What is social media marketing for accountants?
There are plenty of reasons why social media is an essential part of the digital marketing strategy for accountants. Not only can it help you reach a wider audience and improve your brand awareness, it can even lead to increased web traffic and new enquiries. Here at Whitefish Marketing, we’re specialists in social media marketing for accountants and can help you leverage your chosen social platforms to enjoy greater business success.
How can social media marketing help my accounting firm?
It’s a common misconception that social media is reserved for brands that have a fun, exuberant image and a B2C client base – not true.  A solid social media strategy for accountants can do much more for your practice than you might think, targeting your ideal audience and communicating with them without losing the sense of professionalism that underpins your brand. Here are some key ways in which social media can benefit your accounting firm.
Types of social content accountants can post
There’s a vast range of social content that can be posted to boost your brand awareness and engagement. At Whitefish Marketing we create and post a combination of the different content listed below as part of your social marketing strategy.
- Informative posts will educate and update your clients on key areas of accounting, helping them to understand their business finances better.
- News bulletin / current affairs posts offer clients insight into changes that may affect them, such as Budget announcements.
- Press release announcements give you a chance to present your company in a positive light, talking about awards, charity sponsorships, internal changes and more.
- Hot topic posts give you the opportunity to focus on a particular area of accounting that’s receiving a lot of press coverage, and offer your own advice or thoughts.
- Hints and tips bring value to your followers, giving them bitesize information that cements your reputation as an authority while helping them navigate their finances.
- Deadline reminders help clients and followers stay on top of tax return deadlines, MTD signup deadlines and more.
- Video content and podcasts are a more engaging way to reach your clients, enabling you to discuss issues in more depth.
- Links to tools such as cost calculators or HMRC forms provide clients with a useful service without asking for anything in return. This added value builds trust in your brand.
- Links to your blog posts enable clients to read more about a particular subject or issue, arming them with the knowledge they need on a foundational level.
- FAQs give clients and followers quick answers to common questions.
- Event notifications let customers and followers know if you’re hosting a webinar, or will be attending a show, exhibition or conference so that they can connect with you there.
- Business infographics are a digestible way of presenting followers with relevant content, statistics and more.
- Checklists are similar to deadline reminders in that they’re a useful tool for your clients when important dates come around. For example, a Corporation Tax checklist can help customers ensure they have covered everything before submitting their return.
- Links to guides and whitepapers provide followers with an opportunity to get more detailed insights, and give you the chance to gain more signups for email lists.
- Trend reports within the industry such as findings on UK Business growth can help clients to position their performance in a wider context and take key information away for future planning.
- Showcasing your case studies is a chance to celebrate your successes and show followers how you can help their business to move to the next level.
- Showcasing testimonials from existing clients helps to build social proof, so potential clients can see what their peers are saying about you.
- Promotional messages and sales messages with a call to action are, overall, a small part of social media, but have their place. These will be provided in a timely manner to encourage followers to convert.
We understand that accounting and finance can seem like a dry subject, which is why in all instances we aim to keep your social media posts interesting and relevant. It’s also an opportunity for you to show the personality behind your business while remaining professional and authoritative.
Types of social media platform to post on
There’s a seemingly overwhelming number of social media options now, from newer platforms such as Snapchat and TikTok to what we might call the ‘traditional’ ones like LinkedIn and Facebook. As an accounting practice, you’ll need to focus on the platforms that are most likely to bring in business, so we’ll focus on those here.
A multi-generational platform, Facebook has 2.9 billion monthly active users, and is a great platform on which to start building relationships. It’s a place where you can start conversations, share links to blog posts and even create the odd poll.
Research by Hootsuite suggests that enabling people to message your business directly on Facebook increases your chances of them converting by 53%. So, if you’re looking to connect with individuals and offer an extra layer of client service, it’s worth marketing here.
Facebook also has cost effective paid advertising options that help you to reach a wider audience and support the content you’re posting on your page. It is certainly something worth considering.
LinkedIn is a platform used by professionals in a wide variety of industries. Around 134.5 million users actively use the platform every day, with an additional 48% of the total 900 million users active on a monthly basis. Some 65 million business decision-makers are on the platform, making it a worthwhile place to showcase your expertise and share research.
It’s the place to connect with other businesses and establish your brand as an authority. Long form articles are more likely to get read when posted here (as opposed to Facebook or Twitter), with sponsored posts proving an effective form of advertising on the platform.
YouTube is another channel that appeals to all generations, though it’s especially popular with millennials. In 2022 there were over 2.6 billion active monthly uses, and it’s the go-to place for video content.
Whether it’s an animation that answers frequently asked questions, a video that talks clients through the basics of bookkeeping, or a tutorial on a popular accounting software, you can post valuable and engaging content that establishes your authority and increases brand awareness. You can also post videos about your practice and team members to add a personal element.
Some 450 million active monthly users are on X, and like LinkedIn, it’s a good place to connect with other business owners, post links to long form content, and carry out polls. Research suggests that 67% of X users are likely to buy from a brand they follow, and that 92% of engagement with a brand’s tweets come from link clicks, so it’s a great platform for increasing web traffic by directing users to blogs, whitepapers and other long form content.
Here at Whitefish Marketing, we have been helping clients with their accounting social media posts and monitoring for over a decade. We can help you determine which platforms are right for you and assist with increasing engagement and traffic to your website.
Social media marketing services for accountants
Our experience tells us that the best approach involves posting a variety of social media content for accountants. We combine organic posting with paid advertising and LinkedIn outreach (where applicable) to achieve the best results.
We post a range of content on your business’ social profiles and analyse the engagement with it to determine what performs best. In addition to this, we have found that there is value in posting on third party forums with a large number of followers, so we post in those communities to establish your practice’s authority, promote your services, and increase brand awareness.
Our approach is as follows:
- Optimise and enhance personal and company social profiles on our chosen platform(s)
- Plan and develop a content calendar
- Schedule posts throughout the month to ensure regular content is shared, both on your own profile and on third party groups
- Reply to comments and questions, engaging where relevant
- Evaluate the performance of posts
Social pay per click can be used to support organic posts and reach wider audiences than those that follow you. We create and display PPC adverts on LinkedIn, Facebook and YouTube to help you raise awareness of your brand, increase web traffic and boost conversions. Once your ads are live, we monitor and refine them to ensure they’re delivering the best results, and can supplement them with sponsored posts where appropriate.
LinkedIn outreach is a great way to connect with potential clients and partners using LinkedIn. At Whitefish Marketing, our approach is twofold. First, we post topics in your personal profile to showcase your expertise in your field. If you specialise in wealth management for high net worth individuals for example, we’ll ensure the content focuses on this area. We will also replicate it on your company’s profile.
Then we reach out to approximately 100 prospects each week (based on your target audience), to increase your connections and open up dialogue for commercial discussions.
Across all platforms and with all types of posts, we agree the content and messaging with you first before posting. This gives you the chance to feed back or make amendments before the content goes live.
Why choose us
We combine speed, flexibility, and reliability to deliver social media marketing that truly works for your business. Our team responds quickly to trends and opportunities, adapting your strategy in real time while maintaining a consistent and professional brand voice. We pride ourselves on being dependable—meeting deadlines, communicating clearly, and delivering what we promise—without compromising on quality. At the same time, we keep our services cost-effective, ensuring you get maximum value and measurable results from your investment. The result is a high-quality, agile social media presence that helps your business grow with confidence.
Social Media Marketing FAQs
UK users spend almost six hours a day accessing the internet and approximately two hours a day on social media. It makes sense, then, to gain brand exposure on these platforms, which are viewed by millions each day.
The most basic social media marketing for accountants can increase awareness of your brand and start to build a community of existing and prospective clients. When used effectively, social media can bring much more to the table, facilitating conversations, enabling you to identify the specific pain points of your target audience, and ultimately driving web traffic and conversions.
Finally, paid advertising on social media is a highly effective way of reaching those you may not otherwise have an opportunity to connect with.
As we’ve outlined above, there are several social platforms that accountancy firms can use with success. Facebook, LinkedIn, YouTube and Twitter are the most effective sites for your accounting social media posts, but it’s not necessary to use all of these. In fact, it’s better to choose just one or two and ensure they’re leveraged well than to try and cover a range of channels half-heartedly.
In order to stay in front of your audience, it’s necessary to post to Facebook and LinkedIn at least twice a week. Other platforms, however, can be treated differently. YouTube, for example, can be posted to less frequently - it’s best to focus on the quality of your video content rather than the quantity. Twitter, meanwhile, requires more effort, with posts as often as once a day.
Yes. While we plan, create and manage social posts on your behalf, we always run content by you before putting it live. As such, you’ll have the opportunity to request amendments or express your own ideas.
The social media metrics your company measures should be based on your individual business goals, and they may vary as your goals change. However, there are some common metrics that we recommend all clients use as a baseline for gauging performance.
Impressions – How many people are seeing your brand on social channels and is this number growing?
Followers – How many people are in your immediate social networks?
Engagement – How many of your followers are engaging with your content by clicking links, liking or leaving comments?
Social Referral Traffic – How many people are arriving on your website via your social media content?
If you’re hoping to see leads being generated by your social activity, you can also measure conversion rate. For an overall picture of performance, we at Whitefish Marketing look at your social channels alongside your other channels. We might, for example, check the quality of your social media referrals compared to those from PPC to gain a deeper insight into how your overall social strategy is performing.
On the whole, we don’t recommend deleting negative comments or reviews because it’s better for your audience to see that you respond to them. Responding promptly and with understanding shows that you care about your customers’ experience and take a proactive approach to resolving issues.
If comments are spammy or otherwise inappropriate you may be able to delete them depending on the platform you’re using. It’s best to consult with us before taking action.
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