Times have changed for accountants. With automated data streams, artificial intelligence, high competition and competitive rates, it becomes harder and harder for accountancy business to keep their head above water. A good marketing strategy is needed in order to attract customers and retain those.
A good marketing strategy should start with a professional website, but there’s more than that. A content strategy for accountants is needed in order to build up authority, to gain the trust of your clients and to be found in search engines.
The concept of content is often used in the marketing context, but we get that it might seem a bit vague to you. Or maybe, you think of content as engaging YouTube videos or flashy infographics, but you don’t really see how this could be applied to your accountancy business. Well, we do! And we’re here to give you some inspiration.
Why do you need content?
Content marketing involves creating and distributing engaging content for your target audience in order to attract new customers. Content can refer to blog posts, videos, infographics, social media posts, newsletters, ebooks or podcasts – the most important factor here is that it should be unique and fresh.
The content you create will be useful for different aspects of your marketing strategy. First of all, it will gain you the trust of your customers. If people see you writing about complex accounting-related topics they will consider you as an authority. Secondly, it will help you build brand awareness, and – if done well – will help you to create backlinks to your website. Thirdly, content marketing is great for your organic rankings and should be part of your SEO strategy. Google loves fresh content and will be happy to show your answer as a solution to people search queries.
Create a blog
A great way to make your first steps in the world of content marketing is by maintaining a blog. A blog gives you the change to keep your website’s content fresh (think of the love you’ll receive from the Google bots!) and it will help your customers to find answers for problems they might have.
As an accountant, a blog offers you a platform to write about topics that are closely related to what you do. This means that you have the chance to dive deeper into subjects that you’re website doesn’t offer you the space for. Your landing pages might include your rates and services, for example, but your blog is the perfect place to write about tips to keep track of spendings or about different tax rates for small businesses.
Inspiration 101 Looking for some accountant blog post ideas? Feel free to steal from our list! - Tax rates for small businesses - How to apply for an ABN - How to lodge your tax return - Your tax return explained - Xero, your help in accountancy - Tools that will help you with your finances - How to keep track of your spendings - Which expenses can you claim on your ABN
Use your own expertise
Like we already mentioned is the creation of unique and valuable content a good way for accountants to be seen as an authority. That’s why you should show your expertise in your articles, videos or guides, and write about the things you know something about.
By creating a blog as an accountant, you can give your audience some useful information for free. We know it might seem weird at first to give away your knowledge for free, but if this means people can find your business through search engines, your content strategy might result in new customers for you.
Write about what your customers want to know
When you start creating content as an accountant, it’s important to not only focus on what you are an expert in. Your content should mainly focus on your customers and what they want to know. This means you will have to do some research into who your customers are and what you can write about.
This research can start close to you. What are the questions your customers have asked you before? Do you notice they struggle with a certain aspect of their finances that you might be able to help them with? Once you have some main ideas, you can start looking online. What is it that people Google for, for example? When you enter a search query on Google, Google will show you some search suggestions and related searches – this is a great way to find some inspiration!
Apart from Google, you can also use some tools like AnswerThePublic. This tool shows you data in a handy overview and points out the different related questions people have. Last but not least, you should have a look at your competitors. What are other accountants writing about or what content are they producing?
We already talked about a blog for your accountancy business, but content is not limited to blog posts. We’ll walk you through some other ideas that could be useful for your company.
- Infographics: Infographics are a great way to visually explain some complex matters. Tax returns or Xero manuals are a good example – but you can think of any problem that your customers experience in their professional life that could explain. And with a clear and good design [link to design service page] they might go viral in no time!
- Ebooks or Eguides: While blog posts are ideal to explain the basics of certain topics, they won’t always give you the option to elaborate. A good way to dive into more details is creating an ebook or eguide. Another benefit is that you can collect email addresses in exchange for your free content!
- Videos: You might think of videos as engaging pieces of content, and find it hard to fit financial stuff or numbers into it. But explanatory how-to-videos and guides are one of the most viewed pieces of content on YouTube!
- Podcasts: People are busy and won’t always have time to read articles online. You can, however, reach out to those people on the go by creating interesting podcasts. Your podcasts could include changes in the new financial year or ways to save on your work expenses – whatever idea comes to mind!
- Social Media posts: Content doesn’t always have to take form into long articles or in-depth-guides. A quote, a funny meme or a related video can turn your image from the dry I-can-only-talk-about-numbers to the fun I-know-how-to-make-you-laugh accountant!
Use the right channels
When you’ve created content, you have to share this with the world. Uploading things on your website is a good first step, but there are other channels you should make use of too!
Social media is a great way to reach your customers with your freshly produced content. Platforms such as Facebook, Instagram, YouTube and LinkedIn offer you the change to share your content with the rest of the world.
Email marketing is another great way to share your thoughts and ideas with your audience. You can establish a monthly newsletter with relevant tips and trips, or even include some relevant articles when you’re reaching out to clients for work-related issues.
Whatever channels you decide to use, it’s important to make sure you keep it consistent. By creating a coherent brand image on all marketing channels, your business will seem a lot moretrustworthyy and people will be happy to start doing business with you.