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Digital Marketing for accountants in London

04/01/202002/26/2020 by scmarketing

Is your accounting practice looking to attract more quality clients and qualified leads? Digital marketing for accountants is key.

A digital inbound marketing strategy could be the answer to help you reach potential Clients and retain existing ones.

Attract and retain clients

With the top 15 accounting firms in the UK based in London alone, having a search engine marketing strategy in place to help your website stand out is vital to lead generation.

Ultimately you want to generate traffic for potential customers, nurture those leads and then convert to a client. This journey is very rarely a one-stop shop. Your prospects will have done their research, checked out you and your competitions services and read online reviews.

But first things first, to generate traffic you’ll need to take a few steps for your firms website to be found using online marketing.

Search Engine Optimisation (SEO)

Through optimisation of your website and a good digital marketing strategy you can help generate traffic and attract good qualified leads from business owners who are interested in your services.

Read our blog post about what SEO agencies should offer London firms to help you review your current website and implement some quick win optimisation tricks.

Content marketing

As part of your accountant website review, take a look at the content. Is it easy to read, to the point and simple to navigate? Offering tips on accounting services and advice on new regulations helps position you as a thought leader to your client base. With fresh blog content, search engines have new content to find you for and that can easily be shared on social media.

But one review you can make is your use or keywords – are they relevant? For instance are you using such phrases as ‘accountants in London’? This all helps search engines find you and show you in relevant search results.

Pay Per Click

This digital marketing tactic offers a truly targeted way to reach potential prospects.

Pay Per Click campaigns (PPC) mean you can focus on geographical areas, pinpointing areas of London and Greater London as well as choosing demographics to fit your target audience.

Be succinct and to the point in your ad messaging as you only get a limited word count to play with. Test out your messaging too. The beauty of a PPC campaign is you can tailor and continue to tweak ads depending on results. In doing so you can really begin to see a Return on Investment (ROI) with a Google AdWord campaign.

Our blog on tips for setting up and running PPC campaigns will give you more insight to set up a specific campaign.

While a remarketing campaign provides that all important brand awareness as those ads will follow visitors around the web. Understanding how remarketing can grow your business has more helpful tips for you to consider for your accounting firm.

Lead nurturing & automation

Even if you have a good conversion rate, you’ll still need to be managing hundreds of leads through the life cycle. To make this efficient, you may want to consider applying several automation tools. From email campaigns, sequences and workflows, automating repetitive tasks can help free up time.

A good Customer Relationship Management (CRM) solution can also pull teams together to work effectively on leads and clients.

Looking for leads?

There’s no doubt that optimising your website will help create stand out and help you be found for your services. However, as you’ve read, there’s a whole host of ideas to consider, and more. So, if you feel you need support in attracting leads to grow your accounting firm, then get in touch with Smart Cow, a digital agency for accountants, and we can look at creating a digital marketing plan specifically for your practice.

Book a Free consultation.

Understanding how remarketing can grow your business

11/18/201910/01/2019 by scmarketing

Have you ever seen those ads that follow you around the internet? A few days ago you searched for something online and then an ad for it shows up on a completely different website a few days later. This is remarketing and a very useful tool it is too.

Sales very rarely result from a smooth journey from ‘A’ to ‘B’. It normally takes a few side roads to get to the end goal and remarketing helps you guide people along the journey.

We’ve talked before about ease of navigation on your own website and in a similar way remarketing is another way of helping to reconnect visitors back to your website. As people scroll through Google the remarketing ads appear in a strategic position on the page.

It’s helping to increase brand awareness and trust for your product and services.

Benefits of remarketing

Here’s some of the benefits of remarketing to help drive sales and awareness of your brand:

You can really target your audience. When someone has added items to a shopping cart on your website but then disappears without completing a transaction, you can create a remarketing list specifically focussing on these people.
Be found. Remarketing is another way of getting you found online. Ads can show when clients are searching for your business on Google which really reinforces your brand message.
Be creative. It’s easy to create ads via the Google Ad gallery layouts which helps you to create an eye-catching campaign.
Increase sales. Conversion rates are more likely to increase overtime. The more users see an ad, the more brand awareness and trust is built. Although you’ll find that the CTR (click through rate) declines over time, the people who do click are more likely to convert to a sale

While cost for a remarketing ad can be a lot lower than a standard Pay Per Click ad campaign, both can work in tandem with each other to really reinforce the message of who you are.

Running remarketing ads on Google and Facebook is a great combination.

Book a Practice Growth Session

If you feel you need some support in getting your website optimised with a paid for digital marketing campaign, then get in touch with us today.

We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Where organic misses pay per click can hit

11/22/202109/25/2019 by scmarketing

Pay Per Click (PPC) campaigns create adverts online so when your business is not being viewed in the natural results you can give it a little nudge with a paid campaign. While it can be somewhat complicated, as Google certified, we at Smart Cow can help small businesses navigate the terminology with a tailored campaign.

In this blog, we’ll run through AdWords management and the types of PPC campaigns you can implement.

Google AdWords

With a whopping 1 billion+ using Google search every month, it makes sense that your website is seen in search. While appearing on the first of a search engine results page in organic search is the goal, if your website is new you need to give it a bit of time before your keywords and phrases start to take effect. So, this is where a paid campaign can give your website a boost in search as a paid for ad will pop up towards the top of the first page of search.

Essentially AdWords Accounts are structured starting with a Campaign level, you can set up a number of Campaigns within this. Each Campaign then has AdGroups, so you can focus on really targeting your messaging. For example, you may want to focus on promoting CRM software so that would form one AdGroup within the Campaign. But then, in time, you may decide to push another product so therefore you can create another AdGroup. Each AdGroup can then have a number of Ads so you can have a range of messaging per AdGroup. You can then ‘throttle up’ or ‘down’ individual ads depending on how they are preforming. Then be specific with your keywords and the geographic area you’re targeting.

Social Media
Marketing

For the purpose of this blog we’re looking at paid for campaigns and a PPC campaign also applies to social media too. Although it’s worth noting that with all the social channels available at your fingertips, one size does not fit all. You need to carefully consider which channel is best for your business. If you’ve not already set up your channels, take a look at how we help our customers with their social media.

If you’re underway
with your social channels and are looking for a boost in followers or click
through to a special offer, then a PPC campaign can help. Our blogs on how to
boost posts for Instagram, Facebook and Twitter will give you an
idea of what you can do and how to do it from selecting a budget, attracting
more profile visits, increasing website traffic and choosing your
audience.

Keep your
messages simple

Remember who your target audience is when you tailor your messaging. Most PPC campaigns have a limited number of words you can use, so be clear and concise, this will also improve your quality score (where Google ranks the relevancy and originality in your PPC ads) . Campaigns that are very specific to the service, product and price are much more successful than a generic advert.

PPC Expert Croydon

If you feel you need some support in setting up a PPC campaign and all things PPC Marketing then get in touch with us today.

Sources: Business Insider via Search Engine Journal

The user experience of a website is fundamental to growth

05/03/202409/10/2019 by scmarketing

Have you ever wondered why customers leave their shopping cart without completing? Or only visit your homepage without clicking through to other pages? This could all be down to the user experience: how easy it is to navigate; how relevant and; how up to date the content is. Sounds simple, but if you don’t get it right it can easily impact on sales and business growth.

We’ve gathered together some top tips on what to consider if you’re embarking on a website update or totally new design.

Looking good

It goes without saying that your website needs to look good. It needs to reflect your brand, be image led and enticing to potential and existing customers. But it’s not all about looks. We’ve previously spoken about developing a target persona for your brand and ensuring that your website takes into account your target audience with appropriate keywords, phrases and imagery!

Ultimately you want to speak in the same language as your customers do and get across why your services or products are right for them. It’s also worth noting that you want to solve their problems so think about how your product and services can do this.

Easy to navigate

So, you may have got people to visit your website, but you need to keep them there and you haven’t got long to make an impression. If someone can’t find what they want in 3 seconds, especially if they’ve come to you because of a well worded social media post or Pay Per Click Campaign, you will lose them. Websites need to be basic and simple and if you’ve said in a marketing campaign to ‘click here’ about a certain product or service, then a customer wants to see exactly that.

Make sure you have very clear call to action buttons and arrows to draw the eye to areas of the website. Bold and contrasting colours can also help with navigation.

Bounce rate

If you’ve failed the 3 second rule, then customers are likely to ‘bounce’ off your website. When we start working with clients, we do an analysis of their website which tells us the current bounce rate – we then work with you to tailor messaging so that this rate lowers over time and converts. But you will find it hard to tailor messaging if you haven’t done the process of creating a target persona. Read our blog on how you should develop this persona for your business.

The Path Forward

The relationship between a well-designed website and business growth is unequivocal. Enhancing user experience is an investment in your brand’s future, necessitating a thoughtful approach to design, content, and technology. If the prospect of undertaking a user experience redesign seems daunting, professional assistance can provide the expertise needed to transform your website into a potent tool for engagement and conversion.

We encourage all businesses to critically assess their online presence and consider the profound benefits of prioritising user experience. The potential rewards, in terms of customer satisfaction and business growth, are truly limitless.