As a decision maker in a business, you’ll often have to weigh up the costs, benefits and potential return on investment for new ventures like marketing. It can be difficult to know whether or not it’s worth it, especially if it’s something you’re not particularly experienced with. In this blog, Wildcat Digital’s marketing experts take you through why marketing is so valuable to accounting firms.
So, do accountants need marketing? Marketing is an important part of business for accountants in the modern world as it is becoming increasingly simple for clients to switch companies. Clients have more choice and power now, therefore you need to ensure that your business can:
Read on to learn more about the importance of marketing for accountants. We also provide you with a few great marketing strategies tailored specifically for your industry.
Once upon a time, accounting used to be a fairly stable profession. Clients were plentiful and tended to stick around. Afterall, switching accountants can be complex and expensive. These days, however, it’s much easier to shop around and switch. This gives more choice and power to the client. As such, you need to get your business out there and into the client’s choice set. This requires a good marketing strategy.
Additionally, accountants need to promote a sense of experience, expertise, authority and trust (this is known as E-E-A-T in digital marketing). It’s the kind of industry where simply being seen isn’t enough. You need to prove to potential clients that you’re trustworthy, experienced, and that they’re in good hands with your business. Some clients may also want expertise in a particular area of accounting. Marketing can help you to position yourself however you want to be perceived in order to win over clients.
The bottom line is that, without marketing, accountants simply can’t compete in the modern age unless they are a well established firm. Plus, you have the added challenge of having to compete online. These days, the internet is King. It’s where potential clients seek out business like yours – gone are the days of the Yellow Pages.
So, if marketing is necessary for accountants and the internet is King, how do you market as an accountant? Our experts have laid out their top marketing strategies below, specifically tailored for accountants.
First things first, if you want to compete online, you need to work on your website. It needs to be set up so that it can be found online. This is called SEO. From here, there’s a few digital marketing techniques that we find work really well for accountancy firms.
In the world of accounting, “Cash in King”. However, in SEO “Content is King”. Recent Google algorithm updates now prioritise website content that is well written, helpful and trustworthy. It rewards websites that are written for people rather than search engines.
As such, creating a solid content marketing strategy could be the difference between potential clients choosing your business over your competitors. Good content can help with SEO, brand awareness, lead generation, conversions and customer retention.
It can also help to influence perceptions – remember what we said earlier about experience, expertise, authority and trustworthiness? This is where it counts.
If you’re keen to explore Content SEO, our team at Wildcat Digital is ready to fight in your corner. With an experienced team of SEO experts, content specialists and attentive account managers, we can generate and implement an effective Content SEO strategy to help draw in clients.
Pay-per-click advertising (PPC) is a great way of getting users on to your website. It’s relatively quicker than SEO, but like the name suggests, you pay a fee each time someone clicks on your ad.
PPC tends to achieve quicker results than SEO but it’s not without trial and error. It can take a bit of time (and experience!) to find that sweet spot of cost per click vs. return on investment. Wildcat Digital offers a PPC service that can help accountancy firms draw more traffic to their website’s and gain more genuine leads. To start the conversation and discover how Wildcat Digital can help you reach your target audience, contact us today.
When trying to gain new clients through marketing, it can be easy to forget about your existing clients. As a service-based business, we recommend focussing on your customer experience here. The experience that your clients have with you have a large impact on your brand, your reputation, customer loyalty, retention and advocacy. Ultimately, their experience with your business can influence word of mouth and referrals.
Unfortunately, improving customer experience is not a quick or easy process. You’ll need to work on the following:
If your business has a great customer experience you can capitalise on this with a referral scheme. Existing clients are incentivised to refer you to others in the network with benefits such as discounted services or monetary incentives.
By now, you’ll hopefully have a better understanding of why marketing is so useful for accountants. We understand how overwhelming starting your marketing journey is, so don’t panic if you don’t know where to start or how to implement our recommendations. At Wildcat Digital, we can help with solid SEO and PPC campaigns that (literally) put you on the map. Get in touch with us today for a free consultation.
Content Strategist & Team Leader
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Team Leader
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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