Over the past few years, we've seen how drastically the way we do business has changed. As a result, accounting practice has taken many unimaginable leaps to ensure that they keep up with current technological and market trends within the accounting sector.
So what should your next move be?
A strong online presence can position you in front of potential clients, build your credibility as an accounting firm, and make you a valuable member of the accounting community.
Our online presence has been integral in growing our business and providing exceptional service to our clients. But over the years, we have learned that an online presence needs to be managed with specific order and strategy to be helpful for your brand image and budget.
That is why we will share three crucial steps and tips to help your business succeed online.
Step #1: Build Your Website With HubSpot
As an accountant, your client behavior is crucial for understanding how you should expand your services, grow your business, and communicate with your clients. This valuable information is easily accessible thanks to the well-known tool among accountants, the mighty HubSpot.
As a professional in accounting, you have realized the wonders of HubSpot by now, but only a few accountants know they can build the whole website through HubSpot. Connecting your existing website or creating a new one through HubSpot gives you access to valuable data on visitor behavior and website performance in detail.
For example, if a potential client visits your home page, goes to the blog section, scrolls down to the "About Us" section, and then schedules a consultation, you can easily see the entire behavioral process through HubSpot. In this way, you can know what led to their decision to contact you, and you can know which pages of your website are rarely visited and which ones achieve sales.
This integration allows you to monitor and track customer behavior and ensures that all critical information is collected in one convenient place. As a result, building your website through HubSpot not only enhances the user experience for your clients but also streamlines your processes for managing customer relationships and customer behavioral patterns.
We have HubSpot integration on our website, and it has proven to be a powerful tool for our company.
Step #2: Promote Your Website Using Google Ads
Google Ads can be a valuable tool in promoting your accounting website, as you can specifically target an audience searching for relevant keywords.
Your potential clients only want to know about accounting services when they urgently need them. That's why Google Ads are the best way to get in front of your customers while they are searching for your services.
You can ensure that the right audience sees your ads by targeting specific keywords related to your business and services. And the best thing is that they can see your ad in their time of need, which creates the perfect opportunity for them to contact you.
With Google ads, you can also narrow your ad campaigns further with household income, demographics, and location targeting options. Successful Google Ads require ongoing optimization and experimentation to get the best results. Don't be afraid to try different ad formats and adjust your targeting.
A strong online presence can position you in front of potential clients, build your credibility as an accounting firm, and make you a valuable member of the accounting community.
But before starting your Google Ads, ask yourself the following questions:
- What services do I offer clients?
- Who is my target audience?
- What is my budget?
- Are my keywords clearly defined?
- Is my ad well written?
An effective strategy can help you reach potential customers across America, moving your company from a small local business to a national one.
Step #3: Build Your Personal Brand with Social Media
Building your personal brand and reputation on social media can help your career as an accountant. The first step toward an attractive social media presence is to find the proper channels.
LinkedIn, Facebook, and Instagram are great options for networking. But remember TikTok, where you can share creative tips and insights with a broader audience. Unfortunately, many people believe that TikTok is just a playground for teenage internet celebrities.
Still, the platform has a diverse range of users from all ages and backgrounds. In fact, a recent survey found that over 50% of TikTok's user base consists of adults aged 30 and above.
So, even though social media is mostly for fun, it can also be a great way to show off your expertise. You can create a calendar of activities and regularly share your knowledge.
First, decide what area of expertise you would like to focus on. Then, share information relevant to your area of expertise and connect with potential clients on a friendly, approachable level.
By focusing on this specific area of expertise on social media, you aim to demonstrate your commitment to providing top-notch accountancy services. In addition, by positioning yourself as an authority in your field and a valuable member of the accounting community, potential clients will be more likely to come to you when they need help with their finances.
And remember to be positive and engaging with your followers. They will be more likely to stick around and even seek your advice. So, don't be afraid to mix it up on your account and show your human side—it might benefit your business.
These steps will help you start on the right foot in creating a remarkable online presence for your accounting firm. It takes time and consistency to achieve the desired results. So, keep plugging in, and don't give up. You will soon see your accounting firm grow online.
Paulina Szuszkiewics is a tax reduction adviser at Ratio CPA. She provides clarity and projections tailored to our client's needs. Her experience as a tax reduction strategist has proven invaluable to the Ratio CPA clients.
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