As an accounting firm, it’s easy to rely on repeat and referral business. However, if you want to grow, you need to turn to marketing your firm.
Marketing for accountants requires a bit more expertise to break through the noise and get your business noticed. There are more than 76,000 accountants in the UK. You have to work hard to get your business noticed online.
Keep reading to learn the latest marketing tips for accountants that will help your business grow.
1. Get on Google My Business
How will you be found on search engines if you don’t tell search engines that your business exists? You have to fill out a listing on Google My Business to show search engines that you have a legitimate business. It will also help your firm be found when people are searching.
2. Get Your Marketing Messages Right
How well can you communicate what sets your accounting firm apart from all of the other accounting firms in London?
You need to be able to explain to someone the services you provide, to whom, and why they need to go to your firm. That needs to happen in about 5-7 seconds.
If you do that well, you’ll be able to weed out the people who aren’t a good fit for your business and pique the curiosity of your ideal client.
3. Optimise for SEO
Millions of people turn to search engines every single day to find products and services. That includes searching for tax information and finding accountants.
Search engine optimisation is a great way to get your accounting firm in front of potential clients when they’re trying to learn about taxes or trying to find an accountant in London.
4. Content Builds Trust
Let’s say that someone is trying to find tax information. They don’t want to hire an accountant yet, but they want information on what capital allowances are and what qualifies.
You can write a blog post that addresses that very question. The goal is to optimise that post to appear in related searches for capital allowances.
The person wanting to understand what they are comes across your post, they read it, and they become more interested in your services.
Your content has to go above and beyond adding value and help people solve a very specific problem.
Marketing your accounting practice needs to establish trust with your target audience. The way you do that is by providing value and repetition.
The more people see your company, the more they’ll remember it. You want to be seen as a tax resource in London, not just another accountant.
Don’t be afraid to give away information for free.
5. Capture Email Addresses
In the example above, your website did its job to get someone interested in your accounting firm. Now it’s time to convert that person to a lead.
The best way to do that is to have them sign up to your email list. That allows you the opportunity to remain in communication with them until they decide to unsubscribe.
In order to capture an email address, you want to offer something of value. People aren’t really going to give up their email address because you want them to sign up for your newsletter.
However, a guide that outlines 5 tax saving strategies for small business owners would be a great way to get people to sign up to your list.
Whatever you have as your trap, so to speak, it has to be relevant and useful to your target audience.
6. Follow up With Retargeting
Not everyone will want to sign up for your email after they visit your website. You don’t want to lose that lead for good, so you need to find a way to keep your brand in front of them once they leave your site.
A retargeting campaign can do just that. A retargeting campaign uses tracking cookies to present your display ads on websites and social media networks once someone leaves your site.
Retargeting does “impact consumer behaviour” and it can help you get more clients to your accounting firm.
7. Take Networking Online
8. Measure Results and Adjust Your Campaign
Once you start a marketing campaign, you can’t let it run on autopilot. It needs attention and tweaking, which can be difficult when you’re trying to manage client work in the middle of tax season.
You need to measure the results of your campaign to see what tactics are working well and which ones aren’t. That will give you enough information to make an informed decision about your marketing.
For example, you look at your analytics and see what you’re getting traffic to your site, and they’re reading your content. However, they’re not converting to email leads or scheduling appointments.
It could be for a variety of reasons. The visitors may be early in the buying cycle and need more touches before
It could also be that your lead magnet isn’t compelling enough to drive signups. Good marketing takes patience and testing to get it to be perfect.
Marketing for Accountants
As an accounting firm, if you want to grow, you need to do more than rely on repeat and referral business. You need to learn the latest ways to improve marketing for accountants and apply them to your business.
There are plenty of ways to market your firm from content marketing to SEO. To be successful, you need to be consistent and be willing to measure and test your campaigns.
Do you need help with marketing your accounting firm? Contact us, digital marketing and SEO experts for accountants, today for a free consultation.
