Marketing an accountancy business is hard graft. Clients are not usually looking for accountancy services unless they have a change of circumstances. This is distinctly different to marketing services within entertainment industries, where a service could have wide appeal.
So how do you target clients who may be looking for a new accountant – especially when you don’t know who these potential companies could be? You need to raise your online profile as a trusted accountancy firm and that means embracing digital marketing.
Accountancy Marketing
Contrary to the belief of some firms, traditional marketing methods are not your bread and butter. User behaviour is now so digitally ingrained that all industries need to move with the times. Here are some activities you should be considering:
Search Engine Optimisation
SEO is a fundamental campaign. This is the process of optimising your site for users who use search engines to find services. Most people use search engines in some capacity, and you have a good chance of ranking high for local services, if you do the right things. This means targeting your pages for local search terms, ensuring you are listed in local citations and getting set up on Google My Business and asking customers to leave reviews.
Content Marketing
Be prepared to create lots of content, from blogs on your site to guest articles on industry platforms. Your content should do things like solve user needs, furnish people with advice and foster trust in your brand’s service. Write about your expertise, your company updates and industry news. Have a clear purpose and a desired outcome, whether this be lead generation, brand awareness or sales.
PPC Marketing
Pay-per-click advertising is a method whereby targeted ads are placed at the top of Google’s search results and are delivered based on keywords. You bid on the use of keywords and decide how much you want to pay each time a user clicks on your ad – this is called a cost-per-click. There is lots of flexibility here to control your budget and bid for highly targeted keywords about your accountancy service.
Social Media Marketing
Social media is the perfect arena to showcase your brand and what it can do. You can use different networks in different ways. LinkedIn is a business platform where you can profile who you are and what you do and connect with potential clients. You can write informative pieces for industry groups on LinkedIn that people follow, showing your authority. You can also use Facebook ads to target users who may have shown interest in something finance or accountancy related. Social media also presents a great opportunity to post and share your blogs.
Do you want more information on 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.
