What is CPA Firm Marketing? Getting Started Marketing Your CPA Firm
Learning how to market your CPA firm effectively in today’s digital world is essential. After all, studies have shown that 97% of people turn to the internet when searching for a local business. Although a lot of CPA firms rely on referrals, the downside to that approach is it’s not predictable for driving consistent growth. Developing an effective marketing strategy for your CPA firm is essential for your business’s continued success.
While the world of online marketing may seem intimidating, luckily, it’s not as complicated as it seems. By understanding the basics behind CPA firm digital marketing, you’ll be well on your way to developing a results driven, effective marketing strategy. Here’s what you need to know about successfully marketing your CPA firm:
What is CPA Firm Marketing?
CPA firm digital marketing is the strategy you use to create awareness of your CPA firm, advertise your services, and generate new leads and revenue growth. An effective CPA firm marketing plan includes identifying your ideal customer base, conducting market research, developing a strategy, and employing tactics to advertise your services and turn your leads into loyal customers.
Why Do You Need to Market Your CPA Firm?
Although historically it was easy for CPA firms to rely on referrals to sustain them, unfortunately, in today’s digitally driven world, word of mouth simply doesn’t cut it anymore. Although referrals are still a helpful way to attract new clients, they’re not enough to generate consistent, reliable, or long term growth. This is why developing an effective digital marketing strategy for your CPA firm is essential for your business’s continued success.
What is Included in a CPA Firm Digital Marketing Plan?
In order to nail down your CPA firm’s digital marketing plan, you first need to identify your strategy. This includes determining what your ideal customer looks like, what problems they are facing and how you can provide a unique solution, as well as the best way to reach them.
Once you’ve created a marketing strategy, stick to the plan. Marketing strategies often require time in order for results to happen, so make sure you follow through. While it’s important to reevaluate your plan periodically and make modifications as needed, abandoning your plan and restarting from scratch frequently will make it more difficult for you to achieve the results you’re looking for.
After figuring out your strategy, it’s time to move on to how you’ll accomplish it, or in other words, what tactics you’ll use. Your tactics may include techniques such as content creation, calls to action, and ad campaigns, for example (We’ll cover more about specific tactics and how to use them later).
CPA Firm Marketing Phrases You Should Know
Before we dive into how to market your CPA firm, here’s some of the digital marketing lingo you should be familiar with:
- Call to Action: A call to action is, like it sounds, an invitation extended to your potential customer to take some kind of action, such as signing up for an email or downloading a how-to guide. All too often, potential customers visit a page and click away without becoming a customer, and it’s often because they don’t have a clear invitation to act (More on this later!).
- Leads: A lead is someone who is interested in purchasing your firm’s services and has demonstrated that action in some way, whether by making an inquiry, signing up for your email list, or filling out an information form.
- Lead Generation: Lead generation is the process of creating leads through targeted marketing strategies.
- Inbound Marketing: Inbound marketing is a marketing approach that focuses on creating content that appeals to a specific demographic (your target customers).
- Outbound Marketing: Outbound marketing focuses on advertising to as many users as possible, regardless of whether or not you know that they are likely to be interested in your services. This includes marketing techniques such as door knocking or cold calling.
- Email Marketing: Email marketing is an approach that uses email to advertise, send information, and otherwise solicit customers.
- Landing Page: A landing page is a web page specifically created for marketing purposes. It’s where interested parties “land” when they click on an ad, marketing link, or other promotion.
What Marketing Tactics Should You Use to Market Your CPA Firm?
Once you’ve determined who your ideal customer is, the next step is to decide which tactics will work best to help you reach them. Here are some of the best tactics to include in your CPA firm digital marketing strategy:
When it comes to advertising your CPA firm, it’s impossible to ignore the benefits of a Google Ads campaign. Google Ads allows you to target specific demographics, such as those who have searched for relevant keywords, belong to a specific age group, or live in a certain geographic radius. Another perk of Google Ads is that you have the option to specify at what times and how frequently your ads are shown. A Google Ads campaign is a versatile and highly effective tool to market your firm.
Search Engine Optimization
You might have the best advertisements, website, and content in the world, but it doesn’t matter if no one sees them. One of the most important marketing tactics available to you is search engine optimization, or SEO, which is a strategy designed to boost your CPA firm’s presence in search results for keywords that are related to your firm. Examples could include terms such as “CPA firm near me” or “best CPA firm in [your city]”. Online competition is stiff, and data shows that 75% of users don’t venture past the first page of search results, so SEO should be at the heart of everything you do to market your firm.
Fine-Tune Your Website
In many ways, the success of your marketing plan hinges on the quality of your website. According to research conducted by Adobe, 38% of users will leave a website if it doesn’t look appealing to them. Regardless of the caliber of your content, your website needs to look professional. If you don’t have a staff member who can help with this, it may be worth investing in a website developer’s services to make sure your website reflects the standard of quality your business offers.
Beyond looking professional, your website should be easy to navigate and intuitive for users to find basic information. Remember that users often won’t try very hard to find the information they’ve come to your website for. If they can’t find it in a few seconds, chances are they’ll become frustrated and leave.
Finally, make sure the content you offer on your website is well-written, concise, and high quality. Your marketing efforts are designed to lead potential customers to your website, so it needs to have high quality, SEO-driven, and relevant content.
Your call to action is one of the most important steps for converting leads into sales, so crafting a clear call to action is crucial. Avoid spreading multiple calls to action throughout your ads and landing pages and instead focus on one clear and actionable message.
Think about what you want your target audience to do. For example, do you want them to book a consultation with you? Or maybe you’d like them to sign up for your email newsletter? Whatever it is, focus your efforts on one specific call to action.
When it comes to content marketing, producing content consistently is key, but it’s even more important to ensure that the content you produce is high quality. Create a blog on your site and make sure the content you produce is reflective of the expertise and experience you and your staff have. It’s a great way to demonstrate what you can bring to the table.
Creating high quality blog content is also an effective way to improve where your website lands in the search results. Focus on incorporating relevant keywords and ensuring your content is SEO friendly.
Social Media Campaigns
Social media is a useful tool for increasing brand awareness, maintaining current customers, and building trust with potential clients. By producing high quality content and interacting with your online users, you can showcase your expertise and customer service. Social media is also a great way to boost your online presence, as you can link back to your site.
The Truth About Marketing Your CPA Firm
Although these techniques are effective when it comes to growing your business, it’s important to remember that there’s no such thing as an instantaneous solution, or “silver bullet”, for generating new leads and landing new clients–the right tactics for your business will depend on your CPA firm’s digital marketing strategy.
Learning how to market your CPA firm effectively is essential for growing your business in today’s digital world, but you don’t have to do it alone. At CPA Digital Pro, we have the expertise you need for your marketing efforts to be successful–as well as 15 years of experience under and over 500 million dollars generated in total sales to show for it.
Book a free strategy call with us today to learn more about how we can help your firm grow with 5-10 high-value clients per year.