Blog as part of content marketing strategy

Content builds trust

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Building trust is essential for lead generation. A huge part of building trust with potential clients is through the type of content you create and publish on your website and other digital channels.  

Your content marketing strategy will encompass blogs for your website and social media posts through to email campaigns and Pay Per Click (PPC) advertising. It is your chance to build brand awareness and through regular unique content, start to build trust as leads begin to familiarise themselves with your products and services.  

Content marketing plan  

When it comes to content, it is important to develop a schedule, this will make sure you are uploading blog posts, distributing email newsletters or sharing updates on social media on a regular basis with a constant stream of new and relevant content. 

The more you share, the more people will see what you have to offer and the more likely they will remember it. However, you don’t want to bombard potential customers with information. There needs to be a healthy balance.  

In your blogs, you can cover topics which showcase your expertise in specific areas while keeping content clear and concise. Remember do not be afraid to give away information for free, this is a great technique to bring people in. So, create tips and advice articles, publish case studies, offer fact sheets or ebook downloads.  

Content has to add value and help people solve a very specific problem. That’s why we always recommend creating an online persona of your target audience and that you always consider solving their challenges with your products and services. 

Write blogs that answer their questions. The goal is to optimise that post to appear in related searches by including keywords.  

Marketing your business, whether an accounting practice, construction firm or retail environment, needs to establish trust with your target audience. The way you do that is by providing value and repetition through creating content that is unique, timely and frequent. 

SEO 

Improving Search Engine Optimisation / SEO is key to improving your ranking in search engines helping to get your company seen online. Your content is part of this strategy. Prospective clients type in keywords relating to your business, so the more you include specific keywords throughout your content will help your SEO. 

Digital marketing Croydon  

If your company is based in South London, Croydon and surrounding areas get in touch to receive advice on creating a digital marketing campaign that’s tailored to your business. We can provide support on content for websites, social media, Pay Per Click campaigns through to emails.  

Blogs to check out: 

We work with a range of clients including accountants and accounting firms providing professional digital marketing services including content marketing for accountants.

Digital marketing for accountants

Accounting firms: Kick start your inbound marketing campaign

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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:

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.

SEO

Boost your SEO

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Search Engine Optimisation (SEO) is a long-term strategy but if you can get into the routine of doing a few simple tasks whenever you upload content to your website then this will support your ongoing SEO strategy well into the future. Here’s our four tips.

Internal links  

As with signage in a shop, your website layout needs to be easy to navigate. This is not just for your website visitors but it’s also for the search engine web crawlers. Always remember that these are part of your core audience. If search engines can simply find their way around your website, then this will help you rise in organic search engine rankings. 

So, how can you help people and search engines move with ease around your site? Well this is where adding internal links is essential. Always have at least three internal links from one web page to elsewhere on your website. Think of it as a signpost and remember to point people in the right direction. Adding a link to the homepage also helps.  

Keywords 

Include your keywords in your web page URL as well as an H1 or H2 header tags – these form part of your technical SEO that you’ll add when you upload your content to content management system (CMS) like WordPress. Again, these act as a guide to search engines about what the content on your web page is about so that your website can appear in search results for an appropriate enquiry.

Keep it simple and people will find you.  

Content marketing keep it fresh  

Unique content is a crucial part of your content marketing strategy. It’s about being informative and knowledgeable providing advice for your target audience.

Remember to add keywords in your website content that are relevant to your products and services. Basically you need to think about what people will search for in search engines and therefore you need to write about it and include these words in your blog post, services pages and homepage.   

Title tag and meta description  

Always complete your title tags. These show on search engine results pages (SERPs). This is what your audience will click on to your website. So, make sure you have your keyword in the title tag but keep within 50-60 characters.  

You can then give more detail for your meta description so that potential website visitors can see more about what’s on offer. Rally think about what will make them click your web page link over your competitors and have that information in you meta description but restrict this to 50-160 characters.  

SEO Croydon   

We’re an SEO company based in Croydon and London with a specialism in helping businesses gain quality leads. We work with a range of businesses including professional services such as accounting firms. We can help with setting up an SEO campaign including SEO audit.

We can also work with you on your digital marketing strategy including a mix of tactics such as social media management, Pay Per Click (PPC), email marketing and CRM – read more about our marketing services.  

Further reading  

Man working on laptop using marketing automation

4 Email marketing tactics for effective campaigns

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With 3.9 billion daily email users and 59% saying marketing emails influence their purchase decisions, email marketing is a digital marketing tactic not to be dismissed. So, we thought we’d give you a snapshot of four key points to consider when embarking on an email marketing strategy to help make it truly effective.  

Personalise emails 

Analysing your insights from email marketing campaigns can really help you to customise your emails to answer the needs or your potential customers. Learn when the best time of day to send emails to your target audience is. Know when they open their emails.  

Make sure your tone of voice resonates with your target audience. And, understand what articles are proving most popular with your audience by looking at the click through rate.   

We appreciate that this may take a little time to hone, especially if you are starting out, but if you have a GDPR compliant list of email addresses that have subscribed to hear from you then use your contacts.  

Subject lines 

This is what is really going to entice a subscriber to open your email. What keywords will encourage an open rate? Don’t be clever, sometimes keeping it simple and factual will be more beneficial. Emojis have also proven popular for open rates.  

Remember that you have a warm lead as people will have subscribed to your email list. So, make sure that the title is something that your audience will want to learn more about, people are less likely to open something that they are unsure about.  

Be insightful 

We often talk about the importance of content marketing as part of your inbound marketing strategy to position you as a thought leader in your field.

Use email as your news feed. Bring the latest industry insights to your email subscribers. It’s not just about sharing posts on social media, repurpose your content for emails too. Therefore, add snippets of your blogs with bold call to actions in your email with links back to your articles on your website. Remember an email campaign forms part of your overall lead generation strategy to drive people back to your website.

Create an email template when you start out as this will help you to easily populate it with future content. The format will become familiar to your avid readers which helps with retention.

AVB testing  

Conducting a split test of your email campaign will allow you to get your messaging spot on for your target audience. Experiment with topics, types of downloads or offers so you can understand what works and what doesn’t. 

Email marketing agency resources 

Email marketing Croydon

As a digital marketing agency in Croydon, we’re able to offer businesses across London with inbound marketing support for improved lead generation. Using a suite of tactics including web design and development, email marketing, SEO, Pay Per Click (PPC), social media management through to CRM and marketing automation we provide digital marketing for accountants, professional services firms and local businesses.  

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