How to use social media as a marketing tool

Beyond Balanced Books

Cindy Hovig, Founder, Beyond Balanced Books
bbbooksinc.com

Beyond Balanced Books offers modern bookkeeping with a personal touch.

Marketing goals

• Connect with clients on non-bookkeeping matters to build deeper, more personal relationships
• Amplify the reach of our blog posts through posting on social media 

Actions and results

• Post blogs to social media to drive site traffic and keep Beyond Balanced Books top of mind for prospects in various stages of the funnel

• Prefer LinkedIn for its longer shelf life and as a networking tool with colleagues and serviced-based business clients

• Use Twitter during conferences and for in-the-moment shares

• Tap in to Facebook to show a more human side of our firm and to generate dialogue

“I started my online marketing journey by launching a newsletter, then building a website, and finally starting a blog. I quickly found that social media was a great way to amplify the reach of our blog posts and share curated articles and information with my clients. And building community through social media has been highly effective for us. It took about a year to feel the effects of the investment, but now we’re off to the races.”

Insights

“Having a consistent schedule helps you administratively and builds credibility with your client base.”

Resources

• Xero Small Business Guide: Content to post to your social feeds
• Xero Accountant & Bookkeeper Guide: Promote your firm with social media  

the digital CPA

Jay Kimelman, Founder, the digital CPA
thedigitalcpa.com

the digital CPA has been a Xero partner since its inception – and specializes in ecommerce companies, professional service providers and real estate agents.

Marketing goals

• Drive website traffic to sign up leads on our email list

• Keep the digital CPA top of mind for existing clients and referral partners

• Build credibility with stakeholders through posting articles and tips and participating in group conversations

Actions and results

• Post content once a day to Facebook, Twitter and LinkedIn

• Build profile as a thought leader by participating in Facebook groups, broadcasting through Facebook Live and working as a Xero Ambassador

• Leverage each social channel for its strength: Facebook is our primary social media channel; Twitter is a place to share things on the fly; and LinkedIn is for a professional audience and thought leadership

“I post information that catches my attention throughout the week. Tools such as Hootsuite and Buffer make pushing information across all my channels a breeze. And I have to tell you, I wouldn’t be where I am today if it weren’t for social media. While it’s hard to gauge its effectiveness through traditional metrics, I can confidently say that I have gotten leads and opportunities – and built my network through posting consistent, relevant information.”

Insights

“Don't worry about what you don’t know. Just dive in and learn as you go.”

Resources

• Xero Small Business Guide: Content to post to your social feeds  
• Xero Accountant & Bookkeeper Guide: Promote your firm with social media