With many of us now remote working and embedded in the virtual world, the importance of presence online has never been so important.
If you’re an accountancy practice looking to ramp up online marketing activity or need a little advice on where to start, here’s our lowdown on the digital marketing tactics to think about and incorporate into your marketing strategy.
Website optimisation
We always start with a website review. Take a look at the content and check that it’s up to date. Then delve a little deeper and check whether all the information is on your website that you would except if you were a visitor to the site.
Don’t make it difficult for people to find things. Don’t be fancy. Make your menu and page content clear so that it’s easy for your website users to navigate. Be informative and professional, yet friendly and approachable.
When reading through your current website content, in the back of your mind always be thinking about what people search for when they are looking for accountancy services. These phrases should then become your keywords. Then make sure you have these keywords within content on your website.
Having keywords in your H1 and H2 headers will also help highlight what’s on that page to search engines.
On the backend make sure that you also have your meta descriptions and alt tags completed. This will also help with SEO (Search Engine Optimisation).
Read more about SEO with our blogs, Improve local SEO by creating local content and 6 SEO tips to improve search ranking.
Blogs
Don’t ever think that blogging isn’t for an accountancy practice. With the amount of regular updates for businesses from HMRC, and a lot more right now, there’s heaps of information to be talking about and informing your existing clients as well as your prospects. Be factual with content – offer tips, latest government updates, industry statistics and insight.
Writing blogs or having a news page is a great way to get fresh content onto your website which is what you need to help your accountancy practice be found in search engine results pages.
It’s a great way for you to add in those keywords you’ve researched too.
Google My Business
Make sure you’ve populated Google My Business with details of your firm. This is free to do and at the very least make sure you get the basic information up there about your company, such as website, telephone number, contact email and opening times. This all helps with SEO and it’s another place that you can be found in search.
You can have the chance to add updates too. So you can repurpose your blogs and add the content here as well. It adds quality links back to your website which is another thing that search engines look for to help understand the authority of your page.
Pay Per Click
Pay Per Click (PPC) is a great way to help increase traffic to your website. We recommend having a specific landing page created for a PPC campaign so that when people you are targeting click on an ad they will be taken to a relevant page. This helps reduce bounce rates and attracts quality leads.
A well targeted PPC campaign can help give you a real boost in search results and a way to reach your potential customers.
Social media marketing
A Facebook or Twitter account with up to date detail of your firm ensures you have visibility on two of the largest search engines. Whilst it may not lead to direct sales, they are great brand awareness platforms.
LinkedIn is a great channel for accountancy firms. With LinkedIn it’s worth remembering that you’re networking. It’s not about selling it’s about creating that business relationship.
So, if you’re not already regularly posting on a social media platform, perhaps now is the time to explore this for your accountancy practice. Look at your competitors and see what social networks they have presence. It makes sense to be in the same place.
Read our blog on the different social media platforms and how to use them for more insight.
Email marketing
A targeted email marketing campaign can have a significant impact on Return on Investment (ROI). What’s great about email is you can repurpose content you already have from blogs or it’s a great way to highlight updates to services.
But what’s key is that you make your email campaign personal. Really think about the person who has signed up to receive your emails and what they want to hear about. They are a target audience so think about how your email can benefit them. If it’s sharing news about latest legislation that they should be aware of or some interesting stats that can help their business planning or growth, then that’s of interest.
Our blog on email marketing benefits for your business has some further detail on the structure of your emails, through to the importance of mobile optimisation and analysis.
Digital marketing for accountants
We provide digital marketing for accountants with bases in Croydon and London.
Take advantage of our free website review and download our Beginner’s Guide to Inbound Marketing to help you on your digital marketing journey. Or book a free consultation to chat further about your goals for your accounting practice and we can tailor a proposal for you.