How can inbound marketing help my CPA firm?
Inbound marketing is different than the traditional or outbound tactics that focus on interupting people to get their attention. Instead, it focuses on creating amazing content in the places where people are already looking, and then directing them to your website. In the inbound marketing world, content is king. The goal is to create quality content that your target customers will love. This will take them further into their journey from a stranger to a lead, and then into happy customers who promote your brand to others. Using the Inbound marketing strategy can help your CPA generate more high quality leads by creating content in the places your customers are already looking.
Here are 3 ways Your CPA Firm can generate leads using an inbound marketing strategy:
1. Invest in SEO
SEO is the most effective way to generate leads online. According to a study done by Accenture Digital, 94% of B2B buyers report that they conduct some form of online research before purchasing a business product. You need your CPA firm to show up those search results. This is specifically important as tax season gets closer. It is important to optimize your website so that its easy to find and relevent to your customers. SEO is woven into the fabric of inbound marketing. Whether you need an introduction to SEO or you have done it before, inbound marketing will take it to the next level and generate more leads.
Quick Tip: Make sure your website is mobile responsive to increase SEO. Google ranks mobile responsive websites over sites that are not.
2. Utilize Your Blog
Blogging is one of the best ways to get started creating content for your CPA inbound marketing campaign. Most CPA firms do this already, but not all blogs are created equal. Remember, you want to be creating content that your audience is going to love. You want to write about the things that your target market is researching. Start by thinking of the questions they are asking, such as, how can I write off x, y, z on my taxes? Is x,y,z, tax deductible? Why do I need a CPA? What do CPA's do? How can CPA's help me? Next, you'll want to write blogs answering those questions. The more you focus on educating people on your blog, the more likely people will be to find your website during their research.
Quick Tip: To come up with blog topics, think about the words that your target customers are typing into search engines and use them in your blog titles.
This is one of the core strategies of inbound marketing. HubSpot defines a call-to-action as a button that promotes an offer and links to a landing page. Landing pages are simply a page where you present an offer. An offer can be anything that your target audience would be interested in and find valuable. This could be a free eBook, guides on hiring the right CPA or even just some helpful financial tips. From this landing page, you can gather information, like email addresses, from visitors in a trade off for the offer so that you can follow up with the people who have shown interest. This is the beginning of the conversion process and can help CPA firms generate leads.
Quick Tip: The more data you can collect from people looking at your website the better. Use a form to collect data from visitors interested in your offers. You can use this data to follow up with them so that you can turn them into leads.
Inbound marketing is a great way to generate leads for your CPA firm. The way consumers buy things has changed and your marketing should reflect that. To generate leads that are high quality, its important not to interupt people for their attention. Instead, create great content and put it in the places where your target market is already looking. Sometimes, it is best to find a full service marketing agency that provides inbound marketing as a service. In order to do it yourself, it is important to do research and follow inbound marketing guidelines.