Lead Generation for Accountancy Firms
With so much to do on a regular basis it can be easy to get bogged down by day-to-day tasks. But, while important, these will rarely take your business to new and exciting heights. As well as meeting the demands of current clients and keeping up with the latest HMRC legislation, it’s also essential to focus on attracting a new audience. So with this in mind, here’s how to carry out effective lead generation for accountants.
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Establish Your Expertise and Authority
Marketing strategies for accounting firms need to take into account competitors. Accountants are all trying to generate leads, so what are you going to do to make people choose you? Well firstly, you need to make sure that your website is populated with informative, interesting and easy-to-read content. Your service pages should be well optimised with researched keywords and answer common user queries. You can find out what these queries are by looking at Google Analytics and sussing out what people type into the search engine to find you.
You can also start a blog. This should feature well-written, grammatically correct, thought-leading articles that showcase your knowledge of the accountancy sector. These can then be shared to social media in a bid to draw people towards your site and should always include the name of the author. Another top tip is to create both an About Us and a Meet the Team page. This humanises your brand and helps Google to identify you as a trustworthy and authoritative site which should in turn, push you up the search engine results page. The higher you rank, the more traffic you’ll get, and this can result in more genuine leads.
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Invest in a Good Search Engine Marketing Campaign
Working hard to create an authoritative website that showcases your talents and credentials is one thing. But you need to get eyes on your brand. And to do this requires a good search engine marketing campaign. Now there are two main roads you can take. The first is SEO. This is a long-term strategy that involves on-page optimisation, link-building and a thorough understanding of a wide range of Google ranking factors. The second is PPC. This is a paid for marketing approach that’ll help you appear at the top of searches for specific keywords that you bid and pay for. Both require detailed strategies. For instance, choosing the right keywords to target is essential for PPC. Ideally you want to appear for exact match searches as these are more likely to convert than if your ad showed for every single search involving a certain PPC keyword.
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Expand Your Social Reach
In order to generate leads in the accountancy world, it’s essential to expand your reach. The more people that know about your brand, the more clients you’re likely to attract. Social media is an excellent tool for attracting business, but it must be used effectively. First things first, knowing your demographic is a must. Understand where they interact online, what times they’re most digitally social and what sort of content they like. From there, you can tailor a strategy that’ll have people coming back for more. Remember, the purpose of social media marketing is to build your reputation, develop a loyal following and to generate business. So think about posting links from social platforms to branded email or e-book sign-up landing pages or to service page content.
Contact Whitefish Marketing today for a SEO/PPC strategy tailored to your business needs.
