One way to engage your target audience is through content creation, whether that is blogs, e-mail, social media, or landing pages. Whilst it’s common for accountancy firms to create content based on their interests, the key to creating engaging content for your clients and prospects is to create content based on their interests. For example, if you are looking to engage with business owners, the areas that they are likely to have an interest in, are typically within business trends, culture, leadership, and sales. Getting the conversation started in these areas and then linking them back to your services is a great way to engage your audience whilst demonstrating your expertise.
Typically businesses use accountancy firms that are geographically close to them over large corporate accountants. There are several reasons for this, including the understanding that local accountancy firms can provide more personalised service and have a personal relationship directly with the business. To ensure that your firm can be found online when businesses are searching for local firms, it’s important to focus on SEO by creating local landing pages that will drive targeted traffic to your site, increasing the likelihood of conversions.
Another consideration for your SEO strategy is to think broadly about what terms you would search if you were a prospective client. As an example, if someone wanted to search for “Accountants in London” what are they expecting to find in the returned result? Testimonials of existing customers, details of the services you offer, your location, a local telephone number, FAQs? Putting yourself in the mind of your customer will help you to build a better user experience which will in turn enhance your search engine rankings.
Even though accountancy firms have typically approached advertising spend with caution, one channel that can be beneficial in lead generation is advertising. It is highly recommended that all professional services firms explore this channel as it can return great results with minimal effort (and spend) compared to other channels. Understanding and applying the cost per acquisition model can ensure that you are in control of your spending, maintain profitability, and scale your lead generation quickly.
It has been proven that one of the considerations that decision-makers have when choosing an accountancy firm, is that the firm can demonstrate relevant sector expertise. The reason that this is important is that it demonstrates to potential clients that your firm understands the nuances of their sectors based on your experience.
Reviewing your navigation on your website so that sectors are clearly categorised means that you can structure your pages with specific details of your experience, making it easier for your prospective clients to understand your areas of expertise. Within sector-specific pages, it is recommended to include information such as relevant testimonials as well as specialist accountants for those sectors.
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