A2X Newsletter | Why marketing your accounting practice feels harder in 2024
As the Head of Marketing at A2X, I get the opportunity to talk with accounting and bookkeeping practice owners every day. Over the past few months, the consensus has been clear: marketing your practice feels harder in 2024.
If your efforts aren’t getting the traction they used to, you’re definitely not alone. Here are just a few of the comments I’ve heard from accounting professionals in the past year:
- “Search traffic to my site and blog is constantly fluctuating and going in the wrong direction.”
- “My marketing emails are getting less opens, clicks, and replies than a year ago.”
- “My company’s social posts are getting basically no reach or engagement, it’s like I’m posting into the void.”
- “Our lead volume has dropped 30% YoY.”
- “Referrals feel fewer and further between.”
Historically reliable marketing channels for accounting practices are in flux, and with limited in-house marketing resources, it can be hard to understand what’s going on and adjust.
That’s why we decided to cover ‘why marketing your practice in 2024 feels harder’ in the first edition of the re-vamped A2X Newsletter – a bi-monthly newsletter that goes deep on one pressing ecommerce accounting or practice challenge at a time. No need to “learn more” on a blog post, webinar, etc. – it’s all right here, in your inbox.
You can subscribe to the new and improved A2X Newsletter here. Let me know what you think about this new format by sending me an email – geoff@a2xaccounting.com.
Now that we’ve got that out of the way, let’s dig into what I think is happening and how you can optimize your marketing approach in 2024 and beyond.
AI is disrupting everything (at least in marketing)
Let’s set aside the marketing productivity benefits of AI for a moment and focus on how it’s changing the way information is being shared across the web, and the impact it’s having on your practice’s ability to acquire new clients.
For accounting practices, I see the biggest (current) marketing impacts of AI in the following 3 areas:
- Organic search traffic to your site and blog
- Email opens, click-through rates, and replies
- Social reach and engagement
Organic search traffic to your site and blog – Evolving search behavior and a scrambling Google
Do you find yourself using ChatGPT and other generative AI tools more, while using Google a lot less? Welcome to the club! Gartner estimates that Google Search usage will decline 25% by 2026, and for tech-savvy ecommerce clients, this shift is likely happening even faster.
The outcome: fewer ecommerce businesses using Google for accounting queries (in theory).
In addition to a percentage of their audience predicted move to generative AI, Google now also has to manage the tsunami of AI-generated content flooding the web – while continuing to prioritize the cash cow that is Google Search Ads.
Imagine trying to figure out which page should rank first when there are thousands of AI-generated pages targeting a particular keyword?!
To adjust, Google has recently launched multiple core updates to their search algorithm. They’re essentially changing their ranking factors and the weighted importance of each one. You’ve likely seen your website traffic fluctuate in parallel with these core updates. One impact that has become clear is that Google is prioritizing online communities like Reddit and Quora, along with large brands with good domain authority. Their view, I suppose, is that by sending traffic to trusted communities and brands, it doesn’t matter if the content isn’t the best or most accurate.
And finally, if you’re in the US, Google is testing their own generative AI responses for search queries. This means that before seeing an organic search result (a.k.a., your website or blog posts), searchers are getting an AI response, 4 ads, a featured snippet, and more before even seeing the first organic page!
Curious how common this layout is becoming:
— JH Scherck (@JHTScherck) October 10, 2024
1) AI Overview
2) Featured snippet
3) 4 ads
4) PAA
5) 2nd organic listing below the fold
It's either snippet or nothing with this layout... #2 is might as well be page 2. Interesting times. pic.twitter.com/lswiWoF222
The outcome: less traffic for the little guys, even if your content is arguably “better”.
But here’s one way I think you can work around this, at least for now.
Despite prioritizing online communities and larger brands (and in the US, their own generative AI responses), Google is also putting an emphasis on EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness). It wants content from subject matter experts with a strong opinion or unique perspective. This is good news – because they’re describing you! You have experience, expertise, and a strong point of view on [ecommerce] accounting.
This advice pre-supposes you’ve got your on-page SEO basics in check. Here’s a helpful checklist to make sure.
Here’s how EEAT works, and how to adjust your content to capitalize on the opportunity:
- Experience: Your blog posts should include real-world examples or case studies to illustrate that you have experience with the challenges your audience faces. For example, if you’re writing about common Amazon accounting mistakes, use real-world examples from your clients to describe each one. This tells readers that you have actual experience on this topic, and that you’re not just pulling the information from a ChatGPT prompt.
- Expertise: Go deep. Like, real deep. You’re an expert on ecommerce accounting, so don’t shy away from in-depth, technical explanations in your blog posts. As an example, you could break down complex areas like Amazon’s fee structures and their impact on profitability, as you see it. Your detailed knowledge of these niche subjects will showcase your specialized skills and go beyond the sea of surface level blog posts.
- Authoritativeness: Seems simple, but include a dedicated author section in your blog posts. Make sure the section has a short bio OR that it links to an author page with a bio. In the bio, highlight your credentials and experience, like any accounting certifications or partnerships with recognized ecommerce platforms, groups, or associations. Make sure to link to your LinkedIn profile (and any other page that showcases your authority) so readers can verify your credentials and explore more of your work.
- Trustworthiness: Build trust by adding client testimonials or quotes to your website and blog posts – just make sure they’re relevant to the topic at hand. Also, include links to all your ecommerce accounting content on your author page. This allows readers to see your ongoing expertise in the field, which further boosts credibility.
Start integrating these principles into your site, and over time, you’ll build the kind of credibility Google is looking for.
Email opens, click-through rates, and replies – Google SPAM filters and more
If you’ve noticed fewer opens and lower click-through rates on your marketing emails, you’re not alone. With AI tooling for sales outreach, inboxes are getting flooded with AI-generated cold outreach. Google and other Email Service Providers (ESPs) are introducing new SPAM filters to make it tougher for emails to get through, even to your warm audiences – including for newsletters and marketing emails.
But here are a few ways I think you can work around this, at least for now.
1. Clean up and segment your email list
First, it’s critical to make sure you’re only sending emails to leads and clients who are likely to engage with them. Google and ESPs track signals like open rates, click-through rates (CTR), unsubscribes, and spam reports, which influence whether your emails make it to the inbox. A bloated list with low engagement can send negative signals, leading to your emails being marked as spam. Regularly clean up your list by removing unengaged contacts and segmenting your audience based on activity, preferences, and history with your practice. You can always run a re-engagement campaign to improve email deliverability – I really like this approach from Ecommerce Fuel.
2. Get technical with SPAM filter considerations
For most accounting practices, it’s best to stick with a single, reputable IP address for sending emails, usually managed by your email marketing provider. Make sure your provider supports SPF, DKIM, and DMARC authentication methods – these protocols help ESPs recognize your emails as legitimate and build a stable sender reputation.
If you’ve recently switched to a new email marketing solution, keep in mind that it can take time to build trust with ESPs. To ease this transition, start by sending smaller email batches and gradually increase your volume. You can even use tools like lemlist to warm up the IP and enhance deliverability over time.
P.S. If you’re considering cold outreach, setting up a separate email domain can help protect your main domain’s reputation. But that’s a conversation for another day.
3. Optimize your email structure for personalization
Using a personalized email address (e.g., geoff@a2xaccounting.com instead of marketing@a2xaccounting.com) adds a human touch that ESPs are more likely to trust. But personalization goes beyond just the “from” address. Your email marketing solution should allow you to use personalization tokens – like the recipient’s name in the subject line or body – to create a more customized experience. This makes your emails feel more relevant and helps catch attention. Also, be mindful of your email content. Avoid including too many images, excessive links, or overly promotional language, as these can trigger spam filters. ESPs analyze both the content and structure of your emails, so keeping them clean, concise, and personal will improve your chances of reaching the inbox.
4. Encourage replies and engagement
Engagement signals like replies can enhance your sender reputation. Rather than just directing recipients to click on a link, ask a question or encourage them to reply directly to you. A quick “What’s your biggest challenge this quarter?” invites interaction and makes the email feel like a two-way conversation.
Over time, these reply-based interactions signal to ESPs that your content is meaningful and wanted, boosting your email’s overall deliverability.
Social reach and engagement ain’t what it used to be
Feeling like your posts on LinkedIn or Facebook aren’t getting the reach and engagement they used to? Again, you’re not alone.
In chatting with practice owners, I see the same 2 mistakes:
- Linking out to a blog post or website
- Posting from a company page
Platforms like LinkedIn, Facebook, and Instagram are prioritizing engagement and time spent on their sites, which is why they reward content that keeps users there. Outbound links are seen as counterproductive, as they encourage users to leave. To prevent this, the algorithms rank posts with external links lower, resulting in significantly reduced reach.
Additionally, company pages are often viewed as overly promotional, and algorithmically, they’re being deprioritized in favor of content from individual profiles. Social platforms want users to see authentic, personal content that drives conversation – not necessarily promotional posts from businesses.
Not to mention, many accounting practices are looking to AI to help generate more social content, which is making the posts feel even less authentic and compounds the de-prioritization issue.
But here are a few ways I think you can solve the social media challenge
1. Leverage personal accounts over company pages
Personal accounts aren’t subject to the same algorithmic constraints as company pages. They’re more likely to show up in feeds, especially when users engage with them. If you’re only posting from your company page, consider shifting your efforts to your personal account. This can give your content a more authentic touch and help you build stronger, more personal connections.
Share stories, personal insights, and tips directly from your personal account. For instance, instead of posting ‘5 Tips for Ecommerce Accounting’ on your practice’s company page, try sharing a brief post or video from your personal account: “Here’s something I learned this week while working with my ecommerce clients…” This allows for a more direct connection with your audience.
2. Limit outbound links and focus on native content
If you’re trying to drive traffic to your website, this might feel counterintuitive, but it’s important to play within the platform’s rules to increase discoverability. Instead of linking out, create native content that delivers value right in the post itself. Summarize key insights or share important points directly on the platform. This boosts engagement and shows the platform that your content keeps users engaged.
If you absolutely need to link out, try adding the link in the comments rather than the main post. This can help preserve your post’s reach while still allowing you to direct your audience elsewhere.
3. Experiment with video and other interactive formats
Video content generally performs better than static images or text. It’s visually engaging and keeps users on the platform longer. Try using tools like OpusClip to create short videos that are optimized for social. For example, if you record yourself on Zoom talking about an ecommerce accounting topic, OpusClip will chunk out the content, identify the most interesting clips and assign a rating, optimize for mobile and automatically add closed captioning 🤯 (yes, I know, I’m saying something nice about AI). You don’t need a big production budget; even a quick recording from your phone can work wonders if it’s authentic and informative.
Additionally, consider experimenting with Stories, Reels, and Polls. These interactive formats can increase engagement and help boost your visibility. For instance, a quick poll about a common ecommerce accounting challenge can spark interaction and generate useful insights about your audience.
4. Encourage conversations and engagements, and engage with other posts too
Social platforms are rewarding engagement, so aim to create content that invites responses. Instead of simply broadcasting a message, share a strong point of view, ask questions, and invite opinions, or encourage users to share their experiences.
The more people that interact with your content, the more likely it is to be seen by a wider audience. These interactions also boost your standing with the platform’s algorithm, as they indicate that your content is resonating. That also includes engaging with your thoughts on other’s posts.
Looking ahead
Marketing your accounting practice may feel harder in 2024, but by staying adaptable, focusing on what you do best, and building authentic connections, you can navigate these changes and come out stronger. Keep your strategies personal, leverage your expertise, and remember: small, consistent efforts add up over time.
Let me know if you’d like me to go deeper on marketing your practice – covering areas like paid media, content strategy, outbound, reporting, and more – by sending me an email ( geoff@a2xaccounting.com).
Hope you enjoyed the first edition of the new and improved A2X newsletter. Subscribe here.
