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If you’re reading this, chances are you’re struggling to understand how to best market your accounting firm in the ever-changing digital age. It can be hard to wrap your mind around which approaches you should be taking in order to market your accounting firm most effectively.
But you don’t need to sift through dozens of articles to try to understand which marketing tactics you should be using. The following five tips should go straight into your marketing toolkit as the most important strategies you should be using to promote your business.
Google My Business
If you haven’t already, it’s time to create a business listing on Google My Business. In this day and age, nearly every company has a business profile, and if they don’t, they’re suffering for it.
Your listing on Google My Business is often the first bit of information your potential clients will read about you when they search for accountants in their area. This must-have helps you get found online and gain credibility. Customers will look at your reviews and ratings to suss out if you seem like a good fit for what they’re looking for.
In addition to making a good first impression on potential customers, your ratings and reviews have a heavy influence on your SEO. If you have happy clients, getting positive reviews from them will give you a boost. As a bonus, responding authentically to reviews that you get will give you leverage over your competition.
If you’ve ever Googled any business, you’re probably familiar with Google’s 3-Pack without even knowing it. Google’s 3-Pack is the top three results Google displays for local listings.
Displaying on the Google 3-Pack can make a huge difference for your accounting firm. On average, the first, second, and third listings cumulatively attract 57.8% of business. Focusing on relevant keywords and ensuring your reviews are top notch will help you land a spot in the Google 3-Pack.
Email Marketing
Email marketing should be a critical part of your marketing strategy since it is one of the best techniques for customer acquisition. This great tool helps companies build relationships with their clients, reach target markets, and convert leads into sales.
When you deliver valuable and interesting information, current and potential clients will actually look forward to receiving your weekly emails. In fact, in a research study conducted by Marketing Sherpa, 91 percent of adults report looking forward to receiving promotional and informational emails from companies they do business with.
You can easily personalise your messages by targeting exactly what your clients and potential clients want to see. When you filter your mailing lists into categories, like current clients and website subscribers, it makes your communication even more customisable and effective.
Focus on Local SEO
In 2018, nearly 50% of Google searches included a location. Google is getting more savvy at providing local listings by considering Local SEO which utilises some aspects of traditional SEO and combines it with local intent.
When you search for “accountant near me” Google ensures that your query comes up with the best listings in your area. Because of this, it’s important to ensure your online presence is relevant to the areas you are trying to reach.
Some ways you can improve your local SEO is by using a relevant title tag which incorporates your location. For example, an accountant in South Yarra might use the title tag “Best Accountant in South Yarra”.
Additionally, it is important to publish quality content on your website, maintain your social media profiles, get backlinks from other websites, and ensure your Google business listing is looking polished with rave reviews.
Because Local SEO and Google’s 3-Pack are tightly connected, if your Local SEO is thriving you have a higher chance of showing up in the Google 3-Pack and reaching your local target market.
If you focus on these marketing strategies, you should be able to improve your Local SEO and reach a wider audience in your area. It may take hard work and dedication, but it will be worth it once you start seeing results.
Blog Often
Blogs aren’t optional anymore. They serve as a marketing essential and a way to gain credibility, increase page traffic, and provide information to current and potential clients. If you want to assert yourself as an industry leader, blogs are the perfect platform for just that.
Your blog isn’t the place to ask for the sale, but rather the place to let customers know you’re up for the job. If you commit to a weekly post, you will not only boost your SEO but keep customers in the loop. Regularly updating your blog is a great way to establish authority in your industry.
Are you wondering how to come up with blog topics? Looking at the “what”, “where”, “when”, “how”, and “why” of accounting is a good place to start.
Beyond educating your readers, having a content upgrade for website visitors is a great way to engage your visitors and capture their information to use for marketing purposes at a later date. Consider having an eBook, video series, or subscription-based newsletter that will appeal to your target audience.
Social Media
LinkedIn, Twitter, Facebook, and Instagram are some of the first places a potential customer will visit to get information about who you are and what you do. In order to effectively use social media, you need to identify where your customers and target audience spend their time and focus on those specific social media platforms.
Make sure you are posting relevant, interesting, and valuable content. Effectively using social media will help you gain visibility and continue to allow you to build relationships with current and potential customers.
You don’t always have to use new content on social media. Repurposing content can be a great way to save time and money. You can use snippets of blog posts you’ve written, bits of your newsletter, or even record a video about a topic you’ve already written about. The possibilities are endless!
Seeing the Results
If you focus on these key elements of marketing communications, your accounting company will flourish. Be sure to focus on making your content shine, increasing your credibility, and gaining visibility and you’ll watch the customers trickle in. Marketing for accountants in the digital age can be tricky, but with this go-to list you’ll be ready to go in no time.
If your interested in growing your practice, download our free e-book ‘Marketing Strategies for Accountants In A Hurry' here.
Call Cameron on 1300 887 151 for more information
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