For marketing that’s on the money.
And growth that’s off the charts.
For the last decade we’ve been working with ambitious professional service brands, including the fastest growing accounting firm in the UK. Check out the case study.
These are a few of the reasons these firms come to us…
There’s a good chance you’re reading this in as you typed something like “Digital marketing for accountants”. This page gets a lot of traffic from good people like you.
But what about your website? Is it ranking for the big key phrases relating to your ideal customers?
Most journeys to engage a new accounting firm begin with a search into Google. It’s one of the easiest ways to capture targeted traffic that drives serious business value.
No matter who your buyer is and how busy they are, they will be on social media.
Possibly on TikTok. Probably on Facebook. And definitely on LinkedIn.
Your goal is to use these channels to engage your audience on their terms. Talking about the things that interest them. In a tone they can connect with.
The right content strategy on social will allow you to reach the vast majority of your ideal buyers before they’re even “in market”. And if that isn’t enough, remember that your next superstar employee will also be checking you out on these channels. And if they can’t see evidence of a culture and mission worth their talent, don’t be surprised when they end up elsewhere.
Your average buyer won’t make contact with you (or any accounting firm) until they’ve had 85% of their big questions answered. People are used to being able to conduct extensive research online. They do it every day for their consumer purchases, and you can be damn sure they intend to do the same in their business lives.
Either you answer those questions, or they will find another firm that will.
Only 3% of your target audience is actively seeking your service. While it’s important to capture this demand today, it has limitations:
– Your competitors are also focusing on the 3%.
– With so few of our ideal buyers “in market” at any given time, it’s likely you’ll have to substitute targeting for volume. This means likely lower retention and referral – the backbone of any growth model.
– While they carry high intent, the buyer will have been tasked with securing multiple quotes and will often quietly know where they’re going to buy. And guess what, it won’t be from the firm that previously never bothered to speak with them.
For these reasons, the really smart firms invest in relationships with their ideal buyers, irrespective of where they are in their journey. It may mean losing some low quality leads today, but they’ll be building a much higher value pipeline for the future.
Why is it that accounting firms insist on building some of the least visually attractive websites on the internet?
There are exceptions – and boy do they stand out. Like a smiley unicorn in a field of miserable, suit-wearing donkeys.
That’s the great thing about the accounting market – even a small amount of creative ambition can take you miles ahead of the competition.
So set your sites a little higher. Pick a colour palette that includes at least one non-blue. Select a typeface that isn’t Times New Roman. Create images that look real because they are, and make sure they say something meaningful about the people within them.
A few years ago we were involved in a study about accounting firms and their customers. The question we were looking to answer was – what do companies most look for when engaging a new accounting firm?
It wasn’t price.
It wasn’t a partner-led service.
It wasn’t technical expertise or trust (which the participants explained they considered nothing more than hygiene factors).
It was two things – commercialism and sector expertise.
Think about that the next time you look at your website – how well is it communicating those two messages?
Numbers are your thing. Yet if we were to ask for:
…we’re guessing you’d probably look as blank as we do when asked about P11ds.
And you know what – that’s okay. You’re busy building a world class accounting firm and don’t have time to worry about the mechanics of marketing.
But somebody needs to.
Whenever you see a brand aggressively taking market share, it’s because they have a handle on the numbers. They know exactly what a customer is worth for each major service line and how much they can spend to acquire them.
Without that data, you’re either going to overspend on channels that aren’t driving a return. Or, more likely, leave money on the table.
Give us a call today and let’s start scaling aggressively AND profitably.
One of the defining features of any great content strategy is the answer to the following question…
Will the value of this content appreciate or depreciate over time?
Of course there will always be a strand of topical content that taps into a particular moment in time, but for most accounting firms that shouldn’t equate to more than about 20%.
The majority of your content should offer a greater return:
This is what a great content strategy looks like – consistently building those assets.
Most businesses want their accountant to be local – if only so they can have a good old fashioned, in-person shout the next time you invoice them for a phone call.
Therefore, having well-constructed local landing pages is hugely important for driving targeted traffic that converts.
When building these pages, consider the user’s mindset. For example, if someone searches for “Accountants in London” what do you think they are hoping to find? Service details? An address and map? FAQs? Testimonials of existing customers also based in London? An 020 telephone number, perhaps?
The more of this rich information that is contained within the page, the better for the user and the better for your search engine ranking.
You’re an accountancy firm seeking growth from your marketing.
We’re a marketing agency that helps accounting firms grow. Just like we did with Wilson Partners, one of the UKs fastest ever growing accounting firms.
Probably time to get in touch.
Frequently Asked Questions about Digital Marketing for Accounting Firms
Social media platforms allow you to engage with clients, share valuable content, and showcase your expertise, creating meaningful connections and expanding your online presence.
Yes, digital marketing offers various tools and techniques, like targeted ads and email segmentation, to reach specific audiences and tailor messages according to their needs.
Create informative content such as blogs, videos, infographics, and webinars that address clients’ pain points, showcase your expertise, and offer valuable insights.
Track key metrics such as website traffic, conversion rates, engagement, and lead generation to evaluate the effectiveness of your digital marketing efforts.
Email marketing nurtures client relationships, keeps them informed about updates and promotions, and drives repeat business and referrals. Other than your website, your email list is the only other digital asset you own, so you should prioritise it accordingly.
Our team care about two things – doing brilliant work and making an impact. That’s why we’re directing every free moment to helping the
Contact us today for a free consultation to drive change and grow your market share.
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