Certified public accountants help businesses thrive. They have a lot of responsibilities, including financial planning, forensic accounting, income tax, and internal auditing. But on top of all that, CPAs also need to worry about finding new clients to work with on a regular basis.
While many CPAs would feel comfortable enough once they are speaking with a qualified prospect, you need to get a continuous stream of prospects in order to thrive and stay ahead of the competition. That’s where lead generation comes in.
The most skilled CPAs can get a lot of clients by using lead generation strategies that are right for them. Here we’re going to talk about how to generate more leads for certified public accountants.
How to Generate Leads for Certified Public Accountants
Generating leads for your accounting firm isn’t that difficult as long as you have a solid strategy. We recommend combining “old school” methods with “new school” lead generation strategies.
In the age of social media, there are a lot of platforms that can help you generate leads online. But don’t underestimate the value of traditional networking. This is something you need to do continuously even when you’re busy promoting yourself online.
Networking is a significant part of being a CPA. The more connections you have, the easier it is to get introductions and referrals. So before we dive into the different social platforms you can use for lead generation, let’s talk about how to use networking to increase your leads.
If you have a lot of connections to pull from, you can get a lot of referrals and generate leads this way. You can ask your existing clients to introduce you to people they know. But if you don’t have a lot of connections to begin with, you can ask the people around you: your friends, family members, colleagues, and even your former classmates. Get referrals from your social circles.
These are the people who already know and trust you, so they won’t hesitate to support your accounting firm.
Your referral system doesn’t have to be flashy. You can simply ask people to give you referrals if they know someone who can use your services.
Referrals are highly valuable because they are a form of word of mouth marketing. Even in this digital age, it’s still one of the best tools in your arsenal. People are more likely to believe you’re a competent CPA if they hear it from their friends rather than from you.
Referral Partners for Certified Public Accountants
A referral partner is someone who recommends a company in exchange for something valuable. You can reimburse this business associate whenever a referral leads to a sale. In return, you can also give them referrals when you come across someone who doesn’t necessarily fit your target market.
As a CPA, you can get referral partners from financial advisors, tax advisors, business coaches, and other entrepreneurs. As long as they are not your direct competition, and they have a sizable client base, you can ask them to become your referral partner.
Facebook Ads & Organic Leads
Now let’s talk about using social media platforms to promote your accounting firm and generate leads.
If you want to get organic leads from Facebook, you need to remember that it’s all about content. Facebook supports many different types of content: pictures, videos, and even text-based content can do reasonably well here.
You can also use paid ads to complement your organic lead generation efforts. You can set up Facebook ads depending on the objective you want to accomplish. Facebook ads are also available in different formats including photos, videos, slideshows, carousel, canvas, lead ads, dynamic ads, and link ads.
Whether you’re going the organic route, using paid ads, or using a combination of both, Facebook is a great source of leads, thanks to its large user base of nearly 3 billion people.
Instagram Ads & Organic Leads
Different social platforms require different strategies. If you’re generating leads on Instagram, it’s all about visual content and aesthetics. Use high quality images to promote your brand and show how you’re different from other CPAs.
With paid ads, you can turn your Instagram posts into stunning advertisements that will attract more profile visitors and followers. Instagram ads let you target people based on qualities like interests, gender, and age group.
Either way, Instagram is an amazing tool for lead generation if you are a CPA because it has over 1 billion users around the world. It has entrepreneurs, influencers, and other professionals that you will want to work with.
TikTok Ads & Organic Leads
As a CPA, perhaps you haven’t even considered the possibility of using TikTok for lead generation. We know it’s full of silly videos, lip syncs, skits, and dance challenges, but a lot of internet-savvy marketers are also using it to post educational content. If you can post creative content that is both educational and entertaining, you can attract a large audience on TikTok.
Like Instagram, TikTok now has over 1 billion users, and it’s not going anywhere any time soon. So use it to your advantage and make the most out of this massive platform.
It doesn’t have much in terms of paid advertising right now, but it does offer things like native in-feed ads, brand ads, and hashtag challenge ads. Still, TikTok is mostly used for organic lead generation right now.
YouTube Ads & Organic Leads
Since we’re on the topic of video marketing, we might as well talk about the biggest video sharing platform out there: YouTube. YouTube has over 2 billion users, and every day over 4 billion videos are being viewed.
If you can optimize your content using SEO, your videos can reach a large audience, which will naturally become a source of leads for your accounting firm. SEO, or search engine optimization, is all about optimizing content to get a higher ranking in search results.
YouTube itself is effectively a search engine—the second largest search engine in the world, second only to Google. So use relevant keywords in your video’s title, description, and tags to make sure more people can find your content when they search for it online.
That’s the organic approach. If you want a paid ad campaign, YouTube ads can turn your videos into ads to maximize their visibility and engagement. YouTube ads are known for bringing massive results.
Google Ads & Organic Leads
Now for the biggest search engine—and the most visited website—in the world: here we have Google.
Google has over 4 billion users. You should definitely try to promote your accounting firm using this search engine. This way, you can cast the widest net and start generating leads. Don’t forget to use SEO.
SEO is more of a long term strategy. It wouldn’t bring you results right away, but it can drive tons of traffic to your website or social media if you continue to optimize your content. That’s how you get a higher ranking in search results. If people search for those keywords, your website will be one of the first to pop up, and that will drive more clicks.
In the meantime, you can promote yourself as a CPA using Google Adwords. With Google Ads, you can reach the right people with the right offer. This is a pay-per-click ad platform that lets you display your ads on Google’s search results page.
The amount you pay for depends on the keywords you want to target. Of course, popular keywords will cost more. However, you only have to pay when a visitor clicks on your ad. It works a lot like an auction where you bid for keywords, but you don’t have to be the highest bidder in order to win.
LinkedIn Ads & Organic Leads
Compared to other social networks, LinkedIn probably has the best user base for CPAs that want to generate leads. That’s because LinkedIn is a professional social network—it’s like a giant networking event that’s being attended by everyone. It has professionals, CEOs, business owners, managers, marketers, recruiters, job seekers, and decision makers from every industry.
LinkedIn is the best place to find leads if you are a certified public accountant. LinkedIn only has 756 million users, but it boasts the highest conversion rate out of all of them. That’s because professionals are more likely to convert if you present them with something valuable—in this case, your services as a CPA.
To promote yourself on LinkedIn, make sure you optimize your profile and publish valuable content so you can show that you are an industry leader. It will also allow you to demonstrate how you can help your clients.
The best part is that LinkedIn outreach can be automated. But before we get into that, let’s talk a bit about LinkedIn ads.
LinkedIn has a great advertising platform. Setting up a LinkedIn ad is simple. You create a Campaign Manager account, select your objective (whether it’s clicks or impressions), set your targeting criteria, choose an ad format, set your budget and schedule, and then launch your campaign. You can then measure its performance using analytics.
LinkedIn Automation for Outreach
LinkedIn has great potential when it comes to lead generation, but the biggest problem is that it can be time-consuming. If you’ve ever tried manual prospecting, you will know what we’re talking about. Reaching out to every single prospect and sending them a connection request hoping they will reply takes a very long time. Instead you could be doing anything else: running your business, converting your leads, and working with your clients.
Stop manually prospecting and start focusing on profit-generating tasks. That’s what automation allows you to do.
With the right LinkedIn automation tool, you don’t have to spend hours spraying and praying on LinkedIn. You can generate leads on autopilot. That’s why you need to get Kennected.
Why Kennected is the Ultimate Blue Ocean Fishing Tool for Prospecting & Generating Leads
Although LinkedIn automation is convenient, you have to do it right or else your account can get in trouble. You don’t want to end up in LinkedIn Jail: which is just another term for getting your account restricted or suspended because you violated LinkedIn’s User Agreement.
The key to LinkedIn automation is to make sure you’re not spamming other users. Kennected only automates tasks that are mundane and repetitive. Although it sends your messages automatically, it doesn’t send them in bulk so it’s like you are sending them yourself.
Do not spam other users with unsolicited messages. Kennected even limits the number of messages sent per day so that you don’t look like a spammer. This is why Kennected is the safest way to automate your outreach.
With Kennected, you can generate a stream of connections, meetings, leads, and appointments—all on autopilot. Once a user connects with you, you automatically get their phone number, email address, and other information that are available publicly—right in your Kennected dashboard. So whether they convert into a client right away or just connect with you, you win. That’s the power of Kennected.
Personalizing your messages is another important aspect of LinkedIn automation. If you keep sending that same old copy-pasted message, people are just going to ignore you or report you as spam. Kennected sends personalized messages and follow-ups so you have a greater chance of getting a response.
Once they reply, Kennected alerts you so you can jump into the conversation and start building that relationship. Book a demo with Kennected today to learn more about generating leads using LinkedIn automation.