The accountancy sector is quickly changing – not only prompted by changes in legislation and procedure, but as a result of the new ways people are working with automated systems, cloud-based technology and the increasing popularity of outsourcing.
Income tax/tax return adviser?
Not all accountancy firms have stayed competitive and visible online in this new digital age. To make sure your accounting business remains ahead of the game, here are: 5 simple tips to support your digital strategy and make sure your firm comes out on top.
The tips all apply whether you offer services as chartered accountants, book-keepers, income tax/tax return advisers, financial advisers, or financial auditors.
Underpin your digital strategy by offering answers to your clients’ questions
It’s vital to remember that people search the internet for answers to the questions and problems they are facing. Your website is the perfect place to show your potential customers that you recognise this and that you can deliver solutions to those issues.
This should underpin much of your digital strategy – but let’s start with your website.
Audit your Accountancy Business Website
Many businesses put their money and effort into other areas of their online presence, without first checking that their website is working hard enough for them. Carry out an audit of your website before you do anything else.
What questions should I ask to audit my accountancy business website effectively?
- Is your website mobile responsive, able to target the increasing numbers of tablet and smartphone users who regularly browse the internet from these devices?
- Are your brand and key messages are clearly communicated through your website?
- Does your website attract your target market?
- Does it convert leads and close customers?
- Do you have good content, call-to-action, landing pages and forms to encourage the sale?
A study by Thomson Reuters and the Association for Accounting Marketing showed that many accountants are not making the most of the benefits offered by inbound marketing (which means the ability to get found by your customers). 63% of surveyed CPS firms said their websites were the least effective of their tools used for lead generation. As a result, 60% of the firms surveyed don’t possess tools or technology to convert website visitors to leads.
- Take advantage of the lack of action by competitors and automate your website marketing process.
- Encourage your website leads to become conversions through targeted email marketing.
Search Engine Marketing (SEO)
- Utilise Inbound Marketing to drive more targeted traffic to your website. Either paid search advertising or Search Engine Optimisation can boost the traffic to your website. Your potential clients are likely to be searching online either through the keywords they are searching for (e.g., “Accountants in Pembrokeshire”) or through paid searches, online directories, reviews sites (like https://www.vouchedfor.co.uk/) and of course social media sites like LinkedIn or Facebook.
Content Marketing for Accountancy businesses
A great way to boost your online presence is to create, share and promote high-quality content. This can be done internally, or if this isn’t possible, we can manage this for you.
Whether you realise it or not, you have a wealth of content at your fingertips ready to use:
You have excellent accountancy sector knowledge so you can create the best kind of content: content that answers potential client questions or issues
- Use past client work as case studies, using them to answer common questions or areas that other clients might find interesting, or provide insight into certain trends you’ve experienced over time.
- Publish regular blogs onto your website incorporating this content, then send out the link to this post through your social media to create interest and encourage visitors to your website.
See an example on the PwC website below, which encourages visitors to actively visit their blog page “Our blogs keep you in touch with our latest thinking” to encourage sign up.
The PwC website actively encourages visitors to go to their blog page
Video marketing for Accountancy businesses
YouTube and Vimeo are great channels where you can ‘talk’ directly to your clients, on any number of subjects. PwC use their YouTube channel to share thoughts from their CEO’s 20th Survey, their Future Work and Annual Review as well as talking about Global Risk Insights.
- Share your knowledge directly to your clients through YouTube and to be seen as leaders in your field.
Email Marketing for your Accountancy business
Email marketing can outperform other types of online marketing, used effectively it can go a long way in reaching your target audience and maintains relationships with your existing clients. An email marketing campaign is easy and inexpensive to set-up and run without much computer knowledge.
- Encourage clients to be pro-active, reminding them when they need to start filling in their tax returns or informing them of the latest tax laws or news.
- Review your sign up on your website, so that a prospect who visits the site and leaves their email is automatically sent a series of emails and sent a request to meet with the Accountant.
So to conclude…
Now’s the time to get ahead of the game with a targeted digital strategy in the accountancy sector. Not all firms are up to speed with modern digital marketing, nor do they use the available tools whether email newsletters, automated communications or apps for users’ smart phones.
Web Adept have been producing digital marketing strategies for over 20 years. We can help you develop your own strategy and implement a range of digital communications tools to help you drive your business forward in the digital age.
Contact us now to talk through your digital marketing strategy.