What Someone Else’s Influence Means to You

Young woman using a tablet PC and stylus at a cafeWhat do you care about someone else's page rank? Maybe quite a bit.

By Becky Livingston

Knowing an influencer or website’s page ranks helps you determine a few things:

MORE ON SOCIAL MEDIA: What a ‘Community Manager’ Does | 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 | Determine Your Target Audience | What Is Social Media? | How Social Media Works with Accountants’ Top 5 Marketing Goals
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  1. How well your own site is ranking on a search engine
  2. How well your competition’s site is ranking on a search engine
  3. If the influencer or the influencer’s site you are trying to gain access to has a well-established search engine results page (SERP) ranking

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What a ‘Community Manager’ Does

Young businessman typing on laptopPlus 9 steps for outreach to social media influencers.

By Becky Livingston

The role of a community manager is to help create, nurture and activate online communities by building transparent and meaningful relationships with their members.

MORE ON SOCIAL MEDIA: How Social Media Affects SEO | 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
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Community manager vs. social media manager – there’s a difference.
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How Social Media Affects SEO

Blue pushpin in word "SEO" at center of a targetPlus 3 best practices for custom content.

By Becky Livingston

One of the most frequently asked questions I get from clients is, “Does my firm’s social media effort help my search engine ranking?”

MORE ON SOCIAL MEDIA: Get People to Your Landing Page | How to Build a Strong Landing Page for an Accounting Firm | How to Set Up a Social Media Plan | DIY Design for Social Media | Tailor Content to Social Media Platform | How to Track Who’s Clicking Your Links | Which Social Media Should You Use? | How Social Media Works with Accountants’ Top 5 Marketing Goals
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The short answer is, “Yes!” Here’s why:
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Get People to Your Landing Page

3 metal funnelsDriving traffic depends in part on where in the funnel your customer is.

By Becky Livingston

There are three ways to drive traffic toward your offer, including:

MORE ON SOCIAL MEDIA: How to Build a Strong Landing Page for an Accounting Firm | Social Media Campaign 101 | Why Use Social Media for Marketing? | Write Headlines Worth Sharing | Who Is Your Customer? | How to Schedule and Manage Social Media Activity | How to Track Who’s Clicking Your Links | 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
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  • Paid advertising: Google, Bing, Twitter, LinkedIn, YouTube, Pinterest or Facebook advertising

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How to Build a Strong Landing Page for an Accounting Firm

Young businesswoman using a tabletDeliver on your promise to get the permission you need.

By Becky Livingston

What are landing pages?

MORE ON SOCIAL MEDIA: Social Media Campaign 101 | 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 Social Media Works with Accountants’ Top 5 Marketing Goals
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The challenge with the website home page is that there’s often a disconnect with the messaging. If you send out an email about the best tax practices for small business owners, sending visitors to your firm’s home page isn’t giving them the content that was promised.
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Social Media Campaign 101

Young woman smiling and using digital tablet at a cafeYoung woman using a tablet at a cafeYou're looking for engagement, not just likes and pluses.

By Becky Livingston
The Accountant’s Social Media Handbook

Before you create your first online, social media marketing campaign, there are a few things to consider, such as:

  • Which social media platform your firm is using and makes the most sense for your campaign – Twitter, Facebook, Pinterest, Instagram, Google Plus, etc.?
  • How do you plan to get the word out with cross-promotional efforts?
  • How much information do you want/need to collect from participants? This goes back to the marketing funnel and what you’re offering the audience.

MORE ON SOCIAL MEDIA: Why Use Social Media for Marketing? | How to Manage Social Media in 22 Minutes a Day | How Social Media Works with Accountants’ Top 5 Marketing Goals

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In many cases, social media campaigns range from voting contests, newsletter sign-ups, interactive quizzes, and so much more. Before you begin, have a clear idea of what you want to accomplish. For example, it may be as simple as a free download for a whitepaper or to “win” a tax return review from your firm. With those goals in mind, research and choose the right campaign for the goal, before you begin to build it.
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Content Categories and How to Leverage Them

Chart of social media content categoriesMatch leads to streams.

By Becky Livingston

To start in social media, you’ll only need four or five categories – start small, or you’ll get overwhelmed.

MORE ON SOCIAL MEDIA: DIY Design for Social Media | Tailor Content to Social Media Platform | How to Track Who’s Clicking Your Links | Which Social Media Should You Use? | How Social Media Works with Accountants’ Top 5 Marketing Goals

In this example, I have stripped down some client specifications to the bare minimum, just to show the categories of content they decided to use.
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