Thinking about a social media strategy for yourself or your firm? Are you wondering how (or if) Facebook should be part of your marketing strategy? In this post, I want to cover the basic principles of Facebook marketing, and pose questions on whether it's a good fit for your firm or not.
How to determine if Facebook is a good fit:Assuming you have your CPA Firm website or accounting website setup with best practices in place, Facebook can be an effective place to reach your target market (view FB demographics here). While we personally recommend a *paid* marketing approach (both in the paid promotion of "posts" as well as standard ad buys), the first question you have to ask is "Is my market here". Now with billions of users, it's safe to assume some portion of your market is on Facebook. But, unlike a google search, people don't go to Facebook looking for a solution to a problem or info on how to solve a problem. They want to be entertained, educated, and connect with each other. Therefore your content isn't only about your service, but also around valuable content you created. This does not mean a mass quantity of content to get started. You can have a website plus a few great articles, because if you're going to try Facebook, the goal is to run a well-measured test.
Facebook Part 1: Your Company PageThe first I recommend setting up is a Facebook company page for your firm. Even if you're a CPA or accountant that isn't sure you want to pursue Facebook marketing, I still recommend setting up a page for a few reasons.
- It gives you a backlink to your website (good for SEO and organic search)
- You can claim your Facebook URL
- If you decide to revisit Facebook marketing in the future, your foundation is already
Posting Content on FacebookAs an accountant or CPA firm, creating content can be challenging unless you have a robust system in place. Even if you don't, the question remains... what should we post to Facebook, and when, and how often? Here are some best practices around posting:
- Always include a picture in your post
- Post at least once a day or at least 3 times a week (assuming you've found this to be an effective marketing channel)
- Mix content between video (either youtube or "native" Facebook video, image only, and a content piece)