Using a Blog to Improve Your Marketing Efforts

Online Strategies for CPAs & Professional Service Providers

In May 2015, I completed the initial marketing plan for my CPA practice, Wright Accounting & Consulting, L.L.C. (WAC).  This marked my first attempt at combining industry knowledge with realistic expectations for the purpose of documenting a formal plan.  While the result was far from perfect, the process undoubtedly helped me to align strategic initiatives with short-term and intermediate-term growth objectives.  Perhaps more important, preparing a marketing plan highlighted a glaring weakness in my overall approach, and it forced me to identify deliberate actions for improving my online presence.

Blog Power - Embrace Possibilities for Marketing Plans

After fifteen (15) months of implementation, study, and experimentation, I have identified my company blog as the backbone of my online marketing strategy.  My blog is a versatile resource that is improving my ability to accomplish the following:

  • Knowledge Management,
  • Brand Promotion & Reach,
  • Thought Leadership Development,
  • Search Engine Optimization (SEO) Advances, &
  • Audience Engagement

Social Media Icons

As evidenced from the image above, the company blog should be the centerpiece of a professional service provider’s online marketing strategy.  Again, the versatility of this tool provides an opportunity to efficiently transfer, share, promote, and distribute content to your audience across a number of channels.  In addition, a blog serves as a storage facility (of sorts) where valuable knowledge is “warehoused”, and it is an asset that you own (the same cannot be said for your social media accounts).

Below is a checklist of functions that can be performed to achieve the objectives previously mentioned:

  • Post social media “updates” with links to blog posts,
  • Include blog posts as part of the company website,
  • E-mail blog post links to clients requiring assistance with technical issues,
  • E-mail notifications for new posts to blog subscribers,
  • E-mail custom-built content to target audience of recipients,
  • Enable “comment” section below individual posts (allowing audience to respond/inquire about specific content of a post),
  • Facilitate two-way communication between firm and audience via the “comment” section below individual posts,
  • Access audience engagement with posts via the use of “analytical” tools built into application,
  • Discover popular strategies, methodologies, and techniques that audience enjoys (through use of analytics mentioned previously), and
  • Identify online resources frequently driving traffic to blog posts (again, through use of analytics).

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