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Content Marketing Tips: How to Get More Clients for Your Accounting Firm

16/09/2021 8:48 AM


Content marketing is a powerful tool that can assist your company in growing an audience, establishing itself as an industry leader, improving SEO rankings, and developing those all-important relationships.

If you own an accounting business, you may not have a lot of expertise with content production. However, in today's day and age, digital marketing is a potential approach to bring in new business.

When it comes to content marketing for accounting companies, it may not be immediately clear how you may benefit from this type of marketing. However, giving relevant and valuable content to your target audience may aid in the generation of new leads and the acquisition of new clients. It all comes down to how you manage your content.

Why is Content Marketing Necessary for Your Accounting Firm?

The fundamental goal of content marketing is to deliver high-quality material to your company's target audience. Unlike other types of promotion, this one does not result in new meetings and clients right away. Content marketing for accounting companies, on the other hand, attracts and engages clients by providing them with something of worth. This sort of digital marketing is a longer-term approach, but it is highly successful.

At the end of the day, your clients will almost certainly need your assistance with complex financial problems.

You may, however, use your material to assist them to manage their money and educate them on tax compliance and other essential concerns. Your company may cover a wide range of topics, and both existing and prospective clients will value your knowledge.

By sharing your expertise, you may strengthen brand loyalty and even attract new leads.

Content that is well-written and well-researched enables your company to position itself as an authority on accounting subjects. It helps you to make new internet contacts, therefore broadening your company's reach. Being a go-to source for financial information benefits you in a variety of ways. For starters, your business will be the one that clients seek out when they want guidance. They'll be more inclined to suggest your services to others as well.

So, how does your company begin its content journey?

Content marketing comes in a variety of shapes and sizes. Later, we'll go through the most effective forms of content you can generate. However, before you begin developing your firm's game plan, consider what you stand to gain from boosting your efforts in this area.

Here are a few tips on how you may invest time in generating outstanding content and convert those leads into paying customers.

1- Cover the latest news

Keep your finger on the pulse of the newest accounting news and be the first to inform your audience of significant changes. Perhaps you could add your comments and perspective, or advice on how this could affect your clients.

Because of the nature of the accounting profession, there will be hectic times of the year with a large number of tax changes and information to give (and quieter periods with almost nothing to report).

As you may have predicted, the issue is that when you need to convey the most information, you are also generally the busiest, leaving little time for producing content. There's no doubt that this all seems like a lot of effort (and you might want to consider outsourcing your content creation to lighten the burden), but it'll be worth it in the end.

By educating your audience, you will establish a reputation as a reliable source of knowledge, propelling your company to the forefront of the market. You may carefully connect your landing page from inside the article, in addition to offering them important news. This will increase the number of individuals who sign up for your email list and allow you to nurture them over time.

2- Make helpful templates

Offer free downloadable materials that your clients will find valuable, even if they are irrelevant to accounting. Templates for a company plan, proposal or pitch may be an appealing approach to acquire new clients while also establishing essential backlinks.

Everyone wants to save time—after all, time is money—and by designing a highly practical and helpful template with your branding, you can anticipate your company to gain awareness as it is used and shared more and more.

3- Create an ebook

Another example of how time and effort put in in the short term may pay off in the long run. The format of an e-book lends itself to issues that require in-depth coverage to give any value, which is ideal for accounting topics. With a highly comprehensive, intelligent read, you may go deeper into a specific issue of importance to your clients and grab their undivided attention. You may also utilize this chance to compile a database of possible client email addresses by requesting this information in return for downloads.

Everyone is supposed to have a novel in them, but an ebook doesn't have to be a long read. What matters is that it is relevant to your intended audience.

The benefit of an ebook is that you have your reader's whole attention. There are fewer distractions and incentives for people to click away as compared to a website.

As a result, ebook material can be more comprehensive than standard online content. However, you must remain focused:

  1. Make it specific

An in-depth discussion on a particular topic

  1. Be different

There are many ebooks available; make yours stand out by offering a unique angle or perspective.

  1. Be your person

The material should be unique and not pre-packaged. It should be a reflection of your unique voice and skills.

  1. Know your stuff

This is true for any content, but it is especially true for ebooks. Show how your knowledge applies to your target market.

4- Articles

Nowadays, every company needs an internet presence, so there's a strong possibility you've already set up a website for your company. You may enhance traffic to your website by publishing articles and blog posts about industry themes.

This will provide essential information to your readers for free. It will also demonstrate that you are engaged on the internet and know what you're talking about.

If you decide to use articles and blog posts as part of your marketing strategy, SEO is critical to your success. There are numerous resources accessible online to help you enhance your SEO. 

Some of the most important factors to keep in mind when developing content are:

  1. Choosing and implementing the best keywords to drive visitors to your website.
  2. Incorporate both outward and inbound links into your posts.
  3. Using your chosen keywords to optimize headlines and Meta descriptions.
  4. Use picture sizes that are appropriate for the image, as well as titles and alt text that include your keywords.
  5. Check that your site's loading speeds meet Google's requirements.

5- Video

These days, more and more businesses are using video content to reach out to their target consumers. You'll address the same topics in video content as you would in a blog article, but on camera. Your company can use video to provide your audience with manageable, bite-sized pieces of information. It will also provide content that they can watch while on the go or while performing other duties.

According to Smart Insights research, people will spend 100 minutes per day watching videos in 2021. That is a hopeful number for anyone seeking to benefit from video.

There are various platforms you can utilize if your accounting business wants to create videos regarding industry issues. YouTube is one of the most popular, but Instagram Reels and TikTok videos are also popular in this day and age.

Consider the following when generating video content:

  1. How to convey your message clearly.
  2. How much of your content will be pre-scripted?
  3. Whether or not you'll need a budget to create your videos, and how much you're willing to commit.
  4. What is the optimal length of time for your audience?
  5. Who will appear in your videos?

6- Checklists

Checklists are often classified as blogging; however, they serve a different purpose than a standard post. Checklists are more concise and direct than long-form materials, and they assist clients in accomplishing their goals. For example, if a client wants to accomplish a specific assignment, your checklist can assist them in ensuring they have checked all the relevant boxes.

7- Organize a webinar

A webinar is a web-based session that you may utilize to educate existing and potential clients on specific accounting/tax topics.

Choose a relevant topic for a deep dive, invite your clients, and widely publicize the event. This is not only an opportunity to offer your expertise and ideas through a well-crafted presentation, but it is also a fantastic method to participate by drawing a new audience and participating through live Q&A sessions.

Another advantage of webinars is that you can record them and share them afterward, upload the entire version on your website, Facebook, or YouTube, or edit SoundBites to share on other social media platforms.

Once you've hosted a few, you can apply the same technique to a variety of other themes.

8- Make use of eye-catching images

The importance of design and aesthetics in generating highly shareable content cannot be underestimated. While certain platforms are image-based (Pinterest and Instagram, for example), eye-catching images also help to increase engagement on sites such as Facebook and LinkedIn.

Make sure your trademark is present and visible where it belongs. Consider utilizing behind-the-scenes photographs or photography from employee gatherings to humanize the company. This approach can also aid in the recruitment of new staff.

9- Understand when to publish

Sometimes it all comes down to a numbers game, and in the realm of social media, understanding when to publish is critical to winning.

When is the most activity on your social channels? It's the work week for LinkedIn. Increased engagement on Instagram occurs later in the day, beginning at 11 a.m. During the working week, emails are most commonly scanned in the mornings. However, it varies depending on the person and industry, so experiment to determine what works best among your possible client group.

What Subjects Should You Address?

There is no standard framework for the topics your accounting firm's content strategy should cover. Anything that falls under the umbrella of finance or accounting will work, as long as one crucial fact is remembered: There are numerous ways that Content Marketing for Accounting Firms can benefit prospective clients.

To get you started, consider the following topics:

  1. Analyzing difficult accounting language
  2. How to Prepare for Tax Season in Advance
  3. An explanation of what is tax-deductible for businesses.
  4. Debt management advice
  5. Best accounting procedures
  6. Outlining the tax system for enterprises in the United States

Whatever you end up sharing online should answer your clients' questions or teach them something beneficial.

How to Begin Content Marketing for Accounting Firms

Once you've established your content marketing plan, the only thing left to do is get to work. While planning and research are crucial, trial and error is the greatest method to find out what works best for you. Once your company starts producing content, you'll have a better idea of which areas to prioritize.

Ending Lines

When it comes to content marketing, it can be difficult to know where to begin. If you haven't already, you must get started. You may be confident that your material will evolve. Once you've established a solid foundation, develop a strategy and revisit it regularly.

Take stock of what has worked and what hasn't, and then improve on it. This material will evolve, and it may even convert leads into paying clients for your company.

Feel free to contact us if you want us to handle content for you! Remember, you can do it alone, or you can save time and focus on your business while we do everything for you.

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