Digital Marketing Isn’t ‘Set It and Forget It’

Woman outside jogging in morningThis should be a strategic priority or you'll be left behind.

By Becky Livingston
The Accountant’s Social Media Handbook

As the state of the profession continues to embrace social and digital marketing, keep in mind that your firm needs to keep up with the changes as well.

MORE ON SOCIAL MEDIA: How to Engage with Social Media Influencers | Marketing for Mobile | How to Listen on Social Media | How Social Media Affects SEO | Social Media Campaign 101 | Why Use Social Media for Marketing? | Who Is Your Customer? | What to Say on Social Media | Determine Your Target Audience
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

For example, in an effort to support partners, today’s exit strategy may include increased efforts to generate leads, while maintaining a consistent presence among clients. It may also include emerging technology that aligns with your firm’s sales efforts, such as email drip campaigns, lead generation forms and social media engagement.
READ MORE →

Craft a Social Media Influencer Strategy

Businessman with hands extended; head is light bulb with gears insideBONUSES: Content strategy questions and a sample email to send.

By Becky Livingston
The Accountant’s Social Media Handbook

Before jumping in and sending messages to your new influencer network, it’s important to know why you should be doing this.

MORE ON SOCIAL MEDIA: How to Engage with Social Media Influencers | How to Set Your Firm’s Social Media Foundation | How to Use Social Media Analytics | What Someone Else’s Influence Means to You | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content | How to Schedule and Manage Social Media Activity | How to Craft a Social Media Profile
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

First and foremost this strategy should support an overall firm strategy, such as increasing leads in a market, niche or industry vertical. If this strategy does not support an overall business goal, maybe it supports an overarching marketing goal, such as increasing brand awareness in a geographic region.
READ MORE →

How to Engage with Social Media Influencers

Businessman working netbook outdoors, wearing sunglassesBONUS: Worksheets on strategy, channels, monitoring and more.

By Becky Livingston
The Accountant’s Social Media Handbook

Engaging with influencers helps a firm’s brand to reach its target audience through well-respected and trusted sources. Amplification for your brand may not happen without leveraging an influencer network.

MORE ON SOCIAL MEDIA: How to Set Your Firm’s Social Media Foundation | How to Use Social Media Analytics | What Someone Else’s Influence Means to You | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content | How to Schedule and Manage Social Media Activity | How to Craft a Social Media Profile | What Is Social Media?
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

Social media influencers are people or companies in your industry or your clients’ industries who have a big influence via social media. People trust their name and tend to go to them for industry-related questions and research.
READ MORE →

Turn Employees Into Social Media Advocates

Young woman using her tablet computerThis requires as much planning as any other firm endeavor.

By Becky Livingston
The Accountant’s Social Media Handbook

There are two schools of thought when it comes to employee advocacy programs:

  • those that enable, increasing reach and participation, and
  • those that must be contained due to regulatory considerations, such as in the financial services, legal, insurance or medical professions.

MORE ON SOCIAL MEDIA: How to Set Your Firm’s Social Media Foundation | 10 Steps to Creating Employee Brand Advocates with Social Media | What ‘Social Sentiment’ Is and Why You Should Care | What a ‘Community Manager’ Does | How to Set Up a Social Media Plan | Tailor Content to Social Media Platform | Which Social Media Should You Use?
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

Regulated professions, such as financial services, must follow certain guidelines when leveraging social media methodologies to promote the organization or firm. In this case, leveraging tools and technology to help listen and to monitor what is being said, commented on and shared by employees is extremely important. Security is the foundation for this model.
READ MORE →

How to Set Your Firm’s Social Media Foundation

White and black rabbits reaching to eat dangling carrotsDangle some carrots and your employees will bite.

By Becky Livingston
The Accountant’s Social Media Handbook

Employees can be the first, vital link to a long network of person-to-person shares.

MORE ON SOCIAL MEDIA: Marketing for Mobile | How to Listen on Social Media | How Social Media Affects SEO | Social Media Campaign 101 | Why Use Social Media for Marketing? | Write Headlines Worth Sharing | Who Is Your Customer? | What to Say on Social Media | How to Craft a Social Media Profile | Which Social Media Should You Use? | Determine Your Target Audience | What Is Social Media? | How Social Media Works with Accountants’ Top 5 Marketing Goals
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

Many clients I’ve worked with over the years have wanted to implement a social media program within their respective firms. Even though staff knows it’s an initiative for the firm, they have limited or no guidance, lack communication, and basically are too focused on their jobs to think about it.
READ MORE →