For over a decade, Boss Digital have worked with ambitious accountancy and other professional service firms to grow their brand presence and lead generation via social media.

It’s now widely accepted that accountancy firms need to incorporate social media into their overall marketing mix, but too often it’s without a clear set of objectives or how progress against those objectives will be measured.

This is where Boss Digital come in. By creating sophisticated content strategies that cut through the noise and make real impact, we are able to deliver quantifiable commercial value. For more information or a free social media consultation, contact us today.

There is not a single top 100 accountancy firm that is not using social media in some way to grow business. Whether it be through brand positioning, content promotion, recruitment activity or direct lead generation, every major firm is now employing some degree of social activity.

The issue is, all too often there is a lack of clarity around these objectives and no agreed metric by which to measure their success. Firms post content on LinkedIn and Facebook because they instinctively know it’s something they should be doing, but without a clear strategy or performance tracking process. Consequently, while some occasional benefit might be taken, lots of energy is wasted and the activity is difficult to justify commercially.

Social Media for accountancy firms can involve anything from advertising your range of business and accountancy services, to providing good customer service and showcasing your success stories and happy clients. Due to the huge number of benefits, more and more accountancy firms are realising the benefit of strong social media.

Some of the more traditional platforms may not be as suitable for accountancy firms, but by judiciously picking the best and most appropriate engagement platforms, you can differentiate your accountancy firm from the rest and increase brand engagement and sales levels.

As with any form of marketing, it’s all a question of audience and objective. If the audience is small business owners then LinkedIn and Facebook are likely to be key channels and the content will need to be built around a variety of key business topics, from leadership to technology.

If the goal is to expand brand reach via media engagement then Twitter is likely to be a key channel. While if the aim is to recruit better talent, then while LinkedIn may generate initial traction the firm may find that Instagram is the best platform through which to showcase their culture.

Facebook:

Facebook offers not only the largest audience but also some of the most granular targeting. The content published is extremely broad, from long videos to short status updates and everything in between, making Facebook the most versatile and universally applicable platform. It’s almost a given that it should play some role in the overall strategy for any accountancy firm.

 

LinkedIn:

Accountancy firms have traditionally relied on LinkedIn for finding future employees, but forward-thinking accountancy firms are now using the platform as a means of generating new leads. The key is to have fantastic content that you can gate behind data capture forms, ideally involving some use of business influencers to add greater credibility, thereby reducing your cost per acquisition.

 

YouTube

YouTube is somewhere between a search engine and social media platform, but however you define it, the video behemoth almost certainly deserves to feature in your overall marketing mix. Not only is it a powerful driver of traffic in itself, but by embedding YouTube videos into your landing pages you can give your SEO – vital in the accountancy sector – a powerful boost!

 

Regardless of the platforms you choose to use for your accountancy firm, it’s vital that you conduct appropriate research to find your audience and pitch at the right level. Demonstrating your commitment to customer service might be great for Twitter as it is most visible, but it could get lost on a Facebook page. The BOSS team can help you decide the best content for the right platform and devise appropriate content strategies to ensure you have the best chance of encouraging engagement.

Many accountancy firms make the mistake of thinking that social media can be approached in isolation, consequently the content is often off-brand, inconsistent and not aligned with any agreed commercial objectives.

As with any channel, social media is simply another means of distributing what must be a centralised content strategy. This strategy should define key subject pillars along with format, frequency and corresponding media plan. More importantly, it should be spearheaded by an ambitious goal that in turns drives the overarching vision of the brand.

A key part of this kind of content strategy is B2B influencer engagement. For any accountancy firm there will be key individuals that hold great influence over the target market. By engaging with these people, the firm will not only generate more interesting content, but grow their reach and elevate their credibility.

A lot of accountancy organisations are reluctant to commit to social media as they don’t believe it translates into a quantifiable commercial return. If this is your principle concern then your best bet may be to run a direct response campaign, as this is all about the numbers. In simple terms, if a social channel can use content to generate leads (data plus permission for contact) at a cost that is lower than the value of the lead, then that channel represents a viable and repeatable route to market for the firm.

Direct response campaigns used in tandem with LinkedIn’s InMail feature among other platforms can provide you with a quick and easy way to steer traffic towards important landing pages and directly generate qualified leads for your company. With specific and focused targeting, it’s now easier than ever for accountancy firms to advertise their services or invite potential new clients to events such as webinars or showcases, at a significantly reduced cost.

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Contact us today for a free consultation by calling 01628 601713, or using the form below.

or email us at hello@boss-digital.co.uk