Social media has the potential to significantly expand your client base, which is a great advantage. However, for newcomers who cannot allocate funds to delegate online marketing tasks, it can quickly become a drain on time and resources. Although there are numerous strategies and optimizations that can maximise the effectiveness of your social media marketing in the long run, focusing on fundamental principles will at least set you on the right path from the beginning.
1. It’s all an experiment
It’s important to remember that not every online marketing strategy will be successful for your business. You may encounter media messages that don’t resonate as well as others, and that’s okay. As a professional, you should always be open to exploring new ideas, conducting A/B testing, and experimenting with different approaches to engage your target audience. Instead of viewing it as a failure, see it as an opportunity to learn and grow. There is no right or wrong in this process; it’s all about continuous improvement and adaptation.
2. Share and promote the content of others
Instead of endorsing your competitors, it is advisable to interact with content shared by industry-related businesses and leaders on social media platforms such as Twitter, Facebook, and LinkedIn. One effective strategy is to share informative posts from local small or medium-sized business leaders. This proactive engagement not only helps you introduce yourself to the original poster and their audience but also provides valuable information to your own followers. By actively participating in conversations initiated by others, you establish yourself as an authoritative figure who can provide assistance and support regarding accounting matters.
3. Let your audience tell you what is important to them
Creating engaging and fresh content for your social media can sometimes be a daunting task. However, there is a simple and effective strategy that can help you overcome this challenge. Instead of racking your brain and struggling to come up with new topics, you can tap into the valuable input of your audience. By carefully examining the comments and feedback you receive from your followers, you can identify the most commonly asked questions or the topics they are most interested in. These questions and subjects can then become the inspiration for your next posts. Not only does this approach save you time and energy, but it also ensures that you are addressing the needs and interests of your audience. By directly responding to their queries and concerns, you become more relatable and trustworthy, which ultimately strengthens the connection between you and your followers. Embracing this strategy allows you to maintain a steady stream of engaging and relevant content, enhancing your brand’s presence on social media platforms.
4. You’re not just sending out posts, you’re starting conversations
It is important to promptly respond to follow-up questions from your audience when engaging in online discussions. This serves two purposes: firstly, it enhances your reputation as a knowledgeable individual who can provide accounting expertise; and secondly, it demonstrates your commitment to assisting and supporting the individuals who are actively paying attention to your insights.
5. You want A-lister audience members
Having ideal A-list clients is undoubtedly a goal for any business or brand. However, it is crucial to also recognize the significance of A-list audience members. These are the individuals who consistently engage with your content by sharing your posts or actively participating in conversations. Unlike those who may visit your platform once and disappear, these A-lister audience members hold immense value as they possess the potential to convert into paid customers. Furthermore, they also play a vital role in amplifying your brand’s reach by advocating for you and spreading the word about your offerings. Therefore, cultivating and nurturing these A-listers should be a top priority, as they not only contribute to the growth of your business but also enhance your brand’s visibility in the market.
6. Find a niche
When starting a firm, it is crucial to find a specialised niche that sets you apart from your competitors. Becoming known as the accounting specialist for a certain industry, such as restaurants, is much more effective than trying to cater to everyone at once. This focused approach not only helps establish your expertise within that particular niche but also works wonders in the online world. By narrowing your social media marketing efforts to target that example restaurant niche, you are more likely to attract attention and stand out from the crowd. On the contrary, trying to appeal to a larger group with numerous accounting firms already vying for their attention will make it harder for your firm to be noticed. Therefore, it is advisable to concentrate your resources and efforts on a specific niche to maximise your chances of success.
7. 90% value, 10% promotion
To avoid becoming monotonous, it’s important to provide value to your audience rather than constantly promoting your firm. The majority of your posts should consist of helpful hints, tips, and advice tailored to your potential clients. Interestingly, these types of posts still fall under the realm of marketing. By providing valuable content, you’re actually generating positive word-of-mouth about your firm – which happens to be the most influential form of marketing. As long as your audience recognizes you as a remarkable accountant who consistently supports them, they will welcome occasional instances of direct self-promotion with open arms.
8. Be patient
When it comes to building an audience, patience is truly key. It can be easy to get caught up in the desire for instant success and rapid growth, but it is important to remember that building a loyal and engaged audience takes time. Just like any long-term goal, the process requires perseverance, dedication, and most importantly, patience. Rome wasn’t built in a day, and neither is an audience. It is important to trust in the process and have faith that, with consistent effort and valuable content, the audience will gradually grow. Rushing the process, or becoming discouraged by slow progress can often result in shortcuts or compromises that ultimately hinder long-term success. By being patient, you allow yourself the opportunity to truly connect with your audience, build a strong foundation, and establish a genuine relationship. So, as you embark on your journey to build an audience, remember to exercise patience and have faith in the process.