Episode 72

Facebook & Digital Marketing Success for Accountants

Chris Bensted-Smith

Chris Bensted-Smith started his career working for an investment firm. He left soon after discovering the opportunity digital marketing presented to small businesses and the direct correlation it could have on the bottom line. He specializes in SEO and paid advertising for accountancy firms and will continue to do so whilst they remain the most effective solutions for generating consistent streams of new business. Shownotes:

  • Accounting firms lack the resources and expertise to keep on top of modern digital marketing methods
  • There are dangers for accounting firms who try to do digital marketing for themselves
  • The importance of using email campaigns to enhance the digital marketing of accountants
  • How legal indoctrination helps turn accounting prospects into accounting clients
  • Handling the concern that Facebook is social but accountants want business clients
  • B2B and B2C are terms of the past because these days it’s all B2P – business to people
  • Facebook is significantly cheaper to market on than LinkedIn
  • LinkedIn is where most accountants and their clients live but they’re also all on Facebook
  • The mysteries begin the data that Facebook knows about its users
  • It’s incredible how specific you can be in targeting specific people on a platform like Facebook
  • Facebook beats LinkedIn for millennials as there are far more on there under 50 years than over
  • Traditional marketing methods like PR, cold calling and networking are not as effective as digital marketing
  • Digital marketing lowers cost of client acquisition for accountancy firms
  • The power of ‘lookalike’ audiences to create a list of accounting firms prospects
  • The kind of marketing budget accounting firms would need to generate business leads on platforms like Facebook
  • The difference between a general digital marketing agency and one that specialises in accountants
  • There is a flaw in accounting firm marketing methods like surveys, questionnaires and client interviews
  • It’s vital for accountants not just to generate leads but convert them into new clients
  • The foundations an accounting firm needs to know they are capable of taking on more clients
  • Many accountants have a negative mindset that Facebook won’t work for them, and it’s not substantiated.

When not working, Chris is an avid rock climber with plans to scale El Capitan. He’s also an enthusiastic cook and used to work as a chef in his spare time. You can call him directly on +44 7759304494 or below:

Chris on LinkedIn

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About the Podcast

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Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.

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About your host

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Rob Brown

Rob Brown is the founder and host of the Accounting Voices Podcast, the flagship solo show of the Accounting Voices Network. Each episode offers sharp analysis and commentary on the trends, ideas and people shaping the global accounting profession.

Through this Accounting Voices Podcast, Rob helps accounting firm leaders, decision makers and professionals stay relevant and make sense of disruption in areas like AI, automation, M&A, private equity and soft skills beyond the tech. His perspective blends clarity, insight and curiosity, making complex issues relevant and practical for professionals and decision makers across accounting and finance.

He also leads two monthly panel shows, Accounting M&A and Accounting AI, which bring together senior voices to explore consolidation, strategy and the impact of technology on firms and people.

Rob is the author of the bestselling book Build Your Reputation (Wiley) and a TEDx speaker whose talk The Personal Brand of You has more than 400,000 views. Over his career he has hosted and moderated more than 1,000 conversations with accounting and fintech leaders worldwide.

Based in Nottingham UK, Rob is a stroke survivor living with epilepsy, a black belt in kickboxing, a decent chess player and an average player of four musical instruments.