Some accountancy firms are reluctant to leverage the power of social media. And for the older seasoned partners who may not value its importance within our industry, it can be a tough job convincing them otherwise. Of course, it could just be that you don’t have the time or the knowledge to make social media successful for you.
A recent survey found that only 30% of small accountancy firms were using social media to market themselves.
However, the facts are that social media:
- Will save you time and money on customer service
- Help build your client base
- Raises your profile as a thought leader
- Humanizes your firm
- Helps Search Engine Optimisation – so you’re found on Google searches
- Makes marketing easier
- …the list goes on and on…
During self-isolation, social media proved itself to be an essential connection to the rest of the world. And whether you like it or not, it’s the natural place to market your accountancy firm and communicate with clients and prospective customers.
There are 3.5 billion social media users worldwide, and 73% of businesses who include social media as part of their marketing strategy believe social media marketing has been “somewhat effective” or “very effective” for their business.
So, for those nervous novices, or time poor among you – here’s our guide to getting your social media game on…and making it worthwhile.
Choose the right platform – And there are a few! Make it easy on yourself. Social media is all about conversation. So, ask your clients what they use and go from there. Perhaps once you’re comfortable with one platform, you can add more? Once you’re up and running you could save time by using social media management software and share your messages across a number of channels. And don’t forget to add videos and blogs to your marketing mix.
Try not to overthink it – If social media becomes something you dread, even when you’ve cracked the basics and have some technical know-how, it may be that you’re trying too hard. Just get started. See what people like and what they don’t. The beauty of social media is that it’s measurable. So, you can see what people are engaging with. If you’ve created a really great, helpful and authentic post on IR35 and people are sharing it…do more of that. However, don’t rely on metric to measure your success – follower numbers are ego numbers. Better to have 100 engaged followers than 1000 who will never use your services.
Be consistent – Successful social media takes time and energy, but do it right and it will pay off. That means having a steady flow of valuable and consistent content. Be realistic. Work out how much time you can commit and stick to it. If it’s two posts a week, great. But don’t let it drop. And if it does go to the bottom of your to do list, delegate to someone who can give it the time and dedication it deserves. In the hands of someone who has more time, and perhaps more passion for it – it could be even more successful and engaging. As an accountant on an hourly charge-out rate of £150 for example, it’s simple maths that’s this job should be outsourced to someone else.
Make content shareable – It’s not enough that people are reading what you produce. Your goal is to get people to love it enough that they want to share it. And that’s not going to be sales posts or photos of your team on an away day, although there is definitely a place for both. But please don’t regurgitate what’s already out there. Dare to be different, controversial, thought provoking, helpful, practical, humorous even. But most importantly, always be you and represent your brand authentically. Establish your tone of voice and the type of content you want to share, make sure your audience likes it and get it out there.