Surpass your firm’s financial goals.
Are your New Year’s resolutions written in pencil or etched in stone? Whether you’re fully committed to your 2017 goals or still searching for motivation, you should take a closer look at your accounting firm’s Facebook page.
Read on, and you’ll learn 5 steps to strengthen your social media strategy and find new clients among Facebook’s 1.79 billion active monthly users.1
Step 1: Ask Your Followers
If you don’t know what content your followers want, simply ask them. Create Facebook polls with general questions like, “What accounting subjects should I cover on this page?”
After you collect data through Facebook polls or online survey tools like SurveyMonkey, form more specific questions and keep track of your most responsive followers. Reach out to these loyal readers through private messages, and make sure to clearly state your purpose: You’re trying to deliver better information and content through your Facebook page, you can only accomplish this goal with some help, and you’d like some quick answers to a few simple questions.
Step 2: Create a Content Calendar
Do you plan your posts in advance, or do you wing it? There’s nothing wrong with improvising, but a content calendar provides you with structure and direction. Plus, sites such as HubSpot offer in-depth and easy-to-use content calendar templates.
When you’re updating your Facebook strategy, keep the 80/20 rule in mind. 80% of your posts need to focus on customers, and 20% of your posts should relate specifically to your business.2
Let’s take a closer look at what your content calendar could look like:
- Day 1: “What Tax Changes Will Affect You in 2017?“
- Day 2: “Security Tips for Tax Season—and Beyond“
- Day 3: “What Does an Accountant Do?“
- Day 4: “Common Bookkeeping Mistakes that Cost Your Business Money“
- Day 5: Information about your tax services
Some of your audience will enjoy reading articles. However, you should create or share plenty of photo and video content, because these posts generate the highest amount of engagement on Facebook.3
Step 3: Keep It Concise
With a content calendar in place, you’re ready to compose the insightful posts your followers crave. Even though your accounting experience puts a wealth of information at your disposal, don’t try to share all your knowledge at once.
Huge blocks of text will drive away potential followers and alienate those who already like your page. Use simple sentence structures when you write posts, and limit paragraphs to one or two sentences.4 An ideal status update should contain no more than 40 characters, and a video shared or posted on your page should run no longer than 30-45 seconds.4
Step 4: Keep It Colorful (and Legal)
No matter where you find the visual components of your posts, use image sizes between 600 x 315 pixels and 1200 x 630 pixels.5
Step 5: Boost Posts
When you’re confident in your content, use paid posts to reach new prospects.
To earn extra likes, shares, and comments, boost your post using these basic steps:
- Hit the “Boost” button in the lower right-hand corner of the post.
- Select your target audience, budget, and how many people you want to reach.
- Simply hit the “Boost Post” button.
If you’re looking for additional information about boosting posts, Facebook provides an in-depth guide on the subject. You may also want to set up a monthly social media budget that includes a dollar total for boosted posts.
Next Step: Follow Through
Follow the 5 steps described above, and you’ll be on your way to generating more leads through Facebook. Hopefully, this will help you surpass your accounting firm’s financial New Year’s resolutions.
This article is for general information purposes only.
1“Number of Monthly Active Facebook users Worldwide as of 3rd Quarter 2016.” Statista. 20 December 2016.
2Tween, Sarah. “Social Media for Business and the 80/20 Rule.” Hallam. 20 December 2016.
3Mineo, Ginny. “19 Essential Tips for an Engaging Facebook Business Page.” HubSpot. 20 December 2016.
4“Kolowich, Lindsay. “The Handy Character Count Guide for Blog Posts, Facebook Pages & More.” HubSpot. 20 December 2016.
5“Sharing Best Practices for Websites & Mobile Apps.” Facebook for Developers. 20 December 2016.