Digital Marketing for Accountants
An accountancy firm is a trusted service that deals with confidential information. Businesses and individuals often choose accountants based on recommendation and have long-standing relationships with them. They are not likely to switch unless they are dissatisfied with the service or the accountancy firm is closing.
So how do you target potential clients at this point? Well you won’t necessarily have visibility over when clients leave other accountancy firms, so it’s about making your business stand out as a trusted service, so that you have the potential to be next in line. This means embracing digital marketing.
Tips on Digital Marketing for Accountants
The term digital marketing may send some accountants running for the hills, but this is essential if you want to achieve brand awareness and generate lead conversion. Here are a few methods you should be pursuing to raise your profile online.
Search Engine Optimisation
SEO is an integral part of your marketing strategy. With 1.17 billion people now using Google search, you need to be easily found when a user looks for accountancy services in Kent, or for your specific town. This means optimising your website for search.
There are lots of tasks that form part of your SEO activity. One of the most important is keyword optimisation – targeting specific page content with keywords that best describe your products and services. For example, if you offer management accounting, you should be using terms like “management accounting in kent” or “management accountancy services” in your content. Try and split your content out into individual pages for your services, so you’re not optimising pages with too many keywords.
PPC
Pay-per-click advertising is another way to increase lands on your website’s pages, with the use of keywords. However, with PPC, you bid on these keywords for a ‘cost per click’ – this is what you are willing to pay each time someone clicks on your listing. PPC ads are fixed at the top of the search results on Google and may get more visibility than organic listings from SEO.
PPC ads are highly targeted, meaning you have a very good chance of your services being shown at the top of the page for local search. They are also very flexible as you control the budget.
Social Media
You may not think that an accountancy firm would benefit from social media profiles, but it absolutely would. Both businesses and individuals use social media, so you this can be a place where you can foster some B2B and B2B marketing subliminally.
Social media ads are worth the investment as you can tailor them to a specific audience based on demographic and interest. They are also served non-intrusively as part of the scrolling process. Video ads are worth their weight in gold as they play automatically and only stop if a user continues scrolling. This has taken the emphasis away from getting a user to click play.
Do you want to learn more about digital marketing for accountants? Whitefish Marketing is an established Kent based digital agency with expertise in helping businesses to grow their audience online. Give our friendly team a call on 01303 720 288.
