What does social media have to do with promoting your Tax Accounting Firm?
- Posted on November 11, 2011
There still seems to be confusion on how CPA and tax accounting firms should tackle social media marketing. I talk to clients every day who are either afraid of social media or don't understand how it applies to their practice. Recent articles from CPA Trendlines review many of the issues that face firms today, creating a group of practices that are either slow to adapt to new technology or are not adapting it at all, and explain what this means for their futures. Google results are starting to pull up more and more social media sites on important keyword searches. So what does that mean to you?
Issue #1 - Google now is indexing and tracking what is being said on social media.
Google is scared to death that users will continue to gravitate to Facebook and Twitter for the most current news. Basically some searchers are starting to view Google search results as dated. Google has made changes in their algorithm to help make their results more timely. That means they are using more emphasis on fresh content and social media trends to identify what sites they should rank highest. A recent article in mashable.com, “How Social Media Affects Content Relevance in Search,” goes over the technical side of this issue.
Issue #2 - Social media is really just an extension of your client newsletter.
Start thinking of Facebook, Twitter and Linked In as another way to communicate with clients and prospects. When clients refer you to their colleagues, I bet most will Google you first before calling. Do you have a professional website? Do you have a presence on social media sites? Does it look like you are there to help your clients? This first impression will have a direct effect on whether prospects turn to clients, as well as on how much you can bill clients based on their perceived value. Social media just gives you a tool to quickly communicate great tax savings ideas, law changes and best practices to your clients. The viral aspect of people commenting or "liking" your posts just helps build your firm's credibility. Read our blog article, "Case Studies - Building Client Relationships through Social Media," to learn more.
Don't be afraid to tackle change. These social media tools actually are game changers for smaller firms to better compete with older-thinking firms.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.