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The best Inbound Marketing strategy for local business

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gunhol

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May 6, 2019
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Hey guys,

I am in the process of doing my first ever inbound marketing campaign for an accounting firm.

The goal is to show up in Google organically when people search for accountants or accounting-related subjects in the local area.

Please critique the shit out of this:

SALES FUNNEL:

1. Video content (4-5 two minute-videos) that targets specific keywords like "Accountant *local city*", "how to keep accounts" and then follows a sequence of videos that educates them further in the process.
CTA = PDF Checklist related to the subject of the video, email subscription. And offer to chat with the company.

2. In chat, we'll provide value to the customer.
CTA = Email given to enable chat. And offer to do a short consultation if it makes sense.

3. Email sequence: 2-4 short emails accounting related
CTA = Hop on a short consultation call or meeting

4. Consultation call or meeting
CTA = Let us do your books

This is for an accountant thats prices are 20-30% below market average.
 
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Last edited:

CareCPA

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If someone is searching for "Accountant + city" (or related searches) they're ready to buy. Just run a Google Ad targeting those phrases pointed toward a targeted landing page where they can either book a call or submit their info. You don't need to warm them up if they're already looking for you.
 

Lex DeVille

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If someone is searching for "Accountant + city" (or related searches) they're ready to buy. Just run a Google Ad targeting those phrases pointed toward a targeted landing page where they can either book a call or submit their info. You don't need to warm them up if they're already looking for you.

That was my first thought. Alternatively, location-based YouTube ads might be a good option.

When I watched YouTube for accounting videos, I never typed, "How to learn accounting in OKC" because location doesn't matter, and it also doesn't matter who teaches it or where they are from as long as they get the point across. I also never typed, "Accountants in OKC" on YouTube because that's not where I would find them.

So if you want your videos to get seen and watched in the local area, then they need to target topics of local interest for your target market. For example, "How to Form a DBA in Oklahoma City, OK" is specific, relevant and location-based. Within the video you could mention accounting as part of the steps, and have a PDF for it too.

From there you can continue forward in your funnel.
 

Andy Black

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If someone is searching for "Accountant + city" (or related searches) they're ready to buy. Just run a Google Ad targeting those phrases pointed toward a targeted landing page where they can either book a call or submit their info. You don't need to warm them up if they're already looking for you.
What @CareCPA said.

Split searchers between info-seekers and buyer, and start with the buyers.


That wasn’t the question in your thread title though. I’d grow a local accountancy business by building relationships with business owners locally, especially business owners who already have your clients.

I’d advise your client to:
 

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