With over 10 years of experience helping businesses transform their digital marketing, we have the knowledge and expertise to streamline your accounting firm’s online strategy.
Although often overlooked, a powerful social media strategy can bring a range of benefits for your accountancy firm, including:
An increasing number of accounting firms are now using social media as a tool to generate leads and drive conversions. The platforms allow accountancy firms to capture rich insights from their audience with a view to nurturing it via email and telephone. This data can also be used to inform marketing and sales decisions and ensure every strategy is tailored to your target audience.
As powerful as social media is, one of its biggest downfalls is the fact that you don’t have complete ownership of any of the platforms. And as an accountant, you will understand the importance of investing your funds in places that will provide a valuable return. With this in mind, you should always look to monitor the impact of your social media activity on the growth of your email database. After all, this is an asset that belongs completely to you and one which you have total control over.
With a highly engaged audience and the ability to put your message out at the touch of a button, more and more accounting firms are turning to social media to aid them in the search for their next talented team member.
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.
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. 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.
When it comes to social media marketing for accounting firms, a big consideration is deciding which social media platforms to focus on; this will depend on your goals and target audience.
Some of the key platforms include:
– LinkedIn: with 55% of decision-makers using LinkedIn content to determine which companies to work with, this is the perfect platform for your accounting firm to prioritise. A fantastic way to connect and build relationships with prospects whilst raising awareness of your brand, it’s no surprise that 80% of B2B social media leads are obtained through LinkedIn.
– Facebook: the largest social network of all, Facebook is a suitable platform for every business, no matter the industry. With that being said, the financial services sector is one of the leading industries on the network, so despite a shifting demographic, there is certainly a space for your accounting firm on Facebook.
– Twitter: whilst the use of Twitter is declining, it is still favoured by many B2B marketers, ranking in a close second behind LinkedIn. The fast-paced network is a great way to engage with your target audience, gain invaluable industry insights and build your brand reputation.
– Instagram: traditionally dubbed a B2C network, Instagram is quickly becoming a favourite for marketers across all industries. Whether you are looking to increase your reach, generate leads or drive traffic to your website, when used correctly, Instagram can do all of this (and more).
– YouTube: as video marketing becomes increasingly popular, more and more businesses are now realising the power of YouTube. From extending your reach and boosting your visibility in the search results pages to building your brand and engaging new prospects, YouTube is growing, and with the help of this platform, your accounting firm could be too.
Paid social media marketing is essentially advertising, and as the name suggests, brands pay a fee to have their content promoted to specific audiences relevant to their business. Whilst organic social media marketing can take weeks (or even months) to build momentum, paid social media posts will bring results in an instant, offering that extra boost that simply cannot be matched by organic posts.
Paid social media content can come in many forms, including anything from videos to images. You also have the ability to choose whether to boost your organic posts or create unique content specifically for advertisements.
Each platform offers a range of different ad targeting options and types; what you choose will be dependent on your goals. Some of the top reasons brands opt to use paid social media marketing include:
– Raise brand awareness
– Extend reach across new and existing audiences
– Promote specific content, events, etc.
– Generate new leads
– Drive conversions
At Boss Digital, we have a relentless focus on results, measuring everything we do in pounds and pence. So, we know a thing or two about KPIs. As with most aspects of business, to truly understand the impact of social media marketing for accounting firms, you must ensure you understand which metrics you should be monitoring and what the results mean for your firm.
The metrics you monitor will all depend on your goals. Some of the key ones include:
– Engagement rates
– Reach
– Click-through rate (CTR)
– Referrals
– Conversions
– Share of voice
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 principal 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.
Frequently Asked Questions about Social Media for Accounting Firms
Aim for consistency and quality over quantity. Posting valuable content 3-5 times per week is recommended, but ultimately, you should aim for whatever posting schedule is sustainable for your company.
Share informative and relevant content, including tax tips, industry updates, success stories, testimonials and team highlights.
Always respond professionally and promptly, acknowledging the concern and offering to address it privately to resolve the issue. Effectively addressing negative reviews will help to build a positive reputation for your brand.
Track key metrics like engagement, website traffic, lead conversions, and follower growth to assess the impact of your social media strategy.
To attract potential candidates, showcase your firm’s culture, accomplishments, and employee testimonials on your social media channels.
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