October 27, 2020

Accounting of Tomorrow: How To Build a Strong Online Presence


Did you know that 9 out of 10 accountants feel that there’s a cultural shift in the accountancy industry that leans toward technological adoption?

However, adopting new technologies isn’t always as technical as collecting big data, AI & automation systems, or cloud-based accounting software. Technological adoption can be as simple as moving with the times and crafting a strong online presence that gives your firm greater visibility in an ever-expanding marketplace.

Being an industry that is typically slow to adapt, accounting firms tend to gravitate towards more traditional outbound marketing methods (think ads in newspapers, local radio commercials, or billboards) when it comes to online marketing. But, the needs of the modern accounting client calls for a different tactic.

Continue reading to unearth how your modern accounting firm can build a stronger online presence that engages your clients and showcases your credibility in the accountancy industry of tomorrow.

Why an Online Accounting Presence is Important For Modern Accounting Firms

The beauty of digital marketing campaigns is that they can be strategically tailored to the unique needs of your accounting firm as well as your target market. If you fail to properly implement modern marketing tactics you run the risk of disengaging with prospective clients and falling behind the competition.

The key is to go where your clients and customers are — and in today’s world, there’s a very high chance they’re online. By the end of 2020, it’s estimated that there will be around 2 billion digital buyers internationally. That statistic indicates about 25% of the world’s population is doing some sort of shopping online. 

With the majority of people now turning to the internet when they need a service or product, it’s important for accounting firms to cultivate a strong online presence in order to stay ahead of the game.

Modern Accounting: How to Build a Strong Online Presence

Digital marketing services for accounting firms help to connect with specific prospects in your geographic area, make a lasting impression on your target market, and grant access to key industry conversations at specific times of year (for example, tax season or during audits).

So, how can your firm use digital marketing to build a powerful online presence?

A User-friendly and Professional Website

Your firm’s website is an opportunity to show your prospective clients who you work with and how you help them. The messaging on your website should be clear, simple and specify exactly what you do. It’s essential that your website engages visitors quickly and efficiently.

Aside from the home page, your “about us” or “meet the team” page will likely be one of the most visited pages on your website. Always bear in mind that your clients want to work with a person, not a logo. Present your company and your professional team in the best possible light to show who you are and why you can be trusted to guide them through their most important financial decisions.

On top of that, your website must make it easy for prospects to reach out and contact you. Have your accounting firm’s contact information clearly visible on every page so that site visitors cannot miss the opportunity to share their details with you. Alternatively, direct prospects to a contact form that will help you to better qualify leads.

Positive Online Reviews

Once upon a time, word of mouth referrals may have been the key to winning new accounting clients. Today, Google makes it possible for prospective customers to find numerous targeted referrals and endorsements from past clients. 

Google reviews have certainly changed the way accounting professionals acquire “social proof”. It’s important to embrace this system, because there’s a real risk that your firm looks conspicuous if your prospects don’t have any reviews to make a judgement from. Don’t be afraid to ask your best clients for good reviews.

Accounting Social Media Accounts

Not only does social media have the power to increase your reach to acquire new leads, but it can also help you retain your customers. Building a strong social media presence is a great way to show your brand’s uniqueness and approachability, and allows your firm to build trust and credibility.

By sharing valuable content, engaging directly in industry conversations or directly chatting with customers to solve a problem, social media is a platform where you can become a true leader in the accounting industry.

Social media can be fine tuned to help your firm connect with the right people who are looking for your services in an affordable, efficient, and above all, human manner.

Email Newsletters

An email list is a valuable asset for modern accounting firms. Above all, an email newsletter allows you to stay top of mind with your clients. Your clients want to hear from their trusted financial advisor, and a newsletter landing in their inbox is a value-added reminder to speak to you about their financial matters.

Better yet, you can fill your newsletter with tips, insights, hot takes, news or company updates. While your recipients may not always get around to reading your newsletter, the important thing is that they heard from you.

Embrace the Online Accounting World with INAA

We’re the International Association of Independent Accounting firms, established over 25 years ago to facilitate cross-border business.

Here at INAA, we connect accounting firms who aim to deliver quality professional services around a shared vision to make global business personal, and take personal business global. Our collaborative association of international businesses is committed to helping modern accounting firms move with the times and stay ahead of the curve.

Join today to start building powerful business relationships.

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