The Buzz

How Bookkeepers Can Maximize Their Online Presence for Business Growth (Sponsored by RBC)

In an increasingly digital world, businesses of all shapes and sizes are getting online. As a bookkeeper or accountant with your own business, maximizing your online presence can help you build your profile, attract new customers and ultimately grow your client base.

But where do you start? What should go on your website? Is social media relevant for the audience you want to reach? Here, we’ll answer these and other questions about building your online presence.

The multi-dimensional role of digital channels

Recent research has identified the growing role digital channels play for business owners – both in terms of starting a business and growing revenue. According to a recent RBC study, 47% of current and aspiring business owners report that emerging technologies will allow them to reach new markets and explore new ways of business, while 47% said that being able to conduct their businesses remotely lowers the overhead costs associated with starting a business.

For customers, digital adoption allows them to research a product or service in advance of even reaching a live person. When structured in a clear and organized manner, websites can help clients make informed decisions.

Online presence can complement and amplify your physical presence

Gone are the days of having an online business or an offline business.

Certainly, people recognize the convenience of doing business remotely. At the same time, many appreciate face-to-face meetings and the relationships that can develop through live conversation.  While the development of deep, one-on-one relationships continues to be a foundational component of a bookkeeper’s business, online channels can enhance and complement time with clients.

Businesses that operate successfully in both the digital and physical world understand that they don’t operate as silos – your clients want to be able to do business with you digitally when it’s convenient for them (i.e., submitting documentation through an online portal), and visit you in-person when their situation calls for in-person discussion (such as for a complex tax or bookkeeping issue).

Where to start

If you’re setting up a website from scratch, the best place to start is by setting clear objectives for your site. These might include attracting a certain number of customers; delighting clients with responsive service; or creating a relatable presence to connect with your target audience. Then, by determining the steps needed to accomplish your results, you can set your priorities and your strategy.

Once your site is set up and running, it takes a toolkit of activities to help potential customers find you online and drive conversion. Consider leveraging online tools to set up a free profile.  With an active profile, potential customers have easy access to your location and can even call you in one click.

The role of social media in generating revenue

A hub and spoke model is often used to describe the role a business’ website can play in relation to social media channels. While your website is your “hub” – where your main information and sales engine will reside – you can amplify your content and engage with customers and prospects using “spokes” such as Facebook, Twitter and Instagram.

In fact, your social media presence can play a significant role in your brand identity and your ability to connect with customers. It’s a forum through which clients and prospects can get to know you, your values and the services you offer. Using social media to publish thought leadership content, highlight industry updates or time-relevant accounting tips (i.e., at tax time) can help elevate your profile and position yourself as an expert engaged in the industry and in tune with the issues your clients face.

Given the importance of social media, it’s a good idea to hire an expert who can help you post frequently and who has the unique writing expertise needed to connect authentically with your audience. It is also recommended to choose one or two channels and do them really well – focusing on fewer channels can enable you to stay on top of trends and stay fully engaged.

Measuring and optimizing your digital presence

Being able to understand what is working and what isn’t is critical in any business, and the same goes for your online presence. Having measurement tools in place can allow you to gain these insights and be able to pivot quickly if needed. One of the great benefits of having a website is that data can be accessed at any time, so you can instantly understand what is driving the business actions you want to drive. Here are a few tactics worth considering:

• Access analytics tools that can provide insights about the prospects and customers that are visiting, where they’re coming from and the behaviours they are engaging in while on your site.
• Leverage trends data that can aggregate search behaviour from across Canada to understand what people are searching for, which can help you understand how to tailor your website or business to meet emerging needs.
• Not all data needs to come from online – consider the insights you can gain from conversations with your existing customers to better understand where they’re coming from and what their needs are.

A robust online presence can help you grow your business in many ways – even if much of your business is conducted in-person. Having clear objectives, a solid strategy, a range of tactics and measurement tools in place can help you maximize your presence and capitalize on the opportunities it presents. The Canada Digital Adoption Program (CDAP) can help you get started, offering two grants that assist owners in leveraging technology to get online, reach more customers, operate more efficiently, and propel their businesses forward.

Further, RBC offers access to a range of useful products and services – including web design and development – to help you achieve your business goals. Learn more about RBC’s Services Beyond Banking.