Why CPA Firms Should Embrace Digital Marketing

Source: Journal of Accountancy 

Many accountants are reluctant to embrace digital marketing. They feel it's impersonal and that referrals provide all the new business they need. A recent survey, however, indicates that more than 80 percent of customers visit a firm's website before they contact the firm. So firms can't afford to ignore their online presence. Plus, you can reach only one person at a time with referrals, while digital marketing casts “a much wider net.”

Digital marketing isn't a replacement for traditional marketing techniques. Rather, it complements them and expands the pool of prospective clients. And firms don't sell services using social media and other digital channels. “It's a gateway that lets you connect with other people . . . .”

Social media, like LinkedIn, can help a firm generate leads, research potential clients and keep current on the accounting industry. And many firms use Twitter to answer questions, direct people to content on their websites and otherwise provide information.

Content marketing — using blogs, whitepapers, presentations, and the like — can also be highly effective. After all, clients are buying a CPA's knowledge and experience.

For the complete article, read “The future of marketing: Thriving in a digital world.”

From Journal of Accountancy, June 1, 2015, www.journalofaccountancy.com/Issues/2015/jun.