Staying afresh on platforms used by your clients
Social media is an aspect of your accountancy firm’s marketing that you can’t afford to ignore. Since 2010, the use of social platforms to promote business has grown and evolved, making it one of the most valuable assets in the digital toolbox.
The Need for Social Media Presence
A social media presence is more important than ever for accountants looking to expand their client base and stay in touch with their demographic. Social media has become a part of our daily lives and consumers expect to be able to interact with the brands they follow.
Social media for accountants offers the opportunity to reach a larger audience, engage with their clients to find out what they want, and to bring customer service online. It’s also a great way to find out what your competitors are up to and stay ahead of the curve.
The rules of social engagement
It’s tempting to use social media as just another form of advertising, a way to get your sales messages heard. However, it’s a different beast to most channels, and simply delivering content that’s explicitly trying to convert will only get you unfollowed.
Create a content plan with clear objectives: these should be to encourage interaction and sharing rather than to make sales. Use a mixture of scheduled posts and more reactive content that relates to current affairs - some of the best examples of this can be found during the Super Bowl. As a rule, there should be an 80:20 ratio. 80% showcasing interesting and shareable content to 20% of more sales-led or branded content.
It’s also wise to try and respond quickly to any messages. Social media users have come to expect a more rapid response if they make a comment or complaint on social media, so if you plan to be active, ensure someone is available to monitor your platforms daily.
Brand reputation management
Managing your brand online can be challenging, but there are steps you can take to make it simpler. If you don’t intend for your social pages to act as customer service portals, then state this clearly in the description and let clients know how they can contact you.
If you do want to answer customer queries via social, it’s advisable to train some members of your team in how to respond. All posts should be in line with brand guidelines and responses should be made objectively, particularly when dealing with complaints.
Choosing your social platforms
Choose the platforms you use carefully. Research your target demographic to find out which channels they use (e.g. business owners looking for accounting services may trawl LinkedIn more often) and look at competitor pages for ideas on content.
You’ll also need to work within the constraints of your resource. Social media management is a big task, so you’ll need to limit your channels to what can be managed within your team. Better to do one platform well than four badly. Alternatively, employ a digital marketing agency to help out.
For more information on social media for accountants, or for advice on how to develop and manage your social pages, contact Whitefish Marketing today on 01303 720288.