How to market your accounting firm in the digital age
The right software tools can transform your marketing. They help you to not only target and attract new clients, but also improve your relationship with your current ones. All without leaving your desk.
For many accountants, a physical shop front, meetings, and networking events have always been the primary source of their client base. But social distancing, cancelled events, and reduced footfall, have put paid to anything relying on face-to-face contact.
Even pre-pandemic, over 80% of people in the UK started their search for goods or services online. A business’s online presence is growing more and more essential to survive. It’s your digital shop front – with a website at the heart.
You can move many of your word-of-mouth conversations and client engagement activities online, which solves the immediate challenges raised by the current pandemic.
But it also has the added bonus of making your services accessible to anyone, wherever they are – attracting new customers and broadening your client base.
Here are some tried and tested tips for accountants grow and thrive online:
1. Get a website or, if you already have one, make sure it’s doing its job
Many accountants have had a website for years, but many still rely on word of mouth and networking events. Those who do have a site may not have one that is modern and responsive (ie, works well on any device). If it looks good, is updated regularly and designed to be easy as possible for visitors to find what they need, there’s a good chance they will approach you for your services.
2. Boost your visibility on search engines
Most people now turn to the internet when they need a service or product. Using search engine optimisation (SEO) strategies on your website will help you improve your ranking in search results, attract new clients, and grow your firm. There are tools that can be embedded in your website to make sure you’re optimising your ranking as much as you can.
3. Embrace digital communications
With face-to-face meetings on hold, you need to think about alternative ways to engage with clients and prospective clients. For example, Teams, Zoom and Skype enable you to see and talk to someone wherever they’re based. There are also tools you can add to your website to create newsletters, hold open Q&A sessions, or host regular clinics for clients to drop in and ask questions via email, messenger, or video call.
4. Take advantage of social media
There are plenty of social media channels to choose from and there’s no doubt that, when used well, they’re a great way to entice prospects. An effective website will integrate a business’s social channels to ensure they work together seamlessly.
5. Use cloud technology to improve your service to clients
Cloud accounting and other collaborative tools can give you and your clients secure access to their accounts from anywhere, as well as the ability to work together, collaborate and exchange sensitive and confidential information safely. All you need is an internet connection.
Even if things do go back to the ‘old normal’, improving your digital presence will not only take the strain away from relying on word of mouth, it will help you compete with your competitors, broaden your reach, and enable more effective collaboration and engagement with clients.
How can IRIS help?
We make attractive, user-friendly, modern websites for accountants through our IRIS WebPortal service, offering a complete package to support with all of the points above, and more. It also integrates easily with our KashFlow cloud accounting software and IRIS OpenSpace client portal.