We still hear it from time to time: “Facebook? Isn’t that just for kids?”
It might have been true in Facebook’s early days. Today it’s one of the most widely used platforms among adults, and for most accounting and bookkeeping firms it deserves a place in the marketing mix. Here’s why.
Your clients are there
Facebook is used by people of all ages, and many of its most active users are older adults: people who are more likely to own a business, run a household budget or plan for retirement. In other words, your clients and prospects.
Younger people have largely moved their attention to other apps, so Facebook has lost its cool factor. That’s not a problem for an accounting firm. It’s an advantage.
It’s built for local businesses
A Facebook business page is free and gives clients another way to find you, see your reviews and get in touch. For firms that serve a local community, it’s often where people go to ask for recommendations (“Can anyone recommend a good accountant?”). You want to be there when your clients answer.
Facebook advertising can also target people by location and interests with precision, at a cost that suits a small firm’s budget.
It’s great for community
Some of the most successful firms don’t just have loyal clients; they have a community. A Facebook group for your clients, your local business network or your niche industry gives people a place to ask questions, share wins and connect with each other, with your firm at the centre. Our guide to building an online community with social media explains how to start.
And LinkedIn?
LinkedIn is essential for business-to-business connections, referral partners and recruiting, and it should be part of your plan too. But it’s not either/or. Your clients don’t stop being people when they log off LinkedIn, and many spend far more time on Facebook. Being present on both covers the business and personal sides of the people you serve.
Need help with social media?
Read what accountants should post on social media for a simple content mix to follow.