Social media is one of the easiest ways to stay in touch with clients between meetings and to show prospects what your firm is like before they ever pick up the phone. The hard part is knowing what to post.
The firms that do it well post a mix of three kinds of content. Most of it is useful, some of it shows personality, and only a small share asks for the sale.
Useful content (about half your posts)
This is the backbone of your feed: information that helps your clients run their business or understand their numbers. For example:
- Changes to tax rules that affect small business owners
- Reminders about upcoming deadlines and year-end tasks
- Grants or support schemes your clients may be eligible for
- Practical tips on budgeting, cash flow or pricing
- How-to tips for the accounting software your clients use
- Articles from your own blog, or good ones you’ve read elsewhere
Useful posts are the ones people save and share, which puts your name in front of their contacts too.
Personality (about a third)
People choose an accountant they trust and like. Posts that show the people behind the firm do that job better than any service page.
- Behind-the-scenes photos of the team and the office
- A short video of a team member explaining why they love what they do
- Celebrating birthdays, work anniversaries and community events
- Questions that invite replies, such as “What was your first job?”
Keep it in line with your brand. A light-hearted post works for most firms, but you know your clients best.
Promotional content (about a fifth)
Nobody goes on social media to be sold to, but you still need to let people know how you can help. The trick is to promote without sounding like an advert:
- Tell a client story: the problem, what you did and the result
- Share a testimonial or a new review
- Link to a free guide, checklist or calculator on your website
- Invite followers to a workshop or webinar
- Introduce a service that many clients don’t know you offer
Every promotional post should have one clear next step, such as booking a call or downloading a guide.
Make it a habit, not a project
Consistency matters more than volume. Two or three good posts a week, every week, will do more for your firm than a burst of activity at tax time followed by silence. Plan a month at a time, batch-write your posts and schedule them, so a busy week doesn’t stop your marketing.
If you’re starting from scratch, our free playbook guide on creating a stand-out social media profile covers the set-up.
Short on time?
Every Bizink website comes with BizPress, so you always have fresh articles to share. Book a demo to see how it works.