Accountant Digital Marketing

What is Digital Advertising for Accountants?

Simply put, internet marketing for accountants is a way to advertise products and services to accountants through online channels like websites, search engines, social media, email, or mobile apps.

Most accountants think of internet advertising as another phrase for SEO or paid advertising. While both of those services are used in website marketing, neither fully explain the depth of a cutting edge digital marketing program for accountants.

Today's digital marketing plans often include dozens of internet marketing strategies, all working in tandem to help your accounting firm improve visibility and conversions.

For example, the best accountant online marketing services will include strategies to:

• Make your accounting firm digital assets (apps, sales funnels, websites) more visible through search engine optimization, social media marketing, affiliate advertising, or paid advertising.
• Create accountant landing pages, sales funnels, and optimize your conversion rate to grow revenue.
• Track how visitors interact with your digital assets to figure out improvement areas, retargeting opportunities, or conversion rates.
• Show the expertise, authority, and trust of your accounting firm with content marketing, video production, backlink building, reviews, and social media proof.
• Grow your accounting firm through email marketing, SMS marketing, and social media management.

Our Accountant Digital Marketing Tactics

We're a team of internet marketing specialists with deep knowledge of online marketing needs for accounting firms. Take advantage of our experience in more than 100 business industries, including accounting firms, to help build traffic and grow conversions across your digital assets.

Search Engine Optimization Plans for Accounting Firms

To bring your website into the first page of search results for competitive phrases you must take a holistic approach to search engine optimization within your accountant internet marketing campaign. This means reviewing your on-page, off-page, and technical search engine optimization since all three aspects of SEO work together to show value to search engines.

As we bring on new clients in the accountant field for digital advertising, we commonly discover concerns related to page performance, content quality, and the backlink strength. To tackle these search engine optimization challenges and improve your search optimization, technical, on-page, and off-page SEO optimizations can be utilized. Let's delve into each of these accounting firm search engine optimization services in greater detail:

• Technical search engine optimization encompasses website performance, website security, XML sitemaps, website architecture, structured data, Open Graph tags, and broken pages, among other factors. These elements affect the way Google crawls and indexes your content, and how visitors interact with your accountant website. When dealing with technical SEO issues, a website developer is usually needed as these concerns are commonly associated with the platform or template used on your accountant website. We have an internal team of website developers skilled in common platforms like WordPress and Shopify.
• On-Page SEO includes factors such as content silos, content writing, internal linking, competitive analysis, frequently asked questions, page titles, meta tags, images, keyword research, and content silos. Improving these areas of the on-site search engine optimization will allow search engines to better understand the value of your content and recognize your accounting firm as an authority on the subject matter. In addition, it will help increase important metrics like "time on site" for your visitors, which shows search engines you provided something of value to the search user. Content creation plays a crucial role in your accounting firm online marketing plan, and should not be overlooked.
• Off-Page search engine optimization encompasses various factors that determine the quality and naturalness of your backlink profile, including the number of backlinks and referring domains, the relevance and authority of those backlinks, link velocity, social media signals, and more. Building natural backlinks to your website and internal pages is crucial in conveying to search engines that your website and its content are authoritative and deserve recognition from external sources.

To make sure your accounting firm internet marketing plan is effective, it's essential to take a comprehensive approach to SEO that addresses all the important areas, rather than just a select few. A fast website is important, but if your accounting firm has no quality backlinks or useful content, it's unlikely that you'll see it on the first page of search results, except for some uncommon scenarios. To see tangible improvements in your search engine placements, it's crucial to address all areas of search engine optimization, rather than just a few. You should evenly distribute your attention to ensure competitors can't bypass your accounting firm by simply completing all the required SEO checklist items.

Link Building Game Plans for Accounting Firms

We've already briefly discussed the importance of building authoritative links in off-site search engine optimization, but it's worth mentioning again since accounting firms often don't understand this area of SEO.

When you look at the first page of search results for competitive keywords and long-tail phrases, you will almost always find large retailers in product-specific search results and long-standing service providers in localized search results. Upon further analysis of the exact pages that show up in these search results, you'll typically find that the number of backlinks pointing to those pages far exceeds the number pointing to relevant pages on your accounting firm website. This is because search engines use backlinks to gauge the authority of your accounting firm website and content on a specific topic.

To enhance the placement of your web pages, it's essential to acquire quality backlinks to both your homepage and other internal pages through white-hat SEO backlink building services. It's important to recognize that this is a sustained effort for the internet advertising strategy of your accounting firm. It's important not to get overly excited for a few weeks and build dozens of backlinks, then abandon it for months or years. Instead, you should view this as a long-term commitment for your online advertising strategy. Skipping the long-term commitment of building high-quality backlinks will hinder your chances of appearing on the first page of search results. You need to establish a link-building plan that will provide consistent and steady growth of quality backlinks from relevant websites and social media platforms. Most of all, you need to keep your backlink profile natural by not overdoing exact-match phrases, buying numerous backlinks from private block networks (PBNs), or participating in any black-hat link-building methods.

We utilize numerous white-hat accountant link building techniques in our digital advertising services, including:

• Utilizing the “Skyscraper Technique” to build a bigger, better version of a ranked content article from a competitive accounting firm.
• Composing detailed articles and having them published on third-party websites as a guest post, with a link that directs readers to your accounting firm website, can help promote your business.
• Getting in touch with prominent accountant websites and suggesting content enhancements for their current articles, which may have become outdated or overlooked a relevant topic, is a proactive approach.
• Increasing your business's online exposure within your industry by registering your website in industry-specific directories with correct NAP citations (Name, Address, Phone).

Accountant Online Reputation Management (ORM) Strategies

Search engine placement algorithms and consumer purchasing decisions are influenced by your online reputation, which serves as a crucial trust factor. The significance of online reputation is ubiquitous, encompassing various types of purchases and decisions, including the selection of a service provider, online shopping, and the hiring of accounting firms. People love reading about the positive experiences, and sometimes even more about negative experiences, that others had with your accounting firm.

For local service companies, we can help you develop a review generation program within your digital marketing to increase the rate at which past clients leave reviews for your accounting firm. This often involves collecting reviews on Google My Business, UpCity, Yellow Pages, Angi, Yelp, and other online review collection websites.

If you run an ecommerce-focused accounting firm, we can help with the collection of product reviews and company reviews. In the ecommerce industry, obtaining reviews that cover the quality of your products and the customer service provided by your accounting firm is vital. Online shoppers seek confirmation that the item they are buying meets their requirements in terms of quality or usefulness. Moreover, they need to be certain that you will provide prompt delivery and exceptional support to address any issues they may have post-purchase.

We can assist professional service providers, like doctors or attorneys, in devising a structured process for obtaining client testimonials that projects a positive image of your accounting firm, as part of your digital advertising strategy. This entails producing reviews, overseeing online reputation, mending impaired online reputation, executing survey campaigns, and enhancing social presence. SEO can be leveraged to refine the top search results on the first page, which can enhance the online reputation of your accounting firm.

The risk of ignoring your online reputation is the loss of long-term business, which often isn't noticed until significant damage has been accumulated. Take control of your online reputation today to ensure you always put forth a better image than your competition.

Content Marketing Tactics for Accounting Firms

Most accounting firms use content marketing as a means of attracting, engaging, and retaining a high-interest audience by creating and sharing relevant blog articles, instructional videos, case studies, white papers, and other digital media. This online advertising approach helps establish your accounting firm as an industry thought leader, while also helping you dominate organic search results and the attention span of your target audience.

When your target clients begin to identify your accounting firm as the source of valuable advice or guidance you will find it is easier to guide them through your sales funnel. We help accountant website marketing customers put together the right content marketing service for their accounting firm.

It is important to identify your target audience before starting a content marketing campaign. This will help you understand the best media format for the content, whether that be informative blog posts, detailed case studies, informal whitepapers, best-in-class listicles, or drip email campaigns. It will also help you determine the best delivery method, which can be from social media, search results, or some other medium.

We often help implement content marketing tactics for accountants that involve blog content, infographics, podcasts, videos, email campaigns, whitepapers, case studies, surveys, webinars, checklists, listicles, and lead magnets. We particularly like using the case study method because it is a powerful tool for showing expertise as a leading internet marketing service provider. These are all effective ways to market content if you implement them correctly for your accounting firm.

Social Media Marketing Services for Accounting Firms

The use of social media ads in website marketing involves paid advertising being run on social platforms like LinkedIn, Facebook, Twitter, TikTok, and LinkedIn. These social media channels offer a quick and effective method for connecting to your target audience by allowing you to select interests, behaviors, and demographics. However, the downside can be the added cost of setting up the campaigns, creating landing pages, building out sales funnels, and performing conversion rate optimization to ensure the paid advertising function as a proper lead generation or sales generation tool for your accounting firm.

By leveraging the data sources of social platforms, accounting firms can hyper-target their audiences to deliver personalized content based on demographics, behaviors, interests, and other factors. While this is an enormous opportunity for most established accounting firms, it can be an expensive lesson for businesses that aren't ready to take full advantage of social media advertising.

We help accounting firms build out the necessary sales funnels and lead generation tools to make the most of their social media marketing. In addition, we suggest creating plans for conversion optimization and retargeting as part of our digital marketing plans, as both plans can enhance the return on ad spend for your campaigns. Let's not forget to mention the freshness of your ad creatives. When running accounting firm social media marketing plans, you must be mindful of ad decay and ad fatigue to prevent your campaigns from becoming stagnant and suffering from degraded performance.

Search Ads Game Plans for Accounting Firms

The use of search advertising in digital marketing involves paid advertising being run on search engines like Google and Bing. You will find that Google Ads and Bing Ads offer a quick and effective method for connecting your accounting firm to an engaged audience that is actively looking for your products or services. The downside is the cost of setting up an effective and scalable paid advertising campaign for your accounting firm, which often involves the creation of landing pages or sales funnels that are optimized for conversion opportunities.

We help accounting firms of all sizes build out the necessary landing pages and funnels to generate leads and build revenue, which makes PPC advertising a cost-effective website advertising strategy. For any search engine marketing campaign, we recommend creating a plan for retargeting and conversion rate optimization to improve your return on investment.

Developing Funnels for Accounting Firms

A sales funnel, or purchase funnel, is the visual representation of journeys taken by clients with your accounting firm. The illustration of a sales funnel, which is often referred to as a marketing funnel or revenue funnel, looks just like a physical funnel you'd use to pour a liquid into a container. The top of the funnel is always larger because it illustrates the large number of potential clients that might interact with your accounting firm. The funnel narrows at the bottom to represent the various exit points within the sales process. Naturally, the bottom of the funnel is the smallest part because it represents the number of people who converted through the generation of a lead or the sale of a product.

The development of a sales funnel for accounting firms is more difficult than the explanation of its concepts. For example, some of the most successful sales funnels produce millions of dollars of value each day for their owners. To use a revenue funnel that produces value for your accounting firm, you must put thought into the goal of the sales funnel and the type of sales funnel you want to implement.

There are numerous types of sales funnels, including free plus shipping funnels, affiliate sales funnels, self-liquidating funnels, automated webinar funnels, lead magnet funnels, self-liquidating funnels, and dozens of others to consider for your accounting firm. When you work with one of our accountant-focused digital advertising consultants, you will have an experienced internet advertiser to bounce ideas off to help you determine the best type of revenue funnel for your accounting firm. Alternatively, if you don't have an interest in being involved in the process, we can research more about your accounting firm to determine the best funnels to explore and test within your online marketing service.

Conversion Rate Optimization for Accounting Firms

There is almost no reason to neglect conversion rate optimization within accountant website advertising services. This is a critical aspect of any type of digital marketing for accountants since it directly impacts the ability of the marketing service to provide value for the accounting firm paying for the marketing service.

Boosting conversion rates can have a huge impact on your bottom line. Before you pursue a CRO plan for your accounting firm, it is important to understand what it is, how it works, and how to evaluate the service. This is a time-intensive process that involves plenty of iterative research and testing. What makes it most difficult is the CRO plans that work for one accountant might not work for another accountant.

The most common accountant CRO strategies include reducing form fields on contact forms, testing different call-to-action phrases, creating attractive headlines, implementing a sense of urgency, fixing mobile website problems, improving website speed, adding exit-intent popups, defining value for the visitor, and adding trust and social proof signals.

True conversion rate optimization for accountants can become much more complex. To really dive into CRO, we must fully understand your business offer, your competitors, the strengths and weaknesses of your value proposition, how visitors are currently interacting with your digital assets, the online reputation of your accountants, and many other factors.

Email Marketing Campaigns for Accounting Firms

You can use email marketing within a digital strategy to get brand awareness, increase website traffic, generate sales and revenue, bring awareness to your social profiles, engage past accountants, and gain valuable information about your target audience.

We help our website marketing accounting firm customers use Mail Chimp, Campaign Monitor, and Constant Contact within their email marketing services. These are robust email marketing tools to create subscriber lists, segment your audience, and even develop email marketing drip campaigns.

The most important part of email marketing is developing a plan to increase your subscribers. We help email marketing accounting firm customers build and nurture their email marketing lists by implementing email collection opportunities within checkout processes, squeeze pages, referral programs, affiliate programs, lead magnets, exit-intent popups, and numerous other methods.

Lead Generation for Accounting Firms

For local service providers, the most important part of an inbound marketing program is lead generation. Not everything can be sold on the internet. For a lot of products and services, a phone conversation or in-person conversation is needed to close the sale. For these types of business industries, lead gen plans are going to be critical.

There are many types of lead generation tactics to consider, all of which have been tried and implemented by our online advertising team, for accountants and other professionals, at some point in the past. The most common lead gen strategies for accountants include the creation of helpful content, retargeting past website visitors, nurturing past contacts with email marketing, engaging visitors with live chat, developing free tools for visitors to use, creating referral programs and affiliate programs, creating video content that can be shared online, setting up free webinars for visitors to attend, or offering helpful downloadable content in a lead magnet.

For most accountant digital marketing campaigns where lead generation is a primary goal, our team will develop and implement one or more lead gen tactics in your digital assets to test what works best for your accounting firm.

Video Marketing for Accounting Firms

As a complete internet advertising company for accountants, we have our own in-house video production and video marketing department. This has been extremely helpful for accounting firm content marketing plans that required creative video assets. More importantly, we've used our video production department for the creation of video ads on YouTube and video marketing within Facebook Ads campaigns. There are many good applications for video production within your digital marketing strategy for your accounting firm. You can use videos to demonstrate unique products, teach new concepts, and improve visitor duration. You can also implement videos within digital advertising services to bring life to paid campaigns.

Why You Should Invest in Internet Advertising for Your Accounting Firm

For accounting firms that rely on selling products or services, marketing is an eventual consideration to generate revenue. There are many reasons to consider online advertising over other, more traditional, marketing strategies for your accounting firm. Let's go over some of the good reasons to implement our digital marketing strategy within your accounting firm:

• Digital marketing for accountants is often more affordable than other forms of marketing because it can be started at a low amount and scaled as success is measured.
• By utilizing useful analytics tools such as Google Analytics, you can obtain more comprehensive data on the number of visitors who engaged with your brand, the duration of their engagement with your marketing efforts, and whether they returned to your website in the days, weeks, or months following their initial interaction.
• These days, individuals are consistently utilizing their phones, tablets, and desktop computers. Why not opt for a marketing approach and platform that has the capability to pursue your target audience wherever they travel in life?
• Compared to print marketing, billboard ads, television commercials, and radio ads, internet marketing provides much greater flexibility because it is much easier to make modifications.
• Among marketing techniques, online marketing for accountants offers the most opportunity for user engagement. Obtaining comments, likes, or shares for non-digital advertisements of your accounting firm can be very difficult.

How to Develop a Online Advertising Program for Accounting Firms

It is essential to devise a plan with specific business goals that can be measured prior to launching your website marketing plan for your accounting firm. You want to ensure everyone involved understands the ultimate goal of the digital marketing campaign to prevent spending time on ideas that won't positively impact your accounting firm.

1.) Identify your target audience

With a clear set of business goals in place for your accountants, you can move on to identifying a target audience. Knowing your target audience is crucial. This helps you tailor your accounting firm digital advertising efforts to platforms your audience engages in and that you use messaging that resonates with your target audience.

2.) Find out what your audience needs

With your business goals and target customer established, you can now make an informed decision about the needs and search intent of your audience. This can help ensure that your accountants target the appropriate keywords for your internet marketing, and that your content marketing approaches are in sync with your audience's requirements.

3.) Begin with services that have a slower pace earlier on

If you intend to include search engine optimization in your accountant digital strategy, make it your top priority. In terms of online advertising strategies, search engine optimization typically takes the longest to gain traction for accounting firms and other organizations. Improvements to your website, content, and backlinks for the digital marketing plans of accounting firms can take several weeks or even months to fully reflect in search engine placements.

4.) Invest in developing top-notch landing pages and sales funnels

Now is a good opportunity to think about implementing paid ads for your accounting firm website or other online assets. But before you start sending paid traffic to your service page, home page, or product page, it's important to create a landing page or sales funnel. Most paid ads campaigns for accounting firms that have high bounce rates and low conversion rates make the mistake of sending traffic to a page that isn't optimized to convert a cold audience. The best lead generation strategies for accounting firms employ the use of splash pages and sales funnels to lead people to the desired marketing outcome.

5.) Create automated email sequences for retargeting

Now that plans are in place for bringing traffic to your accounting firm, you should consider how to best interact with those visitors after they leave your website. Converting every site visitor into a customer is not always possible, and that's why it's important to have a plan for engaging with those who leave without taking action. One should explore options to create an email marketing list, give SMS alerts for new promotions, or establish tracking pixels to retarget people who recently browsed through your website.

6.) Incorporate ongoing testing

Once you have implemented all of these online marketing plans for your accounting firm, it is time to enter the optimization and testing phase. This involves ongoing evaluation of the success of your campaigns, identifying areas for improvement, and even trying out new ideas from case studies or white papers. Your accounting firm website marketing plan should always be in a state of conversion rate optimization across all aspects.

Why Choose WebCitz for Your Accounting Firm Digital Marketing

Let us become the go-to digital marketing partner for your accounting firm! There are many factors to consider when researching digital advertising firms for accountants. With more than 18 years of experience, you know you can trust the internet advertising tactics and plans we suggest for your accounting firm. These are frequently the very website marketing techniques that we utilize for our own lead generation and conversion rate optimization plans. Our website's digital marketing campaign is likely what brought you here today.

The crucial factor, however, is that you have trust in our digital advertising firm as the suitable choice for your accounting firm. Why choose our internet advertisers for your accounting firm? Here are a few compelling reasons:

• With over 18 years of experience, we have been operating our business since 2004.
• The major way we generate leads from accountants is through our own online advertising strategies.
• Our website may have come up in your search results after you searched for a service we specialize in, like "accountant digital marketing campaigns."
• You can trust that our accounting firm digital advertising services are always provided by our own skilled marketing team, and not outsourced to other agencies.
• If you call us during normal business hours, your accountants will likely get an answer from one of our teammates within a few rings.
• We have extensive experience in WordPress and Shopify for any website marketing tactics that involve website changes.

When it comes time for your accounting firm to start the search for a leading digital advertising firm, we hope you keep our internet advertisers in mind for the task. Please don't hesitate to get in touch with our friendly team at the online marketing firm if you have any further queries or would like to discuss anything further.

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