Growing your accounting firm is a major investment – an investment of time, money, and numerous other resources you may or may not have at your disposal. At least, this is what it may feel like. As an accountant, you may be highly proficient when it comes to crunching numbers, but this doesn’t always mean you know how to sell yourself to potential clients. Understanding the world of finances and taxes doesn’t always prepare you for tasks such as lead generation and reputation management.
On top of that, you have your existing clients to worry about. While dreaming about the future of your accounting firm is great, you still have to be certain you’re taking care of day to day operations – something which doesn’t typically leave you a lot of time for an aggressive accounting marketing strategy. Fortunately, you don’t have to be a marketing expert yourself (nor do you have to invent a time machine) to successfully market your accounting firm. Using these strategies can boost your accounting firm’s growth and help you be more successful even in a highly competitive market.
Crafting an Effective Sales Funnel for Your Accounting Marketing
A good accounting marketing strategy consists of several components. All too often individuals forget one part of their overall strategy, putting all their time, effort, and resources into a single piece – for example, lead generation or retaining existing clients. But it’s vital to think about everything you’re doing and all the steps your clients go through in the sales process. These steps include:
- Lead Generation – You have a method of getting potential customers to your site and offer information about what you can do for them.
- Building Engagement – You deepen your engagement with potential clients to help educate them about what you can do and create new opportunities.
- Turn Opportunities into Clients – You have a mechanism in place to help turn prospective clients into active clients of your firm.
While some firms may be working with a financial copywriter to craft search engine optimized content to help get individuals to their site, they may not have anything in place to engage with these clients further. Investing in a social media or email marketing campaign to connect with those individuals, even if they aren’t yet ready to sign on with your accounting firm, can be highly effective as a second step in the strategy mentioned above.
Meanwhile, sending out an offer in your email marketing campaign to interested individuals can get them to sign up and become an active client at your firm. However, you have to invest in all the steps and have them all in place for this CPA marketing strategy to work.
Know the Power of Your Accounting Marketing Blog
When you start working with a financial copywriting service, you may be thinking about the content you need for your site. Well-written web pages, press releases, and other material can all play a vital role in lead generation and help you put your best face forward when connecting with new and existing clients. But a finance copywriter can also help you with one of the single most important types of content you can have – a blog. Blogging remains as powerful a tool today as it has been since the dawn of the internet era. When people head online in search of information about their finances, you can be there with your knowledge and expertise to give them answers directly on your blog.
Various factors can help set your blog apart and make it a powerful CPA marketing tool. For example, working with a financial services copywriter and sharing your own knowledge can guarantee your blog is filled with relevant, insightful information individuals will find useful. Meanwhile, search engine optimization can give it a boost so it’s seen even when you’re dealing with some pretty tough competition. The addition of quality links wherever appropriate can also help boost your website’s search engine rankings and generate additional traffic.
Pay Attention to Your Accounting Marketing Performance
The “set it and forget it” approach rarely works in the real world, especially when it comes to marketing. Once you come up with a strategy and begin working with a financial copywriter to get blogs on your website, to get a social media schedule in place, and to take care of other aspects of your marketing plan, there is still more to be done. You still need to regularly take stock of the performance of your marketing efforts, making adjustments as necessary.
At times you may find you’re getting plenty of leads but finding not enough of those leads are turning into clients. In this case, it may be time to ramp up your email marketing efforts and make a push to get more interested prospects to pick up the phone. At other times, you may find plenty of leads are signing on for your services, but you’re still not getting enough leads. In this case, it may be time to hire a finance copywriter and begin putting out blogs on a more regular basis to attract more traffic to your website.
Above all else, perhaps the key part of any successful marketing campaign for an accounting firm is ensuring all components are in place – which can sometimes be a challenge if you’re trying to go it alone. This is why outsourcing your marketing is often key. A financial copywriter can help with many different components of a campaign, from crafting unique, insightful content for your blogs to helping with financial copywriting for your site detailing what it is you do and what makes you different from the competition.
Are you ready to learn more about what a skilled financial services copywriter can do for your firm? If so, contact us today! Our talented team can help with your digital marketing strategy to lead you toward greater success!