Running a social media contest or an email giveaway can help take someone hesitant about engaging your services and turn them into a paying client. TIP: Utilize a clean, crisp design that focuses on the top three items needed on any accounting firm homepage: your contact information and clear, engaging options that tell visitors what they can do next (e.g., browse your services, learn about your firm’s talent, read client testimonials, make an appointment, and so on). Each page should be targeted to local keywords such as:You also need to set up a Google Business Profile. None of these things should be done without careful thought.
The bottom line is that remaining relevant in the accounting profession is a never-ending process.
For example, an accounting firm that works with farming businesses might participate in agricultural conferences. One great way to attract new clients is by sponsoring an event. You may also decide to inform clients via an email campaign and provide them with a link to your online referral form.
An email has an average ROI of 4000%, meaning that when you spend $1 on an email you can expect to earn $40 in return. While we’re not yet at the point where AI can replace the human touch, there are some tools that are new in 2023 that have the potential to streamline marketing for accounting firms.
We’ll get into more detail on many of these points, so you'll understand how to implement them in your digital marketing strategy. What are some other ways you can help your clients?
You should think about what you want for your business and then you can use your desired results to reverse engineer your SMART goals. Initiate the process by creating 2-3 visual brand concepts that align with your firm's values and target audience.
We assist accounting, tax, and business consulting firms in the USA and Canada with practical marketing guidance and a clear roadmap for achieving success. No need to sacrifice more billable hours. If you're tired of temporary marketing strategies and desire a long-lasting solution for promoting your accounting business, you're in the right place.
You might search for:
Research shows that people who read a piece of content will remember only 10% of it three days later, but when an image is included, they remember 65% of what they read. Research shows that 84% of all consumers say they were convinced to buy a product or use a service after watching a video. You might even consider getting testimonials from past clients that you’ve worked with.
For example, someone looking for an accountant to help them prepare their taxes might search "tax accountant near me" if they were using text to search. Offline strategies like networking events, direct mail campaigns, and print advertising should also be utilized.
Choose a consistent theme to set expectations—whether it’s weekly business tips or curated industry news. Viral marketing involves the creation and promotion of content or campaigns that have the potential to rapidly spread and be widely shared among your target audience.
To use video content to your advantage, create videos about the topics and questions your audience is already searching for. How will you brand yourself?
Just make sure you choose items that are relevant to your target market. You need to be a bit more creative in positioning and presenting your accounting services to stand out in the market. Our focus here has mostly been on digital marketing, but that doesn’t mean that you should eliminate offline marketing.
Digital marketing is constantly evolving. You should also check how your business listings appear across the web. You will notice which content gets the most attention and you can use the data you collect to refine your digital marketing strategy. It can also be an effective way to start nurturing customers who are interested in your services, but not quite ready to commit.
For medium-sized firms, it might be harder to devote time to responding since you already have a significant amount of work to do. That's the beauty of content marketing: it helps you connect with your target audience by providing valuable information. In order to succeed with digital marketing, accountants must possess a range of digital skills and utilize the right tools, such as content management software, Google Ads/PPC advertising, social media platforms and SEO tools.
You’re offering real service value and improving people’s lives. Direct mail marketing can be extremely useful for accounting firms, particularly those who may be targeting older clients whose web use may be limited.73% of American consumers say they prefer to receive marketing materials via direct mail because they can review any time. Hopefully, a portion of that traffic will get converted into leads. When we look at these tips holistically, an important common thread runs throughout — analytics.
Attention small businesses and dedicated bookkeepers! Marketing firms provide valuable services that include tax preparation and estate planning. Your website needs to have a few key items to be effective.
The first step is to identify which social media sites your audience uses so you can include them in the digital marketing for your accounting firm. When you support the community and get involved in local events, you increase the chances that your firm will be mentioned in the newspaper. To get more chances of successful referrals, send this email each time you complete a service for a client (modify as you see fit):We appreciate your business and we want to thank you again for selecting us for your tax preparation services.
Individuals and businesses need accounting services, but they often turn to the Internet for information on what they can do on their own. Effective networking isn’t about amassing numerous connections; it’s about identifying the right individuals to connect with. Direct mail marketing has a 29% ROI, which means you’ll earn $1.29 for each $1 you spend.
While you can’t get a bad review removed, you can provide excellent customer service to encourage good reviews. How will you attract clients? Anything that raises your online profile can qualify as Digital PR. It’s essential to understand SEO basics and how it affects your ultimate ranking.
Timing matters, too—a webinar on taxes, for example, would perform great between January and the middle of April, whereas an estate planning webinar could generate interest year-round. Whenever your target market searches for a specific question, your article will pop up, driving traffic to your accounting firm’s website. Without a good website, it can be difficult to attract new clients.
The goal of social media content is to attract your audience to your website, where you can continue the conversation by prompting them to complete your contact form, call you, or subscribe to your email list. Take control of your listings in Google My Business, YP, Yelp and similar sites, and ensure your business can be found online, via Google and beyond. While local SEO is undeniably important, there's another search trend that you need to address as well.
By regularly sending out informative and engaging emails, you can build trust and credibility with your audience. The primary goal of developing a brand positioning strategy is to differentiate your accounting firm from the competition. You may need a larger budget if you have neglected your marketing for a while.
Unique challenges for CPA accounting firms in the digital era include online competition, cybersecurity concerns, and adapting to rapidly evolving technologies.
The critical elements of successful marketing for CPAs encompass targeted messaging, strategic positioning, effective communication, client engagement, and a robust online presence.
Neglecting social media marketing can lead to missed opportunities for accountants, as it limits brand exposure, engagement, and the ability to connect with a broader online community.