Soke Accounting

“We’re sailing on the wide accountancy”

In today’s fast-paced business world, a strong online presence is no longer optional—it’s essential.

For accountancy firms, like Soke, this means looking beyond traditional marketing methods and embracing the power of social media. While the idea of posting on platforms like LinkedIn, Facebook, and Instagram might seem unconventional for a profession built on trust and numbers, it offers a wealth of opportunities. We cannot rely on word of mouth forever.

There are a few people on the socials that are the go to for keeping up to date with what is going on, Johan Goree and the team at the ‘Ask the Accountant’ are one such titans in the industry who do it so well, why would we bother.

I remember once talking to an advertiser that was trying to get an Accountant use their promotion service. The accountant refused as he said ‘Why do I need to advertise, I have my name on the first floor window’.

We often get work purely on word of mouth. We are trusted advisors and get the job done. However, we do need a bigger mouth!

As Soke embarks on getting it name out there, we have had a look at advertising for the business and what shall we do.

The Positives: Building Trust, Reaching New Clients, and Showcasing Expertise

Social media is a powerful tool for building a modern, approachable brand. Here are some of the key benefits:

• Increased Brand Visibility and Awareness: Platforms like LinkedIn and Facebook allow you to reach a much larger audience than traditional advertising. By consistently sharing valuable content, you can get your firm’s name in front of potential clients and establish brand recognition.
• Building Trust and Credibility: The foundation of any client-accountant relationship is trust. Social media allows you to showcase your expertise by sharing insights on new tax laws, offering financial tips, and breaking down complex topics into easy-to-understand formats. This positions your firm as a thought leader and builds credibility with your audience.
• Targeted Advertising: Unlike a newspaper ad, social media platforms offer sophisticated targeting options. You can create ad campaigns that specifically reach individuals or businesses in your local area, within a certain industry, or at a particular stage of their business growth. This makes your marketing efforts more efficient and cost-effective.
• Client Engagement and Relationship Building: Social media is a two-way street. It allows you to engage directly with clients and potential clients by responding to comments, answering questions, and participating in relevant groups. This creates a sense of community and helps you nurture relationships beyond a transactional level.

The Negatives: The Challenges and Risks of Social Media

While the benefits are compelling, it’s important to be aware of the potential downsides:

• Time and Resource Intensive: Maintaining an effective social media presence requires a significant and consistent investment of time and effort. From content creation and scheduling to engagement and analysis, it can be a full-time job. Without a dedicated team or a clear strategy, efforts can become inconsistent and ultimately ineffective.
• Public Reputation Risks: A single misstep on social media can go viral for all the wrong reasons. A poorly worded post, a public disagreement, or mishandling of a client complaint can quickly damage a firm’s reputation. It’s crucial to have a clear crisis management plan in place. Hopefully we won’t need one after this post.
• A Public Forum for Negative Feedback: Social media provides a platform for disgruntled clients to voice their complaints publicly. If not handled swiftly and professionally, this negative feedback can be seen by a large audience and damage your firm’s brand. It’s difficult to verify if a negative comment comes from a real client, which adds a layer of complexity.
• Increased Spam and Cold Contacts: An increase in online presence can lead to a rise in unwanted spam and cold contact emails, often from people looking to sell services like SEO or website layout improvements. Filtering these can be a challenge, as blocking certain providers might also block genuine customer enquiries.

Conclusion: A Calculated Approach is Key

For an accountancy firm, social media isn’t about being on every platform or posting witty memes (though it should!). It’s about a calculated, strategic approach. The key to success lies in understanding your target audience, choosing the right platforms (LinkedIn is often a great starting point), and consistently providing valuable, professional content.

While there are risks to navigate, the potential rewards—from increased brand visibility and client trust to attracting new business and talent—make social media an avenue worth exploring. When done right, it can transform your firm from a faceless entity into a trusted advisor in the digital world.

We are currently trying to ‘Launch’ on all the socials. A very soft launch.

A future blog will look at when to advertise for your business!