Marketing an accounting business in the digital age is surprisingly easy, yet many firms are missing out on major opportunities to target new clients because they’re not fully utilizing the Internet.
Studies show that across all financial industries, 60% of clients make decisions on which firms to work with based on digital footprint, so having a strong online presence has never been more important. However, if you don’t consider yourself to be tech-savvy, there are a few things you need to know before you can launch a fully effective campaign. Here are three tips to help you attract clients through digital marketing.
Website Content
Your website should be the single most persuasive piece of advertising in your repertoire. Much like a physical office, your website is where potential clients will go to determine whether or not they want to work with you, so it’s critical that it displays your business in the best possible light. Visuals are important, so make sure your web pages are clean, crisp and vivid, preferably with images and headings that stand out. The content also needs to be compelling, concise and easy to understand.
Don’t overload the page with information. If your clients think you’re trying too hard to sell your services, they’ll look elsewhere. Include a summary of what your firm does, a few client testimonials and your contact details, along with image or videos that convey your company image. You can add click-through buttons for other actions such as “learn more” or “make an appointment.” Make sure the navigation on your page is simple, and that your homepage links back to your social media profiles.
Video Lead Generation
People are highly driven by visuals, so creating video content to advertise your business is one of the best ways to generate leads to your site. Compelling video content improves engagement with your business and gives the client a genuine insight into what you do. A high-quality, professional-looking video about your company can be displayed on your homepage, landing pages and on social media for generating leads.
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Mobile Advertising
Users spend 69% of their Internet browsing time on smartphones, so it’s important to make sure your page is compatible with mobile viewing. Mobile advertising is also a highly affordable marketing method that can help you target potential clients through targeted ads, geotagging, images, and banners.
Start by setting up a mobile-specific Google AdWords campaign – a handy tool that allows you to display advertising copy on the web. You can track your performance to see how it improves your conversion rate (i.e., how many leads become potential clients or clients) and build your campaign from the results. You can then move on to banners, display ads, and social media marketing to expand your reach.
There are many ways to boost your online presence as an accountant, but it’s important that you remain accessible to potential clients. Explain what you do in simplistic terms that anyone can understand, and make visuals an integral part of your strategy.