By Becky Livingston
The Accountant’s Social Media Handbook
According to the Social Media Results from 2015 State of Small Business Marketing Report, when small business owners were asked what marketing tools they used most, the No. 1 response was social media at 61 percent of the surveyed group.
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That number was even higher than those using email marketing, which came in at 46 percent.
When asked what social media platforms small business owners checked once per month, Facebook came in first with a whopping 61 percent, followed by LinkedIn at 34 percent and Twitter at 29 percent.
When Hinge Marketing released its 2015 Marketing Trends Report, it was interesting to note how professional services firms are using the web and social media to market their services while attracting new clients. Here are some of their results.
How are people finding your firm?
In the study, just over 80 percent of those asked found professional services firms via their website. Think about that number for a minute. If your firm has a website, and it’s not mobile-friendly, yet 80 percent of people find firms via the web, wouldn’t it make sense to make a mobile-friendly website a marketing priority for the firm?
Nearly 65 percent found firms using search, such as Google, Bing and Yahoo!. Just over 60 percent of those surveyed found firms through recommendations from friends, family or colleagues. Fifty-nine percent said they found them on social media.
The study also stated that firms generating at least 40 percent of their leads online grow four times faster than firms that do not. However, firms that generated at least 60 percent of their leads online were twice as profitable as those that did not.
Finally, Pew’s demographic research found that social media users are highly engaged. Social media users are not casual. They’re not likely to log in, check the front page without scrolling and leave. They want to engage, to share and to connect. Here are some data points about Facebook and Twitter alone:
- 63 percent of Facebook users log into the network at least one time daily.
- 40 percent of Facebook users visit the network multiple times throughout the day.
- 46 percent of Twitter users visit the network once a day.
- 29 percent of Twitter users access the network multiple times a day.
This means that if you’re trying to market to adults, you’re probably wasting your time without a social presence of one kind or another. Social networking is no longer just for kids or young adults; the spectrum of usage is wide.
Top 10 Benefits of Using Social Media
Marketing may not always be a top priority for accounting firms. However, there are many benefits of traditional marketing, and similarly in social media marketing, including:
- Increased brand recognition
- Improved brand loyalty
- More opportunities to convert
- Higher conversion rates
- Higher brand authority
- Increased inbound traffic
- Decreased marketing costs
- Better search engine rankings
- Richer customer experience
- Improved customer insights