Digital marketing offers a whole raft of marketing tools for small businesses to help you plan a campaign to target your specific niche and help your practice grow.
Here we cover digital marketing for accountants and give you an overview of some of the top points to consider and action to help you increase awareness of your firm, build your online presence and reach your target audience.
- Get your website seen: Firstly, take an audit of your website to see if it’s doing the job it should be. What are you accounting services? Are there succinct facts about what you do? Is the content relevant to your target audience? And, are there clear calls to action to get that prospect to click for more…? Really think about your businesses web design and how it will be seen by potential clients.
- Search Engine Optimisation will help you rank in search: Keywords within content on your website will help you rise in organic search rankings and can generate leads. But so is understanding your target audience so that content you write answers their specific questions. Although, it’s not all about keywords and phrases, look at our information on setting up and maintaining SEO for more detail.
- Google My Business: Populate Google’s own business library with your firm’s details.This is the box that pops up on the first page of Google search when the company name is typed in. It’s free to do and at the very least get the basic information up there about your company, such as website address, telephone number, contact email and opening times, as this all helps with SEO and it’s another place that you can be found.
- Pay Per Click (PPC): Increase traffic to your website through PPC ads (Google Ads or Social Media advertising for example). Create a dedicated landing page on your website so that when people click on an ad they land on a page with relevant content and, because it is relevant, this will help lower the cost of the ads. Look at our tips for setting up and running a PPC campaign.
- Build brand awareness: Regular and relevant content marketing through blogs on your website, email marketing, social media posts etc., will help position you as thought leaders and build your brand. Be factual with content. Offer your readers tips and advice, industry statistics gives great factual advice but remember to credit anything you use and add links to the original stats.
- Build trust through online networking: Social media marketing is key. The best channels for accounting firms are LinkedIn and Twitter. With LinkedIn it’s worth remembering that you’re networking. It’s not about selling it’s about creating that business relationship. You connect with people to then be able to engage in the future to talk about services. With a Twitter account your bio is a quick opportunity to showcase what services you offer. It’s worth having presence on this channel as your competitors will. It allows you the opportunity to share industry insight from accounting resources such as Accountancy Age. Also, having a Facebook page for your company that is up to date, even if you don’t post much from it, means that you have visibility on one of the largest search engines.
- Email marketing: This is another form of online marketing and with 86% of professionals preferring to use email when communicating for business purposes (Source: HubSpot, 2017), it makes sense to include email marketing into your inbound marketing strategy. Read our email marketing tips to help you create a great campaign.
- Marketing automation: To free up time and be efficient in your marketing, become targeted through automation. Marketing automation can link with your CRM system ensuring that automatic email responses or pop up chat boxes are tailored to what your website or social media visitor has viewed, downloaded or asked a question about. It helps you nurture leads from prospects through your lead generation funnel through to qualifying lead and ultimately customer. We’ve partnered with Hubspot, for top CRM (Customer Relationship Management) and Automated Marketing software, find out more about this comprehensive inbound marketing option.
Get in touch
Smart Cow is a digital marketing agency for accountants. As you can probably make out, it’s not about one digital marketing action over another but rather a host of tools that help you tailor a targeted campaign. Get in touch with us today to create your digital marketing strategy.
Digital marketing resources:
Here’s some further information to help you create a digital marketing campaign for your accountancy practice, and other marketing services we offer.