If your accounting firm isn’t already invested in social media marketing and brand-building, now’s the time to start. If you have an established social media presence, there’s always more you can do to attract prospective B2B customers.
The benefits of social media marketing are clear-cut and compelling:
- Active engagement on LinkedIn, Twitter, Facebook and elsewhere boosts your firm’s brand-awareness and credibility. When your firm ranks higher in Google searches, potential customers have an easier time finding you.
- Through social media, you gain visibility with a targeted audience far beyond the range of your physical location.
- Social media is a great way to establish your firm as an industry thought leader with a clear understanding of the challenges your clients face.
- Many—if not most—of your existing and prospective customers are already engaged in social media. Getting involved is a great way to make new relationships and solidify the ones you have.
Here are tips and suggestions for making the most out of the opportunities offered by active engagement in social media.
Make sure your website is “ready for viewing.” Some accounting firms leap into social media before ensuring their website is as efficient and professional-looking as possible. But if your goal is to drive traffic to your site through social media activities, you risk alienating potential clients who come to an accounting site that’s poorly designed and difficult to navigate. Then you have frustrated prospects you won’t likely see again.
Identify key goals. There are numerous goals worth exploring prior to an all-out social media effort. Identify the objectives that make the most sense for your firm at the present time. Do you want to enhance awareness of your brand? Broaden your network of clients and potential clients? Participate in online discussions related to accounting and tax subjects? More than one goal is worth considering, too.
See what’s out there. When was the last time you did a Google search of your accounting firm and of your competitors’ firms? People may be talking about you on Twitter or LinkedIn and you don’t even know it! A thorough online search will also clue you into sites and social media accounts you should be following on a regular basis. On Twitter, searching by keyword or hashtag (“#accounting,” “#taxes,” “#audits,” etc.) will quickly connect you with a community of like-minded people – and prospects seeking the services of a well-respected firm like yours.
Share your best content. Prospective clients gauge your level of expertise by the quality of the content you share online. Whether you post a blog, offer a whitepaper or distribute a newsletter, offer content that addresses the key challenges and concerns faced by your target audience – with solutions to those challenges that bolster your status as a thought leader. Start looking at current events (both business-related and what’s happening in the world at large) through an “accounting lens” and generate new content with that angle in mind. Offering “Top Tips”-type content is another proven crowd-pleaser.
Reward your fans and followers. As more people elect to follow you on various social media platforms, make it worthwhile to them. Planning to unveil a new product or service sometime soon? Announce it first on Twitter and LinkedIn (with a “test-drive” incentive that encourages people to try it out). Thinking about a holiday-related discount on services? Share the offer with your fans, so they feel rewarded for following you. Not only does this build goodwill, it’s a great reason for loyal followers to spread the word about your firm – and nothing beats favorable word-of-mouth, both online and in real life.
Social media activity can significantly increase prospective clients’ interest in what you have to offer. If you’re don’t have time to do it yourself, delegate the task to someone who has the knowledge and energy needed to truly impact your social media presence. It’s a great way to generate new business.