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Going beyond client referrals—the next best thing to grow your practice
In the previous article you learned how to get more referrals. (If you haven't read that article, click here.)
And now you want to know: how to go beyond client referrals to further grow your practice and what's the next best thing.
If you've been keeping yourself current with basic business trends, you know traditional marketing methods just don't work as effectively as in the past. The response rate from direct mail is dismal and fewer prospects let their fingers do the walking. The only thing that's going north is an ever increasing number of prospects that are making their mice click to find what they want on the Internet.
The indisputable reality is that today online marketing has become the next best thing to client referrals. It's a new ball game now.
Online marketing includes a number of things—websites, SEO, SEM, e-mail marketing, blogging, social networks, podcasting, webinars to name a few.
Don't be scared. You can't do and you don't have to do all those things right now. But you can implement two of the most important—having a website, and using Search Engine Marketing (SEM).
Website
Chances are you already have a professional website (and not just a run-of-the-mill website that does nothing for your practice). If you still don't have a website, you must get a professional website now that projects your image and lets you interact with your clients and prospects. Many companies including AccountantsWorld, CPASiteSolutions and CCH offer professional websites for accountants.
Search Engine Marketing (SEM)
But having a website alone is no good unless you can drive traffic to it. The most effective way to accomplish this is for a link to your website to display when someone searches for a CPA, accountant or a tax professional in your area on a search engine, primarily Google. There are a couple of ways to achieve this.
- Search Engine Optimization. Search Engines like Google constantly go around and index millions of websites. You may also submit your website to all search engines to get indexed fast. Now when someone types a search term, the search engine selects those sites that seem to present information relevant to the search term entered and ranks them in order of importance. To be listed high up when someone types say "accountant in Akron, OH," you need to use the right keyword, meta-tags and text on your home page that will make the search engine believe that yours is one of the websites that has most relevant information for the person who is looking for an "accountant in Akron, OH."
So how do you accomplish that? You could do it all on your own, but AccountantsWorld handles all these details for you when you buy Website Relief. (If your website was created by someone else, see below for a free guide we provide you.)
- Listing in the local directories. All major search engines have local directories. For Google, you submit your website to Google Map. Then whenever someone searches for an accountant and/or CPA in your locality, your listing will appear. You don't have much control over where it may appear. Again, AccountantsWorld shows you how to do this. See below for the free guide.
- Paid Listing. At the top of any page that displays search results, you see a couple of listings labeled "Sponsored Listings." Those are listings you pay for, by buying certain keywords and bidding on them. Based on your bid amount and some other factors, your listing will be displayed a certain number of times in a given period. Its location will vary based on many other factors.
Free Guide to SEM. AccountantsWorld has created a free guide that gives more details on how to do Search Engine Marketing and submit your firm for listing in local directories. Call one of our Practice Development Consultants at (888) 999-1366, ext. 517 to receive your free copy.
- Listing in online professional directories. This is the easiest and least expensive complement to SEO and free listing in the local directories. While the other two methods described above may take weeks and even months for your firm's listing to appear (if at all), you can get started with this method right away to get more clients during tax season.
A number of professional directories are available that have a database of CPAs, accountants, and tax preparers. Such directories are more targeted, less expensive, and more productive than generic online paid directories such as the Online Yellow Pages that include all business types. Since Google is by far the most widely used search engine, make sure you list in a professional directory that is heavily promoted on Google.
Professional directories for accounting professionals include: AccountantsWorld's Directory of Accounting Professionals, GoodAccountant, 1-800-accountant and CPADirectory.
Now you know the basics of Online marketing, use the concepts presented here to attract new clients using the power of the Internet. If you want more clients this tax season, it is just the right time to list your firm in at least one of the Professional directories for accounting professionals.
Professional Directories
AccountantsWorld's Directory of Accounting Professionals. It is is one of the most widely used directories for finding local CPAs, accountants and tax pros over the Internet. It was used over 300,000 times last year alone by prospective clients and yet it costs little. A large display style Gold Listing with full details about your firm costs just $495 per year. Currently, AccountantsWorld is offering a $100 discount to help you promote your practice during this tax season. Call (888) 999-1366 to learn more.
GoodAccountants
1-800-Accountant
CPADirectory
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For Websites
Website Relief. AccountantsWorld is one of the leaders for websites for accountants. We have been helping accountants create their websites for the past seven years. Website Relief offers all the web pages and tools you need, but it costs just $495—much less than the other solutions. Call (888) 999-1366 to learn more.
CPASiteSolutions
CCH
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