5 Helpful Tips to Market your Accountancy Practice
Most firms are missing out on major opportunities to target and attract clients using tools that are right at their fingertips.
It's a bold and sweeping statement to begin with, but from the accountants that we speak to, we believe it to be true.
Studies show that 60% of purchase decisions, when choosing a practice, are made prior to a potential client calling your office.
This means that more than half of your potential new clients are checking you out, even before they have spoken to you.
Needless to say, it is critical that you use the right tools to create an online image that encourages clients to work with you.
Here are five helpful tips on how to market your firm and meet the new challenges that have been brought about by our new technological age.
If you have any questions on how to leverage our network of digital marketing partners with experience in marketing accountancy firms, feel free to get in touch on 0333 444 0183 or on firstname.lastname@example.org
5 Helpful Tips to Market your Accountancy Firm
1. Update your website
According to Adobe, 38% of people will stop engaging with a website if the content or layout is unattractive. So, take an objective look at your firm's website to determine if updates are needed. Remember: Mobile devices now account for nearly two of every three minutes spent online, so make sure the design of your website is also mobile friendly.
Our website development partners focus on a clean, crisp design that focuses on the top three items needed on any accounting firm homepage
A summary of your services
Tell visitors what they can do next - clear engaging options on how to browse your services in more detail or learn about your staff, read testimonials or make an appointment etc.
2. Get to the top of local search results
Want people to easily find your accounting firm in an online search? Search Engine Optimization (SEO) could be the answer. SEO is the process of ensuring a website appears high on the list of search results returned by search engines, thus maximising the number of visitors to the site. It can be a challenge to keep up-to-date with SEO standards and as such, many firms find it easier hand this work off to marketing experts.
Our partner network has specific knowledge of your sectors and brings expert knowledge of keywords and trends specific to tax and accounting.
Remember that the old newspaper concept "above the fold" also applies to web searches. The objective is to be as high on the list as possible so a page-down is not required.
3. Use social media effectively
Have a Twitter and LinkedIn accounts? Most firms do but are not leveraging them to their full potential.
Social media is a place to build relationships and share information that positions your firm as an authority on matters that are important to clients and prospects. If you dive into the social media arena, it's vital that you embed it into your strategy, making sure to post content frequently and interact regularly with followers. It may also be helpful to take part in social media training sessions and develop a firm-wide social media policy.
Think of social media as a conversation between you and your followers, most just use platforms to push information out in the hope that they get something back.
It's all about give and take. Get this right and you will see engagement increase via shares and comments extending your reach to their connections.
4. Maximise email marketing efforts
You might be like most firms. You keep in touch with your clients by email but are not taking full advantage of this route to market.
Eye-catching content that focusses not only on accounting matters but also business strategy and financial tips is a great way to keep your list engaged and drive enquiries from them.
A consistent approach to email marketing is required but if you get it right, which we can help you do, it's a fantastic way to keep clients up to date with goings on that affect them.
You want your readers to be invited to come visit your website for more engaging content. Don't try to do it all in the email; your website is where clients will engage with your services.
5. Start (and maintain) a regular blog
A blog is an opportunity for your accounting firm to become a "thought leader" and showcase the knowledge and insight of your partners and staff. By focusing on topics relevant to clients, you'll pull in readers and develop a reputation as a firm who's an authority on subjects that are top of mind for today's business owners and individuals.
Even better, a blog provides regular content to support your social media and email marketing efforts, and can even help improve your site's presence in search results-if you host it on the same domain as your site.
If you decide to do a blog, understand consistency is key. Commit to a regular schedule and keep it. Successful blogs take time to develop a following; followings happen as people enjoy your content and know they can depend on you to deliver the goods on a consistent basis.
The devil is in the detail…
Analysing performance is the only way to really gauge the effectiveness of your current marketing strategy.
And is absolutely key!
If you would like help in understanding what you are getting back from your current strategy, any of the above ideas or have any questions on how we could help support the growth of your practice feel free to contact us today on 0333 444 0183.