Positioning your firm as a trusted advisor and thought leader in the accounting sector doesn’t have to be a struggle. Learn how to develop a digital marketing strategy for your firm through online platforms.
Clear, open and frequent communication with clients, partners and industry members is vital for your firm’s brand profile. Take a look at the different ways your company can make its mark online.
As industry competition grows, accounting firms are offering more services beyond traditional compliance work. Social media is a great platform for firms to communicate their growing range of services for SMEs.
LinkedIn, Twitter and Facebook can all add value to your brand in different ways. Ensure your firm gets the most out of these platforms by measuring key performance indicators (KPIs) through tools like Google Analytics.
To give clients the latest news on your business, create a Company Page on LinkedIn so users can follow your firm for updates. Additionally, ensure key employees set up individual LinkedIn profiles that describe what they do and how they contribute to the business. Encourage staff to post in LinkedIn groups relevant to the accounting industry; this can further promote your firm’s brand and attract potential clients.
When launching a company page on Facebook, make a plan to post a combination of content that will be both interesting and useful for your followers. Ensure you post at times when your audience is active on social media and encourage discussions by posting timely content.
Consistency is also important when using Twitter – ensure you plan regular tweets with tools like Hootsuite and always reply to your followers.
Email newsletters are a key way to communicate your firm’s news while also providing valuable content to existing clients, potential clients and referral sources.
By delivering high-quality content on an ongoing basis your firm can build a reputation of expertise and credibility.
Consider developing an editorial calendar to help you plan content across areas such as client success stories and testimonials, advice columns on industry changes, and opinion pieces on news relevant to your clients.
However, coming up with regular content for an e-newsletter is difficult to maintain for firms with limited resources, especially during busy periods such as end of financial year.
If your firm is pressed for time, consider using a customised email newsletter service. Thomson Reuters’ BizActions, for example, provides a regular supply of professionally written content while still giving your firm the opportunity to provide your own articles.
It also allows firms to personalise the look and feel of each newsletter and gives you the ability to post your articles directly to Facebook, Twitter and LinkedIn.
Additionally, comprehensive reporting allows firms to use client readership data to identify new leads and opportunities for providing additional services.
Your firm’s website is often the first impression your company makes on prospective clients looking for tax and accounting services.
Therefore, it’s important to have a clean and easy-to-navigate website design and up-to-date information on the business.
Consider including extra content that complements your social media and email marketing efforts. This will increase the amount of time users stay on your website and will drive engagement.
Adding a blog to your website that includes regular guest posts from your team is a smart way to introduce company faces and talk about your firm’s initiatives and successes.
Links to the blog can be included in your regular email newsletter; this will encourage clients to click through to your website, read the content and discover your services.
In an increasingly digital world, it’s vital that Australian accounting firms make their mark online and use the social and email platforms at their disposal.