All tax and accounting firms can benefit from a successful digital marketing strategy, but there are many factors to consider before doing so.
To grow as a business, you need to increase your digital presence now more than ever. Having a website is not enough. However, there are many strategies and methods to enhance your tax accounting business's digital marketing efforts.
You don't need to master each part of this strategy, but you should have a clear goal in mind when implementing them. In fact, this is where many digital marketing campaigns fail. Most professionals understand that they need customers to visit their company's website, so they focus on driving people to their company's website. But are these the right people? Do you have the right services to offer? Can you compel people viewing your website to take action?
None of these methods are new, but each topic requires us to step back and ask ourselves: What is the purpose of this?
Let's start with the website.
Goal-driven website design
When your accountant works on your digital marketing strategy, you'll be surprised how your entire digital marketing plan can be completed by simply having a website. Looking at the website, it's clear that there is no goal.
So be honest with yourself.Is the current he website some kind of brochure with little value other than basic and contact information embedded at the bottom of the website? no Well done to you, you are in the minority.
However, most professionals will tell you that they should contact you if you are interested in their services. This is a perfectly acceptable goal and a good starting point, but it may not be specific enough. More importantly, these websites are actually built or designed to facilitate that kind of inquiry.
Having a clear call to action (CTA) throughout the page is essential to your success. The content and design of your website should help visitors evaluate themselves and use your services more comfortably. That way, you won't have to waste time on leads that aren't the right fit.
Having an aesthetically pleasing website is a great start, but it's the content that really needs to guide potential customers.
As you can see from the example above, this website has three CTAs and positive customer reviews near the top, which helps build trust in the company.
Content and content marketing
The content on your website serves several roles. First, you need to help your visitors understand what your business offers, who it's aimed at, and how they can take the next step.the same applies to you blog Content — It should support your core services and explain how prospects can take the next step (again, through CTAs).
Many accounting firms carry generic drugs. our service This page lists all the services provided by the company. However, approaching this in a different way will not only educate your visitors but also improve your website's performance in search engines.
Posting regular content like blog posts on your website can have a wide reach, but only if it's truly leveraged in the best possible way. If you're writing a blog post that just posts on your blog and doesn't offer much more than that, you're leaving a lot to be desired.
You should create blog posts that educate your visitors and help them make decisions by creating content that targets your ideal customers at different stages of the buying process. That way you not only have a better chance of getting them within your ecosystem, but you can also use this to build other marketing channels.
With blog content that attracts visitors, you can build an email list and even create social media posts to provide content to share with new subscribers. In fact, the content you create can be reused across all channels, so a blog post can become an email, or her 3 LinkedIn posts, or her 3 Facebook posts, etc. Always think of ways to maximize your efforts.
pay-per-click advertising
Pay-per-click (PPC) for accountants can be a dangerous game, and you can end up paying high fees if you don't understand the process. Fee every click. Although PPC is a complex subject, it is essentially an internet advertising model in which advertisers pay publishers when their ads are clicked. But if you don't think about how to convert site visitors into customers, you risk wasting money up front.
Depending on your position, it's usually better to start small with your PPC and gradually increase it once you have a more tested setup. However, before you start your marketing efforts, you need to understand who you are targeting, what they are searching for, and whether you are the right solution to their problem.
You need to understand how to best target potential customers, especially when choosing keywords within your ads and content. When considering the type of customer targeting you want, you have three options: wide, phraseand Perfect match.
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- wide — This will target your keywords and show you what the search engine deems relevant enough.
- “phrase” — Now target the keyword or other variations of the keyword. For example, using “shoes” might result in an ad for sneakers.
- [Exact] — This will only show you ads for the exact search phrase you're searching for.
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wide
Source: Google.com
“phrase”
Source: Google.com
[Exact]
Source: Google.com
Using the photo above as an example, you can quickly see how easy it is to target a very wide audience and blow your budget. A good starting point is to initially pursue exact matches and send traffic to specific landing pages (pages where content is created based on terms and audience). This way, you can ensure that your budget does not go to waste.
As a small note, Google will prompt you to make broad targeting changes by telling you things like: optimization However, targeting lowers the score. Don't change this until you really know what you're doing.
Email and social media marketing
Email marketing is underused by many accounting firms. Your business model is built around reporting dates, but few companies track leads around these dates through informational content. But in a time-sensitive industry like accounting, failing to follow up with leads near deadlines can mean wasting money. To ensure you get the most value possible, you need to deploy your system through other channels.
For example, you want to make sure your web design is appropriate so you can reach out to potential customers, sign them up for your email list, and follow them on social media. Not all visitors will take action on her website, but she wants to maximize the chance of contact.
If a potential customer follows your social media posts or signs up for your email list, you can reach out to them again. In fact, very few people will visit your website, call, and immediately sign up as a client. To get the most out of your digital marketing strategy, you need to keep communicating regularly through various channels.
Indeed, the world is becoming increasingly digital and online. And that presents a huge opportunity for growth for accounting firms looking to expand their digital marketing efforts to attract new clients.
