EM360 Digital Blog

08 Feb 2017
Image of Financial Adviser brainstorming social media ideas.

Social Media Tips for Accountants

Account­ing and social media, two peas in a pod, right? We’re kid­ding, these aren’t two words you com­mon­ly hear togeth­er, but social media can be a suc­cess-alter­ing strat­e­gy for accoun­tants. Dig­i­tal mar­ket­ing is no longer a way to boost sales; it is essen­tial to find­ing clients, mak­ing sales and keep­ing con­sumers as loy­al­ists.

If you spe­cial­ize in media finan­cial ser­vices and find your­self won­der­ing how to mar­ket your account­ing firm, read below for the essen­tial ways to uti­lize social media in your over­all mar­ket­ing strat­e­gy. Below the list of things to do, we’ve also includ­ed a list of items to avoid! Pay atten­tion to both, avoid­ing either can get you into trou­ble.

Social Media Dos for Accountants:

  • Ask ques­tions in your posts that engage read­ers and keep them inter­est­ed in the ser­vices you pro­vide.
  • Be selec­tive with what you share. Whether orig­i­nal or repeat­ed, make sure con­tent is rel­e­vant to your brand, ser­vices, and clien­tele.
  • Don’t just edu­cate your audi­ence, inspire them! How do your ser­vices empow­er their lives?
  • Embrace a mul­ti-plat­form pres­ence and keep posts rel­e­vant to each platform’s audi­ence.
  • Fol­low indus­try lead­ers and influ­encers.
  • Make social media part of your rou­tine check­list and give your social pres­ence a check­list of its own, too.
  • Per­son­al­ize con­tent. Not all posts need to reach your entire audi­ence; it’s okay to vary!
  • Post fre­quent­ly and con­sis­tent­ly.
  • Pre­pare your con­tent in advance. This is a huge time save and a way to ensure that you don’t for­get to post spe­cial pro­mo­tions or time­ly events, like tax return dead­lines.
  • Set up accounts on rel­e­vant, pop­u­lar net­works. Find out where your niche audi­ence spends most of their time and set up pro­files there. Amongst oth­ers, LinkedIn should be amongst your top selec­tions.
  • Sift around social media for pop­u­lar hash­tags, and include them in all of your posts. 
  • Search your brand name and see what com­peti­tors show up. Inves­ti­gate what social pres­ences they have and what type of con­tent they share through plat­forms.
  • Sync cam­paigns with the rest of your tra­di­tion­al mar­ket­ing cam­paign.
  • Vary con­tent to keep con­sumers engaged.

Social Media Don’ts for Accountants: 

  • Expect any­thing to hap­pen with­out a plan. 
  • Expect to win over new clients overnight. Clients and fol­low­ers take time! Stay per­sis­tent.
  • Assume peo­ple are inter­est­ed in your prac­tice. What you do is inter­est­ing, we believe you. But you must con­vince your con­sumers of this. 
  • Set­tle for what the gen­er­al media say. What do you say?
  • Fol­low every ran­dom per­son pos­si­ble. This will give you a false sense of engage­ment. Focus on fol­low­ers that are like­ly to con­vert into strong, loy­al cus­tomers.
  • Blast too many pro­mo­tion mes­sages. If you’re run­ning a pro­mo­tion, pub­li­cize it as part of a larg­er sto­ry, and in a fash­ion that com­ple­ments the select plat­forms. Social media use is well-received when it’s used as intend­ed by its users; not when it is used as a free space for ads. 
  • Assume that social media is an easy, time-friend­ly task. There’s a lot to it, and it’s going to take time to ful­fill goals ade­quate­ly.
  • Con­fused met­rics with what mat­ters. Pay atten­tion to lead con­ver­sions. Don’t get caught up in high fol­low­er num­bers. Remem­ber, at the end of the day, you need sales, not likes.

Nav­i­gat­ing social plat­forms and uti­liz­ing SEO strate­gies aren’t dif­fi­cult as long as you are com­mit­ted and know what you’re doing. Con­tact our EM360 team to get help on SEO for finan­cial advi­sors. Your most suc­cess­ful year yet is just around the cor­ner!

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