Online Marketing Myths
How many times have you googled a simple medical symptom and been returned with information about all sorts of suspected illnesses? Within a few minutes of browsing, you’ve gone from a stomach ache to suspected appendicitis and all you had was indigestion.
Don’t always believe what you read.
The internet is a public domain full of information at your disposal. But not all of it is accurate, so you need to choose your information source carefully.
What has this got to do with accountancy marketing myths?
Like looking for diagnoses from a symptom, there’s a lot of information out there on how to improve your marketing reach as an accountancy firm. Question is, how do you know if it’s correct?
Add to that they fact that the elements that make a good SEO campaign are highly changeable over time so you could just be looking at out-of-date information.
Why listen to us?
We are accountancy marketing specialists and we have wealth of experience working with a range of top accountancy firms on various digital marketing campaigns.
We talk to our clients about their expectations and their level of understanding when it comes to digital marketing and it’s amazing how it can differ from one company to the next.
So…we thought we’d share with you the top 5 marketing myths we’ve come across in the accountancy marketing arena.
Myth 1: SEO is a one-off task
A few firms with whom we have designed new websites for, have asked if we can make their site SEO friendly in a one-off project. By this they mean factor in their target keywords, optimum landing pages, internal links and blog set up. This is something we naturally carry out as part of our web development projects, but SEO efforts should not end there.
SEO is an ongoing activity that requires consistent effort. All important tasks such as content generation, social and PR activity and webpage optimisation that are all expected if you want to grow your SEO traffic.
SEO should be built into your company’s monthly marketing activity, either in-house or outsourced to a specialist.
We offer both retainer SEO packages and SEO training to accountancy firms so do get in touch if you need some advice. Alternatively, why not apply for a free SEO audit.
Myth 2: Social media doesn’t work
Social media is an effective tool for all industries, including accounting. However, within the social space, you should choose your mediums wisely.
If you’re a retailer or an interior designer, Instagram and Pinterest (social networks with a visual aspect) are ideal. Less so for an accountancy firm, which would be better suited to Linkedin, Twitter and Facebook. These networks work well for B2B and B2C businesses.
Myth 3: Digital marketing only works for sites with large volumes of traffic
Complete fiction. Just because a brand’s website receives a high level of visits, doesn’t mean any of the users are targeted. Web visits aren’t all that if the users aren’t doing anything.
The truth is, it comes down to how you connect with users with the intent you are looking for, what your campaign message is and what your onsite user experience is like. Get all of those three right and leads are much more likely, even with a small pool of visits.
Developing a strategy that targets the right user with the right need via the right method is worth more than focusing on high volumes of traffic.
Myth 4: All I need is a website
Bit of a tale that. A website is merely an online catalogue of your company profile and services, with some features to enable users to interact.
Being online doesn’t guarantee being found. Think of it as a printed brochure. Getting a load printed up is great, but awareness of your brand will be limited if all you do is keep them on a reception desk in the hope that someone will pick one up.
You need to market your site to target more than just those who know your brand.
Digital marketing methods that could be considered include:
Myth 5: SEO and PPC don’t work together
If you’re unfamiliar with these acronyms, let us enlighten you. SEO (Search Engine Optimisation) is the process of naturally improving your website’s online performance by organically climbing the rankings on Google’s search results pages.
PPC (Pay Per Click) is a paid advertising service through Google where brands pay each time a user clicks on their ad. These advertising spots appear at the top of the page on Google’s results pages.
It’s easy to see why some might believe these two channels to be competing forces, but when executed correctly, these campaigns can be seriously complimentary to one another.
Some digital gurus believe that PPC enables you to test-drive keywords before implementing them into your SEO campaign. The tools used for PPC give far more visibility over keyword volume and performance and so lend themselves well to SEO.
Get in touch
If you are baffled by accountancy marketing and want a no obligation discussion with one out our experts, call us on 01303 720 288 or complete our online contact form.