Marketing for small and medium accounting firms is no easy feat. You need to find a way to attract clients within a small budget, and that can be complicated. However, there are ways to market effectively within your budget, which will help your business grow and flourish.
Marketing for accountants & accounting firms
What’s the best way for accounting firms to market their services?
The field of accounting has changed recently, shaped enormously by the digital age. Accounting firms now need various software and technical know-how to be successful, and they also need to learn how to market themselves online.
In fact, digital marketing is one of the best ways for accounting firms to market their services. Gone are the days of TV ads and billboards. Online marketing is fast becoming the preferred method for many firms. The good news is that digital marketing is also exceptionally cost-effective, which means you can do it with a tight budget.
Digital marketing can help your accounting practice reach a larger audience, but it also allows you to reach specific people with similar interests. As a result, you are not marketing to everyone, but specifically to your target market. If you perfect your digital marketing strategy, you can see a better return on investment (ROI).
Aside from attracting a larger pool of potential clients, digital marketing also helps to transform one time clients into repeat customers by building brand loyalty. Various forms of online marketing can help you build credibility and trust with clients.
Most of all, an effective digital marketing strategy helps you stand out from the competition with a strong brand voice and connections with your clients.
Top five digital marketing tips for accountants
Digital marketing takes many forms, and some require different budgets and skills than others. Here are five ways accounting firms of any size can use digital marketing, no matter what their needs are.
1. Update your website
Firstly, it’s essential to have an up-to-date website. Your website is likely how potential clients will find you, and if your website isn’t up to scratch, they are likely to look elsewhere.
Make sure everything works properly, from loading speeds to your mobile site, and try to use high-quality images where possible.
Not only should your website look professional, but it should also provide users with everything they need. Make sure your contact information is correct and easily visible. You should also provide an up-to-date and handy list describing what accounting services you offer.
2. Work on SEO
Search engine optimisation (SEO) is essential if you want to make your site discoverable. It involves (at its most basic) using keywords relevant to your topic, helping search engines to learn what your website is about and letting relevant internet users find your page.
Perform keyword research to find relevant words and phrases in your industry, then utilise them in headlines, sub-headers, and the body text.
Content writing is a major facet of digital marketing, so consider adding a ‘Blog’ section to your website. The more educational content you have, the more discoverable you become. Plus, it establishes your credibility as an industry expert, increasing the chances of potential clients choosing your business.
3. Get social media savvy
Social media marketing (SMM) is vastly important nowadays. In 2020, 95% of B2B marketers were already using SMM in some form.
Accountants can use social media channels no matter their target audience. LinkedIn is a great professional platform to reach business clients, and Twitter and Facebook remain popular options.
SMM allows you to reach a wide audience and build meaningful connections with potential leads, helping you to increase conversions and grow a solid clientele base. Learn more about how you can grow your accounting business with social media marketing tips.
4. Leverage email marketing
Some people think email marketing is outdated, but it’s far from it. Provided it’s done the right way, email marketing can help you stay in contact with clients, run promotions, and keep people returning to your business.
It’s important to build a solid mailing list of interested leads. Rather than buying email addresses, try allowing website visitors to opt-in; that way, you know they are interested.
Email marketing for accounting firms can also include cold emails and outreach, but it’s essential to avoid spam.
5. Online ads
You can also run online ads through social media or search engine ads. However, this can require a slightly larger budget and some internet users are becoming increasingly distrustful of ads. In 2021, a survey revealed that only 10% of consumers surveyed in the USA and Australia completely trust online ads.
This is not the priority when digital marketing, but some companies find it very useful. Paid social media ads, in particular, can target specific demographics and help you to convert useful leads. Paid advertising for accountants can also provide you with valuable insights that help you curate better marketing strategies in the future.
Tips for creating a marketing plan
Most marketing strategies for accountants take a holistic approach, using multiple forms of digital marketing to attract a broad range of clients.
No matter what tactic you choose and where you focus your efforts, it’s vital to craft a watertight marketing strategy and develop a marketing plan. Every single piece of content you put out should speak to your target audience and project your firm’s unique branding.
When developing a content strategy, consider:
- What makes your firm unique and sets it apart from other accounting firms
- Your strengths, weaknesses, opportunities, and threats (SWOT)
- Business goals and target audience
- Which services you want to market the most
It can sometimes seem counterintuitive to provide your target audience with the information they want to know. However, lots of consumers look for education online and will see you as an expert. They are also likely to respond better to educational materials rather than sales pitches. Keep this in mind when trying to build relationships with potential clients.
The best approach to digital marketing for accounting firms is to post a mixture of content. From SEO blog pieces to eye-catching social media posts and emails, there are lots of ways to market your accounting firm on a budget.
Effective digital marketing can bring enormous benefits to your business, so it’s worth researching and getting to grips with it. There’s no one-size-fits-all approach to digital marketing, so make sure you leverage insights and analytics to curate an effective strategy over time.