With so much happening online today, ensuring your accountancy firm has share of voice online is essential for new business and growth. While ensuring your existing clients are well looked after, in this current climate it’s no longer possible to simply rely on repeat business or referrals.
At the centre of all your online activity should be your website, but how do you get potential clients to your site?
Here we give you an overview of how to kick start or enhance your online inbound marketing campaign for your accounting practice.
Set up your Google My Business page
If you haven’t already set this up then make sure you action it as soon as possible. We’ve got a series of videos coming up to give you the ins and outs of this directory but safe to say that as it is one of the largest search engines, then having your business listed with address, contact details, opening times, web URL and services then you are already helping your optimisation strategy to lead people to your business.
Search engine optimisation (SEO)
Before starting your inbound marketing campaign, make sure that your own website is optimised for search engines. There are many tools available to run against your site to see where improvements can be made to your site is more effective. We found Semrush a great tool, although also many free options and plug-ins you can have for your browsers.
If your website design and build was some time ago make sure that is is mobile responsive. Check how the web pages look on your smart phone and that it’s easy to read and navigate.
We can provide a free website review which will highlight some key areas you can focus on initially.
Also take a look at our Boost your SEO blog for some quick fix top tips for your SEO strategy.
Create a persona
Do you know who you are marketing to? One of the best ways to understand this is to create a marketing persona. This is an imaginary character based on your target audience and current client base.
Once you’ve created a persona it makes it much easier to understand how to market to them, what language to use and what online marketing channels would be best.
Here’s our tips on creating an online persona for your firm.
Website structure
You need to make sure your website is structured to make it easier to navigate so that visitors can quickly and simply find what they’re looking for.
This makes a much better experience for your visitors and also lowers the bounce rate which will negatively affect your site in search engine results pages (SERPs).
We can work with you to review your site so that the website functionality is spot on for your prospects.
Keywords
It is worth making sure you know which keywords are appropriate to your business. Be specific. Think about what you would type in the search function to find what you are looking for to help you get a list of the right keywords.
This forms part of your content marketing strategy. Initially we recommend you review all your website content to ensure that it is up to date. Then consider adding a blog or news feed. The reason we suggest this is that it allows a space for you to add regular, fresh content to your website which will incorporate those keywords.
The more you use the keywords in fresh content, the more chances you have of being found by search engines. If you are an accountancy firm phased in Croydon then makes sure that you regularly say this on your website. But not only that, be a more specific in content and write blogs with keywords in titles or H1headings.
Take a look at our article, why blog, as this has some great tips on keywords, internal and external link building as well as Google My Business.
Inbound marketing agency for accountants
This is just a short overview of the key areas to implement to kick start your inbound marketing. Lay these solid foundations so that you can build on this for your ongoing inbound strategy. Here’s some further reading to help:
- Why more businesses are turning to inbound marketing
- 6 digital marketing tactics for accountancy firms
- Why digital marketing is key for accounting firms
We specialise in marketing as well as working closely with many local businesses in Croydon and London area. Take a look at our digital marketing services for accountants including website design and development, social media management, Pay Per Click (PPC) and more.