Short Marketing Guide for Accountants

All posts
October 19, 2018

accounting social media

Calling all Accountants – Here’s Your Social Media Marketing Guide

Accountants. You are a special “breed.” Most people think your profession is a bit dull and boring. After all, you only crunch numbers, right?

You know differently. There is a lot more to being an accountant than the average person understands. And you are certainly a valuable commodity when people need you – you aren’t dull and boring then.

One of the things that accountants are not is marketers. Most have a website and a presence on LinkedIn, but beyond that, they don’t have an integrated and coordinated social media marketing strategy.

If this sound like you, then read on. This is your guide to developing a social media marketing strategy that will get results.

1. Get Over the Skepticism

Traditionally, there has been some fear on the part of accountants and firms that their professional images would be tainted if they pursued a presence on social media platforms. This did not include LinkedIn, of course, where they have always had a major presence for networking and other professional connections.

But a quick look at Facebook, Instagram, and Twitter will reveal that a large number of professionals and their firms have a presence. You should too.

Kate Dallas, brand manager for ResumesCentre, puts it this way, “We worried about our image when we first dipped our toes into social media. It just seemed somehow ‘unprofessional.’ We are so over that now. We have gained a great following on three platforms, great relationships with our followers, and increased our clientele in way that direct advertising hasn’t done.”

2. Begin with Your Website

The goal of your social media presence is to drive your target audience back to your website, where you will provide information on all of your services and the value you bring to the table. Your website should be sleek and user-friendly, as well as hold a consistent brand message. You should also have a blog that educates, entertains, and inspires your visitors/followers, because you can direct social media followers to specific posts that will be of value to them. And from those blog posts, you can direct them to your website with all of the services you provide.

As Amanda Sparks, a marketing expert and blogger at TopDownWriter, states, “Social media provides our target audience with an introduction to us. We are not trying to sell anything through our posts. We are developing connections and relationships. Our goal is to bring people to our website where they can have a great user experience and come to understand what services we can provide.”

3. Ask the Key Questions

To begin a marketing plan, you must first ask the right questions:

  • Who is your target audience? Are you or your firm looking to grow your client base from companies or from individuals? From large enterprises, upper or middle-class individuals, etc.?
  • Where does your target audience hang out online? And on what days and times?
  • What is your main message?
  • What platform(s) should you use to connect with your targets?

The answers to these questions lie in research, and it is readily available.

“We never envisioned that Twitter would be a suitable social media platform for our company,” says Jessica Fender, Director of Marketing for OnlineWritersRating. When we dug into the research, though, we realized that’s where a large chunk of our target audience is. Obviously, we began to Tweet, often and regularly. It has paid off with a solid and steady increase in users of our site.”

4. Identify the Platforms

From your research, you will be able to identify those social media channels that will best suit your message and your target audience.

5. Spend Time on those Platforms

Before you begin to craft content for publishing on social media platforms, spend some time on those platforms. Study the types of posts, especially the style and tone. Established, popular business and professional social media accounts are appealing well to their audiences – the same audiences that you want to connect with. You will want to emulate the style and tone of these companies’ posts.

6. Check Our Your Competition

Where are other accountants and firms posting? What are their messages and how large a following do they have? This should drive some of what you do on the same platforms.

7. Get Help

You are not a marketer. And crafting the right content for the right platform can be challenging. You may want to outsource that content creation with any number of agencies or use social media marketing tools for these purposes. You might consider the following sources:

  • Canada-Writers: This agency has a large department of social media marketing copywriters with a history of success.
  • Fiverr: this is a clearinghouse of freelancers, many of whom have lots of experience crafting social media marketing posts, and you can review the comments and references of customers who have used them.
  • BestWritersCanada: Another online writing service with a large copywriting department. Their reputation is excellent.
  • Contently: This company will perform the data analytics for you and then select the type of content that should be published on which platforms.
  • Canva: If you want to create visuals (and you do), you might experiment with this great tool for visuals
  • TopAustraliaWriters: this is yet another writing service that has a history of success with social media marketing content. Their writers can craft engaging text and visuals for any specialized niche.
  • Videos: This has become the preferred method for consumers of information to receive that information. You may think that you will have to spend a bundle for professionally produced videos. Not so. There are some great tools for business video creation now, and they are amazingly easy. Check some of them out.

8. Focus on Driving Traffic to Your Blog and Website

Your social media posts are not meant to inform and educate your followers. They are meant to engage, attract, and to make connections. Use humor, inspiration, and allow readers to know you personally. The goal is to drive readers to your blog or website where they will be provided the value of your services, information, etc. through more engaging content.

A social media presence will not get you new clients on “day one.” It’s a long-term commitment, and the steady nurturing of followers who come to enjoy your posts and who share those posts with their communities. Over time, you will establish relationships and connections. These will ultimately result in more business. Patience and consistency pay off.

About James Daily

James Daily, a blogger at Brainished, is an expert in digital marketing. He works with specialist niches (e.g., accountants, attorneys, financial advisors) in developing their social media marketing strategies.