Word of mouth is crucial for accounting firms when it comes to marketing and new business, or so it was. Now, as technology advances with automation of tasks and we can communicate wherever and whenever, incorporating digital marketing into your lead generation marketing strategy is key today. Relying solely on referrals won’t necessarily generate the business you need to grow your firm.
Marketing automation
A key thing for accounting firms is freeing up time. We know that accountants are time poor managing many client relationships and ensuring the client experience is top notch. So, anything that can take over everyday activity will help. Whilst we’ve seen innovation in financial accounting to free up time from repetitive tasks and manual data processing, this is adding digital marketing to the mix can enhance your offering further.
Asking visitors to your website to sign up to a regular email newsletter or download a helpful template you already have an idea of what the visitor is interested to know more about. With automated emails and knowledge of website users interest you can create emails that reach people at the right time. With connected website analytics to your email marketing platform you can really target messages to your client base.
You can also schedule email messages to your clients or prospects so that they don’t go too long without hearing from you. Following a download of anything from your website it’s essential for follow up and that’s where email automation comes into its own as it can do this automatically for you.
Linking this with a Customer Relationship Management (CRM) platform will provide you with great insight across your firm of interaction with clients and prospect to help improve client retention and increase new business opportunities.
Website chatbots
Chat bots are a great way of answering typical questions and fielding enquires to the right funnel. The customer experience is also a lot smoother as well as freeing up time as it fields enquiries to the right department. The chat bot can essentially provide all the advice needed that the visitor is looking for.
It’s a truly interactive marketing tool for your website as the visitor feels like they are being welcomed to the website and shown around. Rather than being left to their own devices.
Content marketing for accountants
These are just a couple of examples. What’s key is having good quality relevant content that can be seeded out through various channels tailored to your target audience.
With quality content you can repurpose for various digital marketing channels. So, when you write a blog or an article it’s making sure that you shatter this information into bite size chunks for other digital channels. Therefore, it’s not just one article but perhaps 10 different tips you want to get across all originating from one source on your website.
If there was one message we would want to get across to accounting firms, it’s that your website is the centre of your digital world. So, any activity you do elsewhere online whether that’s paid-for advertising or social media, your goal is to push viewers of your content back to your website.
It’s also important to remember that it takes approx 7 views of a brand for a potential customer to become aware of the message. So, ensuring that digital marketing is accounted for in your overall marketing strategy is essential.
Developing an inbound digital marketing strategy
We provide digital marketing agency for accountants in Croydon. By offering an initial consultation we can get to the bottom of what your goals are so we can develop a digital marketing approach that’s ideal for your accountancy firm.
It’s not a one size fits all approach. So, if your accounting practice is looking to attract quality clients and qualified leads, perhaps now is the time to explore the options of digital and inbound marketing.