Automation is everywhere in accounting, and machines now do much of the routine work that used to fill a week. So can marketing be automated too?
Partly. But a word of warning first: if your marketing strategy isn’t working, automating it just gets you poor results faster. And if you don’t have a strategy, there’s nothing to automate.
So let’s assume you have a plan. You know who your ideal client is, where to find them and what to say to them. Putting it into action still involves a lot of repetitive work, and that’s where automation earns its keep.
1. Publish once, share everywhere
People buy from firms they recognise. A single blog post or social update won’t win a client, but seeing your name regularly, in the right places, builds the familiarity that does.
Posting the same content by hand to your website, LinkedIn, Facebook and newsletter is slow and dull. Automate it. Publish to your website once and let your tools share it to your social channels and include it in your next newsletter.
Scheduling tools also let you plan weeks of posts in one sitting, so a busy month doesn’t mean your marketing goes quiet.
2. Repeat your best content
Even with hundreds of followers, only a small share see any single post. Your followers follow plenty of others too, and your post gets lost among them.
The answer is to repeat your best evergreen content, such as a popular guide, a calculator or a lead magnet, regularly. Several social media scheduling tools can recycle posts from a library automatically. Seeing something more than once isn’t a bad thing; it often takes several touches before people act.
3. Let someone else create the content
After many years of working with accountants and bookkeepers, we’ve noticed that a lot of firms don’t enjoy writing and don’t have time for it. You wouldn’t tell a client to do their own books, so why write all your own marketing content?
BizPress fills your website with content written by our small business experts and keeps it up to date for you:
- A blog library on the topics business owners care about, with new articles every month
- Accounting, business and payroll glossaries
- Key tax dates for your country, updated automatically
- Partner content and landing pages for Xero, MYOB, QuickBooks and Sage
- Interactive tools and calculators
There’s no compliance-heavy content in there. Business owners pay you to deal with tax so they don’t have to read about it. The articles cover what they really want to know: how to start, run, grow and eventually sell a business.
Bonus: automate your follow-up
When someone downloads a guide or signs up for your newsletter, an automated welcome sequence can introduce your firm, share your most useful content and invite them to book a call, without anyone in your team lifting a finger. Our guide to marketing automation for accountants shows you how.
Want your marketing to run itself?
Every Bizink website includes BizPress and built-in marketing tools. Book a demo and we’ll show you how it works.