How you choose to market your firm will have a huge impact on your ability to generate leads and referrals for your practice. More than ever, your firm’s online presence is the key to expanding your reach. To help you with the process of increasing your firm’s online presence, we’ve put together this list of our 5 top tips.
1. Know Your Niche
Before you start testing new marketing strategies, you need to have a full understanding of the type of customers you wish to target. Knowing your niche gives you a better understanding of which marketing channels to use – for example is my niche more likely to be on Facebook/Twitter or Linkedin? It will also help you to create sharable content which is relevant to your niche. If you’re not sure what niche you wish to target yet, you can read our blog post which outlines the selection process you should follow.
2. Social Media
Don’t underestimate the marketing power of social media – studies done on Facebook’s popularity alone suggests that 71% of Canadians visit the site at least twice per week. Our advice when choosing a social media platform to focus on is to follow where your niche is and focus on one platform to begin with. The great news is that you can create a page for your business on most social media platforms for free – allowing you to focus on sharing great content on your page. You should try to dedicate at least 15 minutes each day to sharing content and interacting with your followers and industry thought leaders on your chosen platform. You should also look to join groups relevant to your niche so that you can answer any questions they might have and engage with potential customers in a meaningful way.
3. Create Great Content
An effective way for you to gain traction as a thought leader in your industry is to write your own content. If your site has a blog feature you should try and create at least one blog post per week which you can then share on social media. You should aim to create content which is insightful and valuable to your niche and which highlights your expertise and knowledge of the industry. While you should make sure to include links to important pages within your site on your blog, it’s important to avoid coming across too sales focused. It’s also a good idea at this point to include a pop-up form on your blog asking visitors if they want to join your mailing list to receive blog updates first – these are your potential leads.
Email is still a highly effective method of contacting current customers and bringing leads along the sales funnel. If you are collecting email addresses from your blog posts you should use an email platform such as MailChimp or Madmimi to contact those leads with further information about your services. Again the key is consistency, you should avoid spamming subscribers with emails and make your email subject line eye catching enough to make them click through.
Your firm’s website is an essential component of your online presence and represents you and your firm to potential online customers. In Canada and the US, use of cell phones to browse the internet is higher than desktop computer usage which means your website needs to be mobile responsive to compete. You should also make your contact details clear onsite and best practice is to include positive testimonials of your services from current customers. Finally, make sure to share your site’s url on social media and in emails to leads and customers.
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