Nowadays, the key to a thriving accounting firm is effective digital marketing. Here are some tips all accountants should keep in mind when promoting their firms online.
- Website: The first thing you want to do is make sure your firm’s website is on point. More often than not, a website is the first impression prospective clients have of your business, so it should be a solid representation of your firm, as well as the command center of communication for existing clients. Pay attention to details such as visuals, layout, and text to ensure your website is eye-catching and user-friendly. And since mobile website traffic accounts for 52.2% of all online traffic worldwide, it would be wise to ensure your website is optimized for mobile.
- Search Engine Optimization (SEO): After you’ve built your website, it’s time to make it SEO-friendly. This means weaving targeted keywords into your metadata, title tags, and on-page content, so potential clients can easily find you via Google when searching for accounting firm services. It’s also imperative to frequently update your website with new, relevant content to keep your search engine rankings as high as possible. While you can implement some of these suggestions yourself, it’s recommended to hire a professional digital marketing agency to handle your SEO and content marketing tasks so you can focus more of your attention on running your firm.
- Social Media: You would be remiss not to have your accounting firm on social media, but it’s also important to know what platform your ideal clients use. Whether it’s Facebook, Twitter, LinkedIn or another channel, make sure your firm is on the platforms that make sense. It’s OK to focus on only one channel, too, as long as you are doing it well with regular posts not only pertaining to your services but about industry news. Digital marketing agencies can help you develop a strategy and create content for your social media channels. One reason you might be apprehensive to use social media is that there isn’t an immediate return on investment (ROI). However, a strong social media presence helps build brand awareness, bring to light customer service issues and cultivate thriving relationships with potential and existing clients. In fact, 71% of customers who had a positive experience with a brand via social media are likely to recommend it to others.
- Email: Considering that 81% of small and medium-sized business rely on email as their main customer acquisition source and 80% for customer retention, it’s safe to say email marketing is still an effective tool for staying connected with your target audience. But the key is doing it right. First, the email or newsletter needs to be well-written. It’s also vital to be aware of what topics your audience wants to know. This could be anything from explaining new tax laws to reminders about upcoming tax deadlines.
- Analytics: From creating a website to interacting with your audience on social media, building your online presence is essential in today’s marketing landscape. But if you don’t monitor the success of your marketing initiatives, you won’t know what to spend your time and money on for the best return on investment. One valuable tool you can utilize is Google Analytics. This free program lets you measure your advertising return on investment and track your social media channels. The valuable data provides insight into your audience’s search habits, which will help your accounting firm make better and more informed business decisions.