Accounting contributes significantly to the economy at large, with over 110 billion dollars in reported revenue in the year 2020 alone. Clearly, there is a huge market for accounting services nationwide, and accounting professionals have a highly positive outlook for business growth.Yet when it comes to growing an accounting firm with digital marketing efforts (particularly when accountants and financial experts have so many daily tasks already), it can often feel like an uphill battle. The good news? Digital marketing strategies make it simpler to grow a new or existing accounting firm to scale in the years to come. Keep reading to discover practical strategies that you can implement quickly to grow and market your accounting firm beginning today.

What is digital marketing for accounting firms?

Digital marketing refers to any marketing or advertising effort that takes place online with the purpose of reaching and converting new customers.Digital marketing for accounting firms most often starts with a professional website but branches out to other outlets such as social media marketing, online advertisements, search engine optimization (SEO), and content marketing.Since most potential customers aren’t accounting experts themselves, digital marketing strategies help prospects find reliable choices that meet their financial needs in a timely and efficient way.

Why do accounting firms need a comprehensive digital marketing strategy?

In the past, accounting firms may have been able to rely on word-of-mouth or in-person marketing strategies to gather new leads and build a client base for accounting services. In today’s economy, however, the marketplace is digital.A pandemic-focused business landscape also led many accounting firms to move to a virtual format, with most services offered digitally or online. If future clients expect to do business virtually, it’s even more essential to market to them on the platforms that make the biggest impact.

Top digital marketing strategies for accounting professionals

Here’s the hard truth—without the right online marketing strategies, accounting firms are simply missing out on the potential to educate, attract, and start working with new customers and clients. Since digital marketing can affect every part of the customer acquisition funnel, it’s important to prioritize practical strategies that yield results. In the list below, you’ll discover several foundational digital marketing strategies for accounting professionals that are as relevant for beginners as they are for more advanced users.

Develop a professional (and mobile-friendly) website

Websites for accountants and tax professionals serve as a first impression for customers that are actively searching for which accounting firm to hire. Prioritizing your firm's website is one of the first internet marketing strategies you should implement. Think carefully and critically about the impression you’re communicating with each aspect of your website. When it comes to future and potential clients, this might include:

• Visual or graphic elements
• Navigation options
• User experience (UX) and user friendliness
• Site speed
• Relevant and helpful content

Since an increasing number of new clients also browse for information on mobile devices, you must make sure that your firm’s website is well-optimized and mobile-friendly. If you have a perfectly designed website that only looks great on a desktop monitor, you could be missing a huge segment of your target audience (and sacrificing critical revenue along the way).

Prioritize your SEO strategy (including local SEO performance)

Search engine optimization (SEO) is the practice of getting your website to rank highly in search engines like Google. SEO directly correlates with the success of organic search performance and the ability of customers to easily access the information they want to see when they start a new query.Although SEO best practices can become fairly technical, it’s wise to have a basic understanding of SEO rules as you build your initial digital marketing game plan. This includes:

• How informative and accurate your content is
• The organization and headers on each web page
• Security and Google compliance
• Site speed and navigation

By using a reliable website builder and focusing on on-page SEO optimization, you can bring otherwise hidden aspects of your accounting business to light.

Use PPC ads for specific services

Pay-per-click (PPC) advertising is another strategy that you can implement to showcase your firm at the top of search engines results pages and through Google ads. PPC ads are highly visible and expertly targeted, so they have a higher potential to reach warm leads that are ready to take the next step.To excel with PPC campaigns, you must have an accurate understanding of the types of ads that perform well (which includes copy and creative elements). With each campaign, you should also make sure that you have an accurate look at budget, ad spend, and return. Retargeting is another way to leverage PPC ads to reach clients who may have visited previously but abandoned their search. The purpose in retargeting is to offer up a new ad that creates a second positive impression and encourages that prospect to convert.

Publish educational and helpful blog content

Blog posts and content marketing can be useful for building rapport with new clients. As prospective customers conduct online research, it’s likely that they want to work with experts who understand their unique financial situation and have the right tools to help.An informational and useful blog not only serves your SEO strategy, but it also provides real-world evidence that your expertise is worth trusting. Interesting blog and content ideas can incorporate things such as:

• Accounting do’s and don’t (for beginners or advanced users)
• Instructional posts about relevant financial topics
• Informational brand posts (showcasing your firm and corporate culture)

The sky's the limit when it comes to creating helpful content, but remember—invest time in the types of content that matter most to your ideal customer or target audience.

Host or sponsor virtual events

In a digital marketplace, virtual events are one of the many ways to broadcast your accounting firm’s name, services, and competitive edge. Creative options for virtual events can include:

• Informational webinars
• Virtual professional conferences
• Educational workshops
• Combined sessions with community leaders or business partners

When you host or sponsor these events, consider incentivizing attendance to make the opportunity even more enticing for prospective clients. By offering something highly valuable on a digital platform, you can help strengthen your brand and attract clients who are looking to grow, learn, and find the right financial solution.

Benefits of having a digital marketing strategy

Accountants, CPAs, financial advisors, and tax professionals all require a comprehensive digital marketing strategy. Those that invest time and energy into fine-tuning a strategy that works can create a name for themselves in the online space (where there are plenty of future customers to reach).The advantages to developing a strong digital marketing strategy are:

• More clients – Build a growing and active customer base by finding the right client for your particular firm or practice. Offer incredible value that helps produce a continuous client lifecycle.
• More competitive edge – Modernize your accounting firm by taking digital marketing seriously. Stand out from competitors who haven’t yet caught up to speed or developed an online presence.
• Increased credibility – Add digital marketing to your growth strategy in order to build the strength of your brand over time. Every piece of the online puzzle contributes to longevity and sustainability that will protect your firm against changing trends or fads.

Tracking results–why it’s important to use metrics or KPIs

As you implement your accounting firm’s digital marketing strategy, don’t neglect the opportunity to measure results and use key performance indicators (KPIs).These numbers are critical for understanding data related to:

• Which digital marketing sources contribute to the highest amount of leads or to the highest levels of client engagement
• The marketing outlets that yield the greatest return on investment (ROI) when it comes to amount of time and money invested
• Opportunities for growth and expansion based on the digital marketing outlets that perform well or outpace the competition

If you want to ensure that your digital marketing efforts are sustainable in the long run, analyzing the data is an important bookend to a successful process.

Take control of your online presence

At CountingWorks PRO, we know that accounting professionals want to spend time growing other aspects of their business. That’s why we offer customizable packages that help you showcase your expertise, book more clients, and modernize the client experience.If you’re ready to take control of your accounting firm’s online presence with better digital marketing possibilities, get started with CountingWorks PRO today.