It's undeniable that Facebook is a necessary and important part of any digital marketing campaign. With over 2.3 billion users from countries the world over, the potential reach that Facebook gives businesses is irresistible. But there are certain things your firm can do with your Facebook page that will earn the trust of your fans and that will increase visibility and engagement among them.
First, make sure your accounting or financial firm has a business page instead of a personal profile. There are quite a few differences between the two types of pages that will either help or hurt your firm's reputation.
Also, when creating your page, be sure to fill out all the important information about your business, like address, hours, and contact info. Consider what keywords you should be trying to rank for and include them in your business' bio. It's likely that you'll want to rank for "accountant", "financial firm", "accounting firm", and "(your city or local area)".
The Basic Best Practices of Facebook
1) Post regularly
You should be active on your page. If you aren't posting at least once a week, visitors to your page may think you are not actively maintaining a social presence. While many of your posts may not end up in the feeds of your followers, many prospective customers and clients review a business' Facebook page before making a purchasing decision.
In addition to regular posting, it's also important to engage with visitors who post to your page. Answer their questions, address their complaints, and use this as another way to show who you are as a business (see more below).
2) Post good stuff
Quality counts, and if your financial firm isn't posting content that people like to its Facebook page, they aren't going to be your fans for very long. The old days of outbound marketing (in your face, look-at-me ads, telemarketing, etc.) are long gone. Inbound marketing is about improving the lives of your potential clients so that they become your actual clients.
High-quality content comes in many forms. For accounting and financial firms, it might be an article that explains new tax laws or policies in your state, or a helpful how-to guide on a business accounting software, or maybe a funny picture that shows how frustrating accounting and finances can be. No matter what you post, keep your audience in mind. You should be posting for your fans, not just for yourself.
3) Interact with followers (and non-followers)
Business pages can't like other business pages, or follow personal profiles, but they can comment, and should do so. The site is called Facebook for a reason. Put a face on your books, or rather, your business. Give it personality!
For example, you could feature one of your firm's financial experts or accountants and give a little personal information about them. Celebrate the promotions your employees receive, important events that are happening to them, and holidays. This will help your followers see that your firm is approachable.
Also, you can use your page to interact with other local businesses and with clients! Tag them in a status or a photo and they're sure to appreciate a little free promotion to your followers. This will also show that you're invested in your community.
Now that hashtags are live on Facebook, you can use them to your advantage, look for people you can help, and then HELP THEM. Doing so will earn you their gratitude and maybe later their patronage.
4) Provide ample opportunity for your fans to interact with you.
Facebook is a great tool because it allows you direct access to the people you serve, your audience. If you ever need inspiration for a blog post, simply ask a question or set up a Facebook poll. What is the most common question you have about accounting, finances, or money management? is a question that is sure to get you a lot of examples, which you can then answer or turn into another piece of high-quality content.