It’s no secret we live in a digital age. While traditional advertising fades into decades past, we have seen many different avenues and mediums emerge. New mediums, such as social media and blogging, provide accountants with a huge advantage in visibility, relationship building and onboarding new clients. They also provide some challenges.
As accountants, you’re especially aware of one particular challenge: time. It’s hard to keep up with all the changes, let alone populate all the available new and old channels. Time is the biggest reason many accountants and bookkeepers tend to neglect keeping an active blog. A secondary reason is that what little time accountants do have to put towards various marketing efforts ends up being invested in social media, largely because it’s viewed as more cutting edge and you can invest your time in small chunks. While this may be true, it’s also true that a blog provides a great foundation for your digital strategy and is an essential activity in today’s modern era. Here are 5 reasons why:
1. Blogging Shows You are Forward Thinking
This may seem somewhat self-evident. The mere fact that you are blogging shows that you are up with the times. However, the real benefit is blogging about topics that are timely and relevant to accounting and your client base. For example, you could write a blog advocating the benefits of moving from QuickBooks® Desktop to QuickBooks Online. At Intuit®, we see the intrinsic value in forward thinking. This is why we started Firm of the Future, which helps to recognize Accounting Firms that embrace and leverage the future, and blogging is an important piece of the puzzle.
2. Blogging Helps Solidify Your Accounting Expertise
You don’t have to be considered a 15-year accounting pro with years of experience. Blogging does one of two things: it either complements or solidifies your expertise in the space, or it greatly helps you in your journey to becoming an accounting expert. Articulating your knowledge in a well-crafted blog goes a long way in helping your credibility.
3. Blogging Helps Build Your Audience
If you can write and articulate your thoughts well, people will come back. They’ll want to know what you have to say about the next topic you choose to write about. Make sure you don’t leave them disappointed when they do come back. Be consistent. If you are going to blog (and we highly recommend that you do!), then you must make a commitment to do so regularly. How often you blog depends on your practice and how much time you can dedicate, but a great place to start is 2-4 times per month.
4. Blogging Personalizes Your Accounting Practice
Sure, you have great relationships with your clients because you go the extra mile to make them feel special. Blogging, however, is a great way to reach potential clients who don’t know you or are just starting their relationship with you. When you write, you put a face to your personal brand. Don’t be afraid to showcase personal experiences for practical application. There are also ways you can inject humor into your posts while maintaining the professionalism clients and prospective clients expect.
5. Blogging Bolsters Your SEO
While SEO brings a close to our top 5 reasons, don’t underestimate its importance. Search engines help to determine your website rank based on keyword. Establish a set of keywords that attract your audience target and try to incorporate them into your blogs. We have an entire post dedicated to this subject here if you are interested in learning more.
These are the top 5 reasons we have chosen, but the list goes on and on. Blogging will help you become more of a critical thinker. You can inspire others, make new connections and you might even find that you enjoy blogging. The greatest bi-product to all of this is that it will help grow your accounting reputation and business. So, what are you waiting for? Start writing!