On this week’s Dear Katie, the question came from a webinar I did on social media where an attendee asked: Should we promote our firm on social media? I see people talking about adding value, and I wasn’t sure if it’s sometimes okay to have promotional posts too. If so, what’s the right mix?
Yes! In fact, I highly recommend that you promote your firm on social media with promotional posts.
There’s nothing wrong with promotional posts, but if you’re overpromoting on social media, it’s not good either. You need to find a balance between promotional and educational posts…
and learning to promote the correct way is crucial.
One survey found that 56% of consumers believe brands (including accounting firms) need to be more relatable.
It’s hard to be relatable if don’t promote your firm the right way.
So what exactly is the eight way?
Below are the three methods we’ve had great success with when creating promotional posts for accounting firms across social media channels.
You have a success story that people can relate to, this is the type of content you should use to promote people booking a time to speak with you (or someone at your firm). For example:
“Meet our client, Alex, the owner of a law firm.
When Alex started working with us… (insert where he was at.)
After working together, we’ve been able to achieve:
If you want similar results for your business, let’s chat!”
This is going to be a lot more effective than posting “hey, we’re talking on new clients.”
Why?
Because people can resonate with Alex’s story. They can seem themself if his shoes, with his problem, and desiring this end result.
Another effective strategy is to host a live webinar and then live sell at the end.
Let’s look at an example:
It’s October now, so your clients are likely thinking about year-end. You could host a webinar covering the 3 tax strategies that your niche needs to utilize between now and year-end to lower their tax bills. Then, you can use social media to promote this webinar.
At the end of the webinar, you can pitch your services and sweeten the deal to get people to take action.
For example, you could offer to not only help implement the three tax strategies you covered but also do a full evaluation of their current tax situation to find other ways to help them save.
Then, you could add something like the following to get them to take action:
On average, we help our niche find $Xk dollars in savings. These tax planning consultations usually cost $x, but for attending this webinar, if you sign up before midnight, you’ll get 50% off.
A message like this creates urgency and gives them a that’s almost too good to pass up.
Client video testimonials are great – if you can get the client to actually send the video. You ask, and they say, “Sure, I’ll send a video.” Then? Crickets! The video never lands in your inbox.
Instead of running into this same roadblock over and over again, try using the approach below:
Next time you’re on a Zoom webinar with a client, ask if they would be willing to answer a few questions in exchange for a testimonial. Most will say “absolutely,” and you’ll be able to grab the video right then and there.
Ask them:
Once you have the recording, you can have someone edit it and share it across your social channels. And just like the first strategy, you can ask people if they want to achieve similar results and to reach out.
Bonus tip: Make sure that you’re also sharing these client testimonials on your website.
There you have it – three ways to promote your firm on social media.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Aim for a balanced mix, such as 20-30% promotional posts and the rest educational or engaging content. This keeps your audience interested without feeling overwhelmed by ads.
Share relatable success stories that highlight how your services helped a client overcome challenges. Focus on specific results and outcomes to resonate with potential clients.
Create engaging posts that highlight the value of the webinar, such as key takeaways or expert insights. Include a clear call-to-action for registration and consider offering a limited-time discount for attendees.
Ask for testimonials during a Zoom call when you’re discussing their experience. Most clients will be willing to share their thoughts in that moment, making it easier to capture their feedback.
Incorporate time-sensitive offers or limited-time discounts in your posts. Phrases like ‘sign up before midnight for 50% off’ can encourage quick action from potential clients.
Yes, sharing client testimonials on your website enhances credibility and provides social proof. It’s a great way to showcase your success and attract new clients.