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Online advertising for accountants
Am I allowed to advertise online as a chartered accountant?
Am I allowed to advertise online as a chartered accountant? Advertising for accountants is a complex subject, subject to strict ethical rules. To clarify this issue, we analyzed the regulatory framework in detail. Rather than forcing you to read legal texts, we have condensed the essentials into a concise article, answering all your questions. So can a chartered accountant advertise?
We're spoiling you: the answer is YES! By respecting certain conditions!
In this article, let's take an in-depth look at how to advertise a chartered accountant online in 2024:
2 ways to advertise a chartered accountant online
There are two effective ways to advertise online as a chartered accountant. The first is to use the paid referencing (SEA). By investing in sponsored ads on search engines like Google, you can quickly increase your visibility and attract potential customers looking for specific notary services, such as drafting deeds, managing estates, or real estate transactions.
The second method consists in exploiting the social networks. By creating engaging and informative content on platforms like LinkedIn, Facebook, and Instagram, you can build a solid online presence and engage directly with your audience, strengthening your reputation and building customer loyalty. Sharing advice on current topics such as authentic instruments, asset management, or legal news allows you to establish your expertise and attract new customers.
Respect ethical rules!
As a chartered accountant, it is essential to respect ethical rules when it comes to advertising. All communication should be restrained, informative and not too pronounced commercial in nature. Comparative advertising is strictly forbidden, and you should always give priority to clear and factual information for the public. Under no circumstances should advertising damage the image of the notary profession.
In conclusion, yes, a chartered accountant can advertise online, as long as they do so in compliance with notarial rules and ethics. Use modern tools while maintaining the integrity and rigour specific to your business. (Just don't be silly!)
What you can't do:
- Comparison with other firms: Any advertising containing comparative elements (e.g. “first accounting network”) is prohibited.
- Misleading advertising: Advertising should not contain inaccuracies or mislead the public.
- Excessive or ostentatious advertising: Advertising should remain discreet and restrained. Actions that are too visible or excessive, such as very large billboards or aggressive promotions, may be sanctioned.
- Mention of unrecognized certifications: It is forbidden to say that the firm is certified in a way that could be misleading, unless this certification is officially recognized.
- Attacks on colleagues: Any advertising or communication harmful to a colleague is prohibited, in accordance with the duty of fellowship.
What you can do:
- Discreet advertising: They can advertise, but it must be discreet, decent, and not compromise the dignity of the profession.
- Plaques and signs: Displaying wall plaques with the name of the firm and partners is allowed, provided that the distinction between members of the Order and non-members is respected.
- Online presence: Creating and managing accounts on social networks (Twitter, LinkedIn, etc.) is allowed, as long as it respects ethical rules.
- Magazine advertising: They may post ads in magazines or other written media, as long as the content is consistent with the principles of the profession.
- Canvassing: Since 2014, direct canvassing with prospects has been authorized under certain conditions, as long as it does not harm the image of the profession and respects the principles of fellowship.
Advertising on SEA search engines
Google Ads is the main tool for creating campaigns SEA and buy keywords. Although Bing Ads and Yahoo! Gemini are alternatives, we will focus on Google Ads because it is the most used platform. Here are a few recommendations before you get started:
Online advertising: the budget
The operation of Google Ads relies on the cost per click (CPC). You only pay when someone clicks on your ad sponsored, which is beneficial because you only pay for real visitors. However, costs can quickly escalate, so it's essential to define your budget and to fix a ceiling upon Google Ads to avoid unpleasant surprises. Each keyword has a cost determined by a system ofauction. The keywords highly sought after and with a strong requisition Will be more onerous.
The objectives of your advertising for your notary office
What is the aim of your campaign? Increase the number of visitors on your site? Get more rendezvous ? Collect Contacts ? It is important to quantifying your goals in order to be able to adjust your strategy. The definition of your objectives will directly influence the implementation of your campaign.
Targeting the right audience and choosing the right keywords
The selection of keywords is based on several criteria. Use tools like Ubersuggest, SEMrush or AhRef to identify the keywords the most relevant:
- Your audience: What are the searches carried out by your target customers ? Adapt to their vocabulary. Avoid legal terms that are too complex. Use keywords that match your goals. If you want to get more rendezvous, choose keywords that generate high conversions.
- Search volume: One keyword with a low search volume is of little use. Opt for keywords with a significant search volume.
- The difficulty of the keywords: Some keywords Have a high difficulty. Competition is strong, making positioning more expensive.
- Your budget: Make a list of keywords according to your budget. You can choose between expensive keywords with high volume or multiple cheaper keywords with lower volumes.
Evaluate the results
Contrary to SEO Who takes time to show scores, the SEA offers results Immediate. Monitor the performance of your keywords and adjust your strategy accordingly. If a keyword doesn't work, remove it to avoid unnecessary expenses. If a keyword is performing well, increase your investment in it.
Tip: Don't bid on your own name - Avoid bidding on your own noun ! Customers looking for your name will easily find you without you having to pay for it.
Create custom pages for your ads
The SEA Generates trafficking on your site and increases your visibility, but it's not enough for convert your prospects. It doesn't matter how much you spend, if your site is not optimized or inviting, you risk losing all the interest in the campaign and the money unnecessarily.
Les Landing pages specific ones are highly effective. They do not serve as a general window, but present a specific offer and adapted to target audience through your ads. Imagine the frustration of a prospect clicking on an ad promising a free consultation, only to find themselves on a generic landing page. Where is the offer? Lost and disappointed, he leaves quickly.
Increase Conversion Chances
One Landing page well-designed guides the prospect directly to what they are looking for, thus increasing chances of conversion. Each offering And each countryside should have its own landing page. Why? Because every prospect has needs And expectations different. A dedicated page allows you to personalize the message, to clarify the offer and to simplify the conversion process. This is your space to answer precisely the questions of your prospects, to reassure them about the worthiness of what you offer and encourage them to take action.
Optimize and Test
Test different Landing pages for the same offer allows you to optimize your results. Vary the elements of design, the Calls to action, the titles, and analyze the performances. Which page generates the most conversions? What message resonates best with your audience? This process helps you fine-tune your strategies to maximize the effectiveness of your advertising campaigns.
Advertising for accountants on Instagram, Facebook, LinkedIn
Meta (ex-Facebook) is one of the most powerful advertising platforms on the market. It allows businesses to reach Billions of users around the world thanks to tools from precise targeting. Current trends show a strong preference for video formats, in particular the vertical videos And the Stories. These formats, optimized for mobile consumption, capture the attention of users and generate higher engagement rates.
Content creation - visuals or videos 🎥
Les creations play an important role in the success of your campaigns Meta Ads. It is imperative to create multiple versions of your commercials, to test them to determine what works best, and then to improve and iterate based on the results obtained.
What works best for accountants
Meta (Facebook and Instagram) Today, favor the vertical format. For our customers, videos presenting services by telling stories work particularly well. For those who don't dare to go behind the camera, we also make qualitative motion design videos. These formats captivate the audience and generate better engagement rates.
For what type of chartered accountant?
Chartered accountants who address a target of individuals Or of young businesses particularly benefit from campaigns Meta Ads.
What you need to remember is that the more your target is niche, the more difficult it will be to reach it with Meta Ads because, unlike Google Ads, you cannot position yourself on extremely specific keywords. The best way to find out if this would work for you is to test with a limited budget.
How to target a qualified audience
Special audience
You can choose to target a specific audience based on interests, the localization, theage, etc. This makes it possible to personalize your messages and to reach precisely the people who are most likely to benefit from your services.
Similar audience
If you already have a qualified audience, use Meta to touch a similar audience. This strategy allows you to broaden your reach while remaining relevant to new prospects.
Measure and Optimize 📈
As with any advertising campaign, it is essential to measure the results of your Meta Ads ads. Use analytics tools to track the performance of each ad and adjust your strategies accordingly. For example:
- Click-through rate (CTR) : Number of clicks/ad views
- Conversion rate : Number of conversions/clicks on the ad
- Cost per acquisition (CPA) : Cost of acquiring a customer/amount spent on advertising
These Metrics will help you understand what is working and what needs to be adjusted.
Redirect to an optimized site 🌐
Of Meta Ads ads effective ones are a great first step, but it's just as important to refer your prospects to a quality website Or custom landing pages. The user experience on your site largely determines conversion. Of specific landing pages, designed to respond directly to the expectations and needs of your audience, considerably increase your chances of converting visitors into customers.
Use LinkedIn Ads for Accountants
LinkedIn Ads is another platform, particularly effective for targeting professionals And undertakings. For accountants, LinkedIn allows you to:
Benefits of LinkedIn Ads
- Targeting decision makers : You can reach professionals based on their position, business, and industry.
- B2B advertising : Ideal for accountants who address specific businesses or professionals.
- Various formats : Use advertising formats such as Sponsored Content, the Message Ads And the Text Ads.
LinkedIn Targeting Strategies
- Demographic targeting : Select your audience by workstation, sector, business size, etc.
- Similar audience : Like Meta, you can create similar audiences based on your existing contacts.
- Engaging content : Share professional articles, case studies, and videos to get the attention of your target audience.
By integrating LinkedIn Ads in your advertising strategy, you can reach a professional audience accurately and effectively, thus complementing your efforts on Meta Ads.
