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3 Ways You Can Strengthen Your Firm’s Online Presence During a Recession

May 20, 2020

It’s an understatement to say COVID-19 has had an impact on accounting firms today. But it’s especially uncomfortable that the situation is affecting firms differently. While some are navigating layoffs and furloughs, others find business is booming and are struggling to hire quickly. Underpinning it all is the uncertainty of the next few months as the economy and businesses rebound.

COVID-19 has also had an impact on how firms market themselves. Because traditional, in-person means of marketing and making connections are no longer feasible, “normal’ may not return anytime soon, if ever. Maintaining a consistent online presence has become one of the most effective and worthwhile marketing tools a firm has at its disposal.

If you’re interested in building a stronger online presence, here are three questions your firm should start with.

  1. Who are your prospective clients?
    To build an effective online presence, you first need to define your ideal prospective client. What industry are they in? What kinds of accounting services do they typically need, and how much they can afford to spend?

    As you refine your target, the better the  opportunity for you to become visible. You’ll start to see patterns in where your prospective clients spend time online, which kinds of social media they engage with, and what accounting technologies they already deploy. You can then start to customize your online presence through that lens.

  2. How do you currently appear online?
    When the business world moves online, the overall impression of your social media presence and website becomes your storefront. It needs to look sharp and attractive to prospective clients, just as your physical building does. So, take a look: is your brand identity cohesive across platforms?  Are you on the social platforms where you perspective clients are? Do your colors, voice, and message all work together? If not, you’ll want to work with a web design or marketing agency to spruce things up and make sure you’re giving a positive first impression to your clients.
  3. How easy is it to get to know you online?
    Even if everything about your web presence looks presentable, it can be difficult to regularly put out the kind of content that builds a strong connection with prospective clients. Because ultimately that’s what an online presence needs to do: show visitors who you are, what your firm stands for, and give them a sense of what it would be like to work with you. The more honest you can be with the stories you share, the more trust you build. And over time, that leads to a healthy business. Consider including stories or testimonials about how you have helped other clients improve their businesses.

Surviving and Thriving in 2020

Regardless of your firm’s unique situation, there’s never been a better time to build up your online presence. If you’re facing a slow few months, a strong online presence will help you gain business.

If times are busy, a strong online presence helps you serve your customers better. With the right mindset, a little patience, and an effective strategy, you can develop an online presence that supports your business through the highs and lows of COVID-19.

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