If you’ve been wondering whether your accounting firm should hop on the blogging bandwagon, the answer is yes. When done right, this type of content marketing can help you attract and retain clients, while also boosting your bottom line. Here’s what you need to get started.
Drive traffic to your website
One of the best reasons to blog is that it drives people to your website. More site visitors mean more leads – and, ideally, that will result in new clients. How does it work? When people search for accountancy-related topics in Google, your blogs appear in the results and, if they click on them, land directly on your site. Sharing your blogs on social media can generate even more clicks. More visitors, regular, fresh content, and active, linked social media accounts will keep your website ranking higher in the search results.
Increase brand awareness
In addition to taking people directly to your website, a well-written blog will help raise your firm’s profile by increasing brand awareness. Regular promotion on social media will contribute to the effect. What’s more, boosting your blog posts through paid socials will increase their exposure by reach people far beyond your own page followers.
Become the go-to expert
Posting regular articles that provide people with useful insights is a great way to share your expertise. It will also portray you as the go-to accounting firm for professional advice. Not only will this lead them to seek out more of your blogs in the future, it will also build trust, which is the key to forming client relationships.
Add value for existing clients
Blogging doesn’t just help you attract new clients, it’s also a great way to add value for your existing ones. This includes other businesses that are likely to send you referrals. Answering burning client questions in your blog may also lead to less Q&A time in your day-to-day, as you can simply refer them to the relevant post.
Grow your subscriber list
A blog is also an effective way to generate fresh client leads using email marketing. Once readers opted in to receive your blog updates, you can use their email addresses for further marketing purposes. Your blog content can also be featured in your company newsletter. This will help keep your firm and services front of mind.
How to get started
Now you know the many benefits of having a blog, here’s what you need to do to get started:
- Add a blog function to your firm’s website: Then, just upload your text plus a good-quality, licence-free image, and click ‘publish’ when your post is ready to go.
- Come up with topics: Learn how to do keyword research so you can answer the questions that people are already asking.
- Determine a schedule: How often you post is up to you – as long as it’s regular. For small to medium business (SMB) accounting firms, publishing weekly or fortnightly is fine.
- Get writing: Generally speaking, 500–850 words is a good range for a blog post. Be sure to check your writing for errors, use subheads and bullet points to break it up, and include relevant keywords. Alternatively, you can hire a professional writer or agency to help.
While blogging offers plenty of benefits, don’t expect too much too soon. Consistency and patience is the key to success. One final tip: when creating content for your blog, always keep your clients’ needs in mind: write for and about what would interest them.