Accountancy is a really competitive niche, the following may help you stand out from your competitors..
Here at CTO Digital, we work with lots of accountants in view of helping them stand out amongst their competition online. In a niche such as accounting, the competition for keywords such as ‘Accountants’, ‘Accountancy’ and ‘Accountancy Firm’ are extremely competitive in almost any location, whether you’re in a major city like London, Birmingham or Manchester or even if you’re in a town like Carlisle, Bolton or Hertford, you will always still have plenty of competition. This makes the embracing of digital marketing channels crucial to staying competitive and attracting a steady stream of clients. This article will delve into the essential digital marketing channels that every accountant should consider to achieve online success.
The first and most fundamental step in your digital marketing journey is to ensure your website is optimised for mobile devices. With the proliferation of smartphones and tablets, mobile traffic has become a dominant force on the internet. Google, the world’s leading search engine, recognises this shift and prioritises mobile-friendly websites in its search results.
A mobile-first website is one that is designed and optimised primarily for mobile devices, with responsive design elements that adapt to different screen sizes. Here’s why it’s crucial for accountants:
Improved User Experience
A mobile-friendly website offers an enhanced user experience. Visitors can easily navigate your site, read content, and interact with your services on their mobile devices without encountering usability issues.
Google rewards mobile-friendly websites with better rankings in its search results. If your website isn’t mobile-friendly, it may be penalised in the search rankings, leading to decreased visibility among potential clients.
Mobile Traffic Dominance
The majority of internet users access websites through mobile devices. By ensuring your website is mobile-friendly, you tap into this vast audience and increase your chances of attracting new clients.
Search Engine Optimisation is the cornerstone of any successful digital marketing strategy. It involves optimising various on-page elements of your website to improve its visibility in search engine results. For accountants, effective on-page SEO can make the difference between being buried in the search results and appearing at the top when potential clients search for relevant keywords.
Here are some key aspects of on-page SEO:
Keywords and Content
Identify relevant keywords related to accounting services and integrate them naturally into your website’s content, including blog posts, service pages, and meta descriptions.
Meta Titles and Descriptions
Craft compelling meta titles and descriptions that not only include keywords but also entice users to click through to your site. These elements serve as the first impression potential clients have of your practice in search results.
Use header tags (H1, H2, H3, etc.) to structure your content effectively. Header tags not only make your content more readable but also provide search engines with context about the topic of your page.
Regular Content Updates
Search engines favour websites that consistently produce fresh and valuable content. Regularly update your blog with informative articles and maintain your service pages to reflect the latest industry trends and regulations.
Link Building from Authoritative Sources
Link building is a critical aspect of off-page SEO and involves acquiring high-quality backlinks from authoritative websites in your industry. For accountants, building a network of quality backlinks can significantly enhance your website’s authority and search engine rankings.
Here’s how you can approach link building:
Collaborate with Industry-Related Websites
Partner with industry-related websites, such as financial news outlets, to contribute guest posts or articles that showcase your expertise. In exchange, you can include links back to your website.
Ensure your accounting practice is listed in reputable local directories, such as Google My Business and Yelp. These listings not only provide valuable backlinks but also improve your visibility in local search results.
Join and actively participate in professional accounting organisations and associations. Many of these organisations have online directories where you can list your practice, providing additional opportunities for backlinks.
Create Linkable Content
Produce high-quality, informative content that other websites want to reference. This could be in the form of comprehensive guides, research reports, or insightful blog posts.
Blogging and Content Marketing
Blogging is a powerful tool for accountants to showcase their expertise, address common financial concerns, and engage with their target audience. Here’s why it’s essential:
Regularly publishing informative and relevant blog posts demonstrates your knowledge and establishes you as an authority in your niche. Clients are more likely to trust accountants who share valuable insights.
Attract Organic Traffic
Each blog post presents an opportunity to target specific keywords and attract organic traffic from search engines. Over time, this can lead to a steady flow of potential clients visiting your website.
Answer Client Questions
Blogging allows you to address common financial questions and concerns that potential clients may have. By providing answers and solutions, you position yourself as a helpful resource.
Share Your Unique Perspective
Use your blog to share your unique perspective on financial matters, industry trends, and changes in regulations. This can differentiate your practice from competitors.
Social Media Marketing
Social media platforms provide accountants with a valuable avenue to connect with potential clients and peers, share their expertise, and engage in meaningful conversations. Here are some tips for effective social media marketing:
Choose the Right Platforms
Select the social media platforms that align with your target audience. LinkedIn is an excellent choice for connecting with other professionals, while Facebook and Twitter can help you reach a broader audience.
Share Valuable Content
Consistently share your blog posts, industry news, and informative content on your social media profiles. Use a mix of text, images, and videos to keep your audience engaged.
Engage with Your Audience
Respond promptly to comments and messages from your followers. Engage in discussions, provide solutions to financial queries, and foster a sense of community.
Consider using paid advertising on social media platforms to target specific demographics and reach potential clients. Social media advertising can be a cost-effective way to promote your services.
Clear and Consistent Messaging
A unified and consistent message across all marketing channels is essential for brand recognition and trust-building. Ensure that your website, blog, and social media profiles convey a clear and unified message about your accounting services, values, and expertise.
Define your brand identity and ensure it is reflected in your logo, colour scheme, and overall design. Consistency in branding builds trust with your audience.
Unique Selling Proposition (USP)
Clearly articulate your Unique Selling Proposition (USP). What sets your accounting practice apart from the competition? Communicate this in your messaging.
Call to Action (CTA)
Include clear and compelling calls to action (CTAs) on your website and in your marketing materials. Whether it’s scheduling a consultation or subscribing to your newsletter, guide visitors on the next steps to take.
Google My Business Optimisation and Updating
Google My Business (GMB) is a powerful tool for local businesses, including accountants. Optimising your GMB profile and regularly updating it can significantly impact your online visibility, especially in local search results. Here’s how to make the most of this valuable resource:
Claim and Verify Your GMB Listing
If you haven’t already, claim and verify your GMB listing. This step is crucial in gaining control over your business’s appearance in Google search and maps.
Complete Your Profile
Ensure that your GMB profile is fully filled out with accurate and up-to-date information. This includes your business name, address, phone number, website URL, hours of operation, and a brief business description.
Add High-Quality Photos
Include high-quality photos of your office, staff, and any other relevant visuals. Visual content helps potential clients get a sense of your practice and fosters trust.
Solicit Client Reviews
Encourage satisfied clients to leave reviews on your GMB listing. Positive reviews not only enhance your online reputation but also influence potential clients’ decisions.
Respond to Reviews
Engage with clients by responding to their reviews, both positive and negative. Show your willingness to address concerns and provide exceptional service.
Post Regular Updates
Use the GMB “Posts” feature to share updates, promotions, and news about your accounting practice. Posting regularly keeps your listing fresh and informative.
GMB also includes a Q&A section where potential clients can ask questions about your services. Be proactive in answering these questions to provide valuable information.
GMB provides valuable insights into how users interact with your listing. Monitor these metrics to understand your online performance and make data-driven improvements.
Keep Information Updated
Regularly review and update your GMB listing, especially when there are changes in your business, such as new services, office locations, or hours of operation. Accurate information builds trust with potential clients.
Use GMB Posts Strategically
In addition to regular updates, use GMB Posts to highlight specific services, events, or achievements. These posts can appear in search results and attract attention.
Optimising and regularly updating your Google My Business profile not only enhances your online visibility but also ensures that potential clients have access to the most accurate and relevant information about your accounting practice. It’s a valuable asset in your digital marketing toolkit that should not be overlooked.
Do You Want The Edge On Your Competition?
When conducting a search on any search engine for an Accountant, the competition is always high, this means getting the edge on your competition is harder in 2023 than it ever has been. Focusing on a wide range of marketing techniques and channels that works in the accountancy sector is key. From maintaining a mobile-first website and implementing on-page SEO to engaging in social media marketing and optimising your Google My Business listing, these strategies collectively strengthen your online presence and help you establish authority in your field.
By consistently investing in these essential digital marketing channels and staying up-to-date with industry trends, accountants can connect with a broader audience, build trust with potential clients, and thrive in the competitive online landscape. Remember, the key to online success lies in delivering a clear and authoritative message that resonates with both search engines and the end users. If you’re an accountant in the UK who would like to improve their online exposure, give us a call, we work with lots of accountants and we can demonstrate the fantastic results we achieve day in and day out for the accountants we work with.