Gone are the days when passing out brochures or promotional
items, sending holiday greeting cards through the post office, or throwing a
customer appreciation party will bring new customers into your office. Even a
website is not enough. Today, potential clients are searching the internet for
quality content and connecting with social media friends to find the best CPA
in their town. So, to attract qualified customers, CPAs must embrace inbound
marketing, a content-driven internet marketing strategy, or risk being trumped
by the competition.
Effective inbound marketing starts with a website that is
optimized for search engines (SEO). In this article, you will learn the basics
of SEO that will benefit any CPA firm.
CPA Marketers
As a CPA, part of your job is marketing, and your ultimate
marketing goals are
·
to delight your current customers with ongoing,
quality accounting advice, which will cause them to endorse your services to
friends;
·
to become an invaluable resource for taxpayers
in your town;
·
to establish your reputation as an expert; and
·
to attract new customers.
To accomplish this, CPAs must begin by examining the performance
of their website. If your website is not listed in the top pages of search
queries related to your niche industry, many potential clients will not recognize
you as a voice of authority or they might not even know that you exist.
Keywords
Keywords are words and phrases that people will type into a
search engines to find your services. For example, use long-tailed keywords in:
·
Page URLs: Instead of publishing a page URL such
as “cpacompany.com/services”, use titles like “cpacompany.com/tax-consulting” or
“cpacompany.com/accounting-services”. Publish separate pages for each of your
CPA services and populate it lightly with keyword phrases. Keep in mind that
must people will not use CPA-specific jargon to search for your services, so,
unless you are targeting industry professional, remove it.
·
Page Titles: Title your pages with brief,
specific words. For example, use “Small Business Accounting” instead of
“Accounting."
·
Page Text
·
Images: file names and “alt” ta."
Quality Content
Social Media
Social media for CPAs? Absolutely. If you post insightful
and useful tips for your followers, you can expect to pick up new clients with
time. Interact with your followers. Use this potentially wide-reaching platform
to answer accounting questions and offer tax tips. Headlines such as “10 Common
Tax Mistakes to Avoid”, “5 Changes to Tax Laws Every Business Owner Must Know”,
or “Tax Exemptions for Homeowners” will keep your users tuned in.
Inbound Marketing
Inbound marketing begins with a website that is optimized
for search engines (SEO), a social media campaign that engages followers, and a
blog populated with high-quality content.
Blogging
Some CPAs dismiss marketing as a waste and believe that you
just need to do a great job for clients or have lunch with a few possible
referral sources and awesome new clients will consistently appear over
time. Their fear of the unknown world of marketing and potentially
wasting money prevents them from being open-minded and even trying to
understand its value.
The “Definers:” Other accountants choose to define marketing
as whatever feels most comfortable for them.
“Marketing is a brochure.”
“Marketing is a website.”
“Promotional items are marketing.”
“Marketing is advertising.”
Accountants with this mindset will “check the box” that they
have done “marketing” and made the proper investment. What the “Definers”
haven’t done is check out what their marketing-savvy competitors are doing to
grow and even win over their clients! The fear factor prevents these
professionals from taking a hard look at what’s going on around them and
embracing current marketing strategies to compete.
FEAR OF FAILURE
You didn’t enter in the CPA profession to write creative
blogs, build engaged audiences on social media, speak to the media as an
authority or shoot videos for your firm’s website. Another reality check
–> whether you like it or not, marketing is part of your job! The fear
of not being good at particular forms of marketing is often accepted as an
excuse, and these professionals – including Partners – are granted passes to
not participate.
But what if your competitors push their CPAs out of their
comfort zones? What if they mandate participation in marketing and
provide training to their professionals from day one on the job? You may
not see the impact of “no marketing” immediately, but over a period of time
your firm will find it very challenging to win substantial new clients.
You and your firm will be left behind.
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