The keys to successful digital marketing practices are often learned through failure. But this doesn’t have to be you! The wise accountant learns from the travails experienced by others. Here are five digital marketing mistakes to avoid to keep your tax firm’s digital marketing strategy on target:
1. Overlooking directory listings.
Now more than ever, people turn to the internet for answers to their questions — what restaurant serves the best seafood? Which bands are in town tonight? Where can I get my taxes prepared? Directory listings such as Google My Business, Bing and Yelp group local businesses by niche and list them as the top options to answer these questions. Not having your firm prominently displayed in these results drops your listing below your competitor’s and puts you at a clear disadvantage when looking to add new clients.
2. Ignoring negative customer reviews.
A non-response to a disgruntled client in a public space gives the false impression that you don’t care about customer satisfaction. Don’t let the impression sink in — use it as an opportunity to turn a potentially damaging review into a positive example of your relentless customer service. A sincere response that provides a reasonable solution will show potential clients that you can be trusted to fully take care of their needs.
3. Posting pointless content on social media.
Too often, accounting firms lack a social media marketing strategy and post things just to have a presence. Over-posting or posting irrelevant information can diminish your brand and make you look out of touch. Whether it’s a newsworthy item to prompt customer questions or it’s designed to drive traffic to your website, every post should stimulate action from the reader.
4. Neglecting your website.
Your website is often the first, and maybe last, impression a potential client has of your firm. Don’t blow it with a stale presentation and outdated information. Old news stories and alerts about last year’s tax laws will give the appearance that your firm is not up to speed on the most recent tax developments. Keeping your website looking fresh and stocked with current tax topics will show your clients you are engaged and ready to give them the best service possible.
5. Deploying an inconsistent approach.
Unlike taxes, marketing doesn’t have a season — it needs to have a consistent presence year-round. Inconsistent marketing fails to communicate the benefits your services provide. Every client touchpoint should be part of a greater strategy that seeks to build confidence in your firm. Scattered pieces of content may provide value here and there, but the power of consistency directly connects your marketing content to the value of your services.
Launch your own automated digital marketing program with the Mostad Marketing Cloud.
We create content tailored for your firm to engage your clients and then automate distribution to reach them on their preferred digital platforms. Our hassle-free platform provides the tools your tax and accounting practice needs to retain clients and grow your business, all for a low monthly subscription.
Schedule a short, personalized demonstration today! And for more marketing tips and ideas for tax and accounting professionals, check out our blog.