With the digitisation of modern service-based industries, it could be argued the world of accounting is a far more complicated beast than that of firms that were trading in the 80s, 90s, or early 2000s. This is certainly true when it comes to marketing, with a plethora of digital channels available for those who want to grow their accounting business including SEO, PPC, social media and email marketing. Moreover, the simplicity with which small companies can move accountants is now arguably much easier than in years gone by as client information is held digitally, often using cloud-based software that can be accessed from any location, at any time.
This change has both upsides and downsides for accounting firms. On the one hand, clients are less tied to one particular firm of accountants, meaning they can move more freely than was the case in the past. But equally, this also creates a bigger market for potentially new clients which is where having a solid and effective marketing strategy comes into play. Below we discuss some of the main methods and tactics accounting firms can use to exploit these new opportunities.
Look for trends
One of the most successful ways to market your accounting business (indeed any business) is to promote solutions which have a particularly high demand at any one time. Take for example the rollout of Making Tax Digital, where there has been a surge in interest in the last twelve months. Pushing out marketing messages around this topic will have particular resonance as businesses grapple with the new rules and regulations.
Key considerations
- Look for topics which are likely to have a spike in interest at certain times of the year, for example, Self Assessment or VAT returns etc
- Do not restrict yourself just to tax and accounting, other business-related topics may also be relevant marketing activity, e.g the budget or spring statement
- Position your business as offering solutions and fulfilling a need
Re-evaluate your Website
Think of your website as a physical building that you’re showing to potential customers. The framework needs to be sound, the aesthetic needs to be appealing, and you need to remind them of why they walked through the door in the first place.
Take an outside look at how your website operates. Be brutally honest with yourself. Does it truly represent what your business is capable of, and what your brand believes in? If the answer is no, then you really need to think about what can be done to make improvements. Below is some 101 advice which you point you in the right direction.
The first thing to think about is your homepage which needs to be clear, concise, and easy to navigate. Let the customer know who you are, what your values are, and how they can contact you to benefit from the services your company offers. From there, a user needs clear signposts towards the services you offer and should be able to reach them within 3 clicks.
Key considerations
- Too much content is just as off-putting as not enough content.
- Speed matters. The highest conversion rates come from pages with a load time of 0-2 seconds.
- Mobile-user traffic reached almost 55% globally in 2021, so making your website mobile-friendly is essential too.
Dominate your Local SEO Listings
Updating your website should include thinking about SEO performance, including which keywords potential clients might be looking for, for example, “accountants in Liverpool” (or whichever area you are based in). Of course, keeping up with the constantly changing world of SEO isn’t easy, but it’s a necessary part of marketing, particularly when it comes to ranking well on Google. Whether you work with a marketing company or do it yourself, just remember that good SEO should always lead to a solution for commonly searched problems.
Key considerations
- Claim your Google My Business account page to gain better visibility locally.
- Yelp and other sites like this are still viable areas of marketing, so keep them in mind.
- Encourage existing customers to leave you positive reviews on your GMB profile but also on other third-party review sites.
Keep a Regular Blog Going
Writing blogs if done right can be a great way of attracting more site visitors as well as showcasing your business and a thought leader. If you are unsure what to write about then some basic keyword research should give you some ideas of the topics people are searching for.
Key considerations
- Schedule regular posts to create a sense of routine and familiarity in your readers.
- If you have a USP that makes you stand out from your competition, validate that niche in the content you write to build future trust.
- Before you publish, ask yourself, “Does this blog solve a common customer problem, have a fresh insight, or offer useful information about accounting?”
Social Media and Building Brand Awareness
The staggering growth and influence of social media may not feel particularly relevant to an accounting firm, but if you’re not embracing platforms that can reach thousands of potential new customers, you’re potentially missing out.
Awareness and visibility are two goals that can be achieved through embracing social media marketing. The most popular platform from a marketing perspective is LinkedIn as its B2B but don’t discount Twitter or Facebook, where you can upload links to your blog content and combine it all under the umbrella of your brand’s unique tone of voice.
Key considerations
- Humanise your company – accounting firms need to appear knowledgeable – but that doesn’t mean you have to be overtly formal when engaging online.
- Social media is about interaction. So search platforms for news, comments and questions to do with accounting and offer your take (or even your business as the solution).
Final Thoughts
As mentioned earlier, marketing an accounting firm in 2022 is very different from how it was done in previous generations. The ubiquity of digital marketing has in many cases usurped other more traditional methods of promotion such as direct mail or local radio.
However, this proliferation has also opened new opportunities for ambitious accounting firms as it’s far easier for companies to switch accounting firms than it was twenty or thirty years ago. And, although digital marketing may seem like a minefield for those not well versed in how it all works, it does not seem likely that its domination will wain anytime soon, which is why if you really want to grow your accounting business, its the only show in town.
Marketing your Accounting Firm in 2022