Marketing for Accounting Firms
Co-marketing involves teaming up with another company with the same target audience as yours to generate leads and business. A survey by Dimensional Research shows that negative reviews have an impact on the purchase decisions of a majority (86%) of respondents, so they matter. It can be disorienting to hear that your services don’t meet the expectations of accounting clients. Every piece of content you post on social media should include a visual, whether it’s a photograph, an illustration, a chart, or a video. 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.
Five marketing tools you need to make use of
- Your marketing plan should include several channels to give you the best possible chance of beating your competition and achieving your company goals.
- AAM’s publications have timely, thought-provoking information to help you and your firm grow.
- Without a profile, your firm will not appear in Google’s “local pack” search results that appear above organic listings.
- For example, an association like TruWeb Verified can check the source of the review and the claims it makes.
- Marketing for accounting firms doesn’t have to be complex to be effective.
Digital PR takes the same principle, and applies it to your online marketing, allowing you to improve your website rank and gain visibility with your target audience. You should be targeting mobile users directly with your marketing campaigns. For example, running a Facebook ad with the “Call Now” feature will allow mobile users who see your ad to contact your firm with the tap of a finger. Pay-per-click advertising is one of the most effective types of online advertising because it targets keywords, and you pay only when a potential lead clicks your call to action. On average, PPC ads have a 200% ROI and can increase brand recognition by up to 80%. If you do maintain more than one social media account, make sure to use the same profile picture for each one.
Seven Ways Management Accounting Can Benefit Your Marketing Operations
By sponsoring finance content creators, you gain access to their loyal followers, leveraging their influence to promote your firm’s unique offerings. Imagine the impact of a well-placed mention or an engaging collaboration that introduces your services to thousands, or even millions, of passionate finance seekers. Watch your firm’s visibility skyrocket as you ride the wave of influencer marketing. As the business world becomes increasingly complex, the need for professionals with a deep understanding of accounting and marketing is more important than ever. Accountants who work in the marketing industry need to have strong communication skills. This is because they often work with clients and other staff members.
Build A Strong Online Presence
Content marketing is essential for marketing firms because it lets prospective clients know that you care about their needs and will provide content that’s relevant and useful. Each piece of content you create has the potential to generate qualified leads for your accounting services. Marketing firms provide valuable services that include tax preparation and estate planning. Many clients may come to your firm for one service and stay with you for additional services. A well-designed inbound marketing strategy can help you connect with your audience, build trust, and convert casual visitors to your website into long-term paying clients. Financial accounting can help marketing professionals track spending, identify areas where money is wasted, and make adjustments to improve the ROI of future campaigns.
How Does Content Marketing Work for Accounting Firms?
You need to find a way to define your audience and lead them to your website. You may need a larger budget if you have neglected your marketing for a while. The United States Small Business Administration (SBA) recommends a marketing budget of between 7% and 8% of a company’s revenue for most businesses. If your marketing is happening only on Google or Facebook, then you are missing out on a large audience of prospective clients by not diversifying your campaigns across multiple channels. You can track your results using tools such as Facebook Insights or your Google Dashboard or by hiring a professional marketing firm to help you.
Marketing Management Articles
The most important consideration is what your target audience wants and needs. If you provide it, they’ll find your website and you can connect with them. In theory, ChatGPT could become a reliable tool to get answers to common questions and even draft content.
A few years ago, we did most of the marketing offline through print ads, TV commercials, and direct mail. Suppose the company has profit goals set by the executive management team. Accounting must also determine the minimum sales price necessary to reach these goals at different projected sales volumes. Accountants can help set realistic budget projections, track spending throughout the campaign, and measure the return on investment (ROI) after the campaign.
If someone searches for “tax services near me” and your profile does not have an address, it will not appear in the results. One of the reasons that measurability is part of the SMART goal paradigm is that measuring your progress allows you to tweak your marketing if it’s not working. If you don’t track results, you won’t have any way of knowing whether your campaigns are effective. An example of a SMART goal would be running an ad campaign to get 20 prospective clients to fill out your lead form within 30 days. Helping improve the lives of people in your local community is more than just a nice thing to do. It will raise your profile and shine a bright and positive light on your firm.
You position your accounting firm as a trusted authority by providing valuable and applicable content. Ideally, your inbound marketing and content marketing strategies should align. Some content may speak to only a portion of your target audience because it relates to one service of the many you offer. Creating and sharing the right content can help you attract more visitors to your site and ultimately, more clients to your firm. Hiring a professional marketing company can take this task off your plate because they’ll manage it for you. Consider creating templates for budgets, expense tracking, or financial planning.
When my team started to create a marketing strategy for Breakaway, I remember being advised to produce multiple new pieces of content every week as part of a digital marketing strategy. But when I considered that I was already consistently re-sharing great online content produced by my colleagues, it wasn’t so overwhelming. Accounting professionals—myself included—have long relied on client referrals, knowing that businesses will always need transactional services like bookkeeping and tax prep. Reach out to finance tools and companies that align with your firm’s values and complement your services.
