Knowing how to navigate social media for accountants is not just a bonus element for the success of your accounting business. Social media has become integral for accounting firms to keep up with the times and remain in the black for as long as possible. Because of this, more and more firms have been investing in strategizing, conceptualising, and curating digital content for their clients and prospects — tailor-fit, personalised social media marketing for accountants that do the boosting, securing, and converting for you.
With that said, we offer you this guide in using social media for accounting firms, spotlighting digital strategies and content marketing for accountants. Aside from the general whys and hows in navigating social media for accountants, we’ve put together essential elements and concepts that help make social media for accounting firms easier to understand for both beginner and veteran marketers, especially those in the field of accounting.
Why Use Social Media for Accounting Firms?
Utilizing social media for accountants isn’t an idea that’s too far-fetched, as social media platforms have been popular for quite some time now. Part of the reason why is that social media channels are mostly free and readily available for communication with any audience size-wise.
Social media platforms have evolved from simply content sharing for ordinary people into one of the best tools in content marketing for accountants. Leveraging social media for accounting firms helps marketers in determining what factors attract prospects, secure sales, and keep clients coming back. Below are specific areas that prove how social media for accountants is more than just for taps, clicks, and likes.
1. For Lead Generation
Be it for leads showing enough interest in your accounting firm – MQLs to be specific – or recurring clients that have shown their loyalty time and again, you can pour most of your lead generation efforts into social media.
Lead generating methods in social media for accounting firms includes making special offers for your target clientele or posting pieces of social proof to establish credibility and authority for your brand. When it comes to content marketing for accountants, this is how you attract truly qualified leads among a larger pool of prospects.
2. For a Larger Potential Audience
Social media channels like LinkedIn and Facebook have a considerable number of users daily, and it shows no signs of slowing down anytime soon. When you utilize social media for accounting firms, it means maximizing your avenues to reach your possible audiences.
It’s good to note that the long-term benefits of your marketing efforts online are generally cumulative – they add up over time. Since it’s widely known that top-of-funnel content (or ToFu) doesn’t necessarily convert, it at least helps your firm gain traction to boost your brand image and credibility, and helps your name stick with people.
3. For Increased Brand Awareness
From crafting an engaging bio and a catchy profile image, all the way to developing a solid content strategy, using social media for accounting firms helps boost brand awareness. When accounting professionals hear your firm’s name, they should be able to associate it to a certain figure or a brand voice. Social media for accountants is especially effective in helping people familiarize themselves with what your firm is all about: what services it offers, what makes it stand out from competitors, and what kind of culture it has.
4. For Targeted Advertising
Marketers must know which type of demographic to reach. Ask yourself if your goal is to engage with the community and build a following (which organic ads are typically used for) or acquiring sales qualified leads or SQLs (which is where paid ads come in).
When it comes to content marketing for accountants, techniques in advertising like observing metrics come in handy. Accounting marketers can put underperforming campaigns on pause and boost the ones that generate traffic.
5. For Thought Leadership
Becoming an industry authority is possible with social media for accountants. Churning out authoritative content bolsters your reputation not only among clients and prospects but also among firms within the offshore accounting industry. Thought leadership is executed through first-hand research, high-quality content, and excellent PR strategy, among other things.
6. For Talent Attraction and Retention
Some marketing strategies for accounting firms to attract and retain talent include establishing its online persona and maintaining its image. From brand voice all the way to company culture, these elements must be conveyed clearly and consistently. Terms and concepts like competitive salaries, work-life balance, and a healthy work environment generally attract talent. You should also highlight work perks like awards and recognitions for employees, as well as benefits like health and medical insurance to help retain talent as well.
Social Media Marketing for Accountants: The Best Social Media Platforms for Accounting Firms
Choosing the right social media channels for your accounting firm gives it its needed leg-up when it comes to its digital presence. But as most accounting firm owners are, you’re probably dealing with too many things on your plate. Not to worry — we’ve done the work to obtain the data and fill you in on which social media channels your accounting firm can benefit from the most.
1. LinkedIn
Estimated Number of Members in the US: 220 million
Be it for Silicon Valley startups in the seed funding stage or Fortune 500 blue chips that have become household names, LinkedIn remains the go-to platform for B2B companies that are looking to increase brand awareness, generate leads, and ultimately secure sales.
Having established its authority in the digital landscape, LinkedIn is known to be a niche-focused social media channel for networking among B2B firms, which is especially helpful in social media marketing for accountants.
Even with other social media platforms offering engagement analytics, paid ads, and content sharing features, LinkedIn has already built its reputation among employers and jobseekers in accounting as their go-to. Overall, LinkedIn is the best way to network with clients and prospects in the field of accounting.
2. Instagram
Estimated Number of Users in the US: 169.7 million
Originally known in its early years as a photo-sharing app exclusively for iOS, Instagram has exponentially grown into one of the most popular social media platforms in the world with an estimate of 2 billion active users monthly. In the US, Instagram reaches an audience of almost 170 million.
Contrary to popular belief that Instagram is mainly for the B2C model, it can also benefit firms under B2B setups, like accounting practices. With hashtags, reels, and other tools to grow your audience, Instagram can help with content marketing for accountants by reaching a niche audience that will look forward to your churned-out content — which largely depends on how creative or engaging your materials are.
3. Facebook
Estimated Number of Users in the US: 190.9 million
When it comes to social media marketing for accountants, Facebook is an excellent avenue for building client relationships through community engagement, business reviews, and real-time updates on your accounting firm’s events.
With Facebook, marketers can create a community of accounting professionals working for different accounting firms all around the world, as well as target their desired clients and prospects with advertising.
4. X (formerly Twitter)
Estimated Number of Users in the US: 105.4 million
X is the perfect platform for accounting marketers to present the value propositions or mission statements of the accounting firms into the digital space through punchy copy and a consistent brand voice. On top of this, X is also home to several niche influencers, including voices in the accounting industry that your firm can partner with, ultimately for the growth of your accounting business.
Social Media for Accountants: Which Platforms are Suited for Which Marketing Goal?
Accounting marketers should know which social media platform to utilize for their unique marketing goals. Especially when it comes to marketing strategies for accounting firms, below are the top platforms for each marketing goal.
1. Generate Leads with High Value Lead Magnets
Platforms to Use: LinkedIn, Meta (Facebook and Instagram)
Target Audience/s: ToFu and MoFu Audiences
Especially if you’re acquainted with ToFu, MoFu, and BoFu marketing tactics, your firm needs high-value lead magnets. These can include e-books, SEO blogs, workshops, and free trials that are geared towards ToFu and MoFu audiences. Meanwhile, you can also use materials like FAQ pages, competitor comparison guides, and demo request forms for your BoFu prospects.
2. Attract a Larger Audience with Paid Partnerships
Platforms to Use: LinkedIn
Target Audience/s: BoFu Audiences
When it comes to content marketing for accountants, influencers have a considerable reach online. Marketers should take advantage of this and partner with accounting influencers to reach more people, from prospective clients looking for your firm’s services, to point persons in the industry that can help with your firm’s internal strategies, to key accounting figures that you can associate with your firm to boost its image in the digital space.
3. Increase Brand Awareness with Diversified Social Media Platforms
Platforms to Use: LinkedIn, Meta (Facebook and Instagram), X (formerly Twitter)
Target Audience/s: ToFu Audiences
If you’re trying to put your firm’s name out there, you have to be present everywhere! One of the best marketing strategies for accounting firms for boosting brand awareness is diversifying the social media platforms they use. Avoid staying in mainly B2B-dominated sites like LinkedIn and spread your brand out on other platforms like Facebook and Instagram.
4. Reach Your Target Audience Better with Paid Ads
Platforms to Use: LinkedIn, Meta (Facebook and Instagram)
Target Audience/s: MoFu and BoFu Audiences
Many accounting firms pour their budgets into paid ads, which can take the form of images, videos, or carousels. Chances are, you’ve come across sponsored posts on LinkedIn, or posts with a “#ad” at the end of the caption if you’re on Instagram. Paid social advertising campaigns are one of the most effective marketing strategies for accounting firms, helping your accounting firm reach both old and new clients, target your prospects, and grow your revenue in turn.
5. Establish Thought Leadership with High-Quality Content Marketing for Accountants
Platforms to Use: LinkedIn
Target Audience/s: MoFu and BoFu Audiences
Materials like interviews, case studies, opinion pieces, and industry analyses can all help your firm establish thought leadership in the accounting world. Effective content marketing for accountants means that what you churn out is research-backed, realistic, and proven-to-work. This solidifies your accounting practice as an industry authority, with enough evidence that it delivers its promises to its clients.
6. Attract and Retain Talent with Jobseeking Platforms
Platforms to Use: LinkedIn, Indeed, Jobstreet
Target Audience: Accounting Employees
This is where targeted content marketing for accountants comes in: job posting on the right sites narrows down your audiences. Effective social media marketing for accountants means ensuring that job postings are punchy and attractive, reflecting a positive and supportive workplace – the simple principle is putting all the right keywords in all the right places.
How to Use Social Media for Accountants: Concepts in Marketing Strategies for Accounting Firms
When it comes to content marketing for accountants, it’s normal to feel as though the space that marketers work in is oversaturated. Given the influx of new content getting churned out daily, making social media for accounting firms work and maximizing its advantages should be your goal as a marketer.
Here are 4 principles that are time-tested and integral to content marketing for accountants:
- Timing
- Testing
- Targeting
- Trendjacking
From looking out for tax season to crafting content calendars, posting about your accounting firm in the digital space must be timely and strategic, so that your target audience finds it relevant, helpful, and useful to them. Test your strategies as well by looking at successful studies that produce consistent results.
Meanwhile, as mentioned above, targeting boosts your numbers more than aimless content creation does – you must know your demographic, what it needs, and why it should choose you over the others, ultimately to increase the possibility of closing a sale.
Finally, we have trendjacking, which is an age-old trick that existed long before the name for it was invented. Hopping on relevant social media trends or major events can boost your online engagement (and put a smile on your audiences’ faces as well). A good example of hopping on trends while promoting your accounting firm’s services is this post.
Need a Hand with Marketing Strategies for Accounting Firms?
We got you covered. TOA Global stands out as the top choice for accounting firms who need help in navigating the digital space. With a deep understanding of the unique challenges and opportunities within the accounting industry, we offer tailored solutions that align with your firm’s specific goals and objectives.
Go beyond industry trends and set your accounting practice apart from your competitors. Partner with TOA Global today and book a consultation.
