Marketing is one of the most beneficial, practical tools an accounting firm can use to promote its business. It has many subtypes, and one of those subtypes is content marketing.
What is Content Marketing?
Content marketing involves the strategy of sharing any form of media that serves the purpose of promotion while also being informational and entertainment purposes.
Content marketing can be any of the following:
- Social media posts
- Blogs
- Informational articles
- Videos
- Print promotions
- Newsletters
Marketing Content Strategies for Accounting Firms
Accounting firms can use several marketing content strategies to help enhance, optimize, and grow their business. Some of the marketing content strategies an accounting firm can use are:
Optimize Your Website
Tap into your accounting technical skills and optimize your website. Search engine optimization (SEO) is a beneficial content marketing strategy that can help get your accounting firm’s website to the top of the search ranking.
SEO works by interpreting the keywords, page titles, meta description, and other data on your website and categorizing it by how relevant it is to a person’s search.
For example, if someone types in “ tax accounting firms near me,” and your website doesn’t pop up on the top of that person’s search results, there’s a reason for it. Your website isn’t as optimized as it could be.
Tips to optimize your website
Optimizing your website is an important, effective marketing content strategy that will help more clients find your company online as well as bring your website to the top of search engines’ search rankings.
Create authentic, purposeful keywords.
Keywords are what Google uses to search for sites when a person conducts a search in their search engine. When using keywords, think about the keywords your clients would use to find you.
Some examples of great keywords an accounting firm can use on their website so customers can find them better are:
- CPA
- Accountants
- Bookkeeping
- Income tax
- Tax return
- Tax
- QuickBooks
- Audit
- Payroll
Aside from using single keywords, your accounting firm can also use keyword phrases, such as “small business accounting firm,” “accounting services for your small business, “ “B2B accounting”, or “generally accepted accounting principles.”
Use backlinks
Backlinking webpages means linking your site to other sites. Gain backlinks by collaborating with other companies or causes and asking to link their website to yours.
Remember that backlinks are the third most important factor in Google’s ranking system. You must use backlinks correctly and authentically.
Adding as many links as possible can hurt your website’s status instead of helping it. More is not better. Backlinking is a marketing content strategy that needs to be carefully considered as it’s conducted.
Optimize your website metadata.
Metadata is the information you provide about your website so Google and other search engines know what your website is about.
Your website metadata includes your website page titles, the description underneath your website header detailing what your website is, and keywords.
Optimize page titles
Incorporating keywords into your website page titles will help optimize your website. The trick to optimizing your page titles is to keep the keywords minimal and don’t over-optimize them. Otherwise, your practice will be deemed as “keyword stuffing,” and Google will consider your website spam.
Get creative with your page titles to make them authentic; however, keep them relevant to your clients’ searches to find your business.
Reduce page loading times.
There is nothing more annoying than clicking on a website to find out the information you desperately need and having a website take minutes to load. You can reduce your webpage loading time by doing the following things;
Reduce image size
Keep all the images on your website at 1920 pixels wide and 1080 high or under 200 KB or smaller.
Keep file sizes small.
The more content you have on your website, the bigger the files your website contains. This slows down your website and can frustrate visitors. To prevent larger file sizes, break down your website and only create webpages that are necessary to get your point and brand across.
In other words, don’t overwhelm your website or visitors with multiple web pages so navigating through your website is hard. Be concise and to the point. Only provide the necessary information. Everything else should be organized through social media posts, websites like Yelp, or newsletters.
Another way to optimize your website is to add a section on one of your web pages where your website visitors can sign up for a monthly newsletter or weekly updates about your company.
Email Marketing
Email marketing is a content marketing strategy that can help keep your clients informed about your company. Many accounting firms and other businesses opt to create an e-newsletter to inform and educate their clients and involve them in current events within their company.
Tips on creating a newsletter
Create catchy headlines
Capture your audience’s attention by creating catchy headlines. Match those headlines with read-worthy content.
Create read-worthy content
Content is key in a newsletter. Creating read-worthy content will keep your audience engaged and keep them from deeming your newsletters as spam.
Make your content informational and informative.
Update your audience about new things happening within your company. Ensure you have enough visuals to tell a story. Take photos or even provide videos.
Newsletter design
Ensure your newsletter is designed to fit your brand. Also, make sure the design of your newsletter is clean, and the color scheme isn’t overbearing.
Be consistent
When sending your newsletters to your subscribers, ensure you email them consistently. For example, if you plan to create a weekly newsletter, send it on the same day of the week.
For monthly newsletters, send your newsletter around the same time of the month, either at the beginning or end of the month. Just be consistent.
Other tips for creating flawless audience-engaging newsletters are to have more content than promotional material. This will help keep your audience engaged in your business and not feel bombarded by advertisements.
Also, test your e-newsletter before sending it to your subscribers. Test and send your newsletter to a personal or work email to ensure it works properly and appears how you want it to. Adjust as needed and get a second, or even a third, opinion before sending your final draft.
Ensure to incorporate keywords and catchy headlines in your finished, polished e-newsletter.
