Turning your blog posts into marketing material

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Scene: You have a decent blog on your website. Multiple pieces of content are available and maybe your current clients are reading them. But you are not maximizing their potential by using them to showcase your value to new potential clients.

As accountants, we tend not to always be the best marketing and advertising professionals. You may have great content developed by your talented and professional team, or maybe you are constantly sharing tax updates, tax planning tools and calculators that your clients love. But how do you translate that out to bring new clients in?

One of the easiest and most cost effective ways to advertise is via social media and your blog posts lend themselves to be a great database of potential social media content for your firm.

To translate a blog post to effective social media content marketing here are a few key tips:

1. Pull the most key point from the blog

Social media requires shorter content because your audience has a much shorter attention span than a blog reader. Consider pulling a key quote or summarizing the most critical point of the blog. It is okay to make it inconclusive in the sense that you want to draw the audience in to want to read the whole blog or know more about your firm.

2. You need a visual

Your blog posts should include images as well but your social media posts at a minimum need an image. Video is better! Because so much of social media is now video based, you will get better traction on a social media post with a video versus still images. Consider recording a short video about your topic or even consider finding a whimsical video that grabs the audience’s attention.

One of the easiest and most cost effective ways to advertise is via social media and your blog posts lend themselves to be a great database of potential social media content for your firm.

3. Make your blog post LIVE

Consistent with our video theme, a live video is a great way to personally connect with potential clients on social media. Instead of trying to awkwardly figure out what to say, you can offer a summary of your blog post in a live video.

This is a great way to allow people to connect with you or your team members on a more personal basis. You don’t need to divulge the whole blog. Pick a few summary points of key information and then direct your listeners to your blog for more information.

4. Include a call to action

You need to tell your audience exactly what you want them to do. Every social media and marketing campaign you share needs to include a call to action at the end to direct your audience as to the next step. If you want them to read the blog, go to your website, email you for more information, etc., make sure you make that clear and provide the easy button for them. Posts should include clear instructions and links to the next step.

We may not always think about taxes as the most exciting topic, so posting about it in a live video might not seem like it is going to get a lot of views, but clients need what we have. Try to pick topics that you get the most questions about from your clients, or things that the majority of your prospective client base needs to know.

We all know how much our clients ask from us as advisors on a daily basis, offer some of that value up for free and more people will come ask what else you can help them with.

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