5 Digital Marketing Strategies Your Accounting Firm Needs To Implement


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For modern companies, marketing has become an exercise that’s almost entirely digital. While a good print marketing strategy can be part of an overall approach, the digital side still needs to be the real point of emphasis. Accounting firms and other small businesses today need to have comprehensive digital marketing strategies if they want to be able to grow and thrive. And with that in mind, we’re taking a look at five specific strategies that can help to comprise an effective approach in this area.

1. Use A Management Platform

When you offer your clients a management platform, you add value to the product they already purchased from you. Our post about Zoho One and OneVia Cloud Hub examined how this particular tool can be used to help small businesses connect better with their clients and reach goals more efficiently. The system provides an entire treasure box of apps to help you succeed and takes a more holistic approach than an ordinary CRM system. Whether you go with this particular supplier or another like it though, the idea is to find a management system that has all the tools you need to track customer needs and adjust strategy accordingly.

2. Expand Visibility Online Through SEO

Another vital strategy is to employ Search Engine Optimization, or SEO. This can mean many things, but for our purposes it refers to specific content created to drive traffic to your website, through relevant content, keywords, and link development. It’s easier said than done, but Ayima Kickstart details how a holistic approach to digital marketing can generate more traffic to your website. This means a combination of optimizing on-site content, developing external links that will boost search ranks and lead people to your site, and broadly gaining a better grasp of the content aspect of your website. It may ultimately require a new hire or an outside team as well, since most people running sites don’t necessarily have the time to develop SEO expertise. But done right, this sort of digital marketing effort can be a boon to your site.

3. Harness Social Media

The term “social media” can be a loaded one for a business owner, because it opens the door to so many nuances and are easy to misunderstand. For teenagers, services like Snapchat, Tip Tok, and Instagram are second nature. But for those whose social media literacy doesn’t extend much beyond Facebook, creating successful marketing content for some of these services can be a challenge. That said, it’s also essential in the modern world. Forbes points out that it can take time, practice, and a lot of money to successfully harness social media for digital marketing purposes, noting that simply posting ads isn’t enough. Rather, they have to be creative and engaging, not to mention relevant to your brand. Ultimately, as with your SEO efforts, this may be an area in which you can benefit from outside help. But regardless of how you get there, developing a social media marketing strategy is no longer a luxury – it’s a necessity.

4. Check Smartphone Optimization Regularly

This is a simple tip, but actually a very important one: Make sure to visit your company’s website on your smartphone (or another mobile device) every so often. You want to make sure that your site is optimized for mobile use as well as desktop use. If the mobile interface is clunky, it will rapidly repel visitors who want to be able to take a quick look and enjoy easy navigation. And don’t just assume that your initial build that looks nice on mobile devices will hold up. Sometimes even small edits to a web platform can make the mobile interface go haywire, which is why we recommend checking regularly. This may not be an active, outward marketing effort, but it can play a large role in ensuring that your website isn’t needlessly losing potential customers.

5. Develop An Email List

If you haven’t done this already, it’s a great idea to start collecting client email addresses and adding them to a communications list. It’s a simple step, but one that allows you to reach out directly to your customers – not just when conducting business, but as a means of marketing. For instance, you might send out periodic reminders of your services, seasonal updates, or even special deals from time to time. You can also use it to share any content you create that you deem worthy (such as a blog post you write for SEO purposes that may be of interest to some clients). To be clear, you don’t want to overdo it; it’s generally not good if your brand becomes spam-like to customers. But maintaining an up-to-date email list gives you the flexibility to make occasional direct-to-customer marketing maneuvers.

Through all of the above digital strategies and considerations, you can create higher engagement, maintain your customer base, and improve the experience of engaging with your business from start to finish. It’s quite a lot of work to develop a comprehensive digital marketing approach, but for most modern businesses, it’s worth the effort.


Written by Kelly Tucker for storytellingbeancounter.com