Social Media for Auditing Firms: Strategies for 2021
Accountants are always in great demand, but despite their importance, many companies are understaffed. What is the problem? While different companies obviously face different challenges, for many accounting firms the biggest stumbling block to growth is lack of engagement on social media.
If you’re looking for ways to make your accounting firm more attractive to clients and new hires, it’s time to recalibrate your social media strategy. As we near 2021, these practices should form the basis of your social reach.
Evaluate your SEO
SEO is not a social media specific topic, but it is one of the most important professional skills of today and will directly affect the success of your business. In addition, your social media presence can either boost or hinder your company’s SEO ranking. Ideally, you will have at least one part-time marketer working on your SEO and social media management. How you proceed on these fronts, however, will depend on the size of your business, the skills of your employees, and other factors.
Read the signs
If your accounting firm wants to use social media, you need to be able to interpret the related data. This means that you have mastered the analyzes. Fortunately, this is an area where accounting firms may have an advantage once you become familiar with the tools. Compared to professionals in other industries, accountants are more likely to be able to spot data trends and interpret social media engagement data. This makes it easier to spot underperforming content, determine the best time to publish, and otherwise assess KPIs.
Because of the way we all interact with social media today, most companies understand how social media marketing works to attract customers. However, social media content is not only used for customer loyalty. In fact, it’s a great way to grow your business by promoting career opportunities.
How can you connect with potential employees on social media? There are different approaches. For example, if your company is looking to hire more CPAs, then you can talk about the benefits of working for your company. You can also highlight the support you offer to younger graduates looking to take the CPA exam, such as: B. the reimbursement of preparatory courses or registration fees. You can also use platforms like Facebook to link directly to job postings or to profile current employees.
Make sure your relevance
One of the biggest challenges for accounting firms is that they stay under the radar for most of the year. That’s because accounting services aren’t a major priority unless they have tax preparation on their mind. However, this isn’t ideal for businesses, especially since accounting firms offer a variety of other valuable services to businesses and individuals, although the workload outside of the tax season tends to be less.
Savvy accounting firms can take advantage of the off-season to generate valuable content, curate their social media presence, and build relationships that will keep them relevant year-round. Even if your services are of limited value to individuals outside of tax season, make sure your brand is kept in mind. This is the best way to increase your customer conversion and retention when the high season arrives.
A complex skill
Developing a successful social media marketing campaign is a challenging endeavor that requires specialist knowledge to be successful. If your brand hasn’t mastered this process in the past few years, don’t be surprised if it takes time for your campaign to get off the ground.
However, over time and attention, you will find that your business is taking advantage of your new digital presence in terms of both customer growth and talent acquisition not just during the tax season, but over the long term.