“For the cost of one internal marketing manager we’re able to have an entire team of content and digital experts, and without any of the overheads. Our results across social media, SEO, PPC and email have been transformed. It’s the best money we spend each month.”
– Rick Miles, Ark Teacher Training.
“I’ve worked with Dan and the team at Boss for some 5 years across a number of client projects, starting with Wilson Partners. Their knowledge and understanding has been, at times, mind-blowing, and I feel like I learn something new every time I talk to them. What really matters though in that this has translated into some great results for our clients and continues to do so.”
– Jeremy Cuthbert, Director of Journey Ltd & External Head of Marketing for Wilson Partners.
Why use influencer marketing for accounting firms?
Added credibility &
trust for your brand
Increased reach & brand
awareness
Boosted engagement &
sales
When it comes to influencer marketing for accounting firms, communication is key. There is no quick fix; a lack of preparation and nurturing will lead to a lack of results. If you want to achieve results that make a difference, you need to be working with influencers that want to drive change – and they must be aligned with your brand.
With that in mind, the very first step of any influencer marketing campaign should always be to research your influencers. And this must not start and end with follower counts and engagement levels. Real results come from campaigns based on relevant metrics; if you’re focusing solely on vanity metrics, you can expect your campaigns to barely scratch the surface (in most cases). Of course, there will be some campaigns where vanity metrics are relevant – it’s all about aligning the metrics to your goals, so look at things on a case by case basis.
Whilst metrics will change from time to time, one thing should always be certain: every influencer you work with must be aligned with your brand. As we’ve already mentioned, the success of influencer marketing for accounting firms relied on the firm’s ability to select the right influencers for their brand; this means understanding who their audience is, their interests and passions and where their expertise lie. Remember: relevance is of the utmost importance.
Some examples of key influencers within the accountancy industry include:
- Stephen Kelly, FinTech
- Helen Miller, Tax
- Larysa Melnychuk, Financial Planning & Analysis
- Judith Freedman, Tax Law
- Gary Boomer, Technology Innovation & Firm Practice Management
We’ve discussed the importance of communication for effective influencer marketing campaigns, but how do you ensure this happens? Well, the first step should be to take time to get to know your influencers. Rome wasn’t built in a day; good things take time to develop, and you must be prepared to invest time and resources to make it work. Before partnering with an influencer, you should understand who they are and why they want to work with you. If they have no interest in your accounting firm, this will likely come across to their audience.
Once you’re happy you’ve made the right decision, draw up a contract and communication plan so to set and manage expectations from the get-go. This should include everything from frequency and method of communication to campaign goals, payment amounts and dates and timelines. You need to ensure everyone is on the same page to avoid any misunderstandings or conflicts occurring further down the line.
For one-off partnerships, similar to the Boss to Boss thought leader interviews, the above won’t necessarily be needed. However, you should still take the time to ensure you are selecting the most appropriate influencers for your brand and goals and also set expectations (be it in a less formal manner). An example of this might be outlining the interview and promotion process in an email, including any key dates to take note of.
It’s all very well getting influencers on board, but to maximise results you need to ensure you are making the most of your content. These people are industry experts, so they know a thing or two about creating captivating content; all you need to do is figure out how best to use it.
When it comes to influencer marketing for accounting firms, interviews and podcasts are more common, so think about how you can capitalise on this type of content. Whether it’s creating an article (or series of posts depending on the length of your interview) or taking key quotes to share via social media or email.
Along with the above, analytics should be your best friend. As an accountant, you’ll know all about the importance of numbers. And guess what – they are just as important when it comes to influencer marketing. To evaluate the effectiveness of your campaigns, you should closely monitor the performance of relevant metrics throughout. This will enable you to make changes where necessary and help you to make informed decisions about the types of content and channels to prioritise moving forward.
Here are some of the places our clients have been featured
Our Clients
Contact Us
Contact us today for a free consultation by calling 01628 601713, or using the form below.