A lot can change in a few years. Maybe your company rolled out new products. Maybe it shifted its focus on particular services — or finds itself serving different customers. No matter what’s changed, your marketing strategy needs to evolve accordingly. An important part of that evolution may be updating your buyer personas.
The knowledge of yourself will preserve you from vanity. - Miguel de Cervantes
I'll be the first to admit it: I'm as guilty as anyone on focusing on digital metrics that paint a pretty picture, instead of those that provide real, actionable knowledge.
It's an easy habit to fall into, especially when the knowledge to be gained may not necessarily be something your boss wants to hear.
But here's the good news: as digital marketers, we have access to a wealth of data about how prospects and customers are interacting with our digital spaces. If you can get bad data, you can get good data, too.
Until recently, advertising was a weird taboo for inbound marketers.
As a sensible alternative to the annoying tactics of traditional "outbound" marketing, Inbound veered away from most forms of advertising along with cold calls, purchased email lists and all the other tired methods marketers had clung to for years.
But as it turns out, when we declared the death of the “old way of doing things,” we ended up throwing a few babies out with the bathwater.
Ads didn’t need to be banished outright, they just needed to get a little smarter.
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)".