For accountants who want their online marketing content to reach consumers and potential clients, having a presence on Facebook is a must.
Facebook continues to dominate the social marketing landscape, with over 1.09 billion people logging in daily. However, for accountants to make the most of a Facebook page i.e. attracting and engaging visitors, they need to optimise their Facebook presence first.
Since learning the ins and outs of various social networks is time-consuming and often confusing for accountants who are not ‘social media savvy’, here are ten simple tips accountants should follow to make the most out of their Facebook marketing:
- Create a business page; don’t use a personal profile
Accounting firms must create a business page for their firm to accurately represent their brand. Business pages look similar to personal profiles, but they include unique tools accountants can use to market their firm. Followers can ‘like’ the page to receive updates in their news feeds (something that can’t be done with personal profiles).
- Upload a recognisable profile picture
Upload a profile picture e.g. firm logo, team photo that visitors will easily recognise. A firm that can be recognised easily is more likely to be found and ‘liked’ by visitors.
- Include a call-to-action button
Firms can place a simple call-to-action button at the top of their Facebook page to encourage visitors to take a certain action e.g. ‘contact us’. Accountants can choose from pre-made button options like ‘book now’, ‘sign up’ and ‘contact us’ and link that button to any homepage, landing page or contact sheet that aligns with the firm’s marketing goals.
- Prioritise sharing quality content over quantity
Unfortunately, posting your firm’s content frequently on Facebook does not guarantee that you will reach more people. The visibility of Facebook posts in others’ newsfeeds depends on the quality of the posts. Facebook algorithms filter out irrelevant and poor quality posts so the highest-quality content is shown to users. Therefore, firms should spend time creating better Facebook posts instead of simply posting a lot of Facebook posts.
- Post more visual content
Facebook posts with images can see up to twice as much engagement than posts without images, which is why posting visual content is one of the best ways accountants can improve their Facebook strategy. Try uploading a mix of visual content, including photos, videos and infographics.
- Attain the ‘responsive to messages’ badge
Businesses that respond quickly to users via Facebook messages earn a ‘very responsive to messages’ badge below the page’s cover photo. For businesses that aren’t very responsive to messages, nothing will appear. While it may not seem like a necessary feature to have on your firm’s page, the badge does inform users that a business is listening and cares about customer needs.
- Add Facebook buttons to your firm’s blog and website
Adding Facebook social media buttons to your blog and website can help encourage website visitors to also connect with your firm on Facebook.