Something Doesn’t Add Up….5 Marketing Mistakes That Could Be Hindering Success For Your Accounting Firm (& How To Avoid Them)

Digital marketing is a cost-effective way for your accounting firm to cut through the noise, build relationships with your customers and drive sales – but are you achieving the best results possible? If you’re putting in the work and the numbers aren’t adding up, it’s likely somewhere down the line something has gone wrong. No need to panic, more often than not, the majority of mistakes can be resolved relatively quickly; it’s just a matter of identifying them. If you’re feeling overwhelmed and don’t know where to begin, take a look at 5 of the most common marketing mistakes accounting firms can make: 

    1. Monitoring the wrong metrics

How successful is your marketing strategy? ‘Very’ or ‘it’s okay’ isn’t good enough, you need to have the numbers to validate your claims. Take a step back and look at what bigger picture; yes, an increase in likes on your Facebook page is nice, but is it contributing to your goal of improving your conversion rate? To truly evaluate the performance of your marketing strategy, you need to ensure you’re only monitoring the most relevant metrics. To see some of the key metrics your accounting firm should be tracking, check out our blog post on 5 important marketing metrics your business needs to be monitoring here.

    1. Undervaluing your website

Did you know that 88% of users say they are unlikely to revisit a website after a bad experience? Your website is the first port of call for your customers, so you need to make sure it creates the right impression and makes an impact. From your content and site navigation to your loading speed, every aspect of your website must be optimised for your audience. For advice on how to improve your site’s user experience (UX) design, check out our ultimate guide to user experience here

    1. Playing it safe 

The accounting industry is highly saturated, meaning to make an impact and differentiate your firm from the rest, you need to be thinking outside the box. If you’re playing it safe and sticking with what you know, you’re unlikely to make a lasting impression on your audience; it’s time to start thinking big. Whether it’s introducing an innovative process, getting creative with your website or publishing an outstanding piece of content, it’s important to free yourself from the traditional constraints of the accounting industry to get your firm noticed.

    1. Missing calls to action

If you don’t ask, you don’t get. If you want your audience to do something, you need to make it really clear. Your calls to action should motivate your audience and drive them to take the next steps, whether that’s making a phone call to your firm or signing up to your newsletter. The key is to make the most of having the attention of your audience. 

Your calls to action should be eye-catching and tell the user exactly what they can expect. Crunch has several calls to actions placed strategically around their website. To avoid confusing or overwhelming the user, they stick to the same few and keep the text clear and concise. They make use of contrasting colours to ensure their CTA buttons are clear and accompany each with relevant copy to motivate the user further. 

Marketing for accountants - calls to action

  1. Lack of credibility

Sure, it’s easy to say you’ve helped countless businesses, but can you prove it? With so many firms offering similar services and making the same promises, to cut through the noise and gain trust from your audience, you need to provide evidence to support your claims. The easiest way to build credibility is by publishing case studies and client testimonials to your website. Not only will this ‘prove your worth’, but it can encourage conversions by showing your audience you have been able to benefit someone that they can relate to. 

Now you know what to look for and how to resolve some of the key marketing issues, you can begin transforming your strategy to achieve the results you want. If you’re keen to learn more about how to upgrade your digital marketing, check out our ultimate guide to marketing for accounting firms here, or contact us for a free consultation to see how we can help your accounting firm step up your marketing game.