Advertising for accounting firms can feel like a daunting process.
Financial businesses are highly regulated when it comes to digital advertising, and if you don’t know the rules, you could end up with ads that are banned or accounts that are suspended. This article will walk you through the advertising tactics you’ll be able to use to drive traffic to your website and increase business for your firm.
How to Advertise Your Accounting Firm
To advertise your accounting firm, you’ll need to incorporate various advertising channels like Google Ads, Google Display Ads, Remarketing, Video Ads, and Social Media into your overall strategy.
Each of these channels has their own rules for how financial services, like accounting firms, can advertise, so you’ll want to have a solid understanding of what those rules are and how to follow them.
Why is advertising for accounting firms important?
Digital advertising is one of the main ways that businesses find prospective customers. When you started your business, you likely found customers via word-of-mouth and referrals. While that is a great way for you to start building a business, it is not necessarily sustainable when it comes to long-term business growth.
Digital advertising for accounting firms is a way to accelerate growth for your business and find new potential clients to work with.
By using a successful digital advertising strategy for your accounting firm, you’ll be able to:
- Drive more website traffic
- Increase your brand awareness
- Target new customers
- Reach your target audience directly
- Convert website visitors to clients
Advertising Benefits for an Accounting Firm
There are many ways digital advertising can help your accounting firm grow. These are the top 5 ways that accounting firms benefit from digital advertising campaigns.
1. Drive More Website Traffic
For many small business owners, having a website can feel wasteful and time-consuming. Do you really need a website if all of your customers are coming from referrals?
If you want to grow your business, you’ll need to stop relying on referral traffic. That is when your website will become even more important. Additionally, as your referrals become further removed from your personal circle, they may do some vetting online before giving you a call, even if they were referred by someone they trust.
Your website is one of the main ways potential customers will determine whether or not they want to work with your accounting firm.
Before investing in a campaign strategy, you’ll want to make sure your website conveys a strong message about your company and evokes a sense of trust in your business. You’ll want to make sure your website includes all of the information a potential client would need to know before making the decision to work with you.
You’ll also want to make sure your website has Google Analytics installed and that it is working properly. This is one way you’ll be able to measure the success of your advertising campaigns. Once your website is ready, you’ll be able to start driving more traffic there with your campaigns.
When done correctly, that increase in traffic should turn into an increase in customers and prove how advertising for accounting firms can work.
2. Increase Brand Awareness
Sometimes we don’t need something now, but we may need it later. For example, maybe you hear an ad on the radio for a plumber, but everything in your house is working fine. Then, unexpectedly, you may have a leak or a clog that needs professional attention. You might remember the radio ad for the plumber and seek their services first because you’re already familiar with their brand.
Brand awareness works for non-emergent services like accounting too.
Maybe a company’s in-house accountant quits and so a company may decide to consider a firm instead of a new employee. If they have already seen ads for your business and are already familiar with your brand, then your company may be the first one they call when the time comes to start shopping around.
Digital advertising works like traditional radio and TV ads except they can follow people in your target market around on the internet. The chances are good that your customer will see your ads multiple times which builds brand awareness.
Building brand awareness is important because it increases the chance that potential customers will think of your business when they need to hire an accounting firm.
3. Target New Customers
One of the biggest benefits of digital advertising is that it helps you acquire brand new customers.
But you don’t have to show your ads to just anyone. Most advertising platforms have very specific targeting methods so you can make sure you’re paying to show your ads to the right types of people who could turn into customers.
For example, as an accounting firm, you may want to target business owners specifically. Maybe if you are really great at supporting in-house accountants, you would also run an ad campaign to people with “accountant” in their job title.
Once you have a better idea of what your ideal customer looks like, you can build audiences for your ads to match that profile.
Advertising for accounting firms has become especially popular on platforms like Google Ads, Facebook and LinkedIn. These platforms have established granular audiences to help you get your ads in front of the right audience to drive the most qualified leads to your firm.
4. Reach Your Target Audience Directly
Unlike the referrals you may have used to build your business at the beginning, digital advertising puts the control in your hands. You don’t have to cross your fingers and hope that the right type of prospective client will learn about your business.
Instead, you can proactively target the types of customers you want to do business with.
You control the messaging and you control who sees it. When this is done well, it provides the ability for you to grow your own business without relying on chance, luck, and small talk.
5. Convert Website Visitors to Clients
When you are starting to consider a new product or service, chances are that you don’t immediately go to the website and purchase right away. Most people take time to research before they buy – especially when they are talking about their personal finances or the finances of their business.
With specific digital advertising strategies, you can make sure your business stays top-of-mind for these researchers and shoppers so that when they do decide to purchase, they choose your accounting firm.
We’ll go over the types of digital advertising platforms as well as tactics in the next section.
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What types of digital advertising make sense for accounting firms?
Now you’re aware of why your accounting firm should be utilizing digital advertising. Next we’ll cover some of the “how.” Every channel and tactic has thousands of articles of information, ideas, and optimizations to consider.
As you can probably guess from the name, Google Ads refers to the ads you see when you’re using the world’s most popular search engine – Google. If you aren’t sure where the ads are, do a quick search for your favorite brand.
The first listing on top is probably an ad.
That first ad spot is highly coveted because it typically receives significantly more clicks than lower spots. Getting your company’s ad to show up at the top takes strategy, but it can be done. While ranking in that top spot for a general “accounting firms in the US” might be almost impossible, it may be more manageable for a search for accounting firms in your city or your state.
These ads are shown when a member of your target audience (i.e. business owners) performs a Google search for a keyword you are bidding on (like “accounting firm.”)
When someone clicks your ad, you pay for that. With a solid keyword and bidding strategy in place, you can put your business in front of potential customers who already have solid intent to spend money on a business like yours. Then you can use your website and other tactics to help convince those owners to choose you.
Google Display Ads
Google Display Ads are ads you can see on other websites besides Google. They typically feature banners or images and appear along the edge of the browser. Not ALL of these are Google Display Ads – there are other networks that sell these types of ads too. But Google’s Display network is among the largest.
Similar to Google Ads, you select a target audience to whom you want to show your ads. Then your ad is shown to users who fit your audience criteria as they browse the web. These ads typically don’t see the higher conversion rates that regular Google Search Ads do because the intent portion is lost, but they are excellent for building brand awareness.
Remarketing (or retargeting) is a tactic that can be done on many platforms including Google Display and the major social platforms.
It is one of the highest-converting digital advertising strategies.
How it works is you would install a “pixel” on your website. It collects user data as they visit your site. Then if they don’t contact you, ads for your business will continue to follow them around the Internet for a period of time you can specify.
By incorporating remarketing into a company’s campaigns, most see a dramatic increase in conversion rates (as much as 161%). Additionally, there is typically a reduction in acquisition cost after a remarketing campaign is deployed, which means more money for your business.
Video Ads and YouTube
If a picture is worth a thousand words, videos are worth a lot more than that. As video platforms like YouTube and Instagram grow in popularity, so do videos as an ad type.
The most difficult part of these types of ads is coming up with video content that is interesting and compelling enough to make users take notice, especially because your ad is interrupting them from something else but many B2B brands have figured out ways to make this work.
When done well, video ads can increase conversions for your business, so it is important to at least consider them when putting together your overall digital advertising strategy.
Social Media Ads
Besides Google, social media websites are among the most popular advertising platforms. With Facebook, Instagram and LinkedIn, you can target very specific audiences so that you can make sure your ads are being shown to quality potential customers.
Social media platforms also allow for remarketing ads.
This is another way to make sure your ads aren’t just building brand awareness but are also converting those website visitors into actual customers and revenue for your business.
Advertising for Accounting Firms: Getting Started
Now that you have a basic understanding of the different digital advertising options you might choose to utilize for your accounting firm, you might be feeling a bit overwhelmed. It can be daunting to invest money in these platforms – especially if you don’t feel like you know enough specifics to create effective campaigns.
If you are an accounting firm and you want to launch an advertising campaign for your business but you don’t know where to begin, Mediaboom can help.
Mediaboom is a digital marketing agency with deep expertise in advertising for accounting firms and generating quality leads on behalf of businesses in the financial industry.