Are you an accountant who’s looking for a way to get more clients?
Then this guide might be the perfect solution for you.
We understand that many accounting and bookkeeping services might still be using the same tired tactics that don’t work anymore. But you don’t have to. In this article, we’ll be sharing some helpful tips, establishing what digital marketing is all about and its benefits for accountants as well as various strategies to help you get seen by your target clients, garner more leads and close more deals.
Let’s get started…
Digital Marketing for Accountants Defined
Before you dive into digital marketing, it’s important to understand the basics first. This way, you’ll be able to customise the best marketing plan and approaches to achieving any objectives in the long run. So in this section, we’ll be defining what digital marketing means for accountants.
There is no doubt that the accounting profession has been greatly influenced by the digital age. Not only are operations consisting of paper ledgers and pencils accompanied or even mostly replaced by software, but accountants themselves need to adopt a digital marketing strategy in order to remain competitive.
Digital marketing is the process of promoting and selling your products or services through digital channels on the internet. It’s a broad term that can include everything from website design and SEO to email marketing and paid ads.
For accountants, digital marketing is a powerful tool for reaching new clients as well as building relationships with prospective clients. By creating a strong online presence, you can attract more leads and convert them into paying customers. Additionally, digital marketing can help you build trust and credibility with your target market and existing clients, which is essential for long-term success.
While the term “digital marketing” can encompass a wide range of activities, from developing a website to running online ads, there are some key principles that all accountants should keep in mind when embarking on a digital marketing campaign. First and foremost, your goal should be to reach your target audience with relevant, engaging and useful content. Whether you’re writing a blog post or creating an ad, your content should be designed to attract the attention of your ideal client. But we’ll be diving deeper into the key aspects later on.
Why Accountants Need Digital Marketing
Digital marketing is an essential tool for accounting professionals for a number of reasons. In this portion of the article, we’ll discuss why digital marketing serves as a powerful tool that all accounting professionals should be utilising to reach new clients, build relationships, and grow their revenue. Keep the following principles in mind as you create your own digital marketing strategy and you’ll be well on your way to success.
Reach a Larger Audience
One of the biggest benefits of digital marketing is that it allows you to reach a far wider audience than traditional methods like print advertising. With a well-executed online campaign, you can tap into a local or global market of potential clients. Through digital channels like social media, you can connect with prospective clients in a more personal and engaging way. For example, if you post relevant content that your ideal market can resonate with, that alone can be the start of building relationships that can lead to successful deals in the future.
Going beyond posting online, paid advertising can be an extremely effective way to reach potential clients, and it can be customised to target the specific demographics that you are looking for. T, you can connect with more potential clients and grow your business.
Build Credibility and Trust With Clients
In today’s digital age, potential clients are looking for accounting firms and individual accountants that they can trust. A strong online presence will help you build that trust and credibility with potential clients. By creating quality content and actively engaging with your audience on social media, you can show your target audience that you are an authority in your field as well as establish a more personal connection with them.
Connect With Potential Clients Online
Digital marketing provides a multitude of opportunities for both accountants and accounting firms to reach out to current and potential clients online. The majority of individuals today spend their time online on social media platforms and if you can meet them on the platforms they are at, you can establish rapport, attract more leads and convert them into paying customers. In addition, using digital marketing techniques such as SEO, email marketing, and social media can help accountants stand out from the competition which we’ll discuss in further detail later on.
Generate More Leads and Increase Conversions
While traditional marketing techniques can be effective in generating leads and increasing conversions, they can be quite costly and time-consuming. Digital marketing, on the other hand, is a much more cost-effective and efficient way to generate leads and drive more conversions. Additionally, with digital marketing, you can track your results and adjust your strategy in real-time to get the best results possible.
Improve Your Bottom Line
Ultimately, the goal of any independent accountant is to improve their bottom line. Digital marketing can help you do just that. If you generate more leads and convert them into paying clients who will not think twice to do business with you again, you can increase your revenue and grow your earnings. Through lead generation tactics, establishing trust and credibility with your clients, along with meeting your target market in multiple channels as well as content marketing and more are all part of a digital strategy that will help you improve your bottom line.
Stand Out From the Competition
With various channels and online marketing strategies to utilise, you can strategize how you’ll want to differentiate yourself in a sea of competitors. May that look like outstanding social media marketing, well-crafted Google Ads or content marketing that really grabs the attention of potential customers, there are many options for you to choose and implement.
Now that we’ve covered the basics of digital marketing for accountants, let’s take a look at some strategies you can use to attract more clients and increase repeat business.
Digital Marketing Strategies for Accountants
Establish a Strong and Professional Looking Website
As an accountant, it’s essential to have a website that showcases your skills and services. A well-designed website can be a powerful tool for attracting new clients. Your website is your first impression, and it needs to look professional and trustworthy, but what else should you include on your site? Below we’ve broken down the things you’ll need to have on your site to ensure that your ideal clients get a good first impression.
Your name and contact information
One of the most important aspects of your website is your name and contact information. If potential clients can’t easily find your name and contact info, they’re likely to move on to someone else. Make sure your name is prominently displayed on your site, and that your contact information is up to date. This will make it easy for them to get in touch with you.
A description of your accounting services
When potential clients are searching online for accounting services, you want your site to come up. And one of the ways that search engines determine whether or not your site is relevant to a searcher’s query is by looking at the words on your site. So, by including a description of your accounting services on your website, you’re helping both potential clients and search engines understand what your services are all about.
Including a description of your accounting services on your website also gives you a chance to set yourself apart from the competition. What makes your accounting services unique? Why should someone choose you over another accountant? This is your chance to tell them.
So, if you’re not already including a description of your accounting services on your website, now is the time to start. It’s one small way to make a big impact.
Testimonials from satisfied clients
Potential clients want to see that you have a track record of satisfied customers. Include testimonials on your homepage and in different areas of your site where they will be most effective.
Your content should be able to deliver some value that your target clients can use for their own benefit. For instance, you can write about the latest changes in tax laws and how these will affect business owners. You can also provide tips on how to streamline accounting processes or how to choose the right accounting software.
Whatever topics you choose to write about, make sure that your articles are well-researched and well-written. Consider that your target clients may be too busy with what they are currently handling, so they’ll appreciate informative articles that are easy to read and digest.
Clear calls to action
Your website should be designed to convert visitors into clients. Include strong calls to action throughout your site, such as “Schedule a Consultation” or “Get a Free Quote”.
Make sure your site is mobile-friendly
More and more people are using their smartphones and tablets to access the internet. If your site isn’t optimised for mobile devices, you’re likely to lose potential clients. Make sure your site is responsive and easy to navigate on all devices.
Use SEO techniques to get found online
Search engine optimisation (SEO) is essential for any accountant with a website. Use keyword-rich titles and descriptions, and make sure your site is easy to navigate. When you invest in search engine optimisation (SEO) you can ensure that your site appears as high as possible in search engine results. We’ll further break this down later on.
Develop a Solid Social Media Presence
Social media is a powerful tool that can be used to promote your services and expertise. When potential and current clients visit you on social media platforms, your accounts should include the following:
- Your site link
- Your contact information
- Regular updates such as helpful tips, articles, and resources
- Engaging content that will encourage people to follow you
- Calls to action, such as “like us on Facebook” or “follow us on Twitter”
You’ll also need to decide which social media platform can best serve you. What do we mean by this? Depending on how you want to market your services and the demographics of your target clients, some professionals have their preferred social media platforms.
Take, for instance, lawbymike, a professional lawyer who deals with personal injury cases as well as criminal defence cases. But there are some platforms that are more serious in tone such as LinkedIn and Facebook.
When deciding which social media platforms to use, consider these:
- The type of content you want to share
- The tone of your brand
- Your target audience
- Your budget
Lastly, monitoring your social media accounts regularly and responding to comments and messages in a timely manner is a MUST if you want to keep the momentum going.
Use SEO to Rank Your Website Higher in Search Results
Search engine optimization (SEO) is the process of optimising your website for Google and other search engines. By using SEO techniques, you can improve your website’s visibility in search engine results pages (SERPs), which will help you attract more visitors to your site.
When optimising your website for SEO, be sure to include these key things:
- Relevant keywords throughout your website
- High-quality content that is relevant to your target audience
- Optimised title tags and meta descriptions
On top of these, you’ll want to build inbound links to improve the site’s SEO and visibility on search engine results pages. If you’re not familiar with what inbound links are, they are essentially links of your website or webpage on another website. For example, websites of small businesses may run a blog post discussing your services and have added your website or webpage link to that blog.
Publish Helpful Content on Your Website and on Social Media Channels
Publishing evergreen content on your website and on social media channels is very useful in growing your list of prospects.
Why is that?
Evergreen content is the kind of content that is always relevant and useful, no matter when it’s published. That means it can be read (and shared) again and again, without ever going out of date.
So why should you bother with evergreen content? Well, first of all, it’s a great way to attract new clients and grow your business. But it can also help you save time and money in the long run.
If you publish a blog post or article that is only relevant for a short period of time, you’ll have to keep creating new content to replace it. But if you create evergreen content, you can set it and forget it. It will continue to drive traffic to your site and help you build your identity long after you’ve published it.
Not sure where to start? Here are some ideas for evergreen content that you, as an accountant can use:
- How to save money on taxes
- Tips for reducing operating expenses
- An introduction to Quickbooks for small businesses
- Ways to improve cash flow
Since content marketing efforts are not just limited to blog posts, consider whitepapers, FAQs, how-to videos, presentations of your certifications and credentials, and infographics as other creative outputs that can also highlight your expertise and ultimately help potential clients learn more about accounting and financial topics.
Run Online Ads Targeting Potential Clients
You may have already noticed that as the world increasingly moves online, so too do businesses’ advertising efforts. More and more, companies are allocating larger portions of their marketing budgets to digital ads. And there’s a good reason for this shift – online advertising can be highly effective and can reach millions of people at once for a fraction of the cost.
Because digital advertising is also very flexible, this allows most firms and independent accountants to target their ads to specific groups of people. For example, you can target ads to people based on their location, age, gender, interests, and even online behaviour. This ensures that your ads are being seen by the people most likely to be interested in your services. By specifically targeting people who may need your services, you can increase your chances of landing new business.
Additionally, online advertising is highly measurable. With traditional advertising methods, it can be difficult to track how well your ads are performing. But with digital ads, you can track exactly how many people are seeing and clicking on your ads. This allows you to make necessary adjustments to your campaigns to ensure your ads are getting the best results possible.
For all these reasons, running paid advertisements should be a key part of any effective digital marketing strategy for accountants. Paid ads allow you to reach a large audience quickly and efficiently, target your ads to specific groups of people, and track your results so you can adjust your campaign as needed. If you’re not running paid ads, you’re missing out on a powerful marketing tool.
Make sure to keep the following in mind as you create your online ad campaign:
- Relevant keywords
- A clear call to action
- An attractive, relevant and user-friendly landing page
- Proper audience demographics and interests
If you need help getting started with paid advertising, feel free to contact us today. We’ll be happy to assist you.
Connect With Influencers or Podcast Hosts in Your Industry
Podcasting is a growing medium, and accounting professionals can use it to share their expertise with a wider audience. Partnering with a podcast host can help you reach new listeners, and providing content for their show can help boost your visibility online.
Influencer marketing can also be a powerful tool for accountants. By working with influencers who have a large following in your industry, you can reach more people than you ever could on your own. Influencers can also help you build credibility and trust among potential clients.
If you’re looking to expand your digital marketing efforts, consider partnering with influencers and podcast hosts in your industry. These partnerships can help you reach new audiences and build relationships with potential clients.
Use Email Marketing to Increase Customer Loyalty and Attract Clients
Email marketing not only serves as a way to promote your services but also as a means to keep in touch with your clients. Your email marketing campaign should have a catchy subject line, engaging content or useful content and great calls to action.
Prior to running your email campaigns, make sure your email list has been segmented and that you do a test run. By including these elements in your email marketing campaign, you can encourage your clients and interested individuals to take action.
Here’s a tip: You can opt to have your audience subscribe to your email list if they want to access specific pieces of content for free. For instance, a quick checklist for the tax season, in exchange for their email address.
Discuss Valuable Information Through Webinars
While posting videos on your YouTube channel may be helpful, webinars can be a great avenue to reach a large and highly engaged audience and garner new leads. Webinars offer a level of convenience that other marketing methods cannot match, due to their interactive nature. Webinars showcase your prospects your knowledge and professional insights into the topic you are discussing and at the same time, your prospects are able to gain value from the information you are sharing with them. More so, webinars add an extra touch of making your target market feel seen and heard when you interact with your participants.
Participate in Local Community Groups and Online Forums
Another important client acquisition strategy is to be involved in your local community by participating in Facebook groups and forums. This will help you be able to personally communicate with individuals who are looking for accounting solutions. When you share helpful content that will educate potential clients about accounting and financial topics, you establish yourself as an expert in the field and increase the likelihood of them doing business with you.
Just make sure to participate in groups and forums that are relevant to your target market. For example, if you specialise in small business accounting, then join a group or forum for small business owners.
Measure, Measure and Measure!
We cannot emphasise enough how important it is to measure your progress. You’ll need to keep track of the number of website visitors, leads generated, clients acquired and more to gauge the success of your campaigns. Finally, don’t forget to budget for your digital marketing activities. While many of these strategies are relatively inexpensive, some (such as pay-per-click advertising) can become quite costly if not managed properly.
Keep Up With the Latest Trends in Digital Marketing
It’s important to stay up to date on the latest trends when it comes to digital marketing for accountants.
Simply because the way people find and interact with independent accountants and many accounting firms is changing. And if you want to make sure that you stay visible to potential clients, you need to be where they are looking and very up-to-date.
You can also take a look at what your competitors are doing online and try to implement it to your advantage.
Attend Digital Marketing Events
As an accountant, if you want to stay ahead of the curve, you need to attend digital marketing events.
Sure, you might be thinking, “I’m an accountant, not a marketer.” But the truth is, in today’s business world, everyone needs to be a marketer. And as an accountant, we know you have a lot to offer not only to your target clients but also when it comes to marketing your own services.
For one thing, you know numbers. You understand what works and what doesn’t when it comes to the data of your marketing campaigns. This means that you can take the time to truly understand and dissect the effectiveness of your marketing efforts.
But more than anything else, attending digital marketing events can help you learn about the latest trends in digital marketing, and you’ll be able to network with other like-minded professionals.
So if you want to stay on top of your game, make sure to attend digital marketing events. It’s the best way to stay informed and connected in today’s business world.
Offer a Free Discovery Call
Chances are you’ve considered offering a free discovery call to potential clients. And why wouldn’t you? It’s a great way to gather leads, show off your expertise and build rapport with potential clients.
But if you haven’t considered this, you might be wondering what a free discovery call is and how you can make sure that yours is successful.
A free discovery call is a short, initial meeting between an accountant and a prospective client. The purpose of the call is to get to know each other, discuss the client’s needs, and see if there’s a fit. Ideally, at the end of the call, both parties will have a better understanding of whether or not they want to work together.
To make sure your free discovery call is a success, there are a few things you can do which we’ve listed below.
Do your research
Before the call, take some time to research the prospective client. Find out as much as you can about their business, their needs, and their goals. This will help you tailor the conversation to their specific situation and make sure that you’re providing relevant information.
Prepare an Agenda
While discovery calls don’t need to be overly formal, it’s helpful to have an agenda prepared in advance. This will ensure that you cover all of the important topics and that the call stays on track.
Be Friendly and Personable
Remember, the goal of the call is to build rapport with the prospective client. So be sure to be friendly and personable throughout the conversation.
In addition to getting to know the prospective client, your goal should be to offer them value. This can be in the form of advice, resources, or helpful information. By offering value, you’ll show that you’re a credible accountant and that you’re interested in helping them achieve their goals.
At the end of the call, be sure to ask for feedback from the prospective client. This will help you learn what they liked about the call and what they didn’t like. It will also give you an opportunity to make improvements for future calls.
By following these tips, you can ensure that your free discovery call is a success. And who knows, you might just land yourself a new client in the process!
Digital marketing is an essential tool for accountants looking to reach a wider audience and build relationships with clients. By creating a website, using social media, running online ads, creating content, etc., you can attract more leads, convert them into paying clients and establish enough trust and credibility for a steady stream of existing clients to come through your door.
When used effectively, digital marketing can be used as leverage in growing your accounting practice. Keep these tips in mind as you develop your own strategies and begin reaching out to new clients.
Contact us today for a free consultation! With our help, you can take your services to the next level.