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Should Accounting and Finance Firms Have a Digital Presence?
Should Accounting and Finance Firms Have a Digital Presence?
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Your financial services firm could be experienced, credible and trusted by clients for years. But what if a prospect searches for the service you offer and ends up connecting with your competitor?
Being good at what you do is important. Being seen by the right people is also important.
Digital marketing can help you connect with the right audience and build trust, even before you meet for the first time, whether you’re an accounting firm, financial advisory firm, wealth management firm, or mortgage broker. It’s not “haves” versus “have-nots”. It’s all about putting yourself in a better light for being discovered, understood, comprehended, and believed.
Help Potential Clients Find Your Firm Online
Google is a key resource for finding financial advisors, accountants, and wealth management firms. If your company is not well-known on the internet, you may be missing out on opportunities that you don’t even realize. You can use search engine optimization (SEO) to get your website to show up in the right type of searches. Identify the needs of your target audience, then design pages to meet those needs.
If you are a business owner, you can have pages dedicated to topics such as corporate tax planning, small business accounting, and financial reporting in Edmonton. A Calgary-based wealth management firm can create resources for retirement planning.
Local SEO is important, too. Ensure that your Google Business Profile is accurate, has up-to-date contact information, hours, service information and authentic client reviews. Make sure that the right people are able to locate you when they need your services.
Build Trust Before the First Meeting
Financial decisions are personal in nature. When it comes to their money, people want to know who they are talking to first. That first impression is frequently formed by your online reputation.
If your website is outdated, or your services are not clearly defined, or you do not have team information, then prospective clients may have questions that go unanswered. The website should make it clear to the user what you do, who you serve, and what problems you solve.
Introduce your team and relevant skills. Include genuine testimonials and make it easy to book a consultation. Don’t use flashy graphics. You must have a website that conveys your value and that the next step is easily understood.
Turn Your Expertise Into Content That Attracts Clients
You’re likely to field the same questions each week from your team. Business owners want to know about cash flow. Families inquire about retirement. Tax changes or financial planning options are often misunderstood by individuals. Those questions can turn into valuable marketing material.
Content marketing involves creating content to demonstrate your knowledge and address questions you know people are asking. Try publishing:
- Blog posts that cover common financial issues in a clear, non-technical manner.
- Frequent videos of questions clients have asked.
- Business ownership tips and advice on LinkedIn.
- FAQs to explain your services and what your clients can expect.
A firm of accountants might write a blog of common cash flow pitfalls of growing businesses. An advisory firm might be able to spell out what one should take into account as soon as they select a retirement planner.
Educate first and then sell. Helpful material helps to leave an impression in their minds that will make them turn to your firm when they require professional assistance.
Engage the Right Audience With Targeted Advertising
It takes time to build up your organic search visibility. You can use paid advertising to target a certain audience at a quicker rate.
Google Ads can drive your services to individuals looking for solutions that match your offerings. Business owners, executives or finance leaders may be targeted with LinkedIn advertising.
Be selective. An ad which advertises corporate tax services should direct to a page which details what it is, who it is for, and how to get started, not all the way to your home page.
Rather than spending money, lay out the requirements for success first. Are you interested in information or a properly qualified inquiry? Measure those results, not just clicks. But even in financial services, care needs to be taken: any financial claims of return, savings, credentials or outcome must be accurate and supported. There is a prohibition on making false or misleading representations in marketing in Canada.
Stay Visible on the Platforms Your Clients Use
Your website is where people will find your business, but it should not be the only place. Social media provides you with another platform to present insights, introduce your team and connect with possible clients.
For companies that are trying to reach business owners and corporate decision-makers, LinkedIn can prove to be helpful. No need to post daily. It is better to have consistency and relevance than filling up a content calendar.
Tell a tax tip, discuss a business idea people may not know about, or talk about a common business situation. Avoid jargon and practical tips. Keep client information confidential and don’t give a financial education service.
Turn Website Visitors Into Enquiries
Securing visitors to your website doesn’t necessarily mean half the battle is won. What happens when they get here is just as important.
Suppose someone reads your retirement planning article and can’t easily get a hold of your team. They go away, and the opportunity may go with them.
It’s easy to see the next step with a conversion-focused website. Include a consultation request form, a phone number or service pages for consultations. Maintain concise forms, easy navigation, and a pleasant mobile experience.
Then, monitor meaningful enquiries, form submissions and consultation requests to identify which pages and campaigns spur growth. More traffic does not mean higher-quality traffic. Opportunities come from the right traffic, which, combined with a helpful website experience, leads to sales.
Build a Consistent Brand and Reputation
Your firm could be listed on Google, LinkedIn, industry directories and on your website. When each platform conveys a different message, potential clients are going to have a hard time grasping what makes you different.
Enforce a familiar image and message that is true to your strengths. Ensure your website, social media and marketing material all convey the same key message.
You could work with small business owners, assist professionals with retirement planning, or work with a growing corporation. Ensure that business listings are up to date, and do not post testimonials or reviews without permission.
Measure Results and Improve Your Strategy
Digital marketing gives you ways to assess performance and make adjustments. Take advantage of the data from websites, search and advertising campaigns to find out what is working.
Here are a couple of parameters to get started: organic conversions to top service pages, website enquiries, consultation form conversions, cost per qualified lead, and enquiries to conversions.
If a page has a lot of visitors but few enquiries, then review the content and call to action. If the ad appears to generate leads that don’t turn into customers, check the targeting and messaging.
Marketing should be a learning process and a more intelligent investment of resources.
How Should a Financial Services Firm Get Started?
Don’t need to do everything at once. Check your website first, and ensure that you have clear services, knowledge and contact details. Find out what questions your target customers have and develop relevant content. Optimize search engine visibility, keep up business listings, and select social media that meet your audience’s needs.
After this is established, explore precise advertising and create a basic tracking system for enquiries. For regulated financial services, review the relevant professional, privacy and promotional regulations before making claims or initiating campaigns.
Give Your Financial Services Firm a Stronger Digital Presence
Positive reviews are still worth having. Referrals still matter. However, if they are relied upon exclusively, opportunities may be missed.
Digital marketing helps financial services organizations discover, communicate their skills, establish credibility, and convert online interest into in-person conversations. A consistent business development approach can be achieved when your website, content, SEO and branding support each other and your advertising is effective.
At Faber Cre8tive, we bring strategic marketing, web design, SEO, and content that speak to your target audience for your business.
Want your company’s web presence to do more? Get in touch with Faber Cre8tive and let’s collaborate on developing a marketing plan for your objectives.
