Blogging is by no means a common practice for CPA’s and accountants today. But, those who have committed to publishing their own writing will be well positioned to network with future clients. Creating your own content for marketing online is not easy, but you can learn to do it. Millennial buyers will check up to 9 online resources BEFORE they even call your office. Does your website tell your potential clients who you are and what you are like to work with?
I am a beginner blogger and it is not an easy thing to learn. Writing for clients is difficult because CPA’s don’t do a great job of making our work simple for a client to understand. Even with practice improving your written communication will take some time to develop. Like any new skill, you will need to keep going and it will get easier.
You’re writing TO your clients
Make sure you have someone outside your office read your writing before you post it. Have your spouse provide feedback on your blog and let you know if your writing is readable for the non-accountant. When designing your blog post:
- Make your posts short and conversational.
- Answer the most common questions your clients ask.
- Design your post to be scannable.
- Make the information practical to your audience.
Your blog should sound like you
Writing is not only a marketing practice to provide information, but it also shares your personality. Your clients come to your firm to work with you. Your writing helps give potential clients an opportunity to hear you voice and get to know you before they ever meet you. After reading your blog, they will feel like they already know you and that makes it much easier to convert them from visitors to clients.
Future clients will only look for you online
Your CPA practice needs an online presence for the future. We will come to a time where your website will really be the first impression. If you don’t have one, your clients may not even know you exist. It’s a scary thought, but maybe some day your phone will stop ringing and you will have to rely on your virtual presence to connect to new client opportunities.
Practice makes perfect
The best way to learn is to just start writing. Practice makes perfect or, at least, it makes you better. Your voice needs to be heard, make sure your writing sound like you. It will help you to commit to a regular schedule of posting your work. Even in the busy season, you need to have regular content appearing on your site. Your future is full of opportunity, and you will need to make sure you show up online because that is where your future clients are looking to find a CPA.
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