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Facebook Ads For Accountants and Bookkeepers – How To Get Started

Facebook Ads For Accountants and Bookkeepers – How To Get Started

Need More Clients For Your Accountancy Practice?

Can you say for sure that you’ll never need to find new clients for your accountancy or bookkeeping practice?  If so, click away now!

You’re well aware that clients come and go for various reasons,  so it’s important to keep your funnel, pipeline, or whatever you prefer to call it, topped up with new prospects.

Are you taking advantage of the largest available online pool of clients?  It’s called Facebook.

Facebook has over 2 billion monthly users worldwide –  and is used at least once per day by around 44% of the UK population

Statistically speaking then, it’s safe to assume that a good percentage of your potential clients use Facebook on a regular basis.  Your job is to get your message in front of them – and nowadays, that can be somewhat of a challenge.

That Algorithm Stuff…

The answer isn’t to post a stream of “buy my stuff” updates, but I’m sure you knew that.

At the start of 2018, Facebook made a major change to its newsfeed algorithm – that complicated bit of tech wrangling that controls what individual users see in their newsfeed.   It’s impossible for facebook to show each user every single update from their friends, groups they’ve joined and business pages they’ve liked. 

There’s simply too much content on Facebook now – it has to be controlled, and Facebook chooses what we see based on our interactions, what we’ve liked, shared and engaged with.  Mark Zuckerberg has said repeatedly that Facebook is all about friends, family, and the “user experience” –  meaning that business updates are way down the priority list.

Posts that get little engagement are downgraded – and “buy my stuff” posts nearly always get little engagement, so you get the picture.     Facebook users aren’t on the platform to be sold to, they’re there primarily to interact with friends and family.   Once you understand this,  marketing effectively on Facebook becomes easier.

Your Facebook Page

I mentioned above that posts from business pages have a low priority in the newsfeed.  That doesn’t  mean you should abandon your page and start using your profile to promote the business (contravening Facebook’s terms and conditions).  It’s important to post regularly on your page –  at least 3-5 times per week, although the ideal frequency varies –  do whatever works best for your business.  Try Likealyzer –  it’s a useful tool to check your page performance.

Share a mix of updates –  useful hints and tips, your blog posts (you do have a blog, don’t you?), industry news,  videos and images.   No more than 20-30% should be directly promotional.

If you post nothing for weeks on end, it doesn’t look good when a potential client lands on your page –   they’ll probably click away immediately.  And Google does index Facebook Pages, so an active page is more likely to show up when someone searches your business name (try it – logged out of Google – does your page appear?)

A Smarter Facebook Ads Strategy

It’s unlikely most of your potential clients will discover you on Facebook without a bit of prompting.  You can do plenty to maximise your organic reach by joining a few groups where those prospects are likely to hang out, joining in discussions, answering questions and showcasing your expertise (NOT by promoting your services, except when it’s permitted, or when someone asks you for details).  Facebook groups have certainly been a valuable source of business for me over the past few years –  I put a lot of time and effort into my group activity and this gets me results.

But let’s cut to the chase.   To get in front of more of your ideal prospects on Facebook, you need to run ads.  Facebook Ads, while not as simple and cheap as they were a few years ago, are still the most cost-effective form on online advertising, and the targeting options are mind-blowing.

Having said that, it’s by no means simply a matter of throwing an ad up and expecting clients to fall over themselves in the rush to work with you.  You need a strategy and an understanding of Facebook users’ behaviour.   We’ve previously mentioned that Facebook is all about friends, family and the user experience.  What that means is that people are on Facebook to relax, interact and have fun. They don’t want to see a stream of blatantly promotional posts from businesses.   They’re not actively looking for your services –  this is in contrast to Google Ads, where you’d place an ad based on the search terms someone would use when they knew they needed an accountant –  they’d be in buying mode at that stage.

Facebook Ads are a longer game – you need to raise awareness and build trust through your ads – direct sales are difficult, especially for B2B / service businesses.  In fact the process is similar to business networking.  I’ve met many accountants at the networking groups I go to; networking often works very well for them if they attend consistently and regularly (consistent and regular are the keywords!).  That’s fine if you only want to work with local people.  Nowadays though, with the advent of cloud accounting, you aren’t limited by location, your clients can be anywhere in the country or even in the world.   Let’s look at a few ideas for finding them.

Start With A Video

A video is usually a good starting point when targeting a cold audience (people who’ve never come across you).  Create a short, eye-catching video (no more than 60 seconds)  with one core message that focuses on a particular benefit to a potential client.  Think about the questions that come up most frequently –  what are your clients’ pain points,  how would they feel if you could solve that one thing that keeps them awake at night?  Remember, emotion is the primary trigger that drives us to buy.  
Here’s a whiteboard animation video I created recently for a management accountancy practice. 

Solving those pain points will most likely be along the lines of:  freeing up time so they can concentrate on their work, not doing the books; taking away the untidy pile of paperwork and receipts cluttering their desk or van; removing the stress of navigating the HMRC website on 30th January.  Get the idea?  You are offering them better sleep, less worry and stress, and giving them back precious time to spend with family.  All of these are powerful emotions and when your message resonates with someone, they’ll be far more likely to pick up the phone.

Watching a video requires no commitment from the viewer –  they may well visit your website after watching, but equally (more likely) they may not.  All you need at this stage is for the video to impinge on their consciousness…

and bear this in mind…

a webpage with video is 53% more likely to appear on page 1 of Google

Set Up Your Ad Campaign.

Once you have your video, go into Facebook Ads manager and create a campaign with the Video Views objective.   At the ad set level, choose your targeting –  either local or national, perhaps with a couple of keywords such as “small business owners” and / or “self-employed”,  or other keywords appropriate to the clients you want to work with.

 

Save the audience so you can re-use it in future ad campaigns.  Choose your budget (I usually recommend starting with £5 per day) and select the placements (where you want your ad to appear).

Click “Publish” –  this will take you to the ad level where you will upload your video, write the copy for your ad,  add the URL of the web page you want to send viewers to, and select a Call to Action button (“Learn More” is often a good choice).

You can preview the ad by scrolling through the various placements – when you’re happy with everything, click “Confirm” to start the review process.  This can take anything from a few minutes to several hours – once your ad is approved, you’ll get a Facebook notification (and probably an email, depending on your settings) and the ad will start to run.  Keep an eye on its performance in your Ads Manager dashboard – bear in mind you should leave a campaign for at least 48 hours to “settle” – don’t be tempted to tweak anything during this time.

Here’s a fun animated video I recently created for a bookkeeper. 

Don’t want to do video?  Instead, direct traffic to your latest blog post, making sure it closes with a strong call to action –  and create an audience of people who visit the blog. (see following section)

Further Ad Tactics.

Like I said before, Facebook Ads are a long game –  there are no quick fixes.  Once you’ve raised awareness of yourself / your business, start asking for a small commitment.  Again, this involves some preparatory work, but even if you never run an ad again, doing this now will give you a valuable marketing asset.

Create a lead magnet –  a free, valuable piece that people can download from your website in exchange for their email address.  I know, GDPR…  however, my understanding is that as long as you make it completely clear that by giving you their email, they will be added to a mailing list but are able to unsubscribe at any time – AND you include a link to your GDPR-compliant privacy policy  at the point of subscription – you are within the regulation.   NB please take advice from a laywer if necessary.

Your lead magnet could be a guide, checklist, cheat sheet, video series – almost anything, as long as it’s quick and easy to consume (just a few pages is ideal) and offers genuine value to a prospective client. 

Once you have this organised, you’ll need a landing page on your website with an optin form, to “sell” your lead magnet (making it clear why someone should bother to download).    You can then use this as the basis of a new Facebook Ad campaign, sending traffic to the landing page and gaining new email subscribers (and website visitors for your custom audience) and boosting awareness further.  The audience for this campaign could either be people who watched your video (if there were a good number) or a new audience with different interests / demographics to your first one.

Ready To Get Started?

Are you inspired to get Facebook Ads working for your business?  Most accounting services have a major digital component these days,  so it makes sense that your digital marketing and advertising should keep pace.  Done properly, Facebook Ads are an efficient, cost-effective route to gaining new clients and keeping engaged with current clients.

Already tried ads?  Let me know in the comments how they’ve worked for you!

Need help?  I have several solutions:

In-depth video tutorial (1 hr 20 mins) – Facebook Ads For Beginners

Pixel Installation – Free Cheat Sheet

Pixel and Custom Audience Setup – install pixel and set up 3 essential custom audiences (message me for setup)

One-to-one training (in-person or via Zoom)

Done-for-you campaign setup and management

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Copyright © 2019 Naomi Jane Johnson t/a Purrfectly Social
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Secrets Of Persuasive Copywriting: 4 Myths That Will Keep Your Copy Bland And Boring

Secrets Of Persuasive Copywriting: 4 Myths That Will Keep Your Copy Bland And Boring

Is Poor Copywriting Damaging Your Business?

You’re stuck. You’re not seeing the leads you want for your business. You’re offering quality products and great services but only a few people are buying from you.

You might be tempted to believe that the problem is your “tribe” isn’t big enough or that your website isn’t performing optimally. For many small business owners and solopreneurs, these problems are often the result of poor copywriting, whether that’s for a website, brochures or other printed material, and ads (offline or online).
It’s also vitally important for video scripts, particularly 
short promotional videos with a voiceover, where you have 60 seconds or less to grab the viewer’s attention. 150 words is all you need for 60 seconds of audio – just a few short paragraphs.

The good news is that persuasive copywriting is an essential skill that can be learned. But first, understand that certain things you’ve heard or read about copywriting are actually myths that could be harming your business!

SCROLL DOWN TO GET YOUR FREE WEBSITE COPY CHECKLIST!

Myth #1: Copywriting is all about selling.

Some small business owners believe that copywriting is the equivalent of going to a cocktail party and screaming “Buy my stuff!” to every person you meet. This couldn’t be further from the truth. Copywriting is about so much more than selling your product,service or program.

Copywriting is about serving your audience. You can use persuasive copy to address your customers’ concerns, help them make smart buying decisions, and offer solutions to their needs.

Myth #2: Copywriting is all about action.

Many small business owners and solopreneurs think that every piece of content they create must have a call to action (I used to think so myself!), but that’s not true. Most of the time, you’ll be creating content to increase your customers’ awareness of your business. This is often known as the “like, know, trust” factor.

The ‘like, know, trust’ factor is about guiding your potential customers through the buying stages. In the first stage, known as like, you’ll share content that makes your brand likeable. In the second stage, you’ll give potential customers content that informs them. The third and final stage is known as trust. It’s the point where your customers will decide whether they should purchase your product or service.

Myth #3: Copywriting is all about you and your business.

Copywriting isn’t focused solely on you or even your customer. The best copywriting strikes a balance between “about you” and “about your reader”.

You want your copy to show your understanding of,  and empathy with, your ideal clients’ situation. Your copy should highlight the benefits of working with you, the fact that you understand the client’s problems, and why your brand is the no-brainer choice.

SCROLL DOWN TO GET YOUR FREE WEBSITE COPY CHECKLIST!

Myth #4: Copywriting is all about making your brand look perfect.

Persuasive copywriting isn’t about positioning your brand as perfect. It’s about connecting with your reader on both an intellectual and emotional level. Your potential customers want to know about your expertise, but they also need to know that you understand them. One simple way to do this is to share stories about your brand. Don’t be afraid to include stories about your business’s failures.

And never make the mistake of thinking that your copywriting is set in stone. Even expert copywriters create several drafts before they find a version that truly connects with their readers. The important thing is to keep testing your copy until you find what works best for your business.

SCROLL DOWN TO GET YOUR FREE WEBSITE COPY CHECKLIST!

Need help?

I love helping businesses to get the best from their online marketing. I’m also rather good at writing scripts for promotional videos! Please contact me if you need further advice.

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Copyright © 2019 Naomi Jane Johnson t/a Purrfectly Social
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Video Marketing Doesn’t Work

Video Marketing Doesn’t Work

Video Marketing Doesn’t Work

You run a business and you’ve heard that video is essential these days if you want to be noticed online.   You’ve tried creating a few short videos to promote your products or services, you’ve put them on your website and shared them on Facebook.  What happened? Nobody got in touch, let alone bought from you.

So that means video marketing isn’t worthwhile?

Well, not exactly.  Video marketing is the same as any other type of marketing.  It works when you have a plan and a strategy – and crucially, when you join up all the different strands of your marketing.

 

Emotion and Attention

It works when the content of your videos appeals to the emotions of your viewer  – emotion is the primary buying trigger, whether you want to admit it or not.  We buy emotionally, and justify the decision logically –  our brains are wired that way.

It works when you TELL people what to do when they’ve watched the video –  a call to action is vital.

It works when you grab people’s attention in the first 5 seconds of your video.  The average online attention span is less than 8 seconds.  So make sure there’s an eye-catching visual right at the start.

It works when you share your videos across your website and all your social media platforms, with accompanying text that gives people a reason to view.

Video marketing works when you integrate it into every other aspect of your marketing strategy on a REGULAR basis.   One video every 6 months isn’t going to make an impact. You need to be sharing videos at least weekly, preferably more often.

What Sort of Videos Should I Create?

Right, we’ve cleared up any confusion as to whether video marketing works –  let’s take a look at the types of video you SHOULD be creating for your business.

Note that you don’t have to get in front of a camera yourself, although it’s very important that your potential clients should get to see you in person at least on occasion.  I completely understand that being live on camera is way out of many people’s comfort zone – mine too! The good news is that any of these marketing videos can be created using other formats such as animation, styled slideshows, or even a combination of “talking head” and the others.

  • Educate viewers about your products or services. Tell them about the features and/or benefits of using your products/services. Let them know what it is you’ll receive when you make the purchase.
  • Do product reviews. Take one of your products or services that would interest your market and do an in-depth review of its features, benefits, pros, and cons.
  • Grow your potential customer list.
    Create a video that encourages prospects to give you their name and email by offering them something such as a report, an e-book, a newsletter, a tutorial video, a webinar, etc. Determine what it is your prospects would find useful and design a giveaway around it.
  • Telling a story is a great way to get people to relate to you. Weave in lessons that your viewers can take away. Try talking about a past event that shaped who you’ve become, or how you run your business today.
  • Debunking myths in your industry and offering real examples to show why they are myths is a popular video topic. You’ll educate your viewers and give them the facts.
  • Take your viewers out of the office in to your natural surroundings and behind the scenes. Introduce your family if it’s appropriate.
    Show your viewers what’s meaningful to you.
    You could tie in some business secrets such as how and why you set up your own business. Take a little time to work out the best behind the scenes content to share.
  • Ask questions and provide the answers. Ask your viewers if they have any questions and then include them with the answers in your next video. These are great ways to start a conversation and launch a discussion.
  • Discuss different case studies and the results of these case studies. Show a case study of a customer who followed your directions, used your product, or used your service – and the outcome.
    Or share testimonials from some of your happy customers.

These eight ideas are a great way to get creative with your marketing videos – let’s take a look at how to get started…

Video Creation Tools

There are now scores of apps and software packages that allow you to create eye-catching videos –  at a wide range of prices!  Here are a few I’ve used or investigated:

Whiteboard animation:  Explaindio, Videoscribe, Easy Sketch Pro, Powtoon, Doodly  
For whiteboard animations that I create regularly for clients, my go-to software is the generally recognised industry standard, Videoscribe. Nothing else produces truly realistic drawing effects.  

General Animation: Animaker, Biteable, Moovly
I regularly use Biteable to create my “budget” animations – it’s very cost-effective and produces great results.

Slideshow: Adobe Spark, Animoto, Magisto, Promo, Ripl (iOS, Android)
Adobe Spark is my personal favourite – even the free option is good and very easy to use.

Video From Blog Post:  Lumen5 is an innovative web-based tool that enables you to input the URL of a blog post and create a video using text and images.

Don’t forget that you can create videos in Powerpoint, Keynote or even Google Slides.  All of these allow you to add animations, and export to video format.  Many of my videos are done with Powerpoint – and I also have a pack of DIY Powerpoint templates that anyone can use to create fabulous promotional videos.

I’ve only scratched the surface with these – more are appearing all the time so it’s worth keeping an eye open.

I love helping businesses to get the best from their online marketing. Please contact me if you need further advice on creating videos.  Not happy doing it yourself?  Check out my done-for-you video packages here.

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Copyright © 2019 Naomi Jane Johnson t/a Purrfectly Social
Privacy Notice :: Terms :: Disclaimer