Digital Marketing for Accountants
Keen to find out to how to market your accounting business online? You’ve come to the right place. This blog is aimed at accounting firms looking for the best approach to grow their client base from scratch, using digital marketing.
Whether you’re a start-up or an established accounting firm looking to embrace the world of digital marketing, you’ll no doubt be interested to find out how you can maximise sales from internet traffic.
In order to do this successfully, you need to establish an online presence. Here we will take you through the steps in growing an online presence for your accounting business.
We are taking things back to basics here but at the very least you need a website. You can’t have an online presence without one. Even if you have social media profiles, you still need a site that acts as a 24-hour reference point on who you are and what you do. Without a website, you are missing out on great opportunities for your business.
When looking at web design, make sure your chosen agency has been fully briefed on your business and your target market. Ensure your company branding is clear and consistent, your company USPs stand out and your site conveys a good balance of corporate and personal elements.
Unsure about what makes a good design? Web design can vary greatly from designer to designer, some prefer a simpler look, whereas some prefer more creative elements with bells and whistles.
There is no right or wrong here, but you do want to make sure the site is user-friendly and has easy navigation and clear calls to action.
You only have one chance to make a first impression so your site needs to instantly capture the user’s attention with great content.
Internet users, are fickle, particularly those who have no brand loyalty and have landed on your site via a search for a particular accountancy service, as opposed to a direct search on your company. Businesses need to work harder than ever to prevent a user from wanting to hit the back button. If they feel compelled to return to the Google results page, then there’s a good chance you’ve lost a potential client.
Your website should educate your clients on the accounting services you offer. Aim to have strong content depicting your services and consider questions such as “why choose us”, "what's in it for the customer" etc. If you can answer a client question in your content, you’re more likely to get them to enquire.
Other important information includes contact details; NAP (name, address, phone number) and an email or enquiry form for getting in touch.
Client testimonials are a way of showing off your company’s expert ability without singing your own praises. It reinforces your brand and creates trust. Equally, user generated content (reviews, feedback etc.) publishes unbiased information about your brand. It also adds fresh, dynamic content to your site, without you having to spend time producing it.
A blog is a must. Similar to the above, it will add fresh content to your site, but it will also enable you to creatively answer questions that existing or potential clients may have. Blogs can regularly be shared via social media, increasing online awareness of your brand and the number of clicks to your site.
If you have a website, great, but if it can’t be found easily on the internet, it’s almost as redundant as not having one at all. Think of it like this: what if your brand has been recommended to potential clients looking for accountancy services but they can’t find you?
Utilising online marketing methods to attract new clients to your accounting firm is an absolute must, but you’ll need to devise a tight strategy to target the right demographic, to ensure you’re maximising your budget. Increasing traffic to your site is great, but you want them to engage.
SEO (search engine optimisation) is a must for all businesses. This should be at the core of your online marketing strategy as it’s an organic process that steadily builds your website’s presence in search engine’s results pages. The biggest consideration for SEO is choosing the right keywords that fit your businesses services. Optimising your webpages for these terms will help your site to rank for relevant keywords, helping to drive targeted traffic.
There are many other activities that fall within the realms of SEO, such a local citation listings, schema tagging and increasing your volume of back links. Some are simple and easy to put in place, whereas some require a more technical understanding.
PPC gives a paid alternative to keyword targeting. Obviously, it costs more, but it usually comes with a higher success rate for converting traffic into paying clients. You have the option to bid on the keywords you wish to target and setting a budget so you don’t spend more than you can afford. The key here is ensuring your landing pages are highly relevant to your keyword and have a simple call to action for users.
Social media is now a must for businesses. Social media marketing has a 100% higher lead-to-close rate than outbound marketing!It’s also relatively inexpensive and comes with options for you to pay for highly targeted ads that can have a pretty large reach, as and when you need them.
Social media marketing also naturally improves your SEO. Search engines such as Google can see which pages of your website are regularly visited, from those that are just floating around the world-wide-web. So, promote your sites pages via social media and it will benefit your online search performance.
Ensure you have prominent social sharing buttons on your website for increased reach. If you make it easy for users to share your content, they are much more likely to do so than copying your link and pasting it into an email or status box.
Digital marketing enables you to track, monitor, analyse and interpret the buying behaviour and preferences of your target audience. This makes it a very useful tool in giving relevance to your marketing data. This data can be used for future strategy development, to see what mediums work and what areas of your accounting business are generating enquiries.
Google Analytics is a great piece of software for monitoring your performance. This can easily be integrated with your website via a simple tracking code and it enables you to pull an array of insightful report, which you can use to furnish your KPIs and highlight key areas for improvement.
A Note from Whitefish Marketing
Marketing your accounting business online may seem like a journey through unchartered territory if you’re a newbie to the digital arena. However, it’s an incredibly effective way of growing your online presence and has the advantage of generating important data to help shape your ongoing marketing strategy, to ensure you are spending money on the right activities to get the best ROI.
Need some advice on growing your online presence? We are a Folkestone based digital marketing company, specialising in the accounting industry. Give us a call on 01303 720 288 for a no obligation consultation.