PRO MARKETING CAN HELP GROW YOUR ACCOUNTANCY BUSINESS

WHY DO ACCOUNTANTS NEED A MODERN, KILLER WEBSITE?

We know what you’re thinking:

‘We don’t need a great website or ours is good enough – we get referrals and they’re not fussed about our website.’

Hmmm. Ask yourself this:

If not having a great website doesn’t matter – then why do the most successful businesses in your sector spend so much time and effort making sure theirs are amazing?

Quickbooks, turbotax, Receipt Bank, Deloitte, PWC etc – the list is endless. And it’s not just the big boys; well-established and growing business will all be doing professional marketing of some kind.
Your website needs to CONSTANTLY serve different purposes – all at the same time:

• Show ANYONE looking at it you are credible and trustworthy

• Inform about your products and services

• INSPIRE a new business connection

• Keep your current and potential customers updated about your business

• Provide clear contact information

• And really importantly, help people using Google as a search for a new accountant to find you

If you think that yours could be better – here is an example of a really cool website we PRE BUILT for Accountants that shows you what we mean:

WHY DO ACCOUNTANTS NEED A STRONG BRAND?

The value of a strong brand cannot be and should not be underestimated – a powerful logo combined with engaging and complementary creative creates credibility – something all businesses require but especially Accountants – after all, businesses are trusting you with their finances.

Ask yourself these questions. “Is my brand as good as it could be or should be?” “If it was better, would we win more work?”

A strong logo and brand set helps not only to convince those almost bought into the brand proposition but also handle many potential objections that a Accountants might struggle to overcome without one.

After all, the World’s most successful Accountancy businesses focus on branding – why wouldn’t you?

A strong brand includes:

• Logo

• Stationery

• Colourways (primary and tertiary)

• Font(s)

• Tone of voice

• Imaging

Accountants should clearly understand what their brand represents – and create a consistent package of communications that constantly reinforces the brand message and values and delivers these to current and potential customers.

WHY DO ACCOUNTANTS NEED A POWERFUL MARKETING STRATEGY?

Simple – to get somewhere you have to know where you are going and how to get there. The business establishes the where they are going part – and the marketing strategy – along with sales – this is the how to get there part. Marketing today is much more complex than years past. People’s attention spans are more limited as they have more to do in their own jobs therefore it is important to constantly reach out and touch your potential customer with your messages. You must reach and impact quickly – sending a powerful message that is easily digested.

There is a reason that the most successful and profitable business in Accounting do more – it works.

Again, ask yourself:

“Do I have a real and effective marketing strategy?” “Is it working?”

ONE OFF ATTEMPTS AT MARKETING RARELY SUCCEED.

It is frequency and diversity that works – reaching potential customers in a variety of ways on a regular basis – not every customer will be ready to buy when they see your message and it is unlikely that they will remember you, when they are, if you have not touched them enough times. So regularly marketing to your suspects, prospects and current customers is hugely important. You must also use different channels and tailor the message to the market you are focusing on.

WHY DO ACCOUNTANTS NEED TO CREATE CONTENT?

Nothing drives interaction like Content. Users demand and expect it, all part of your process to engage visitors to your brand. Your clients and prospects will love you for it AND google will too – as it loves new content and this will help your search engine results.

You don’t have to be a content machine – but choose items like:

• Blog or news posts

• Video

• Infographics

• Explainers

• Case studies

• Research

• PR etc

and share occasionally. It can be as simple as re sharing something important happening in the industry.

When it comes to Content – less is more – better to keep the quality high and relevant and add value to prospects or current clients’ businesses.

You house the Content directly on your website, and share it via email marketing (with links to your site) and Social Media

WHY DO ACCOUNTANTS NEED AN EFFECTIVE ON-GOING EMAIL MARKETING CAMPAIGN?

Like all businesses, Accountants should strive to add value to their prospects and clients’ businesses with timely and relevant tips or suggestions. As well as keeping them up to date with their own news and updates. It all helps maintain important contact and is the delivery mechanism for content.

Here’s are a few simple tips for doing it properly. Don’t forget – you have to make sure your email marketing is CASL compliant – we can help you here.

Create your strategy

You need to have a plan to make email work effectively, a strategy of what to send, to whom and when, forming an integral part of your marketing mix.

Agree and set goals

Email is a powerful tool for creating awareness and generating action, create goals of the demand to create and how best to leverage the interest created to convert to leads or sales.

Build great templates

Powerful creative along with a great strategy is so important for effective email marketing, design and build multi-platform templates carefully crafted to maximise response and click through.

Manage lists and subscribers

Import your email lists and segment subscribers to target specific groups. Ensure you use automated list management to organize unsubscribes and duplication so you’re always on the right side of best practice.

Deploy your emails

Once your strategy is set, lists uploaded, creative tested and perfected, it’s time to send! You’ll get all kinds of powerful data, including who opened, clicked, browser stats and much more – use it wisely.

Review and refine

So your email is sent, now what? It’s time to investigate the data and plan for the next campaign – remember one off marketing doesn’t work as well as planned campaigns so factor that in to your plan.

WHY SHOULD ACCOUNTANTS UNDERTAKE AND USE SOCIAL MEDIA?

Social Media isn’t the be all and end all of marketing – as many agencies would have you believe. However, like Content, it is something you should use. Here’s a simple summary.

Accountants do need a strong Social media strategy and campaign(s) – but with all marketing today – it needs to be planned and executed properly.

There are literally dozens and dozens of Social Media channels – all doing a slightly different job but with the same aims – connecting people/businesses.

Should you use Facebook? LinkedIn? Instagram? Twitter etc?

The answer for each business is different – and new businesses often struggle to understand what to use and how to do it.

When you first get into social media, it seems like you have infinite options to put out all your great ideas. A little more time goes by, and you realize the work that goes into managing each account and how frustrating it can get. At this point, it is best to revisit your options and see what is actually working.

It makes no sense to blindly pursue every avenue without getting anything in return.

Focusing your attention on one to three social media accounts, and putting your best into it, tends to be more effective.

We always recommend keeping things simple – and Social Media is no exception – clearly understand what you need it to do (per channel) and then maximise each – REMEMBERING to always add value with a post and keep engaged with comments.

We’re here to help

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