In recent years, several marketing trends have impacted the accounting industry in the UK. The rise of digital technology, the increasing focus on the client experience, and the changing demographics of the workforce have all contributed to these shifts. This article highlights the key accountancy marketing trends you need to consider within your accountancy firm.
Digital marketing in accountancy
One major trend that has affected UK accountants is the move toward digital marketing. Digital marketing has become increasingly important as more clients turn to online sources for information and services. With the rise of social media, search engine optimisation, Google Adwords, and other online channels, many firms have recognised the importance of creating a robust digital presence. Your firm needs a user-friendly and optimised website for search engines to achieve an excellent online presence. Ideally, it would help if you also had social media profiles, including regular posts encouraging people to engage with the firm’s social presence.
Client experience
Another trend affecting UK accountants is the increasing focus on client experience. In an age where clients have more choices, firms that provide a positive experience are more likely to retain and attract new clients. This means that you need to focus not only on delivering high-quality services but also on providing excellent client service. This includes promptly responding to enquiries and providing personalised advice and support. One way to get feedback on the client’s experience of your firm is to carry out a client survey. For information about client surveys, read our blog, ‘Client surveys – why do them?’.
Diversity and inclusivity
A third trend is the changing demographics of the workforce. As more young people enter the accountancy marketplace, a growing demand exists for firms to embrace diversity and inclusivity. This means you need to create marketing strategies that appeal to a diverse range of clients and employees. This could include developing marketing campaigns that showcase the firm’s commitment to diversity, creating job adverts that appeal to a wide range of candidates, and promoting a culture of inclusivity.
Data-driven marketing
In addition to these trends, several other factors are shaping the marketing landscape for UK accountants. One is the increasing importance of data-driven marketing, which enables accounting firms to gain insights into their clients’ behaviour and preferences. Information captured about your clients and prospective clients can be used to create more targeted and effective marketing campaigns and optimise your client’s experience.
Content marketing
Another factor is the growing importance of content marketing. Creating high-quality, informative content lets you position your firm as an expert and build trust with your clients. This could include creating blog posts, videos, and other types of content that provide valuable information on accounting-related topics.
Overall, the marketing trends affecting UK accountants are diverse and complex. By staying abreast of the latest marketing trends and technologies, UK accountants can provide their clients with the best possible service and experience. By embracing digital marketing, focusing on the client experience, and promoting diversity and inclusivity, firms can position themselves for success in an increasingly competitive landscape.
