Many accountants now recognize the importance of using social media platforms, not only to keep in touch with current clients, but also to develop a brand identity to acquire new clients. In addition, social media platforms like Facebook, LinkedIn, and Twitter are also a great way to monitor industry trends and communicate with peers. Social media now plays a central role as a marketing resource for many accounting firms. For those just starting to take advantage of all it has to offer, we have highlighted six different ways you can create and improve your firm’s brand identity across LinkedIn, Facebook, and Twitter.
1. Build relationships with your followers
Connections are important on social media and building a relationship with those connections will help you acquire new clients. Engage with your followers if they message you directly, reply to your posts, or frequently engage with your posts. Also, participate in community forums or groups on Facebook and LinkedIn to help increase your firm’s brand identity.
2. Post frequently
Staying active on your social media platforms ensures that people remember you. Post regularly, but don’t overdo it. Create a social media calendar and schedule your posts. These posts can be text, images, or videos. It is highly recommended to share visuals as they are appealing and often more memorable than text. Depending on the platform you use, there are certain publishing benchmarks that organizations need to follow. Here are standard practices across many industries:
- Facebook: One to two posts a day
- Twitter: Two to three posts a day
- Instagram: One to two posts a day
- LinkedIn: Two to three posts a week
3. Position yourself as an expert
Making sure you’re top of mind as an industry expert can help people recognize your business (and you!) as a thought leader. When you have knowledge that is valuable to your target audience, it is easier to create connections and build a community. Post content that your clients can use such as blog posts on tips/tricks, how-to-guides, industry publications, or latest tax research. This will also help improve your search engine rankings - your position on search engine platforms such as Google or Bing.
4. Always share the knowledge around you
Don’t be afraid to share content others have posted. Re-share thought leadership content or insights from research firms, news agencies, and key industry leaders. This will show your current and potential clients that you are relevant and up to date. Make sure you also re-purpose your own content – re-share old posts or blog articles from your website. Of course, make sure it’s relevant to the current time-period. Some of your audience might have missed the initial post. It’s also a good way to increase your search engine ranking as well.
5. Drive specific actions
If you are planning to post on any social media platform, think about what you want the outcome of that post to be. Do you want to acquire new clients? Do you want to drive potential clients to visit your firm’s website or a journal article? Always ensure that your posts have a Call-to-Action (CTA). A post with no CTA is simply an empty post – save those for your personal accounts.
6. Measure your success
Make sure there is a way to assess your social marketing strategy. Keep track of your followers or likes to measure your growth. Check the engagement on your posts, such as likes, shares, replies, or comments – is one performing better than the other? If so, ask yourself why. Perhaps one content piece resonates with your target audience more than another. This will determine the type of content your audience is interested in. If you’re not sure how to analyze your strategy, you can use the analytics tool available on each social media platform, or you can go one step ahead and use Google Analytics to track how many people are visiting your website from your social media channels. Always remember that with any strategy, results take time.
Once you start implementing a social marketing strategy that follows these six steps, measure your success, and decide if this is the right strategy for you or if you need to make a few tweaks. If you don’t have time to create content but are looking to get access to tax articles and content, Wolters Kluwer has the right solution for you. With CCH Site Builder, you’ll be able to create a fully-functional website in less than an hour and maintain it with minimal effort. CCH Site Builder will give your clients access to fresh, professionally written content, timely tax alerts, the latest government forms, financial calculators and more. You will be able to share these content pieces across your social media platforms and position yourself as an expert. To learn more about CCH Site Builder, click here.