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Marketing for Accountants – eBook
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Learn how to:
Raise fees without client resistance.
Attract and retain clients, as well as employees.
Charge a premium price for your services.
Use online marketing to better understand your clients and prospects.
Use websites, social media, e-mail marketing, and online advertising in a way that makes sense for accounting firms.
Track the return on investment of your online marketing.
Table of contents:
Foreword…………………………………………………………………….. 5
Introduction…………………………………………………………………. 8
1. Build your accounting firm with online marketing 10
Find less price-sensitive clients by blogging…………………… 11
How to raise your rates without alienating your clients……. 18
Other key suggestions for demonstrating your value to clients: 22
Improve client retention with customer relationship management (CRM) software 23
How to attract talented accountants to your firm using the web 28
First steps to a better brand online:……………………………. 32
How to improve employee retention…………………………….. 34
2. Your firm’s online marketing toolkit……….. 38
Attract new clients with a client-centered, trust-building homepage 39
Get new clients fast with Google Advertising…………………. 43
Google keyword research tool…………………………………….. 52
Google Trends…………………………………………………………… 53
Your LinkedIn page…………………………………………………….. 56
Target specific prospects cost-effectively with LinkedIn advertising 61
Improve your search ranking and build trust with a YouTube page 63
Track results through analytics…………………………………….. 72
Create infographics that help your prospective clients……. 78
Create amusing images / memes………………………………… 81
Host webinars to position yourself as a financial expert….. 84
Gather client feedback using online surveys…………………. 85
Online proposals can make clients accept projects faster.. 88
How to describe an audit on your website……………………… 89
Google+ page……………………………………………………………. 92
Mobile version of your website…………………………………….. 94
Getting clients to pay faster using online payments………… 96
3. Your firm’s online marketing strategy……. 98
Rank high on Google………………………………………………….. 99
How to retain clients when a partner leaves the firm…….. 100
How to choose the right web designer for your accounting firm 101
Why is content marketing so important for accounting firms?…… 105
Deloitte’s website sets the bar for content creation……….. 107
How to improve your accounting website……………………. 109
Satisfy your customers to get repeat sales, referrals and drive profit 123
You are selling a service, not a product………………………. 124
Give away something for free to get that first client meeting 125
Keep in touch with your clients: the #1 reason financial advisors fail expectations is because they don’t keep in contact……………………………………………………………………. 127
Nurture your leads……………………………………………………. 129
Put everything in your client’s perspective…………………… 131
Avoid calls-to-action that attract the wrong kind of clients 132
Best accounting web design I’ve seen………………………… 133
4. Create an accounting brand people want to experience 143
Differentiating your accounting firm……………………………. 144
Accountants should advertise…………………………………….. 151
What to include in your online biography……………………… 157
Focus less on other accounting firms………………………….. 158
What clients care about the most……………………………….. 159
The author……………………………………………………………….. 162
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