THE 5 BEST Digital Marketing Strategies for 2023

ADAM DEGRAIDE CEO, Anthem

CPA firms have come to realize that digital marketing is essential in not only attracting new customers but also retaining existing customers. The challenge is that there are so many moving pieces to manage when it comes to digital marketing that many of these firms have had to hire five to 10 vendors just to make it work. This drain on time and resources can lead to a fragmented strategy.

The best CPA firms have figured out a way to tie it all together, with as few moving pieces as possible. Here are five digital marketing strategies a top-tier CPA firm must employ in 2023.

SEARCH ENGINE OPTIMIZATION (SEO)

It is imperative that you optimize your website and content for search engines to rank your website higher in their results. Using relevant keywords and providing useful information to your target audience helps build your branding with search engines.

„ Increased website traffic: By optimizing your website for search engines, you can increase the amount of organic traffic that your website receives.

„ Improved user experience: SEO improves the overall user experience of your website, including its speed, usability and navigation.

„ Higher conversion rates: By optimizing your website for targeted keywords, you can attract visitors who are more likely to be interested in your products or services.

„ Cost-effective marketing: SEO does not require you to pay for advertising or other forms of paid promotion. Instead, you can focus on improving your website’s visibility and attracting organic traffic.

„ Long-term results: SEO is a strategy that can provide lasting results, unlike other forms of marketing that may only provide short-term benefits. By consistently optimizing your website and creating high-quality content, you can continue to attract visitors and improve your search engine rankings over time

Content Marketing

Creating informative and engaging content that addresses your clients’ pain points and educates them on accounting and tax matters is a must. Share your content on your website, social media channels, and email newsletters. The benefits of content marketing are numerous.

„ Building brand awareness: By consistently creating and sharing valuable content, you can build a strong online presence and increase brand awareness with your target audience.

„ Improving search engine rankings: Search engines favor websites that have high-quality relevant content. Publishing on a regular basis can improve your website’s search engine rankings and attract more organic traffic.

„ Increasing website traffic: Attract more visitors to your website and increase the chance of converting them into clients.

„ Generating leads: Attract potential clients who are interested in your products or services and convert them into leads.

„ Establishing credibility and authority: Position your business as a thought leader in your industry and with your target audience.

„ Increasing engagement: Content marketing can help increase engagement with your audience through social media, email marketing, and other channels.

Build a strong presence on social media platforms such as LinkedIn, Twitter, and Facebook. Share updates about your services, industry news, and engage with your followers to build trust and credibility. Use email newsletters to stay in touch with your clients and share updates on tax law changes, accounting tips, and industry news. Email marketing is:

„ Cost-effective: Reach a large audience compared to other traditional marketing channels like print, radio, or TV advertising.

„ Targeted: Identify your audience based on their interests, location, behavior, and demographics.

„ Measurable: Track metrics like open rates, click-through rates, conversion rates, and revenue generated. This enables businesses to optimize their campaigns and improve their return on investment (ROI).

„ Personalized: Customize messages based on the recipient’s name, preferences, behavior, and purchase history. Personalized emails have higher open and clickthrough rates than generic emails.

„ Automated: Send targeted, personalized emails at the right time, based on the recipient’s behavior and preferences. This can save time and resources and improve the effectiveness of email campaigns.

„ Good for your brand: Build brand awareness and loyalty by providing valuable content, promotions, and updates to subscribers. This can improve customer engagement and lead to repeat business and referrals. Use paid search and display ads to target potential clients and drive traffic to your website. Focus on relevant keywords, demographics, and location targeting to reach your target audience.

As you can see, there is a lot to do, and these strategies cannot be ignored or pushed to the side. The best CPA firms have discovered that this blended strategy can produce great, achievable results if they laser focus their efforts, with as few vendors and employees as possible.

The good news is that there are many quality options and agencies that can roll all of these items together into a package that makes digital marketing easier to manage, more cost-effective, and ultimately more profitable. When you can find a company that offers lead management, pipeline management and marketing automation in a software platform, you’ll be able to double down what is working and fix what isn’t.

Now that’s a digital marketing strategy for 2023. Here’s to a great year for all of us. STRATEGIC