More accounting firms than ever before are embracing content marketing. Up to 60% of purchase decisions are made online before they even involve a sales representative. Having engaging and professional online content is the key to gaining quality inbound leads.
Below is some helpful information and tips to improve your content marketing and develop new leads for your accounting firm.
What is Content Marketing?
Content marketing refers to the creation and sharing of online materials (such as blogs, videos and social media content) for the purposes of developing engagement and interest in a brand’s products and services.
Content marketing is a key component of any Accounting Firm’s inbound marketing strategy. By regularly posting relevant and engaging content, you instil confidence and develop open channels of communication to reach prospective clients.
Tip #1: Have a Responsive Well-Designed Website
Responsive websites are optimised so that they can be viewed on any device; including, tablets, desktops and mobile phones. Having a visually compelling website will go a long way to making your content more engaging and likely to be shared.
Tip #2: Attach Calls to Action to Your Content
Generating amazing content is fairly pointless unless you can find a way to bring it all back to your bottom line. Having clear and insightful calls to action attached to all your content helps act like a funnel – directing your most fervent fans into paying clients. Calls to action must be simple, relevant, commanding and evoke some emotional response. For more tips on developing a great call-to-action, read this Wordstream article.
Tip #3: Start and keep a Blog
Blogging is one of the most popular ways to encourage inbound leads. Prospective clients interested in finding out more about accounting will stumble across your page if they find something relevant to them. Not only does this set up your business as an expert in the field – setting yourself apart from your competition – it is also likely to boost your search engine ranking.
Tip #4: Provide Relevant information: eBooks and Other Resources
Like blogs, resources such as eBooks and Whitepapers are invaluable ways to generate inbound leads. Prospective clients are hungry for information. If you can win them over with your expertise, when they are ready to purchase, they will be more likely to go to your accounting firm over your competitors.
Tip #5: Add Value To Your Best Content
Gated content simply means content that requires users to provide information before accessing it. This type of content is one of the cornerstones of successful online lead generation. If your content is popular, you will be able to build a email list very fast. Combined with quality Conversion Rate Optimisation activities, such as Call To Actions and UX design, you will be able to turn content into leads and then into sales.
Tip #6: Embrace Social Media
It wasn’t long ago that most people in the business world would scoff at social media. Nowadays, it is as important for businesses to be on social media as it used to be important to be listed in the White Pages.
Not only does social media allow an open channel of communication with customers and stakeholders in general, it can also be a powerful promotion and conversion tool.
At the heart of B2B social media management is LinkedIn. LinkedIn’s analytics and paid advertising features have matured significantly in the past five years. Having an up-to-date LinkedIn page is crucial for any accounting firm looking to find more B2B networks.
Tip #7: Improve Your Website Visibility
Lastly, improve your Search Engine Optimisation (SEO) quality score. There are a variety of tools to help you measure your SEO – SEMrush is a particularly useful web-based tool.
SEO can be a difficult thing to maintain. It takes time, money and there are no guarantees. Finding a reliable SEO expert is also difficult. There are many companies and experts that offer the world but deliver very little.
Finding a qualified SEO expert to assist your business is recommended, however, there are steps you can make on your own. Try setting aside time to read this Beginners Guide to SEO.