There are tons of ways a CPA firm can use Social Media that are not related to Twitter or Facebook. Here is one that many times goes unmentioned but that I find practical and enlightening because it reinforces traditional marketing tactics that are easier to understand. 

Take a tip from the CDC (Center for Disease Control) and their use of technology.

The CDC has turned to Google in recent years to predict outbreaks of the flu, disease, and other viral nuisances. Google is able to help because our culture often turns to the web to search for what ails us. 

For example, when your 5 year-old child tells you they have a sore throat, you may take a peek and witness red dots throughout their mouth.  You then turn to Google to see what information is out there regarding a diagnosis and possible cure. If you did the search I mentioned above, you would find this article (link here) that mentions some helpful tips in diagnosing strep throat. The CDC, in turn, follows trends in what people are searching for on the web and from what parts of the country they are coming from. This allows them to be nimble with their public messaging and campaigns in attempt to head off outbreaks before they become widespread. 

“So how does this help my marketing efforts as a CPA?” 

People, perhaps more than when they are sick, turn to the web (aka Google)  to get answers to the financial questions they are asking, both personally and professionally. When it comes to your local market, what are the hot topics? What local tax issues are seeing rising interest? This is where a tool called Google Insight can help you find the relevancy of financial matters in your firm’s market. 

This tool provides ‘insight’ on how to market. It doesn’t do any marketing for you, that’s still your job…but it can help you determine what/how you market. 

Examples of how to use Google Insight 

Firm Example: CPA firm located in Columbus, OH with the ability to help businesses understand and implement GAAP 

Questions:

·         What interest is there in GAAP in our local market?

·         What should we do to market our expertise?

 The data:

·         Use Google Insight to do the following search: Link Here

·         You find out your region is in the ‘Top 10 Metro’ areas in the US that is searching for help on GAAP:

·         You find out the way people are searching for help is by searching for ‘IFRS vs GAAP’. Google has actually deemed it a ‘breakout,’ which means that lots of people are using that terminology to find information relevant to the subject:

 How to use the data:

 ·         You have confirmed the interest in your local area for knowledge regarding GAAP.

·         Host a webinar for local controllers, CFOs, etc explaining the difference between the two standards – call the webcast  ‘IFRS vs GAAP – How to proceed with confidence’.

·         Do a mail piece to a list of contacts (building a list is another topic) drawing attention to your firm’s expertise in GAAP.

·         If you have a cold call campaign, develop a script around the subject and start making dials (or the firm you have hired).

·         Write 2-3 articles explaining GAAP.

·         If you have a blog, blog about this subject. Call it ‘IFRS and GAAP: Understanding the differences.’ Do multiple posts and pull from the content you used to write the articles mentioned above.

·         Find local gatherings of financially-minded people and send them a speaker sheet/bio that mentions this as a desired subject amongst the business decision makers and your availability to speak on the matter

The Logic behind using a tool such as Google Insight

The above example is not all that important…the logic is. The reality is that there is a tool readily available and in a previous lifetime would have cost millions to tap into. But, today, it’s FREE, yes FREE, and only a few clicks away. This tool can be used to find local financial interests and insight on how to speak to them. As with any data, decisions and actions around the data are where the marketing battles are won and lost. If you are like most firms, your talent problem has become a marketing/sales problem. Here is a tool for your tool belt. Use it. Don’t just think about it. 

Other simple examples on how to use Google Insight. 

·         Proactive service example – When is the ideal time to send out information regarding W-2 forms to your clients? Per this chart it makes sense to send it out on January 17th because that’s when people go hunting for it. (Link Here)

·         Have a niche for helping people in bankruptcy? If so, perhaps see if your state is one of the top 10 where people need the service. (Link Here)

·         Let’s face it, not everyone understands how to read balance sheets – even business owners. Through a search on ‘balance sheet’ you see that the need to understand ‘Classified Balance Sheets’ is going through the roof. My guess is you can help your clients learn what they are and how to read them. (Link Here) 

Roy Keely serves as Director of Marketing at Xcentric, which specializes in Cloud Computing and IT consulting for CPA firms. Roy graduated from the University of Houston with a degree in Marketing and  has extensive experience in marketing, branding and sales.  Roy can be reached at 678.297.0066 x525 or rkeely@xcentric.com.  For more about Xcentric, go to www.xcentric.com or  follow them at www.xcentric.com/blog and www.twitter.com/xcentric.