Transforming Client Accounting Blog

CPA Marketing Tips – Fast and Easy Ways to be found on the Web
As a CPA firm, it’s critical that people in your state, county, and city know how to find your firm and the services it provides.

Below are some fast and easy marketing tips to help your firm be found on the Internet, particularly on GoogleÔ, one of the world’s most-used search engines.

You or someone in your firm can do each of these in minutes to help spread the word about your firm and increase your search results in Google.

1. Natural search results using keywords
2. Google Places
3. Advertising on Google

Let’s begin by talking about natural search results. Natural search results are the results a user retrieves when he/she inputs a search term into a browser, such as Google.  For example, let’s say a person is looking for a CPA in Cincinnati. They might enter a search term, such as “CPAs in Cincinnati”. If you practice in Cincinnati, your firm’s name should appear on the first page of the browser results—in this case Google, but only if you’re using online marketing to its fullest.

What are keywords? Keywords are terms you use to identify your web site, specialties, office location(s), key partner names, firm name, and services your firm provides. Let’s take an example from our “CPAs in Cincinnati” exercise. When searching for CPAs in Cincinnati, you can see the results on the left of the map. Those results were provided using keywords such as “cpas in Cincinnati,” and “Cincinnati CPA,” on their web site keywords meta tag. For example, one site uses <meta NAME="Keywords" Content="cincinnati CPA, accounting firm, tax, accounting, cincinnati, Ohio, [your company name]">.

Another way to ensure your listing shows up on the front page of Google is through the use of Google Places.

Google Places is a way to mention your firm’s web site and services by location (local area or region). It’s a simple process to set up, and takes little-to-no maintenance to sustain. You can add as little or as much information about your firm into the profile account. Note: You must have a Google account in order to set up a Google Places profile.

With Google Places you receive a dashboard to easily see who is clicking on your profile, and how often people are searching for CPAs in your area. You will also be able to discern the impressions, or views, your site is getting, along with the actions people took to become more familiar with your firm.

Notice on the graphic above, that the two firms with reviews are highlighted. Reviews are a very helpful way for potential clients to learn more about your firm from those who are already clients. Once the firm’s profile is established, encourage your clients to write and post positive reviews.

Placing your firm's name and creating profiles on these sites not only increases your firm’s exposure, but also amplifies your natural search engine results through the use of multiple listings on various sites. The more your firm’s name appears on the web, the more relevant it will be in the Google algorithm, or with any search engine.

Most important, though, is to ensure that your clients and potential clients find your firm’s name when they are searching for the services they need, when they need them.

Is your firm easy to find on the web? If not, you may want to employ some or all of these approaches.

In July, Inc. magazine released the “30 Under 30” list of “coolest, young entrepreneurs.” They are revitalizing what it means to be a business owner, with unique brands, innovation, and philanthropic acts—all the while making money, and loads of it.

Working with these smart, up-and-coming professionals means you, as a trusted business advisor, may want to consider adding them as a client. But note: They don’t expect business as usual or the way their parents and grandparents did things. They want fresh ideas, new technology, and innovation that mirrors what they are doing in the business world.

Are you ready for that? Is your firm prepared to become the advisor for the business owners of tomorrow—and in many cases today?

Some things to consider:

1. Portability: Does your firm offer secure, online access to financial information these busy entrepreneurs need to review anytime, anywhere?
2. International Regulations: Are you and your staff current on international financial regulations governing businesses doing business internationally? These up-start businesses are not just focusing on business in the United States. Many are also doing business overseas.
3. Staff: Do you have the talent who can speak the millennial “language”? The kind of staff that can help young business professionals understand what’s needed in order to maintain and gain in the business world?
4. Scalability: As more and more millennial business owners continue to spread their wings, is your firm prepared to scale with their needs? Is your firm the firm of the future?
5. Building Trust: In order to gain trust, you must first trust.  According to Charles Green, founder and CEO of Trusted Advisor Associate, “Before we can expect them to understand and appreciate where we’re coming from, we must first take the time to make them feel understood.”

Recently, members of the AICPA Trusted Business Advisor LinkedIn group* were asked:

“What advice would you give them [the 30 Under 30] as leaders of start-up businesses?”
David wrote, “One of the biggest mistakes I made back when I had my own business was not recognizing a profitable exit opportunity when it presented itself. I was so busy working IN the business and I could have done a much better job of working ON the business. If I were to start a new business today, I would have a very clear understanding of at what point(s) I would sell the business as well as keep an eye and open mind to my potential buyers.”

Dallon added, “My advice to them would be to start their business planning with a targeted profit or cash flow number and work up the income statement instead of starting with sales and working down the income statement to arrive at net income.”

What advice do you have? What other considerations are needed as trusted business advisors who acquire millennial start-up companies as clients?  

Add your comments here, or share your comments in the AICPA Trusted Business Advisor LinkedIn group.*

* Click here to learn how to join the LinkedIn group.