Certified Public Accountant Gary M. Kaplan, C.P.A., P.A.
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5 Ways to Market Your Accounting Firm

Nov 5th 2017
Certified Public Accountant Gary M. Kaplan, C.P.A., P.A.
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Marketing an accountant firm in modern times can be a trial. There is so much conflicting advice that many people are unsure of what strategy to take. In addition, the competition is becoming increasingly stiff as more and more people begin advertising online. However, there are five guidelines that can help you to market your firm wisely in this technologically savvy era.

1. Keep Your Website Up to Date

Many accounting firms begin forming a website but never maximize it. Your website should be complete, unique, and designed to convert page views to paying customers. Your customer base is indeed looking for accountants online, whether it is millennials or retirees. Convincing people to take that leap from searching to buying is a specialized task, one that can make all the difference in your bottom line next year. 

2. Link to, and Use, Social Media

Have you claimed the social media accounts corresponding to your business? This can include but should not be limited to Twitter, Facebook, Instagram, and more. These accounts should link to your accounting blog and website, and also be linked to by them. By creating this web of online presences, you make it so people can be drawn into your web presence from a variety of different entry points. 

Once you have established a variety of social media presences, it is important to use them wisely. Make timely statements relating to your field on all of your social media presences. Link to longer articles on your accounting blog. This will keep people watching you and gradually build a more substantial web presence.

3. Keep an Accounting Blog

Blogging is one of the best ways to get your ideas out in the open - but also one of the best ways to build an audience for them. If you are not blogging, you may be missing out on a lot of marketing opportunities. A blog is a great way to express your ideas and give customers a sense of your personality, but also a way to expand the number of people who read your message.

Blogs do not have to consist of complicated essays or well-researched take downs of controversial topics. You can make your blogging short and sweet. In fact, short and sweet is often attractive to both potential customers and search engine bots.

4. Maximize Local Search

Google and other search engine bots are increasingly giving preference to both blogging and social media presences that list local names and landmarks. These blogs are more likely to show up when people from the area search for relevant terms. This can put you at a huge advantage when people in your community search for the precise services that you offer. 

5. Don't Shy Away from Email Marketing

Many business owners in the modern era eschew email marketing. We all have been the victims of the piles of spam email that avalanche modern consumers. However, email marketing does not have to be this ineffective or annoying. You should allow clients the option of signing up for this list and then use it wisely. Use these marketing emails to spread the word about coupons and deals. Also use them to link to new posts on your blog as well as new and relevant social media posts. Most importantly, allow people to take their name off the email list if they wish. This one option often makes the difference between spam and wanted information.

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