The demand for accounting services is on the rise, and the competition is fiercer than ever. Like in any other field, an accounting firm needs to market itself to prospects as well as their existing clients. This is not a problem for larger firms that have branches all over the country.
But, if you have a small accounting firm, or if you are just starting out, you need to be more strategic in your marketing efforts. Here are some ways you can put your marketing dollars to good use.
Define Your Target Audience
Defining your target audience is a foundational and meaningful exercise, no matter how simple it seems on the surface. You can extract great value from it.
When defining your target audience, make sure to go in great detail. Let’s say you’re targeting SMBs (small and medium-sized businesses). Your ideal target audience could be online retail businesses with 20 to 40 employees, and between 2 and 6 million dollars in annual revenue.
There are many online templates, that can help you craft a detailed buyer persona. You will be able to better understand the challenges of your target audience if you focus on more specific criteria.
Pinpointing the types of challenges your prospects face is key to creating great content. You will use your content to provide the solutions to your target audience’s pain points.
It’s important to determine the source of information your target audience uses. For instance, they may prefer Twitter, LinkedIn groups, or trade magazines. This can tell you a lot about their content preferences.
When considering which target audience you want to market to, the accounting services you excel at are not the only thing you need to keep in mind. You will also need to consider what type of content you’ll be good at creating. High-quality blog posts are a must, but if you have a knack for creating videos, writing eBooks, or holding webinars, you should make the most of it.
Upgrade Your Site
If the layout of content on your site is not good, many visitors will bounce. To determine what upgrades are needed, take an objective look at your site. You don’t want your prospects to have to play “Where’s Waldo?” each time they visit your site.
You may be tempted to market every service your firm offers, but this may not be the best choice. Use your site to highlight your top-performing services. You can mention the rest in your blog posts every now and then.
Make sure your site includes what your firm is about, your contact information, client testimonials, and a call to action.
Work On Getting to the Top of Local Search Results
It’s no use having a great website if it doesn’t have any visitors. You can advertise your website the traditional way, but that’s not the best long-term solution. You can grow your website and generate new leads by focusing on search engine optimization for accountants.
SEO (search engine optimization) is a set of practices that aim to increase the quality and quantity of traffic to your site through search engine result pages. The better your site ranks on Google, the more traffic you will get.
SEO is a great way of making sure that businesses who are searching for an accountant in your area come across your firm. When deciding how to rank your website, search engines take several factors into account, including the keywords you feature on your website, your content, the loading speed of your website, domain authority, as well as the overall quality of your website.
First, you should list your site on Google My Business. You can also improve your SEO by targeting certain keywords—phrases people use when searching for something on Google, Bing, Yahoo, etc. The key is to craft quality content around those keywords.
You also need to work on boosting your site’s “authority.” Google, and other search engines, will rank you better if they think you are a reputable source of information in your niche. You can boost your domain authority by having other sites link to your site, and getting your site indexed on accountancy-specific websites.
Start a Blog
As mentioned, blogging is a must. It’s the best way to ensure that the most important keywords are featured on your site. Blogs are also a great way to showcase your expertise, offer some solutions and advice to your customers, and get people interested in your services. You’ve got to give a little to get a little.
You’ll pull in readers and build your reputation by writing on topics that are relevant to clients. A blog may be the best medium for becoming a “thought leader.” And, not only will your blog improve your search engine ranking, but you will be able to use it to support your email and social media marketing efforts.
Marketing for accountants is a never-ending effort. If you want to enjoy long-term success, it is best to focus on improving your website, SEO and creating great content. These steps will help you achieve a competitive advantage in a saturated market.
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