

Digital marketing offers accountants a great opportunity to build their reputation, expand their network and attract new clients to their business. But it does take time and it does take effort. Most importantly it requires having a clear strategy and plan in place with clearly defined and achievable goals.

When people are searching for an accountant or accounting firm, they are typically looking for advice or assistance with their financial matters. Your digital marketing strategy is a means to communicate directly with these people and build trust with them by showcasing your expertise and experience.

Easy to navigate and user-friendly website

Your website should be more than an online brochure of your services. It should provide users a great experience s that is mobile friendly, encourages interactions and guides them to take action.

Your website is the hub that connects all elements of your digital marketing strategy together. If you are going to have an email newsletter you will want a signup form and an archive of past issues on your website. Your website will require integration with your social media channels as well as dedicated landing pages for your search marketing campaigns.

You should have pages explaining your firm’s services, your experience and a contact information page. It’s a good idea to introduce the partners and any other senior staff. An FAQ (Frequently Asked Questions) page can help demonstrate your areas of expertise by providing answers to many of the standard questions you receive from clients or leads.

It’s very important to keep the information on your website current and up to date. A site that appears out of date may turn customers away. A website that is regularly updated and maintained is good for SEO.

Content and content marketing

It is often said that ‘content is king’ – that is certainly the case when it comes to digital marketing.

Content marketing is about the creation and sharing of online content and material such as videos, blogs, articles, podcasts and social media posts. It’s not about promoting your practice directly. Its goal is to answer people’s questions about accounting and finance, thereby positioning you as a trusted authority and voice within the industry.

As an example, in May and June just before people need to think about their tax returns you may run a webinar offering tax advice. People are likely to sign up as it offers them something of value for free. From your perspective, it demonstrates to the attendees your expertise and knowledge without having to directly sell or market your services to them.

Good quality content is essential for SEO performance. The more pages you have on your site, with links from other sites pointing to those pages, the more opportunities you have to rank in search engines. Blog posts are ideal for SEO. You can use common questions as headings to attract more and highly relevant traffic to your site.

Reputation management

As with most businesses, reputation is everything for an accounting practice. It is possibly the single most important factor that will determine if a client will go with your practice or not. An accounting practice is built on trust and respect, where clients rely on the competency, professionalism and ethical conduct of their accountant and bookkeeper. No company or individual is going to be interested in having someone manage their financial matters unless they have a sound reputation.

 Reputation management is the effort to influence what and how people think of you and your accounting practice online.  You want to encourage clients who are happy with your work to leave reviews on platforms such as Facebook, Yelp or Google as well as providing testimonials and case studies on your website. Reviews will increase traffic to your website as well as making your website more prominent in organic search results.

SEO (Search Engine Optimisation)

If you have a well-designed and easy to navigate website with great content that is popular, then you should be well positioned to take advantage of organic search engine ranking results. That means as people type search terms into Google or Bing, looking for accounting services or answers relating to their enquiries, a link to your website will appear early and higher up in the search results. That means you will gain more traffic than your competitors and ideally more business.

To obtain great SEO result may still require the services of a specialist agency who can handle the technical aspects of doing SEO.

Paid search marketing

Instead of organic SEO rankings, which take time and effort, you can look at paid search marketing which allows you to advertise your website at the top of search results. Paid search marketing allows businesses to present their ads and links to their website through paid advertising. Known as PPC (Pay Per Click) the advertiser is only charged for their ad when someone clicks on it and is taken to the advertiser’s website. (E.g., Google Ads)

Social media

As well as your website it’s your social media channels that are key to delivering the most relevant content to the audience that you want to connect with. The first step is to identify which social media sites your audience uses, so you can include them in the digital marketing for your accounting firm.

If you are primarily targeting businesses and a business audience then your most important social media channel will be LinkedIn. Not all content is suitable for social media.

Your accounting practice should be an authoritative presence on social media, someplace clients can turn to for valuable information and answers to their questions.

Every piece of content you post on social media should include a visual, whether it’s a photograph, an illustration, a chart, or a video.

Email marketing and newsletter

Email is still a critical component of any digital marketing plan. An email newsletter can be a great mechanism to promote your content while nurturing prospects and potential leads as well as being a value add for existing clients. It can be a cost-effective and efficient channel to build trust and authority with your target audience.

Retargeting or Rebranding

Remarketing is also used word retargeting. It means target those visitors who visit your site or blog or YouTube video. It could be by any medium like social media, email marketing, Google Ads, etc. it is coast saving & reach to your exact targeting customers

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