Marketing for lawyers, accountants and professional services
Traditionally, accounting has relied on long-term client partnerships and referrals to meet its business goals. With advances in technology, this approach is no longer enough. Potential clients today tend to shop around online before they hire an accountant. They are now more likely to find your accounting firm in search engine results or on a social media platform. This is why your online presence…
This month in accounting and finance – July 2018 This is our first accounting and finance wrap up. Like our legal wrap up, each month we’ll bring you a summary of developments that may be relevant to your clients. This is designed to help you identify interesting things to write blog posts on, put in newsletters and talk to your clients about. If you’re running…
Social media may have been dismissed as a teen fad a decade ago, but nobody can afford to dismiss it in 2018. With over 2 billion users of social media worldwide, social media marketing is an excellent way to promote your professional business. If used correctly, it can significantly increase the influence exerted by your law firm or accountancy practice, helping you find prospects…
Every wardrobe needs at least one black outfit, and every professional services business needs an inbound marketing strategy. In a world where people are increasingly disaffected by outbound advertising, it’s quickly becoming an essential. Inbound marketing lets your clients find you. It’s less intrusive than mainstream advertising, which people hate so much they’d rather run ad-blocking software than experience adverts. It’s also cheaper. Direct…
Podcasts aren’t just another way to get content out. They’re a powerful tool that’s growing in popularity amongst media outlets and marketing professionals alike. It gives you the ability to build a trusted relationship and get highly engaged listeners, all for the price of an entry-level microphone and some editing software. Australian law firms have been slow to jump on the podcast trend, but…
I speak to a lot of law firms, talking about their marketing and helping them to create content that suits their brand, clients and budget. One thing that I hear often is that content is very costly and time-consuming for them to produce their law firm’s blog because their senior partners are heavily involved in its production and often become a bottleneck. This always amazes…
Inbound marketing is the art of attracting prospects before they’re ready to buy your services. You may have heard this oft-quoted statistic from SiriusDecisions: 70% of the buyer’s journey is done before they reach out. Inbound marketing focuses on creating quality content that aligns with the interests of your desired customers. They’ll find your content organically, which means you’ll already be established in their…
The sight of an overflowing inbox fills me with a dread, so why on earth would I recommend that your firm should engage in email marketing? Well, the simple fact is that email marketing does work…. when it’s done well. There are four things that make a good email marketing campaign. Speak to your audience with purpose The best emails are those that know…
It’s not that you don’t want to hire a content marketer. It’s that you’re a specialist, and your content needs to reflect that. Unfortunately, most technical specialists aren’t great writers, and most great writers aren’t technical specialists. So what’s a professional services firm to do? If you’ve experienced this frustration, you’re not alone. Too often, law firms end up having to edit their outsourced…
Whether you’re planning on revamping your firm’s website or trying to maintain a blog to attract new clients, one of the first questions you’ll need to consider is what you’re going to write. As a professional you know just how important every single word is, so it’s understandable that you want to write every word in-house. Just like writing for legal accuracy is a highly…