Competition is stiff in almost every industry, and marketing for accountants is crucial. In an industry where it is challenging to differentiate products, accounting firms should put in effort in ensuring discoverability.
For accountants, one of the most reliable ways to get new clients is through word-of-mouth.
But what if you could reach out to those who are actively looking for accounting services all day long? That’s why effective marketing for accountants is so important - done right, and your practice can grow into something much larger, even while you’re asleep.
Maybe you're an accountant looking to break into the competitive world of finance. Or maybe your accounting firm has been struggling with finding new clients. In either case it can be hard - but not impossible.
Much has been said about the power of social media marketing, digital marketing etc. It might seem daunting to anyone who is new to this. However, if you keep at it, you might become one of those high-growth accounting firms successfully growing your business online!
We've got 3 powerful tips that you can follow to successfully market yourself and your business. Time to spend more time securing potential clients’ financial futures and less time figuring out where to find them.
How do accountants attract clients? Best marketing tips for accountants and accounting firms
Go digital or go home
You’re an expert in taxes and bookkeeping, but you probably aren’t an expert on how to market those services.
It might not seem like an issue for accounting firms. But in the 21st century, marketing online needs to be a part of your growth strategy no matter the industry you’re in. You need to appear where your potential clients are at. Having a well planned digital strategy is an important first step.
And for that, you can deploy a variety of these tactics as part of your marketing plan:
Ensure that you have a website discoverable on search engines
From researching where to fix their car to places that give the best pet Balinese massages, people turn to search engines for everything. Accounting service is no exception.
With more than half of consumers consulting Google for any purchasing decision, having a digital presence means you will be in the right place at the right time when people are looking for help with their finances.
If you haven’t updated your website or don’t have a website at all, now is the time to change that!
Having a strong presence online means you can get potential clients to know, like and trust you in a fraction of the time it takes to do it face-to-face. If you are able to get the attention of prospective leads this way, you are on your way to scale and eventually see business growth!
And while it’s a good place to start, it’s no longer enough to just have a nice accounting website design with your contact details and services listed. Here are three powerful tips that can help boost any accountant’s marketing efforts.
Related: How to start a website from A-Z: A 5-step guide
1. Local SEO: the low hanging fruit in marketing for accountants
With local Search Engine Optimization marketing, the goal is to address two audiences:
- The potential client
- The search engine i.e. Google
Let’s face it - nobody looks past the second page of Google. With local SEO marketing, you want to get your website ranked high on Google so that it shows up on the search engine’s first page when people are looking for accounting services in your area.
Here are three ways you can start building up your local SEO strategy and get clients clicking on that ‘Book An Appointment’ button on your website: Google My Business, Reviews and Citations.
Google My Business
Setting up your Google My Business can help your business become more visible in local search results.
If a potential client searches for “Accountants near me” and your accounting firm shows up, chances are you’ve got a scorching hot lead on your tail.
Set up your business profile by keying in your accounting firm name, location and category and once approved, Google will start displaying you on their local search results as well as Google Maps. People can then start leaving reviews or ask questions about your business.
Reviews
Reviews are more than just marketing hype; they provide valuable feedback for customers who are searching the Internet.
Why? People rarely trust businesses, but they trust other people. Think of it as a powerful word-of-mouth referral that works over and over again.
With unique content marketing techniques, you can encourage your satisfied customers to leave reviews online. Things like giving a discount or a freebie in exchange for a review works like a charm. This is a great way to build reputation online for accounting firms. And especially so because it is a professional service that is not as easily comparable compared to other goods and services.
Citations
Here’s where a little bit of public relations skills will come in handy. Getting a number of high-quality local citations or references include getting mentioned on publications online - business directories, review sites or guest blog posts on popular websites. Each mention should include accurate information and contact details about your account firm.
By getting a number of trusted online websites and publications to link back to your website, Google will start recognizing your accounting firm and will be more likely to push it to the top of the search results.
Editor’s note: GoDaddy’s website SEO tools will get your site Google-ready so you’ll be right there on the first page when clients search for services like yours.
2. Dive into social media (LinkedIn, to be exact)
With high social media penetration rates in Asian countries like Malaysia (86%), Hong Kong (85.6%), Singapore (84.4%) and Philippines (80.7%) - you just can't afford to ignore the power of social media. Effective use of social media can definitely help accounting firms gain an edge over their competitors!
If you plan on marketing your accountancy services in these countries, social media is a must. But keep in mind that which platform you choose to go into depends on your target audience.
Every accountant will number-crunch, but ask yourself: what can I offer that other accountants / accounting firms can’t?
For an accountant, LinkedIn offers you a platform where you can showcase your expertise, while building relationships and referrals. After all, people need to trust you before letting you anywhere near their finances! It is also a great platform to build relationships with the wider business community and present you with opportunities to meet your potential ideal clients.
You may have already created a LinkedIn profile, listed down the services you’re offering, but done little else. Here are some tips to keep in mind to jumpstart marketing your accounting services on LinkedIn:
- Identify your target - Unlike Facebook or Instagram, people go on LinkedIn to do business. It’s not so much about showing off your personality as it is about making it all about them. Everything from your About Page to the conversations you initiate needs to be centered on getting your target client to know, like and trust you - think of it like the most important dating profile you’ll ever create.
- Create good networks - Assess your current network and identify not just existing clients but people you know with clients who may need your services (think lawyers, business owners, consultants). The more you refer work to them, the more likely they’ll do the same in return.
- Keep them engaged - Post news updates, thought leadership and other engaging social media content that shows off your expertise. Start writing articles on LinkedIn, and regularly! You can also share success stories from happy clients that raises awareness of your trustworthy and recommendable service.
3. Create a blog that helps your audience (aka valuable content)
If you ever wondered what Google's Company Mission is, it’s this:
"Organize the world's information and make it universally accessible and useful."
Content is a great way to execute marketing for accountants! If you want to rank higher on Google, create useful content about accounting (and your specific niche) to your website regularly. And one of the best ways to do this is by writing a blog.
A blog is a cost effective way for you to build up trust and establish yourself as a credible professional. It’s also a great way for you to differentiate yourself from your competitors. In a world where information is key, your credibility can make the difference.
In fact, the overwhelming majority of businesses aren’t that great at publishing blog posts regularly (especially those in the accounting industry). Bad for them, good for you - you have the opportunity to get ranked much higher for local searches once you have an active blog about accounting.
Over time, Google will learn that you provide relevant and useful information to people who want accounting help or services.
Start by writing about problems your potential clients are trying to solve. Are they looking for tax tips for the upcoming year? Maybe they’re looking into the pros and cons of hiring a CPA for their business. Once you tap into the desires and frustrations of your target, you’ll be able to write about things most useful to them.
Remember to ensure that you have regular blog updates to keep your website content fresh. This will also affect how your blog site is ranked on Google!
Editor’s note: Don’t know where to start? GoDaddy’s Digital Marketing Suite helps you create content that keeps your clients engaged and connected with your business, even if you’re a newbie to the online marketing world!
Marketing: no ifs, ands or buts
With marketing for accountants, the key to getting more clients is making sure your online presence is top-notch. Get the basics down pat by leveraging on local SEO tactics, engaging in especially LinkedIn, and creating content that your target audience finds helpful.
You may not be an expert, but that doesn't mean you can't follow the same tactics used by marketing pros to effectively market yourself and grow your accounting firm's client base.
The best news is there are tons of tools out there for those with little to no marketing experience - check out all the features we offer at GoDaddy including our Website Builder, Digital Marketing Suite, SEO Tools, and more!
