Setting up a digital marketing strategy cannot be improvised. In the accountancy sector, which is in the midst of a digital transition, this is becoming more and more necessary. Here are some steps to follow to set up a successful digital marketing strategy.
Develop a website for your accounting firm
Why is it important for an accounting firm to have a website
Having a professional website is essential today, regardless of the business sector of the company. However, this is not yet obvious in the world of chartered accountancy… Yet your website is often the first impression that your potential clients have of you.
Word of mouth is the best way to find new clients for most accountants. However, this is no longer sufficient.
Today, when we identify a need, the first instinct is to do some research on the internet and gather the information needed to find a solution.
Thus, when a business leader is looking for an accountant, he consults the internet to find the firm that will best meet his needs. It is therefore essential for your firm to be referenced on search engines and to be well positioned. So you not only need a website but also that it be ergonomic, with good content is a good SEO strategy.
In addition, a prospect who has heard from you through their network will most likely do some research on you before contacting you. He will therefore most likely type in the name of your firm on the Internet. If you don't have a site, it can be very dissuasive. Just because a prospect has heard of you, doesn't mean they're going to choose your offer. A well-made website is a pledge of confidence for the prospect who has a better chance of turning into a customer.
Having a website also allows you to have a continuous presence. Your customers and prospects can seek you out and contact you 7 days a week, 24 hours a day.
Finally, thanks to your website, you will be able to collect a lot of data on the visitors who browse your site. This data will allow you to improve your digital strategy.
Your website, showcase of your know-how
Your website will allow you to define your visual identity and communicate your firm's values to your clients. You will also be able to present your team and your service offering. On your website you will be able to show your know-how to your visitors thanks to a content strategy. This will allow you to show your visitors that you are in the best position to respond to their problem. Indeed the objective of a website is lead generation.
A website and a good digital strategy will also help you in your HR strategy and in the recruitment of new employees. With a well-built site and, more generally, a good presence on social networks, you will be able to convey the image of a young, dynamic firm in the era of time in which young talents will want to work.
Be present on social networks
5 good reasons to use social networks for an accountant
Social networks are great tools for communicating with your targets, prospects and customers. You can answer their questions or give them important information. Social media are the means to continuously deliver content to your audience and generate engagement.
Social networks are also an important tool for acquiring new customers. They allow you to distribute your content on a larger scale and generate traffic on your website. Once on your website you will be able to convert visitors into customers.
Social networks play a key role in your online reputation. By regularly feeding your audience via networks and responding to messages and questions from Internet users, you display an image of an expert in your field. It's a great way to build the trust your customers, prospects and targets have in you.
A presence on social networks is now a mandatory step in a more global digital strategy. Social networks can strengthen the visibility of your website and establish a direct relationship with your audience. You will also be able to show the human face of your firm by communicating about business life.
What social networks for an accountant?
Social networks are numerous and do not all have the same function or the same type of users. The main ones are Facebook, YouTube, Instagram, TikTok, Reddit, Twitter and LinkedIn. What networks should be exploited for accountants?
A professional social network, LinkedIn appears to be the most obvious social network for communicating with other professionals in the accounting industry or with prospects.
LinkedIn also allows your accounting firm to rank well on Google naturally. Indeed, company profiles and pages appear in a good position in Google's search results.
Facebook is the social network with the largest number of users. Having a Facebook page of your accounting firm allows you to boost your SEO and increase traffic to your website by capturing Facebook users, who number 37 million monthly active users.
Facebook also offers the possibility for your customers to leave you a review and a rating. This can help you build your credibility and support the quality of your service. It is therefore an ideal place to communicate privately with your audience through Messenger and thus communicate your responsiveness and availability.
Twitter can also be interesting for communicating on your expertise, but it requires being very active and publishing content that is as close to the news as possible. Finally, Instagram can be interesting because it is the ideal network to rejuvenate the image of the accountant who tends to be aging.
Establish a content strategy
What is content marketing?
Content marketing consists of distributing content with a high added value to your prospects and customers on a regular and constant basis in order to gain visibility and create value. This will help attract customers and gain their trust.
Why do content marketing for an accounting firm?
Content marketing is the strength of the accountant! As we have seen previously, consumers go directly to the Internet for information when they need it. Businesses looking for an accounting firm on the internet will look for a firm that publishes information relevant to them. You must therefore determine your type of clientele and produce content that is specifically aimed at them (practical content for VSEs and SMEs, for a particular sector of activity, etc.)