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Accountants, I’m going to let you in on a little secret.
To most of us, accounting is… Boring. Painful. A necessary evil. (Sorry!!)
Okay, now that we got that out of the way, we can talk about how to make accounting interesting for people on social media!
It’s easy when you are the expert to get wrapped up in the world of accounting – and forget about your customer’s perspective (see above re: boring, painful, etc). To do well on social media though, you’ll want to keep this front and center so you can focus on making it more exciting and by showing how you will lessen their pain!
(Now, I’ll be honest: I love my accountant. Anything that can make sense of that world, and lessen the pain, is a great thing in my books. It lets me focus on the things I do best and not worry about accounting. So thanks for being there and taking care of this for the rest of us!)
Now, on with the show!
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Know your audience
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Start with your clients. Who are they? Local families? Small businesses? Major corporations?
You need to find out where the decision makers hang out online. Maybe it’s Facebook. Maybe it’s LinkedIn. Perhaps you target women-owned handmade businesses – and they mostly congregate on Instagram. Wherever they are, you want to set up your digital presence they are audience already is.
Knowing your audience will also determine the type of information you share so it’s relevant to your audience. (More on that later.)
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Make things accessible & understandable
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Accounting is basically a whole other language. It’s not uncommon but most of us ‘non-accounting’ folk get the deer-in-the-headlights look when it comes to this stuff.
Empower people by explaining things in plain English. Drop the technical jargon and just use easy, everyday language to explain accounting terms, principles… that kinda thing. This will help people understand what you are really saying – and this goes a long way to building trust.
Think of it this way.
Ever being to a doctor who rushes through the appointment and gives little explanation or only tells you things in really technical way? it’s confusing and frustrating.
Now think of a doctor who is able to explain things really well – in a way you understand and can relate to.
Which doctor would you rather see? Exactly.
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Give reminders
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When is the due date for X, Y, or Z?
Remind people about upcoming due dates so it’s top of mind and they aren’t surprised when the date is… uh… tomorrow. (Wouldn’t it be nice for you to not have so many last-minute people scrambling?)
Help people be on top of deadlines. They’ll truly appreciate it.
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Share relevant information
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This is one area where knowing your audience is essential.
Share information your ideal client wants and needs to know. For example, you might focus on solopreneurs. What would be helpful for them? It could be stuff like…
- How to prevent falling behind on reconciliation
- 5 things you must do before hiring an accountant
- 10 apps to simplify your finances
Interestingly, it doesn’t even have to be directly related. Think of things your ideal customer would find helpful – even if it’s not specific to accounting. A personal accountant who focuses on families could post an article about household budgeting, or small business accountant could share articles about how to hire the best staff members.
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Showcase success stories
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Have your clients share the wins gained by working with you.
Testimonials, case studies, and videos are fantastic for letting people see themselves in others and envision what life would be like with your help.
“I was a receipt-in-shoebox mess before I worked with Awesome Accountants Inc. They made my life so much easier – I finally understand that side of my business! It’s not nearly as hard as I thought it would be to get caught up, they made it a total breeze. It’s so great to finally have that stress and weight lifted off me! Now I can really focus on my business.”
User generated content is one of the best performing shares on social, and it’s one of the easiest to do! Include a couple questions in your newsletter, have it be standard practice to get clients fill out a short survey after working with you, ask people on social media – it’s easy to get and powerful to use.
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Tell your stories
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Humanize your accounting firm by sharing the stories of the people behind the accounting magic.
Profile an employee, show pics from the summer BBQ, or shots from around the office. Show a little personality! You’re more than just facts and figures. Ultimately, people want to do business with people, not businesses – and social media is your chance to show that human side.
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Use the power of live video
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Live video is here to stay, and will continue to become increasingly important.
The great thing is the expectation for production is way lower than pre-recorded video – people get it’s casual so you don’t have to worry about being ‘perfect.’
Do a weekly live Q&A session where you answer people’s questions. It doesn’t have to be long – 2 or 3 minutes is good! The reach of live video is huge. Some Pages are getting 10x views compared to their following, so it’s a great way to get exposure to new people!
Plus, you can do a major content hack with these videos – keep you eye on the blog in the next for weeks for this!
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… Have an amazing content strategy!
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Above all, work on creating and promoting your own content.
Curating helpful content from other sources is great, but ultimately you want to draw people back to your own site. You want people to see the fantastic help you’re providing, to click around your site and learn more about you. Plus, this will let you retarget ads to the people who have visited your website.
If you’re not sure how to blog in a way which actually helps your business, I’ve got a free course for you right here! Blogging For Business 101 covers:
- The 5 ways blogging grows your business
- 10 easy + effective blog topics (no more wasting time on blah blogs for you!)
- How to get people to freaking read your blog! (Because it only helps your biz if people are actually reading it!)
3 videos, a couple PDFs, and a whole lotta insight.
Quite wasting your time on blogs which don’t support your business and use that time (and effort!) effectively. Or just have more time for TV. You know, whatever works. Start blogging to grow your biz now!
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To making accounting exciting and accessible enough to socialize about,
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If you have a business, come on in to my cozy Facebook group! We love chatting about biz-centric stuff. See ya there!
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Love this?
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There’s more great stuff where this came from! I love putting together my (mostly) weekly tips to help you grow your business.
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And in case we haven’t met yet…
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Hi! I’m Katie Momo. I help businesses grow through strategic digital marketing + engaging social media.
Let’s showcase your business’ personality online so you can build rich, lasting, and profitable relationships. I’ll help you connect with your ideal clients – whether located on the other side of town or other side of the world. A stellar social strategy, combined with fabulous Facebook ad funnels, makes for a fiercely effective system.
When I’m not helping businesses become socially savvy, I enjoy jogging slowly over short distances, dancing like nobody’s watching, and hunting for the perfect latte. I pride myself for only falling down the rabbit hole of Home and Garden Television once a week.
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