COVID-19

Marketing For Accountants | 2021 Marketing Guide For CPA Firms & Co

November 19, 2021 / ADs, COVID-19, Digital Marketing, SEO /
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MARKETING FOR ACCOUNTANTS RESOURCES

A Note From Turnkey Mate

Marketing for accountants during COVID-19 is a critical business decision when trying to maintain an accounting firm. In this post, you will find tips and a checklist designed to help CPAs understand the best practices for leveraging various marketing tools and tactics. These tips can help a firm in the short-term and determine potential fits for long-term marketing strategies. Therefore, without wasting any more time, let’s dive right in.

"Always deliver more than expected." - Larry Page

Co-Founder Google

7 Tips About Marketing For Accountants

1. Reevaluate Your Marketing Approach

Many businesses are finding themselves operating at a slower pace due to the COVID-19 pandemic. It may be an excellent opportunity to address changes in marketing that typically are long due for an overhaul. For most businesses at this time, this starts with their digital marketing strategy. With consumer behavior changing, it is crucial to keep in mind that services may be provided differently very soon. That’s why any firm’s current digital marketing strategy must focus on optimizing its services to be delivered and marketed digitally. Cost-effective SEO & PPC campaigns are going to be important for firms to get traction in the current market.

 

This will allow firms to “re-establish” a stronger position in future markets while being able to develop social media, online sales, and co as reliable revenue streams. 

2. Digital Marketing For Accountants

An accounting firm using digital marketing automations will lead to effective sales and marketing results. An example of the effective use of automation within digital marketing is messaging automation. Because of the new consumer behavior from COVID-19, as a result, it has made it hard to communicate with current customers. Also, face-to-face sales efforts have been affected. To fix both these issues, sending out personalized, contextualized, and targeted accounting messages to customers is the solution. This will help your accounting firm remain top of mind and convert more sales.

Eventually, your accounting firm will need to manage lots of communications between customers.

3. Maximize Your Customer Relationship Management System (CRM)

When it comes to new sales for accounting firms, your lowest hanging fruit may actually be your existing customer base. Therefore, a well-maintained customer relationship management system (CRM) is essential. Nurture sequences are great to engage your contact list via emails or SMS, and to let them know about current market changes. Above all, it can provide you with insights to maximize the revenue potential of your current client base at your firm. CRM solutions offer real, long-term value to your business by allowing you to track and communicate with customers and leads.

Maximizing your CRM system will not only help your business manage customer relationships better, but it can also generate a consistent flow of sales opportunities.

4. Use Videos To Support Your Sales Process

Video used in both, the sales and service process, can add a personal touch when talking to customers. Unfortunately, sometimes it can also become a challenge to coordinate an in-person meeting with prospects and clients, especially during times such as COVID-19. As a result of COVID-19, working from home has become more popular in the short-term. Consider using video marketing tools such as Animoto, VideoScribe, Loom, or Biteable to enhance your client’s sales experience at your firm.

5. CPA Firm Advertising - Get New Clients With Ads

Trade show and event attendance are likely to suffer in the foreseeable future because of COVID-19. It may be more affordable than you think to acquire new clients through online targeted advertising. Online ads can be sent to specific audiences directly in social media feeds, and Google search results. However, you must first optimize each campaign by the right customer demographics and keywords. Some examples of ad demographics can be a place of work, location, and more. Keywords can be optimized for search intent, which means the most popular keywords customers use when looking for your services. As a result of highly-targeted ads, customers will receive contextually relevant solutions to their needs. Which ultimately will result in an increase in sales conversions. 

After all, online advertising is to show your business to as many potential customers as possible. However, there are more strategies to increase your online visibility.

6. Make Sure Your CPA Firm Ranks On Google & Co

Search engine optimization (SEO) is essential for the success of an accounting firm’s online visibility. If you have a website or a blog (to inform your prospects about your firm), SEO can help you get targeted free traffic from search engines. With your customers and CPA seeking prospects now turning more than ever to the web, you must ensure website best practices are being implemented. By using data from SEO optimizations, accounting firms can effectively drive marketing efficiencies. 

Other Marketing For Accountants Questions:

  • Is your website SEO optimized with the correct keywords used within search engines?
     
  • Is your online content marketing working at its full potential?

  • Are your social media posts optimized for searches?

  • Have you connected your Website to Google Search Console?

Marketing For Accountants Top 5 Services To Sell

All Information Below Was Sourced From Credible Accounting Firms & Their COVID-19 Resource Centers. Accounting Firms Are Proactivity Sharing Their Steps Towards Helping Individuals & Small To Mid-size Businesses.

1. Disaster Loan Assistance & Modifications To Existing Loans.

At this time, small and mid-size businesses are sorting through all the lending programs that the federal and state governments are introducing. CPAs can help these businesses to identify loans with the most favorable terms to meet their borrowing and repayment needs. Accountants can also help review existing loan covenants and stipulations. By doing so, companies will find opportunities to renegotiate better interest rates. As a result, it will call for CPAs to help report loan adjustments within their financial statements.

2. Business Operations Support

CPAs are providing business operation support for companies that are complying with the Family First Corona-Virus Response Act (FFCRA). In other words, accountants will need to give guidance with several payroll and HR issues. These affected companies will need to modify their family medical and employee-paid sick leave policies. And in conclusion, employers will find themselves needing the assistance of CPAs to update their payroll tax credit applications.

3. Business-Continuity Planning

Accountants are consulting companies who are affected by COVID-19 about extra opportunities businesses have on continuity planning. Because of the release of more federal government economic stimulus programs, many small and mid-size companies are looking for ways to alleviate some of their short-term financial burdens. Therefore, CPAs can provide support services to these companies by sharing more insights on options for improving liquidity and tax savings for the future. As a result, the businesses that these CPAs help will then have more of a chance to remain stable in the long run. 

4. Marketing For Accounts With Tax Planning Services

Accountants are the heroes that have the opportunity to save businesses. COVID-19 financial pressures are making it difficult for companies to pay their bills and keep their doors open. Even though the federal government’s economic stimulus programs may alleviate some short-term financial burdens, businesses still need more help. Now is the time for accountants to identify hidden accounting opportunities for these affected businesses, such as potential tax savings, restructuring businesses, and personal assets. This way, companies can avoid the potential pitfalls that can negatively impact their ability to operate efficiently. 

5. Insurance Reviews - Commercial

Analyzing business insurance policies may provide opportunities. Most business-interruption insurance policies explicitly exclude viral pandemics. However, a careful review may reveal hidden opportunities for business owners to recover even a portion of losses resulting from coronavirus (COVID-19).

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COVID-19 | Google’s Community Mobility Report For Florida

July 17, 2020 / COVID-19 /

MARCH-APRIL 2020

A Note From Turnkey Mate

While COVID-19 is still spreading in certain areas of the world, companies are starting to adjust and push back against the outfall of this pandemic.

Google prepared the following Community Mobility Report across the world to help us better understand responses to social distancing guidelines related to COVID-19.

"Try not to become a man of success. Rather become a man of value." - Albert Einstein

Albert Einstein

1. Google's Community Mobility Report.

As global communities step up their battle against COVID-19, public health officials have pointed out that the same type of aggregated, anonymized insights Google uses in Google Maps and co, could be helpful communities make better decisions to adjust to COVID-19.

Google’s Community Mobility Reports aim to provide insights into what has changed in response to policies aimed at combating COVID-19. The report charts show trends over time by geographic location, across multiple categories of places such as retail and recreation, groceries and pharmacies, parks, transit stations, workplaces, and residential.

Google Community Mobility Report Of Florida.

Includes places like public transport hubs such as subway, bus, and train stations.

Includes places like restaurants, cafes, shopping centers, theme parks, museums, libraries, and movie theaters.

Includes places like national parks, public beaches, marinas, dog parks, plazas, and public gardens.

Includes places of work.

Includes places like grocery markets, food warehouses, farmers markets, specialty food shops, drug stores, and pharmacies.

Includes places of residence.

Google Community Mobility Report Of Miami-Dade.

Image Result of Google Report for Miami Dade County

2. View Full Report PDF.

The information provided in this article is directly sourced from Google. Google reserves all rights to the information provided. View the full report by clicking below.

View Google's Florida Report

No download or additional information required. To view global reports, click here.

3. About This Data.

These reports show how visits and length of stay at different places change compared to a baseline. We calculate these changes using the same kind of aggregated and anonymized data used to show popular times for places in Google Maps. Changes for each day are compared to a baseline value for that day of the week:

● The baseline is the median value, for the corresponding day of the week, during the 5-week period Jan 3–Feb 6, 2020.

● The reports show trends over several weeks with the most recent data representing approximately 2-3 days ago — this is how long it takes to produce the reports.

Learn more about the data used for this report here.

Is Your Business Affected By COVID-19?

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SBA Disaster Loan | 6 Things Business Owners Need To Keep In Mind

July 17, 2020 / COVID-19, Digital Marketing /

COVID-19 MARKETING RESOURCES

Note From Turnkey Mate

All Information Below Can Be Found On The Small Business Administration (SBA) Website Located At SBA.gov. Please contact us if you have any questions.

"A wise man will make more opportunities than he finds." - Francis Bacon

Francis Bacon

1. What Are COVID-19 SBA Disaster Loans?

According to SBA.gov “The U.S. Small Business Administration is offering designated states and territories low-interest federal disaster loans for working capital to small businesses (“Small business” defined by the number of employees or average annual receipts) suffering substantial economic injury as a result of the Coronavirus (COVID-19).

The SBA will issue under its own authority, as provided by the Coronavirus Preparedness and Response Supplemental Appropriations Act, an Economic Injury Disaster Loan declaration.”

2. How Does A Business Qualify For The Disaster Loan?

While many factors go into qualifying for an Economic Injury Disaster Loan (EIDL), a primary factor is whether or not a small business has less than 500 employees and can prove they have a financial impact or loss directly associated with COVID-19.

3. What Are The Loan Terms?

The interest rate for non-profits organizations is 2.75%. The interest rate is 3.75% for small businesses. SBA offers loans allow long-term repayments up to a maximum of 30 years in order to keep payments affordable. Terms are determined on a case-by-case basis and structured with a 12-month principal and interest deferral.

4. What Can The Loan Be Used For?

These loans may be used to pay payroll, fixed debts, accounts payable, and other bills that otherwise could not be paid due to the COVID-19 economic impact.

5. What Information Is Required To Apply For The Disaster Loan?

Below Is The List Of Forms Provided By The SBA That Is Required To Apply For COVID-19 SBA Disaster Loans.

  • Completed application (SBA Form 5).
  • Tax Information Authorization (IRS Form 4506T).
  • Acceptable credit history.
  • Personal Financial Statement (SBA Form 413).
  • Schedule of Liabilities (SBA form 2202).
  • Most Recent Federal Income Tax Returns for the Application Business (or an explanation if not available).

6. Additional Information SBA May Request.

All Information Below Can Be Found On The Small Business Administration (SBA) Website Located At SBA.gov

  • Federal tax returns for principals owning 20% or more of the business, for partners/managing members or affiliates (when the owner has more than 50% ownership).
  • Year-end financial statements for the applicant if a federal tax return has not been filed.
  • Interim financial statements
  • Additional information may be required.

Are You A CPA or Accounting Firm?

Our team is available to support you with marketing plans & tips to help your business support other businesses and individuals in need of SBA Disaster Loans and similar.

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COVID-19 | 5 Significant Marketing Changes Caused By This Pandemic

July 17, 2020 / COVID-19 /

COVID-19 | 5 Significant Marketing Changes Caused By This Pandemic

COVID-19 MARKETING RESOURCES

A Note From Turnkey Mate

While we keep the individuals affected in our prayers and we hope that everybody stays home, in safety, away from what could potentially be lethal or affect your loved-ones, we need to remember the following:

"In the midst of every crisis lies great opportunity." - Albert Einstein

Albert Einstein

1. Businesses Are Re-Allocating Conference Budgets.

In the coming months, companies are going to become more reliant than ever on their digital strategy. In many cases, adopting a holistic online marketing strategy will be the deciding factor in whether companies make it through the tough times ahead. As the majority of events and business conferences have been canceled or postponed for the coming months, we have noticed that large and small companies are shifting their focus and budgets away from experiential marketing. 

Trade-Show Circuits Canceled.

As #socialdistancing is becoming a new norm while we are all facing increased barriers to conduct face-to-face business, the current situation is posing an enormous challenge for all of us. The key to resilience in this market of uncertainty is the development of ongoing marketing contingencies to mitigate against losses in sales and changing consumer behavior. Too many companies rely on the annual circuit of trade shows and exhibitions to network and to nurture customer relationships. Large company trade shows such as Adobe Summit in Las Vegas, Geneva International Motor Show in Palexpo, Grand-Saconnex, Switzerland, and IBM’s Think in San Francisco are finding themselves in the position of lost millions through the cancelation of their events.

Businesses Need Cost-Effective Digital Marketing.

Even though many companies may not be able to get back all expenses related to conference preparations, many companies are now considering alternatives. While conference and event budgets have not been fully spent for the year, companies are considering re-allocating their budgets towards digital marketing activities that come with ROI-potential. If the current situation persists, we will see more companies moving into social marketing, content marketing, SEO strategies, and PPC advertising, can potentially yield more cost-effective results (leads/sales opportunities) than conventional conferences tactics.

2. Teleconferencing & Live-Streaming Is Taking Over.

COVID-19 is already starting to show impacts of market changes. As more of the world’s population is making an effort to stay home, teleconferencing solutions (e.g., Zoom/Skype/Google Hangouts) are heavily being utilized to supplement for direct face-to-face interactions.

"Mentions of IG Live skyrocketed by 526% between March 8 and March 15."

Not only is teleconferencing experiencing a surge, but brands, families, individuals, and the overall labor force are also taking their communication more onto social platforms, using features such as Instagram’s Livestream, according to Jeannette Ornelas. G Live, which hosts Instagram live streams that users can access through Instagram Stories, was previously overlooked by brands, but it has exploded practically overnight. Mentions of IG Live on Instagram and Twitter skyrocketed by 526% between March 8 and March 15.

Being proactive and adjusting current digital marketing campaigns can define whether a business can reduce the hit it takes during COVID-19 – or not.

3. SEO & PPC Are More Important Than Ever.

With the recent outbreak of the Coronavirus (COVID-19) & implemented safety precautions by the government, people are now staying indoors more than ever. As a result, search traffic, content consumption, and other online activities have increased significantly over the past 2 weeks.

Why SEO Is Important.

Although PPC ads appear above organic rankings, 71.33% of searches result in a click on an organic result on the first page, which is driven by SEO.

Consumers trust Google’s algorithm and they know which spots advertisers are paying for causing consumers to avoid clicking the promoted search results. Instead, they visit the organic search results that the search engine has determined to be the most relevant.

Now more than ever before, companies should focus on utilizing search engine optimization (SEO) strategies to climb to the top of search engine results in order to capture as much online traffic as possible, while not having to pay for every click.

It’s undeniable, SEO is a crucial component of creating cost-effective marketing campaigns that yield long term traffic increase and sales opportunities.

Bringing SEO & PPC Together.

Companies will likely rely more on PPC advertising in the next months as conferences and events are not viable sales channels for 2020.

Overall advertising budgets are projected to be on a decline in 2020 due to COVID-19’s economic impact, but companies are starting to focus their advertising budgets more towards re-targeting campaigns that are proven to be more ROI-driven and cost-effective than cold traffic campaigns.

While in general, cold traffic remains important to scale ad campaigns, it is most likely that companies with established PPC strategies will feel more confident placing their budgets, considering the current uncertainty in the market.

4. Contextual Social Media Posts Showing Solidarity Are Winning.

When is a better time than now to connect with someone via social media?

In order to connect with the world around us, we’re left with the platforms that some deemed, would turn us anti-social.

With social media platforms such as LinkedIn, Facebook, Instagram, Twitter, & new-comer TikTok, being utilized at an all time high, we can only image where this trend will continue to go. With the appropriate tone and messaging, social media marketing can have a dramatically positive impact on forth-going sales & overall business performance.

What Brands Are Talking About On Social Media.

Brands can stay relevant by telling stories about what they are doing to have a positive impact on their communities, their store associates, and their customers, during times of crisis.

"While the world is suffering, show some solidarity."

There are also opportunities to align brand marketing messages with consumer sentiments and desires for specific products and services.

Even service and product attributes, such as employee safety protocols while providing services, or products that handled with extra precautions, allow companies to optimize their marketing and messaging.

Social Media Is Here To Stay.

It’s clear – capitalizing on holistic and cost-effective digital marketing strategies is invaluable nowadays to support sales.

5. Business After The Lock-Down

As the world keeps changing at a rapid pace, it is fair to ask how overall business practices will change in the coming months.

Work From Home Attitude Will Change.

People who did not like or are reluctant to work from home will probably start to change their attitude toward remote work as companies are actively investing into their teleconferencing capabilities. The home office will likely rise in popularity and companies will start to re-think their office space, given corporations a possible way to reduce office space overhead as more employees and contractors will consider remote work. As companies will adopt remote work, we will see advances in digital team work technologies and software that enables teams to better track remote work.

"People will realize that they can accomplish their business objectives without being face-to-face." - Paulo Zottolo

Speaker & Former CEO Philips

With COVID-19’s overall impact on the economy and the given remote work shift, we could possibly see more vacancies in the commercial leasing market with an overall reduction in business travel and face-to-face interactions.

Less Time Traveling, More Time Doing Business.

As the COVID-19 situation is progressing, it is likely that we will see a reduction in business travel as companies will care to protect their human capital against the ramifications of a quarantine and being potentially locked-down to prevent spread. Companies and people in general will realize that they can accomplish their business objectives without being face-to-face. This will have a major impact on airlines, hotels, and the travel industry in general.

Is Your Business Affected By COVID-19?

Our team is available to support you with marketing adjustment strategies & tips to optimize your business for COVID-19 market changes. Don't hesitate, it's free.

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