The Ultimate Social Media Marketing Plan for Your Accountancy Practice!

In today’s digitally driven world, properly utilizing social media is necessary for those who want to remain relevant and competitive—and that includes accounting businesses. With so many opportunities for growth and relationship-building, social media, if done right, provides a unique platform for long-term marketing success.

As we all know, social media has changed the way we receive and exchange information—it’s the new word-of-mouth marketing and it’s how your prospects and clients network. Just as emerging technology changes your daily workflow, it also impacts the way you interact with prospective and existing clients. Your social presence, or lack thereof, can be critical to your businesses continuity. Today’s conversations, research and buying decisions take place online. This means social media is no longer optional as a communication channel—it’s essential.

Many Accountants embrace social media and use it as a means to communicate and promote their services, share informative and valuable expertise and to encourage conversations and nurture relationships. Moreover, an accountant’s presence on social media platforms comes not only from its own online activity, but also from everyday visitors and clients past and present who share content and express their opinions and experiences on platforms like Facebook and LinkedIn.

These ‘big three’ are by in large the most popular social media platforms being used by accountants, as each brings a unique element to the social media marketing mix that, when combined, makes for a powerful strategy.

  • Facebook is probably the first platform you think of when social media is mentioned, it’s fun and friendly but has an increasingly serious business purpose. It’s a great place to show your firm’s personality and reach out to prospects.
  • LinkedIn was created specifically with business and employment in mind, it is the professional, ‘grown-up’ face of social media. The hundreds of millions of profiles include business leaders and decision makers, which make it the most extensive networking platform ever.
  • Twitter is broad spectrum, everyone from POTUS to the Pope has a handle. The limited characters needn’t limit your message, it ensures you keep things to-the-point but by using links to interesting articles, blogs, stories it’s easy to share much more than the time of day.

 

For those businesses that handle their social media channels well, they benefit from being able to;

  • Share positive experiences with others
  • Keep the brand in the minds of customers and prospects, thanks to repeated exposure
  • Talk to customers about their needs – which helps grow the business
  • Expose marketing messages to new prospects.

 

Having said all this and shown the benefits accountants performing strongly on social media enjoy, even more so fall into the common pit-fall of irregularly posting a handful of self-serving social media updates that link back to their website “about page”, or a blog that holds the same information as other people in the industry, which does not differentiate them in the market place, nor position them as a trusted advisor. In basic terms, a lack of social and content strategy means a failure on their part to fully engage with this mass audience that’s waiting to be talked too and advised – and start reaping the benefits to be had in doing so. This is unfortunate for those businesses, but great news for yours who are looking to take a more proactive approach to social media marketing as you can learn from competitor mistakes and make your name come to mind first when a potential client searches online for ‘Accountant.’

When it comes to a strategy, an accountancy will be best served by implementing a robust and consistent content plan that allows them to promote their activities and business news and become an industry thought leader by sharing valuable, informative contributions and insights that will engage and provide advice to their audience.

What do your clients care about? Accounting probably isn’t too high on their list but personal money management, small business ownership and how changes to legislation will affect their family or business are several of many ‘pain points’ of your ideal client. So whilst sharing a blog post about de-stressing for the self-employed or a news article on “Small Business Saturday” doesn’t directly bring new clients in, your followers will recognize and appreciate that you care about their “big picture.”

Engaging with your followers in this way enables you to uncover their pains or issues they may be experiencing and directly post content that provides a solution to it, helping you  cut through bland and uninspiring social media updates of competitors and attract your ideal client.

 

Facebook

Where Facebook can really be leveraged for an accountancy is within the use of its extensive potential for user engagement. With over one billion active users, it is likely that many of your clients and competitors may already be there. It is compatible with any type of multimedia content meaning you can post videos, photos, and links to external content, allowing it to enhance and support your other online marketing efforts e.g. blog posts. In addition to this, the robust advertising options offered by Facebook are a brilliant tool to leverage to ensure content is directly seen by a highly targeted audience of your choosing.

Purpose Key Metrics
 

§  Generate Engagement

§  Increase Brand Awareness

§  Generate Leads and Sales

§  Strengthen Customer Service

 

 Likes

Reach

Conversion

Engagement

 

 

Twitter

Where Twitter can really be leveraged for an accountancy is within its use as a real-time public information network that gives your business greater exposure in web search results and makes it easy to build a community of potential customers who are there to discover and share interesting content. Twitter can also benefit an accountancy through the use of both creating and joining in with existing Hashtags. Twitter Hashtags categorize topics and discussions so users can quickly and easily connect with businesses and individuals with a common interest. In addition, they can also be used as keywords to help easily find and connect with your target audience.

Purpose Key Metrics
 

§  Increase Engagement

§  Establish Network

§  Increase Brand Awareness

§  Strengthen Customer Service

 

 

§  Follower Quality and Growth

§  Brand Mentions

§  Retweets, Replies and Lists

§  Reach

§  Conversion Rate

 

Blog

Where Blogging can be really utilized for an accountancy is its use in improving search engine rankings and boosting industry perception placing you as an authority in your sector.  By regularly updating your corporate Blog with valuable, interesting and relevant industry analysis and comment, it shows that you have a deep interest in your sector and are more informed than the average participant; giving potential clients a compelling reason to choose you over competitors.

Purpose Key Metrics
§  Increase Engagement

§  Increase SEO

§  Establish Authority

§  Generate Brand Awareness

 

 

§  Reach

§  Engagement

§  Authority Share – Cites and References

§  Audience Growth

§  Conversion Rate

§  Subscribers

§  SEO Improvements

 

Example Blog Post Titles

  • End of Tax Year Changes 5th April 2018 – What You Should Be Aware Of
  • Ultimate Business Guide to Tax Rates, Thresholds, and Allowances for 2018/19
  • Self Assessment: What happens if I miss the deadline? And other Common Questions – Answered!
  • Want to become self-employed? 5 Top things to consider before you make the move to work for yourself.

 

 

LinkedIn

Where LinkedIn can really be leveraged for an accountancy is within the ability to demonstrate expertise and show yourself as an authority within your sector. Furthermore, it can be utilised as an avenue to promote career opportunities, general company news and updates, raise brand awareness and as a resourceful knowledge base where you can learn, discuss and stay on top of industry news as well as connect with other professionals in your industry.

 

Purpose Key Metrics
 

§  Increase Brand Awareness

§  Generate Leads and Sales

§  Connections and Networking

§  Increase Authority

 

 

§  Number of Business Leads

§  Performance of Updates

§  Engagement Rate

§  Follower Demographics

 

YouTube

Where YouTube can really be leveraged for an accountancy is by recognising that with the power of video, YouTube’s massive audience, and AdWords’ targeting tools, you have the ability to reach new customers easily with a great resource that not only improves search engine rankings, but by providing informational and entertaining videos you can help spread your message and allow others to get to know your brand better and in a positive light.

 

Purpose Key Metrics
§  Increase Brand Awareness

§  Generate Leads and Sales

§  Improve SEO

 

 

§  Video Views

§  Engagement

§  Significant Discovery Events

§  Audience Demographics

§  Video Engagement

§  Audience Retention

§  Video Shares

§  Subscriber Rates

 

 

 

Example Content and Activity

 

Activity (Minimum Suggested Amount) Content
1x Weekly Blog Posts 

 

Post blog post on a specified day in the week

Promote the latest post regularly across other social media platforms

Daily monitoring of blog, responding to any comments and interactions

 

5x Daily Tweets

 

Go through and find relevant influencers/ local businesses etc. to follow.

Search for and utilise any relevant trending hashtags.

Respond to questions and general interaction from followers.

Relevant retweets of positive brand mentions, customer reviews/photos and local news and events.

Go through and unfollow inactive/unnecessary accounts (if applicable).

 

 

1x Daily Facebook Post/ LinkedIn Post

 

Daily look for relevant influencers/ business pages etc. to like and interact with.

 

Respond to questions and general interaction from fans.

 

Sharing of any relevant and interesting items – positive brand mentions, customer reviews/photos, local news and events etc.

§  Update Audience on General Business News/Developments

 

§  General Content from the Website repurposed for Social Media

 

e.g. Claiming back money spent is a big perk of being self-employed – but you can’t just claim anything and everything. Check out our handy guide to Claiming Business Expenses in our latest blog post [Insert Blog Post]

 

e.g Confused by the ‘Making Tax Digital’ Plan HMRC have implemented? Our approachable team of specialists can help you understand how this government plan will transform how businesses and people pay tax. Call us today to arrange a no-obligation meeting.

 

§  Content (Both original and shared from news sources] about the Areas/Locations You Work in

 

§  Customer Testimonials

 

e.g. We’re hugely grateful to have recently received this wonderful five-star review for our accountancy services [Insert Testimonial]

 

Find out how we can help you by arranging a free no-obligation meeting with us! [Insert Website Contant Link]

 

§  General Facts, Tips and Information surrounding the Industry

 

§  General Industry news and events that are interesting/relevant

 

e.g. Self-employed stress relief: how to keep calm and freelance on via @AXAUK [https://www.axa.co.uk/insurance/business/business-guardian-angel/self-employed-stress-busters/]

 

e.g. Why 2018 is the perfect time to start a business in the UK [https://startups.co.uk/start-uk-business-now]

 

§  Engaging Industry Related Questions

 

e.g. Fill in the Blank: The best thing about being self-employed is _____

 

 

§  Any Special Promotions, Offers, Events you are Doing/Hosting/Helping

 

§  Competitions

 

 

§  Give Peaks of Behind-the-Scenes Business Activities –Sneak Peeks of Future Work, Something Interesting in the General Work Day

 

§  General Useful Information – any special ways of doing things? Any events coverage? Have you featured in the press recently?

 

e.g. Has your business ever played a role in a client’s success story? If you have a client with a particularly inspiring rags-to-riches story or a wildly successful business venture, see if he or she would be interested in being featured on your social media page(s).

 

§  Job Postings/Opportunities