Running an accounting or CPA business is a huge task. Studying tax law, working with clients and busting your butt to find new clients can feel like enough work for a lifetime. But before you get too worked up, we’ve got two words that could change your life: Content Marketing.
Now we know the last thing accountants need is another skill to learn. That’s why the team at ClickEasy made this guide. In the next few minutes, we’ll walk you through what Content Marketing is, how it can help your business, and how to get started, no experience required. So read on if you’re ready to find new clients and grow your accounting firm.
What is Content Marketing?
Let’s break down the jargon: Marketing is anything you do to get new clients. Content is any kind of material you create (blogs, videos, podcasts, etc.) Put together, Content Marketing is when you share helpful content with the goal of getting new clients for your business.
As an accountant, your customers are people or businesses who need tax help. So some examples of Content Marketing might be a blog post with helpful tax tips, a glossary of tax language for non-experts, etc.
What’s the point of Content Marketing?
Just like any other type of marketing, Content Marketing is all about getting new customers.
But here’s really makes Content Marketing special: One, it’s free (unlike paid ads). And two, it’s not limited by your personal network (like word-of-mouth or client referrals). When you do it right, Content Marketing can help you reach a brand new group of customers for free.
How do you start Content Marketing?
To do Content Marketing right, you need an online presence.
A blog will be your #1 tool to grab people’s attention. You can create a blog on sites like Medium or LinkedIn.
Once you have readers’ attention, you’ll want to send them to your business’s site to learn more and get in touch.
Before you start, figure out what you really want. Find a clear goal (i.e. new clients) and put some realistic numbers on it (find 10 new clients in the next 3 months).
Now that you have your ultimate goal, work backwards a bit. Let’s use our example goal from above: Let’s assume that for every 3 potential clients you chat with, you get hired by 1 (your exact numbers will probably differ!) If you want 10 new clients in 3 months, then you would need to chat with 30 potential clients in 3 months.
Now your goals would look like: 30 potential clients, 10 new clients in 3 months.
If you’re web-savvy, let’s add another layer. Let’s say that for every 50 people who come to your website, 1 person gets in touch with you and becomes a potential client.
Now your goals would look like: 1500 website visitors, 30 potential clients, 10 new clients in 3 months.
Think about the type of people you want to attract. What makes them unique? What do they need help with? What kinds of content do they like?
Talk to your current and past clients, get a feel for what they know and what they don’t. The point of Content Marketing is to give your audience something useful. In return, you get their attention and, hopefully, their interest as a client.
Once you know your audience, you need to get their attention. To do this, you’ve got to know what they’re searching for online. Sign up for a tool like SEMrush or Ahrefs (you should be able to get what you need from a free trial). These tools will help you see what words and phrases people really search on engines like Google and Bing.
For example, here’s what comes up when I look up “how to do taxes.” The first column is the exact text that people are searching. The middle column shows how many people are searching this phrase per month. The last shows how much “competition” there is to win this search term.
The higher the competition, the tougher it will be to make your blog post show up first. It’s best to find a few specific, low-competition and high-traffic phrases to target. Then once you have them, move on to your final step.
There is no Content Marketing without content.
Take a few of the key phrases you found from the last step and write articles about them. You don’t need to be an expert writer. In fact, Google’s search algorithm (the thing that chooses which articles show up on top) tends to prefer simple writing!
Be sure to include the key phrase from above in your article’s title and body. Also try your best to follow tips from articles like this to maximize your SEO (how much Google likes you), such as making your URLs readable (like www.yoursite.com/cool-blog-post instead of www.yoursite.com/12358fksdkds2).
But don’t sweat the small details too much. As long as your writing is genuine and gives helpful advice, you’ll get the eyeballs. It’s a matter of persistence, care and insight. You might need to spend some hours upfront to get it going, but once you do, your content will continue to help bring in customers for months and months to come!
Like we said earlier, accounting is a tough job. But if finding new clients is important for your business, then you’ve got to make time for Content Marketing.
It might seem complicated, but it’s all about establishing a rhythm.
We wish you the best of luck, and happy marketing!