Like any business in the 21st Century, an accounting firm needs to have a strong marketing strategy if it is to be successful. For most accountants and accounting firms, a major part of your strategy will hinge on digital marketing. As much as people would like to think otherwise, this isn’t easy. There may have been a time when you could keep up with a digital marketing strategy simply by updating your website regularly and sending out emails to current and prospective clients, but while those are still important, modern digital marketing requires more work than that. It often seems like a full-time job in itself, and many accountants hire digital marketing firms such as Studio MFP to handle their digital marketing campaigns, but there are still some things that you can do that should be a part of any modern digital marketing campaign.
Keep Updating Your Site
We did mention this before, but keeping your website updated is still a crucial part of any digital marketing strategy. Much of the focus may be on social media these days, but your website should still take priority over your Facebook, Twitter, or Instagram accounts. It is essentially your digital home, the place that prospective clients should see first when they look for your business on Google. It needs to not only look clean and presentable, but all of the information that you have on it should be kept up-to-date. It should also be easy to navigate and not loaded with too many drop-down menus that leave it looking like a cluttered mess.
If you’re not entirely sure what to do with your website, try thinking about it strategically. Are your updates made on a whim, or is there a pattern or schedule to them? Do you have a clear call-to-action, and do all the pages on your site relate to it? These are things that you need to consider when you make any changes to your website.
Use SEO Wisely
Most marketers will tell you that SEO is crucial for any company that wants to make a strong showing on Google, but not everyone knows what constitutes good SEO. There was a time when web content would rank highly on search results if they had enough of a few certain keywords and phrases, but while there are still marketers and SEO “gurus” who write that kind of content, that’s far more likely to drop your ranking with Google and ensure that nobody can just stumble upon your site.
Creating worthwhile content will increase your Google ranking and make for good SEO, but there are still some SEO tips that accounting firms should find useful. First of all, research what keywords will be useful for your business. We know that we said that keywords aren’t everything, but sprinkling phrases such as bookkeeping, accounts, and audits into your content in ways that seem natural and not like you’re keyword-stuffing will improve your Google ranking. Second of all, know who your ideal clients are. To get an idea of who these clients would be, put yourself in the shoes of someone visiting your site for the first time. Think about why they would be searching for an accountant near them and what kinds of services they would need, and build your website and your social media content around this information. Finally, keep creating new content. The more relevant content you create, the more likely your website will show up in searches. Don’t worry about getting great results with your SEO instantly either. Google changes its algorithm frequently, and trying too hard to crack it and figure out how it works is more likely to hurt your rankings than anything.
Keep a Blog
Marketers have been declaring blogging to be dead for some time now, but there is still a lot of value to keeping one active on your website. Blogging is a great way to advertise your services and keep your most loyal clients abreast of any changes to your business, promotions, or anything else that might be worth mentioning. It can also be a great way to inform new or prospective clients about what you have to offer without cluttering up your homepage or About Us sections. Finally, a blog can be a great opportunity for cross-promotion if you want to link to other relevant blogs or invite other bloggers to write guest posts. Links to other blogs can even improve your SEO, so it can work for you on many different levels. In short, blogging is definitely not dead, so keep posting regularly in your own blog or find writers who can.
Keep Posting to Social Media
There is a gigantic emphasis on social media when it comes to digital marketing, and rightly so. Social media networks such as Facebook, Twitter, and Instagram are bigger than ever, and you can find plenty of new clients by keeping your business’s profiles updated.
As with your website and your blog, you need to post to your social media accounts regularly. It keeps your business fresh in people’s minds and lets the algorithms that govern social media sites know that your accounts are still active. You don’t need to update your various social media profiles constantly throughout the day since that would be excessive and too time-consuming, but you should try to post about once a day in the afternoon when people will be the most likely to see it.
Hire a Marketing Firm
Since digital marketing can be a full-time job in itself, it often pays to find a marketing firm that can develop a digital marketing campaign on your behalf. If you are serious about getting a marketing campaign off the ground for your accounting firm, contact Studio MFP for assistance. We can work closely with you to ensure that you have a digital marketing campaign that can improve your SEO, increase traffic to your website, and grow your client base. For more information about our services, contact Studio MFP today. We will be happy to answer any questions that you might have.