As accountants, you’ve likely ridden the referral rollercoaster- the “ups” of several people calling at once and the quieter times where you would love to grow your business but you aren’t sure how.
Referrals are great, but they aren’t predictable when you are in growth mode. And, local SEO campaigns and ads are great, but they require a substantial investment and continuous optimization. Let’s talk for a minute about your long game strategy: organic marketing. It keeps working long after those paid ads have faded into the background!
Organic marketing brings in the clients who value what you do - and they’re the ones who’ll stick around for the long haul. Yes, it takes a bit more patience and strategy, but the payoff? Game-changing, sustainable growth for your firm.
If you’re ready to start building an organic marketing strategy that works, here’s a little sneak peak of what I’ll cover in my upcoming Be Insightful webinar.
Organic vs. Paid: What’s the Difference?
Organic marketing covers all the ways you can boost your visibility and attract clients without paying for ads. We’re talking content creation, an optimized Google Business profile, your website, social media, networking - the works. Paid marketing, on the other hand, means Google Ads, paid local SEO campaigns, LinkedIn Ads, or other targeted campaigns that come with a price tag.
Organic marketing tactics are easier on the budget. Second, it builds client relationships that last. Third, it doesn’t just vanish when the budget runs out. Organic marketing is like planting a garden; you have to water and nurture it, but it keeps blooming if you care for it. Ads, meanwhile, are more like buying a bouquet - nice for a moment, but gone soon after. Ideally, you would have both organic and paid strategies working together, but if you are wanting to stay within a budget, organic is a logical place to start.
The Framework for Organic Marketing
Ready to roll up your sleeves? Here’s how to get started with your own organic marketing plan, one that attracts the right clients without eating into your budget.
1. Website and SEO Basics
Your website is your digital storefront. Think of it as your first handshake with potential clients. It needs clear messaging, a strong call to action, and a mobile-friendly design. And for SEO, keep it simple with SEO-optimized blog articles. You can also focus on local SEO by optimizing your Google Business Profile and using location-based keywords like “small business accounting [your city].” Know that just because you have a great website with the keywords you want to show up on Google for, it doesn’t mean you will show up at the top of the search results. There are many accounting firms in every geographic area. To appear at the top of the search results (if this is important to you) requires a detailed SEO strategy that takes time and professionals to execute properly.
2. Content That Connects
Good content is the backbone of organic marketing. Whether it’s blogs, videos, or simple tips, aim to create content that builds trust. Think of it like answering your clients’ FAQs - if they want to know it, write about it! Consistent, valuable content positions you as the expert they’ve been looking for and keeps them coming back.
3. Social Media Presence
Social media doesn’t mean flooding LinkedIn with endless posts. It’s about sharing meaningful content on the right platforms, where your clients are likely to hang out. Drop a quick win, share a relevant insight, or show what a day at your firm is like. Be real, be helpful, and show them the value you bring.
4. Show What Makes You Different
Your unique value proposition (UVP) is what sets you apart. It’s the reason clients choose you over everyone else. Pair it with social proof, like Google reviews or client testimonials, and you’ve got a winning combo. Don’t be shy about showing off your UVP - it’s what makes you stand out.
5. Don’t Overlook the “Low-Hanging Fruit”
Organic marketing isn’t about doing everything from scratch. Sometimes, it’s about making the most of easy wins. Following up on missed calls, adding a chat feature to your website, or reaching out to leads who didn’t convert initially can make a huge difference.
6. Automate It
Automation is your secret weapon for consistency. A CRM can help manage follow-ups and missed calls, request reviews, and run nurturing campaigns to keep you connected with clients and prospects - without the extra work. Consistency doesn’t have to mean more work if you’re using the right tools!
Want to Know More?
Organic marketing takes time, but it’s a game-changer long term. It builds trust, brings in clients who value what you do, and creates a steady stream of leads. Don’t miss my upcoming Be Insightful webinar on 11/19/24 at 3:00 PM ET, where I’ll dive deeper into building a powerful organic marketing framework tailored just for accounting firms. Click here to register and join Be Insightful for premium content designed for advisors.