Let’s face it: if you want to run a successful business, you have to put it on the map – the digital map, that is. In the age where everything happens on the Web, potential clients choose the business with the best online image. And accounting is no different.
In this post, we’ll show you what the most important tips in marketing for accountants are. Because your potential clients decide if they want to work with you based on your online presence, we’ll have a peek at some successful accounting firm advertising examples.
Like any accountant out there, you love numbers and data, right? But how well are you scaling on the emotion chart? Do you know exactly what your clients need? Is your solution visible to them? Do they even know you exist?
Before we take a look at some marketing ideas for accountants, let’s briefly explain what digital marketing for accounting firms actually is.
What is Digital Marketing for Accounting Firms?
Digital marketing is the fancy term for having potential clients coming to you instead of chasing after them. It includes many marketing forms such as website presence, content marketing, and blogging, social media, email marketing, and SEO.
The main goal is to combine them all in one effective strategy that will help you establish your firm as a thought leader in the industry and, subsequently, increase your profit.
How to Market an Accounting Firm?
That’s great, but how do I market my accounting business, you ask?
Don’t worry, we at Accounting Presence got you covered. Read on to learn about some cool tips and tricks related to marketing ideas for accountants that, when done right, can skyrocket your earnings.
Marketing for Accountants: Best Practices for Accounting Firms
1. Website and online presence
The first step to online visibility is creating (or updating) your website. Make sure it looks professional and to the point. Include information about what your business is about, what services you offer, and what type of clients you serve.
Pay attention that your website is also mobile-friendly – target clients are supposed to find answers to their questions even if they’re at the bank asking for a second mortgage. It also has to be easy-to-use on any device (think fonts easy to read, visuals for those who don’t have the time to read, fast page loading time, etc.)
Pro Tip: Design the website from a client’s perspective: don’t brag about how good, awesome and successful your company is, but what it can do for that client. Find what pains your potential clients have and design the content for your website to address the solution to those pains.
2. Content marketing and blog
This is probably one of the best accounting firm advertising examples you can use. How couldn’t it be, when according to Semrush, 84% of businesses have a content marketing strategy with blog posts as the “most effective form of content”?
Your blog shows your expertise in the industry. This is where you can really shine as an expert in the field and attract the right audience for you. But remember, your blog posts have to discuss topics relevant to your ideal clients.
Do some research, find out what problems your prospective clients might have, and write the solution in your blog. This way you gain their trust and establish your credibility – next time they have a similar problem, guess whose website they’ll turn to? Just make sure you provide valuable information that puts them first.
Blogging is the best way to get new leads to your website. When you publish answers to common problems your prospects might have, you already establish yourself as a valuable resource on Google.
Pro Tip: Be consistent. Schedule your blog posts in advance so you don’t get trapped in the what-to-post vortex and stick to the plan. It’s best that you post a blog at least once a week.
But what if you’re not so good with words as you are with numbers? Or maybe you just don’t have the time to run a writing business parallel with your accounting.
Luckily, you can always count on us at Accounting Presence – we research your target market so you don’t have to. We create your content, your visuals – you name it – and we help you find your voice in the online jungle.
3. Social Media and communities
Fact: You can have HUGE benefits from using social media for marketing your accounting business IF you play them right.
Not all social media are created equal and the first thing you have to learn is which platform works best for your service. For example, Facebook is probably the biggest one out there used by individuals and professional businesses also and would be the best fit if you offer your accounting service to direct consumers.
If your company is focused on business accounting, then LinkedIn might be the better option for you. For short tips and insights, even Twitter can be of great value if you want to connect with your target audience.
And if your posts are helpful, your audience will engage – likes, shares, tweets, and even word of mouth. How’s that for marketing for accountants? Just remember to keep your tone conversational – it’s people you’re talking to, not robots.
If you’re just starting your accounting business, we at Accounting Presence can help you with the overwhelming feeling of managing your social media. We take the burden off your hands and manage your platforms so you can dedicate your time doing what you know best – serving your clients.
4. SEO & Local SEO
SEO stands for Search Engine Optimization. Translation: how to rank well on Google for specific keywords and phrases. For example, if you google “financial statement” you’ll see plenty of articles on what types of financial statements there are, a guide on how to write one – you know, the basics.
But there’s a reason why one website ranks first on the first page of Google, another second, and some other last. SEO helps a website to appear on that first page on Google by maximizing the number of visitors of that website.
Local SEO, for that matter, is helpful when you want to target clients in your own area. For example, someone nearby is googling about accounts payable or accounts receivable. A well-done local SEO will display your business to that someone as a great match.
Because SEO can be both on-page and off-page (we know, lots of alien terminologies here), we highly recommend that you leave SEO to the professionals. Accounting Presence can also help you increase your visibility on local websites and directories while engaging you with your local community.
5. Email Marketing
Or the silent brother of the rest of the marketing strategies. Why? Because it’s often overlooked and it’s way more intimate – with email it becomes personal, you address a specific person. It’s not like social media where all the hustle is and everybody’s talking (or CAPS ON-ing).
That’s why email marketing can be a hidden gem among the marketing ideas for accountants. It’s probably the best way to turn your casual subscriber into a new client. Because it’s more intimate and focused on only one topic, you have the ability to explain why your accounting firm is the best choice.
Plus, did we mention that email marketing has an average ROI of 4200%? No typo here, it’s 4200%. This means that for every $1 you spend, you get $42 in return. If that’s not a good deal, then what is?
As a marketing tool, you can use email marketing to a) nurture already existing leads – this means to provide some additional helpful information (or even entertainment), and b) promote some specific service.
Just don’t forget – like with the website – to make it user and mobile-friendly. Also, it doesn’t have to be all text – create it as a visual. Try out different strategies and see which one has the highest open rate.
Need Help with Digital Marketing for Accounting Firms?
We taught you all the basics, so we know that you can go out there and create your website, establish your online presence, post regular blogs, post regularly on social media, optimize for SE, create email campaigns, and then do your original business.
Come to think of it, it looks like a lot of work before you can start doing your actual work, doesn’t it. How about leaving it to a team that excels at digital marketing for accountants and you just relax and watch the magic happen?
When it comes to something that important as your own business, it’s best to give it to someone you can trust. We work with you every step of the way, ensuring that we’ve created the best strategy for you and your future clients.
Check out what Accounting Presence can do for aspiring and busy accountants who want to increase their online presence.