The following is an excellent article on CPA marketing / Networking with Linked-In: http://www.journalofaccountancy.com/Issues/2011/Mar/20103310.htm. The article correctly points out that typical demographic of a Linked-In user tends to be more professional and that 90 million users users are on Linked-in.
In looking at the broader universe (outside of Linked-In) we can also see that there are now 650 million users on Facebook - have of which visit Facebook each day. When you create a active content strategy for your accounting firm you need four critical components:
1.) A blog to create a source for your active content
2.) A Facebook, Linked-In, and Twitter page to publish your content to (beyond your blog)
3.) Direct integration from your blog to your Facebook, Linked-In and Twitter pages so when you make a blog entry, it is auto-published to all locations
4.) An active social media marketing strategy to promote your social media properties so users will find and see you. Remember: marketing professionals claim that you need 7-12 annual touches with a prospective client for you to stay consistently in their minds.
Traditional accounting frequency /brand building marketing included the mailing of account new letters to their clients - often on a quarterly basis. This creates a number of problems dealing primarily with the following issues:
- Most accountants are not professional writers so they tend to syndicate a mass published news letter and simply brand it with their name
- The average accountant has around 300 clients so this means that around 1200 mailings are sent out annually - including postal costs, publication costs, list management & fulfillment.
- People change their addresses so you will need to constantly update your CPA address lists
With social media, you can now increasingly accomplish these functions at a fraction of the costs. Instead of publishing a CPA newsletter, you can simply maintain a blog with important and useful tax information and further increase your frequency in front of your customers since each subsequent posting on your blog costs you nothing...unlike a news letter.
If you would like to setup a social media marketing strategy for your accounting practice, please contact us today to learn more: www.myaccountingwebsite.com:
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