Accounting firms offer unique services that can benefit virtually all businesses and people, and as such should never be lacking for current or potential customers. But is your accounting firm operating at the level that it could be? Are you experiencing little or no growth at a time when you should be expanding?
Digital marketing offers you a solution, allowing you to reach out to the huge audience that awaits you.
Why Choose Digital Marketing?
There are a host of reasons to put digital marketing to work for you. It is an excellent means of reaching potential clients that traditional marketing cannot match. That isn’t to say that older methods do not work—they can—but they do not have the same sort of visibility that digital marketing does.
Consumers are spending an increasing amount of time online every day, and it continues to grow. With so much time spent online, the internet has become the primary resource for those who are seeking goods and services of all types. This makes it the perfect means of attracting new clients.
If your competition is making use of digital marketing and you are not, you are placing yourself at a severe disadvantage. Now is the time to start.
The chart below is from Google Trends and shows the increase in potential clients searching for “Accountant near me” over the years, a clear sign that you need to be top of Google in your local area.
Search Engine Optimization for Accounting Firms
For most, the primary component of digital marketing revolves around Search Engine Optimization or SEO. This is an ongoing process that focuses on improving your site’s ranking in the eyes of Google and other search engines because that ranking determines where your site appears on the Search Engine Results Page (SERP).
Google users make more than 40,000 searches every second. Of all the search results that users are provided, however, very few past the top 3 are ever viewed. That is because users will almost invariably choose the top results and overlook the others. In order for your accounting firm to be visible, therefore, you need to position yourself in one of those spots. The search term “accountant near me” is searched over 1,400 times a month in Canada and 9,700 times a month in the USA.
But how does Google determine your ranking?
Google’s priority is providing the best possible user experience. They will offer up search results that they deem to be the most relevant and providing the most value. A site that is very slow to load will not only frustrate many users—it typically drives them away. If Google sees that visitors to your site only remain for a few seconds before bouncing away, they see that as indicative of the user being unsatisfied.
Search Engine Optimization works to address site speed, relevance, ease of use, visual appearance, and much more. The end result is a site that users will enjoy, and spend more time browsing and reading. This lends your site credibility and implies relevance and authority, all of which prompts Google to rank you higher.
Google Ads for Marketing Firms
Even though Search Engine Optimization and social media are excellent means to raise your online profile and bring you more views and traffic, there are times when you will want or need quicker results. SEO is a process, and as such, it does take time.
If you need more immediate results and feedback, consider Google Ads.
Google Ads is a pay-per-click (PPC) platform that allows you to target your audience more precisely through the use of specific keywords. “Accountant,” for example, is the subject of 60,500 searches each month, while “accounting firms” is part of user queries close to 10,000 times. By targeting these specific words and phrases, you can put your accounting firm front and center in the view of those in search of your services right when they need them most. You will appear at the top of the search results, vastly improving the chances of your website being clicked.
By making use of digital marketing, you will become much more visible to prospective clients, bringing many of them right to your door. Learn more about what digital marketing can do for your accounting firm by contacting us today!