As competition becomes
tougher, Accounting Firm Partners are looking for ways to promote and
differentiate themselves to catch a potential client's attention.
A few years back,
having a website about your Accounting Firm's practices was sufficient enough
for an online presence. The emergence of Social Media has changed all that. Now
it takes more than just a website to get noticed online, because the Internet is
becoming very competitive. Recently, more and more Accounting Firms are
considering this and have established their presence on Facebook, Twitter and
have added icons for these social networking sites to their own websites.
But are there really
benefits to using Social Media Marketing for an Accounting Firm Partner? Here
are some of the most often heard objections.
1) "My
Accounting Firm can't afford it."
One thing about Social
Networking is that it is COST EFFECTIVE. Compared to traditional media, your
accounting firm does not need huge marketing budgets since social media
marketing is affordable which makes it extremely attractive. Many forms of
social networks such as Blogs, YouTube, Twitter and Facebook can all be used at
no cost making them a practical way to market your accounting services, build
customer relations and establish expertise and authority in the field.
2) "I need
to take out an advertisement, otherwise how will my clients find me?"
With the current state
of technology and the wealth of information available, almost anyone will
search for something, somewhere or someone via the internet before actually
picking up the phone or stepping out of the house. Social media is EASILY
AVAILABLE to anyone who has access to a computer and internet connection.
Traditional media (which costs thousands of dollars) takes time to plan and
execute. With social media, marketing updates can be done within minutes and be
broadcasted through your network instantaneously. This is old fashioned
"word-of-mouth" in a high tech manner.
3) "There
is a new tax update and my clients need this information now."
One fantastic thing
about social media is that it is FAST AND INSTANT. Once you have an established
network of loyal followers, you can update them with what's new as soon as you
click the "enter" button. News and updates coming from your
Accounting Firm have the possibility to spread out quickly and far. Word of warning
though, just as fast as good word about your Accounting Firm practice can
positively impact your firm, a badly written message can spread as quickly and
hurt the image of your firm as well.
4) "Accounting
firms do not do social networking."
CPA Trendlines reports that, 88% of Accountants have an
account on Facebook. A more detailed breakdown of social media participation
and behavior of Accountants can also be checked there. Numbers don't lie.
Accountants ARE already embracing social networking for reaching out, locating
and connecting with friends, family, colleagues and target market.
5) "I don't
know how and where to start."
With the hundreds of social sites to choose from, it is
understandable that one gets confused by the choices available. Study and identify the networks where your competition is, then choose those that match your
target clients and your brand. The three most popular Social Media sites
currently are: Facebook, Twitter and LinkedIn. These sites might be a good
place to start.
Otherwise, a
professional social marketing manager who understands and knows your business
and target audience can help you get started.
You don't need a lot
of friends to get into social media marketing. Nor do you need a lot of money.
Unlike traditional media model of the marketer or your Accounting Firm telling
the client what he needs. Social Media Marketing relies on your network of
friends (whether they be 5 or 15 or 50) to recommend you and your services.
What they say about you (through comments, blogs and posts) is key to building
your credibility and success of your marketing efforts. The use of these tools
can be used to create a positive perception of you and your firm. People have
always looked for others to validate their choices and Social Media gives them
the platform to do that.
Be active on your
chosen social network. Post updates, leave comments, submit content and be
friendly. Because in the end, WHAT OTHERS SAY ABOUT YOU IS MORE IMPORTANT THAN
WHAT YOU CAN SAY ABOUT YOURSELF.
Barb writes articles of interest for Boost Accounting Referrals,
to assist Accounting Firm Partners with Social Media questions and issues most
relevant to their industry. In addition, she manages the team and works closely
with clients, assisting to create and manage their firms social media strategy
and online presence. Read more about Social Media for Accounting Firm Partners and post your
comments on our blog. Find tips here
