How to Use Facebook to Market Your Tax and Accounting Firm

January 27, 2021

If you’re like most people, you have a Facebook account. It’s a popular place to keep tabs on your friends and laugh at hilarious memes. But, we’re here to tell you that the platform isn’t just for sharing baby and pet pictures. It can be used to grow your business. We’ll show you how to use Facebook to market your tax and accounting firm.

Figure Out Your Marketing Strategy

Before diving headlong into this, you must develop your marketing strategy. Identify or reconnect with your main business goals. Remember: anything you do on Facebook (or any other marketing platform) should support those objectives.

Set Up Your Facebook Business Page

The first thing you should do is launch your Facebook business page. You must be logged on to your personal account to do it. As you go through the process, do these three key things:

  • Make sure the name of your page is as close to your company’s name as possible

  • Add lots of detail when filling out the page fields  

  • Upload a profile and cover photo that aligns with your brand

Pro Tip: Make it easy to find/like/follow your page by including buttons on your website and links in your emails. 

Post to Your Facebook Business Page

Now that your business page is live, it’s time to start adding content. For best results, follow these tips:

  • Develop and follow a content calendar, so you never have to figure out what to post

  • Create and share new content regularly - stagnant pages don’t gain traction

  • Remember that most of your content should inform and entertain - the rest can promote

  • Vary your content to include questions, tips, polls, links to articles, promotions for services and events, etc.

  • Include photos and videos whenever possible - they attract engagement

  • Have a pinned post (permanently affixed to the top of the feed) to showcase special promotions, announcements, or content

  • Respond to people who participate on your page - have conversations, and thank them for their support

Pro Tip: You can schedule your posts in advance via Facebook Publishing or by using a tool like Smarterqueue.

Go Live

People love video content, and going live really allows them to connect with you. Viewers can interact with you in realtime by commenting and reacting to what you say. Live videos are great for announcements or to respond to FAQs.

Pro Tip: In December, go live every day to answer a question you’re always asked about filing taxes.

Use Facebook Stories

Have you noticed the little circles at the top of your feed? They’re Facebook stories. Twenty seconds or less, the short videos are great for sharing a quick tip or trick. You can also use them to make important announcements.

Start a Facebook Group

Once you’re well-established, consider starting a Facebook group and inviting page followers to join. Your group will foster community and provide a digital place for like-minded people to congregate and learn. It also allows members to get to know you better. Group membership is more of a commitment than page following, so this audience is more apt to buy from you. 

Pro Tip: Build a group about personal finance, with an emphasis on tax matters. That way, you can promote and grow your group outside of tax season.

Communicate with Clients and Leads Via Facebook Messenger

Facebook messenger can be a great way for clients and leads to reach out to you with questions. Depending on your budget (or level of tech-savvy), you could set up a bot to respond to common inquiries instantly. Nowadays, people expect a near-immediate response, so taking this extra step can help you stand out -- without requiring too much of a time commitment from you.

Try Taking Out Ads

Organic reach is limited on Facebook. Paid ads get you in front of more people. You can target specific demographics and interests to ensure your message gets seen by actual prospects. Adding the Facebook pixel to your website can help refine your targeting because your ads will show up in previous visitors' feeds.

Pro Tip: Use the Facebook Business Manager to manage all of your posts, including your ads.

Review Facebook Insights

Just like with any other marketing tactic, it’s essential to review performance periodically. Facebook Insights gives you data on likes, views, interactions, and more. Using what you learn, you can make adjustments to your content strategy.

How Rapidly Can Help

Rapidly knows that running and growing a tax and accounting firm is hard work. We’re here to make it easier. Our sophisticated yet user-friendly platform can help you build your book of business and serve your clients virtually. Check us out today!

Final Thoughts

If leveraged properly, this social platform can be a great addition to your marketing strategy. Now, you should have a solid idea of how to use Facebook to market your tax and accounting firm. So, what are you waiting for? Get posting!

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