Many accounting firms have been hesitant to use social media to market their business. They’d rather stick to the tried-and-tested traditional, word-of-mouth marketing methods. If they do have a digital marketing plan, they only take advantage of business networks, such as LinkedIn.
A 2014 survey from Social CPAs revealed that only a few organizations used social media platforms in their digital marketing campaigns, in fact. A larger percentage of them had no social media marketing policies at all.
These days, the tables have turned. More accountants see that social media marketing for accounting has much to offer to the industry. Social media platforms, after all, deliver more affordable and more efficient methods of engaging with potential clients.
Make Hitting Your Marketing Goals Easy
Whatever your accounting firm’s marketing goal is, social media marketing can help you achieve them. Whether you want to gain more traffic for your website or build a stronger online presence, you can leverage social media to your advantage.
Better brand visibility is one of the premier marketing goals of accounting firms since clients prefer companies they easily recognize. A targeted social media strategy for accounting firms involves creating social media profiles for your business to begin interactions with consumers. Once you’ve made your profiles, get employees and business partners to “like” and “share” your page.
Social media marketing for accountants also requires content that encourages people to learn more about your business or to share your content. Each post they share introduces your firm to a new network of individuals who can become new clients.
If your goal is to increase conversions, social media marketing can help you with that, too. With increased visibility, your firm gains more opportunities for conversion. Every blog post, photo, video, comment, or poll can lead people to your website—generating more online traffic.
Humanizing Your Firm
Businesses wish to present themselves as “real” or genuine in the digital marketing realm. They want to show off the human side of the business on the Internet since clients connect and engage better when they’re sure they are talking to another person and not a computer simulation.
For your accounting firm to be a “people person,” it should be good at engaging with your audience. Regular interactions with clients demonstrate that your firm prioritizes customer satisfaction, and is available to answer any queries they might have.
Commenting on social media posts is a start. Firms that reply to their client’s comments on their posts reflect active engagement. Responding to queries and feedback openly with personalized messages confirms that your clients are not interacting with a bot, but with a live and concerned individual.
Reinforcing Thought Leadership and Niche Specialties
Accounting is a big industry; not everyone is educated on its technical terms associated. Most clients and businesses are clueless as to the type of certified public accountant (CPA) they need in any given situation. By sharing insights about your area of focus, you help potential clients understand your industry better.
Sharing referral sources also identify you as the brand they turn to when they need assistance, as well as a thought leader in your practice area. When you provide original and informative content — or share quality content created by others — to answer questions or educate readers about complex issues, they will recognize you as an expert in your industry.
Making Social Media Work for Your Firm
The prevalence of hashtags and filters online can be intimidating if your accounting firm is new to the social media game. The good news is that your competitors are probably facing the same challenge; if you master it first, your rise above the pack should be guaranteed.
To help you get started, here’s how you can do social media marketing right for your accounting firm:
Cultivate an online presence. For people to find you on social media, you need to be on social media. Be smart about it, though. Quality trumps quantity, so it’s better to choose one or two platforms to focus on.
So, consider where your prospective clients are. You might discover that you have a huge audience of potential clients on LinkedIn and Facebook, but very few on Twitter, and vice versa. Preliminary research can help narrow your choices to your audience’s top online social platforms.
Be strategic. Recycling blog posts and images is never a good way to build a following online. Before you commit to a strategy, think about your firm’s primary focus for each platform and how you can use that to your advantage. For example, Instagram might be a great place to share photos and videos from accounting events, while Twitter is better suited for sharing industry news, such as new tax rules and regulations.
This doesn’t mean there won’t ever be overlaps between all of your social accounts; there will be. Still, understanding why people prefer different social platforms for a variety of purposes helps you be more strategic in what you post and how you build your audience.
Offer something of value. Just like your website, people visit your social media profile for a reason. Meet their expectations by offering something that they value. Instead of sharing photos of services and price lists, come up with ways you can serve potential customers. For example, if freelancers are part of your clientele, post a blog that offers tips on planning for tax season. Alternatively, if your clients are in the retail space industry, showcase client stories of how you’ve helped loyal customers.
Engage and listen. One of the biggest mistakes that accounting firms make on social media is using their profiles as a sounding board. They talk at people, not talk to them.
Instead of posting random announcements, practice social listening, which is the process of monitoring digital conversations to understand what customers think about your firm and the industry online. With this method, you can identify your clients’ common complaints and pain points so that you can adjust your strategy and engage accordingly. Use this feedback to learn more about your competitors and how you can make your firm unique.
Being more social online is the key to driving more clients to your accounting firm. Support your traditional, word-of-mouth marketing with a digital approach to your marketing. Go social to get more clients!
Do you need more tips on social media marketing for accounting firms? Get in touch with ScalingYou today.