and how to fix it.
by sandi leyva and jason holmes
social media marketing is the number three way that accounting and tax pros are gaining new business, according to the new clients survey conducted by accountant’s accelerator and 卡塔尔世界杯常规比赛时间.
that’s plenty of evidence to show that it’s working for thousands of accountants.
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so, why is your social media failing?
insufficient reach: lack of connections
the most common reason is that most accountants do not spend time building a following on their social media platforms. they may spend money on content and post steadily, but few people will see it. their platforms may be beautiful with custom graphics, but if there is no following, no one will notice.
there are a couple of solutions to this issue. first, spend time connecting with people on each platform on which you’d like a presence. this could be as easy as following people in the hopes they follow you back or as complex as developing detailed personas of the type of prospect you’d like to attract and doing research to find and connect with them. this solution takes up more time than money. the second solution is to run social media ads to broaden your reach and build your following. this solution takes more money than time.
unrealistic expectations and no follow-up process
another reason that you’re not getting an roi out of your social media investment is that your goals may be misaligned. social media is not necessarily the place to close business. you can generate leads, but you need additional marketing processes to let your new leads get to know you until they are ready to commit. many accountants who don’t have these processes in place either don’t know better or are counting on closing the deal on the first contact, which is not unlike sleeping with someone on the first date.
the solution to this issue is to understand what social media can and cannot deliver, and then make realistic social media marketing goals.
stop leaving money on the table
i hate to see accountants simply giving up on social media marketing because of these common mistakes. the underlying solution is to spend a bit of time educating yourself on how social media marketing works so you can optimize your investment in this popular marketing channel and get the clients you want.
jason holmes is a serial entrepreneur, most recently founder & ceo of thrivefuel, a marketing agency specializing in targeted digital advertising, promotion and conversion techniques across all technologies. jason has been in the digital marketing industry for over 20 years. clients include a wide range of businesses and niches in local, regional and national markets.