CPA and Enrolled Agent business owners...no one becomes a new client after reading shared content posts on social media. In fact, it's a great way to get people to ignore your posts, if they even see them to begin with.
Yet, if you follow thousands of CPA and EA social media posts like I do, you'll know that probably 90% of what's being posted is the same content written by the same news sources. It's boring, and doesn't make you stand out AT ALL from the next guy (your competitor).
What's an interesting read to you is probably mind numbing to your clients. What are they paying you for if they have to read about all those tax code updates themselves?!
Do you think a custom home builder wants to read an article about some new tax reform? They don't. And they certainly aren't going to share it with their friends, which then totally strips away the viral aspects of social media marketing.
Talk about what matters to THEM and how YOU offer solutions with your expertise. If it doesn't build your credibility regarding helping your clients, it's a waste of everyone's time.
Treat your social media space with respect and as a means of building your brand. Provide valuable, actionable information for your clients to read. The latest news about the IRS or tax code changes is NOT valuable and actionable to your clients, unless you want your clients to do their own tax work and stop paying you.
If there's changes to the tax code, mention that in one line and then explain what it means for your client's lives. Will it impact whether or not they can go on vacation this year? Say that.
Social media marketing doesn't mean "making other CPA / EA friends"...yet, that's exactly what you're working on by sharing other people's content about taxes.
Author - Justin Smith
I owned a small service business from 2006-2016, and you could say I'm totally obsessed with automation and business systems. I believe the need to be physically present is the single biggest challenge small business owners like myself face.