Social Media Marketing

Social Media Marketing archive by Smart Cow Marketing, digital marketing agency offering the best lead generation services in and around Croydon.

Social Media scrabble letters

What can LinkedIn Sales Navigator offer my business?

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LinkedIn is the social media platform for business networking. It’s not about posting filtered images of lovely cups of coffee (unless that’s your business of course), it’s about networking with people to support and grow business. But how can you find the right prospects in a more efficient manner and in a way that’s not intrusive?

This is where using the Sales Navigator tool by LinkedIn can help.

What is LinkedIn?

Firstly, here’s a quick recap about what LinkedIn is. Think of LinkedIn like attending a local monthly business breakfast group, you go there to network find business opportunities and help connect suppliers. The difference is that LinkedIn is a social media platform. But the principle is the same, you engage, network, support, share updates and insight.

Whilst you would have your own individual profile, you can also set up a company page for your company. You can post updates and add links back to your blog post on your website. These provide quality links which in turn helps your Search Engine Optimisation (SEO) strategy and being found in Search Engine Results Pages (SERPs).

Over time you will build your network with followers through ongoing engagement with topical social media posts and the type of content relevant to your audience.

Lead generation campaign

There’s so many social media analytics to draw on from your LinkedIn company page including, seeing who has just followed you, the companies to track as well as engagement rates on posts so you can get a feel for what your audience likes to hear about most.

However, you can also ramp up your lead generation strategy with the adoption of LinkedIn Sales Navigator. The professional features mean that you can get more targeted and reach a wider audience from LinkedIn’s network.

Key benefits include being able to see who has viewed your profile allowing you to engage with them as a warm lead.

You can add tags to your prospects enabling you to filter and then synch back to your CRM (Customer Relationship Management).

You can view job changes in real time, alerting you to new business opportunities.  

The benefit of networking is connections and once you are aware of a mutual link then this makes it easier to engage with a prospect. The TeamLink connection filter allows you to reach prospects that match your search criteria and have a mutual connection. It taps into the networks of people in your company.

There are three levels of Sales Navigator package to explore from Professional for individuals, through to Team and Enterprise. Find out about LinkedIn Sales Navigator here.

Social media marketing agency

Your social media marketing strategy should form part of your overall inbound marketing. Don’t look at social media in silo. Make sure your approach to reach your target audience is holistic and also right for your business. If you’re not already on LinkedIn but feel you should be, then get in touch. As one of Croydon’s top social media marketing companies we can discuss your social media marketing plan, the social media channels for your business and a tailored approach.

There’s no one size fits all which is why we provide a mix and match digital marketing solution for our clients so we can offer a proactive approach utilising different elements of digital marketing to suit requirements. 

Book a FREE consultation
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.

What to consider when embarking on your social media strategy

Guide to LinkedIn for business

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LinkedIn, the social media platform that allows you to build and engage your professional network, has launched a comprehensive guide to LinkedIn for businesses. 

With over 30 million companies on LinkedIn and 675 million users, LinkedIn offers an influential social media platform for businesses to increase brand awareness with an interested audience.  

If you are a business that regularly engages on LinkedIn or you are looking to grow your network and enhance your lead generation strategy, this guide will help you get the most from the social media channel.   

The guide includes advice on how to tell your brand’s story on LinkedIn. It offers social media management tips, community management advice, information on paid social and ways on how you can drive business forward with your LinkedIn page.  

Understand your audience 

What’s key with using LinkedIn for your business, as with any marketing activity you embark on, it’s crucial that you know your target audience. This way you can create content that is relevant for them and ensures that your messaging will be of interest and ultimately lead to engagement.  

When using LinkedIn, it’s important to remember that it is a business focussed channel and to keep content tailored with this in mind. Thinking about how your business services or products will help your target audience will really help engagement and generation of quality leads.  

Now that many more people are working remotely and virtual events are the fashion for now, and probably for the foreseeable future, linking in with prospects is much more prevalent and somewhat expected.  

But you also need to remember that your employees are also on LinkedIn so encouraging them to share and like company content will help extend your reach. As the LinkedIn guide says: ‘your employees are your greatest asset and typically have 10x the reach of your LinkedIn page.’ 

Keep content fresh 

As we’ve mentioned before in our blog, by tailoring your content to your audience not only will this help position you as a thought leader in your field but also builds brand awareness and trust. But it’s not just about talking about your own products and services.  

The LinkedIn guide reminds readers to ‘mix up content’ and encourages platform users to follow a ‘4-1-1 rule.’ If you share one piece of content about your company/brand, then share ‘an update from another source and four pieces of content by others.’ This could be an interesting article from a publication, or a new report just launched. All of which should be relevant to your target audience and be from a credible source that has similar values to your brand or is perhaps a client, supplier or partner.  

Social media agency  

If you’ve been embarking on more digital marketing, including social media for your business, but need some guidance or support, we’re a social media agency in Croydon working with local businesses including accounting firms. We work closely with companies on their online lead generation which includes social media strategies.

So, if you’re looking to improve your social media presence as part of your overall marketing strategy book a FREE consultation with us. Let’s see what marketing avenues and social networks are right for your business and which tactics can help you reach potential clients and achieve business growth. Set up a time for a chat and let’s see if there’s anything we can do to support you with a social media campaign or other digital marketing services. 

Digital marketing for accountants

6 digital marketing tactics for accountancy firms

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With many of us now remote working and embedded in the virtual world, the importance of presence online has never been so important.

If you’re an accountancy practice looking to ramp up online marketing activity or need a little advice on where to start, here’s our lowdown on the digital marketing tactics to think about and incorporate into your marketing strategy.

Website optimisation  

We always start with a website review. Take a look at the content and check that it’s up to date. Then delve a little deeper and check whether all the information is on your website that you would except if you were a visitor to the site.

Don’t make it difficult for people to find things. Don’t be fancy. Make your menu and page content clear so that it’s easy for your website users to navigate. Be informative and professional, yet friendly and approachable.

When reading through your current website content, in the back of your mind always be thinking about what people search for when they are looking for accountancy services. These phrases should then become your keywords. Then make sure you have these keywords within content on your website.

Having keywords in your H1 and H2 headers will also help highlight what’s on that page to search engines.

On the backend make sure that you also have your meta descriptions and alt tags completed. This will also help with SEO (Search Engine Optimisation).

Read more about SEO with our blogs, Improve local SEO by creating local content and 6 SEO tips to improve search ranking.

Blogs

Don’t ever think that blogging isn’t for an accountancy practice. With the amount of regular updates for businesses from HMRC, and a lot more right now, there’s heaps of information to be talking about and informing your existing clients as well as your prospects. Be factual with content – offer tips, latest government updates, industry statistics and insight.

Writing blogs or having a news page is a great way to get fresh content onto your website which is what you need to help your accountancy practice be found in search engine results pages.

It’s a great way for you to add in those keywords you’ve researched too.

Google My Business

Make sure you’ve populated Google My Business with details of your firm. This is free to do and at the very least make sure you get the basic information up there about your company, such as website, telephone number, contact email and opening times. This all helps with SEO and it’s another place that you can be found in search.

You can have the chance to add updates too. So you can repurpose your blogs and add the content here as well. It adds quality links back to your website which is another thing that search engines look for to help understand the authority of your page.

Pay Per Click

Pay Per Click (PPC) is a great way to help increase traffic to your website. We recommend having a specific landing page created for a PPC campaign so that when people you are targeting click on an ad they will be taken to a relevant page. This helps reduce bounce rates and attracts quality leads.

A well targeted PPC campaign can help give you a real boost in search results and a way to reach your potential customers.

Social media marketing

A Facebook or Twitter account with up to date detail of your firm ensures you have visibility on two of the largest search engines. Whilst it may not lead to direct sales, they are great brand awareness platforms.

LinkedIn is a great channel for accountancy firms. With LinkedIn it’s worth remembering that you’re networking. It’s not about selling it’s about creating that business relationship.

So, if you’re not already regularly posting on a social media platform, perhaps now is the time to explore this for your accountancy practice. Look at your competitors and see what social networks they have presence. It makes sense to be in the same place.

Read our blog on the different social media platforms and how to use them for more insight.

Email marketing

A targeted email marketing campaign can have a significant impact on Return on Investment (ROI). What’s great about email is you can repurpose content you already have from blogs or it’s a great way to highlight updates to services.

But what’s key is that you make your email campaign personal. Really think about the person who has signed up to receive your emails and what they want to hear about. They are a target audience so think about how your email can benefit them. If it’s sharing news about latest legislation that they should be aware of or some interesting stats that can help their business planning or growth, then that’s of interest.

Our blog on email marketing benefits for your business has some further detail on the structure of your emails, through to the importance of mobile optimisation and analysis.

Digital marketing for accountants 

We provide digital marketing for accountants with bases in Croydon and London. 

Take advantage of our free website review and download our Beginner’s Guide to Inbound Marketing to help you on your digital marketing journey. Or book a free consultation to chat further about your goals for your accounting practice and we can tailor a proposal for you.

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