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Mobile Marketing CPA Firm

     -     Feb 2nd, 2012   -     Accounting Marketing   -     0 Comments

Have you considered what its like to navigate your website on a Smartphone screen? Think about just how tiny your fingers would have to be to click on those drop down menus, or how acute your vision would have to be to read the 10 paragraphs on your firm’s About page without zooming in!  Any marketing person knows that making information easily assessable for your prospects is what gets you clients, and now that the world of Smartphone’s is among us – you should consider adding a mobile website to your portfolio of marketing materials. 

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. In the accounting profession there are very few firms that deployed mobile marketing as part of their broader marketing approach.

Benefits of Mobile Marketing

 There are several benefits to mobile marketing including:

The ability to create unique and cost effective promotion campaigns in reaction to breaking news, events or legislature.

  • Access to a wider audience and chance expand market share
  • The opportunity to build stronger customer relationships through the distribution of timely and trusted content
  • The ability to retain existing customers while enticing new customers
  • The ability to penetrate the Smartphone market and build brand awareness
  • The opportunity to reach out to customers ‘on the go’
  • Forum to integrate new, innovative forms of advertising and promotion with existing strategies.” 

A key question many accounting marketers and partners want to know is the Return on Investment. How do you measure this and what has been your ROI? 

ROI can be measured in a number of different ways including utilizing QR Code stats, Google analytics for the mobile sites, social media measurement tools, tracking the growth of web and mobile leads and quantifying marketing tactics. Click through response rates are helpful to see what calls to action are working.

Advice for CPA Firms

Be deliberate about the utility of the mobile initiative. What value and role will it play? Don’t do it just because everyone else is. Use mobile websites wisely and offer some value, not just for the sake of using them. Find a way to integrate it into your existing successful marketing plans, and if possible, find a topic that really speaks to a particular audience.”

Consider these other tips when adding a mobile site to your portfolio:

  • Limit the menu options for ‘on-the-go visitors’. 
    These items might include your contact information, link to Google maps with driving directions, a prominent phone number, contact form, and a page on key services offered or industries served.  Don’t get bogged down in the details – remember that these are mobile phone visitors, so they are on the move.  Offer information that is most important to the site visitor.
  • Simple Design.
    Keep the design simple, it must be consistent with the firm’s current branding standards.  That is part of your brand promise and you won’t want to doubly confuse visitors coming to your website that looks like something completely different from your existing brand.
  • You are Re-directing.
    Consider the idea that a mobile website is simply a condensed version of the most important items on your existing website and that a special code being implemented into your existing site is shuffling all mobile users to the mobile website – try to avoid treating this mobile website like it’s something completely new.  Keep it familiar or risk losing prospects and clients.
  • “But I want to do something different”
    You aren’t the first business to want to make your mobile website stand out, but remember that unless your industry is arts or entertainment, people are coming to your site primarily for information – so make it easy!
  • Avoid images/video
    We love images and video on desktop websites, but think of your phone as the dinosaur computer you had in the 90’s – the  Internet and processing speeds may be slower that your home computer (this varies on the network the mobile device uses) – so to be safe avoid lengthy download times by excluding video and images.
  •  Provide a link to your standard website.
    In our research, you have no idea how many frustrated people we have spoken with that just wanted to get back to the main website – perhaps they were seeking a specific article, or they needed to login to their accounts to pay an invoice (something that needs to be done from a secure access point).  Whatever the reason, give your visitors a way to the traditional site if they want it.

If your firm has gone through the process of designing a mobile website, please share your experiences with us!


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