Connecting through social media

I was amused by an email I received out of the blue this week and thought you might find it helpful to learn why. The salient part read:

“At [ABC] we understand that social media is becoming more important in running a business than ever before. My name is [XYZ] and I’m reaching out to select bloggers (like you!) to gather your stories about how you connect with customers through social media. Do you answer their questions promptly? Share their feedback? Start a conversation?”

I was amused as I think the questions betray a lack of understanding about social media. Another possibility is that the questions are intended for someone with a very different profile and business to me – and my clients.

You see, I rarely “connect with customers through social media.”  I connect with prospective customers and prospective clients. However I only rarely get questions from them via social media. Most such queries also come by email and email is again the communication method of choice for most of my clients too.

If someone sends me a question via twitter or Linkedin I always try to reply promptly. And yes, I love to share positive feedback – though I only tend to do this via twitter and on my website.
As I have long pointed out, Social Media is NOT important to ALL businesses. And far too many people misunderstand the medium. I have heard a number of people telling me recently that they don’t know how to do it themselves so they have engaged some young person to do it for them. This is largely pointless. Few of us can effectively outsource all of our social media activity. The key piece we invariably have to do ourselves is the connecting with people (whether we already know them or would like to know them).
The clue is in the word ‘social’. You cannot avoid going to parties by sending someone in your place and expecting them to engage with any ideal clients they meet there on your behalf. Either you go yourself or you have to find other ways to connect with these people.
You can use social media to connect with existing clients IF THEY ARE PRESENT AND ENGAGED on the social media sites in question. This is why, for example, I am not active on instagram or pinterest. They may both be very popular social media sites but it wouldn’t be a good use of my time. I just cannot imagine that I would encounter enough prospective clients or customers to warrant the time and effort. Do you know on which social media sites you could find the people you want to engage and contact? Start with one (and if you’re unsure I recommend Linkedin) rather than trying to learn about all of them at once. It will just be a waste of time and money.
Social Media is a great way to short-circuit the face to face networking process. You can use it to connect with prospective clients, influencers and introducers. Having connected you still need to speak or meet to determine whether a business relationship is going to develop.
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This accountant’s new website is already ten years out of date

One of the thousands of accountants with whom I am connected on Linkedin recently posted a link asking what did people think about his firm’s new website. I replied privately but thought I would share my feedback as it may be helpful to others.

I have no desire to embarrass the accountant in question so nothing below identifies the firm or the website.

The site

By way of background let me describe the site. It has just 5 pages (which is plenty in my view – if used well). The page titles are:

Home : Our firm : Services : Publications : Contact

The Home page is dominated by a picture of the city landscape in which they operate. The background colour is very bright. There is no suggestion of any design work. If you scroll down there are two very heavy paras of text talking all about the firm. Nothing about clients or visitors to the site.

Our firm – This has 7 paras on the firm. Nothing about any individuals but there is a definite suggestion that this is more than a one man band. (It’s “a team of highly motivated individuals”)

Services – This contains the ubiquitous list of anything and everything you might expect from a firm of accountants.

Publications – This page invites us to keep in touch to see what new monthly articles will be released. For the moment there are simply links to 3 external organisations (incl ACCA)

Contact – This only invites communications using a form on the website. Scrolling down I find there is an info@ email address, a postal address and a phone number. But the only form of communication that is encouraged is the form. This is hardly user friendly.

The firm

The practice has been going for under 5 years and has a good locally focused name. However their postal address is nowhere near the area of the city mentioned in their name. When I googled the firm I found their old (unfinished) website at the top of the search results. At that time it was simply a bookkeeping practice.

My feedback

I’m not sure what you had there before. Congrats on moving forwards and I hope the new site is good for you. Sadly though I doubt it will be – as it stands.

 

Let me start by saying that if it works for you then keep it as it is.
I hope your request was for honest feedback rather than just platitudes.

 

I am doubtful the site will be very helpful for the following reasons:

1 – The home page alone contains a number of minor typos – but these suggest a lack of attention to detail or poor use of English. There are more typos on the other pages.

 

2 – It’s all very text heavy. Will the right prospective clients bother to read it all?

 

3 – Even the ‘your firm’ page is not reader-friendly. It would benefit from sub headings and maybe a picture or two of you and your colleagues.

 

4 – There are no clues as to who you are. No names. No personality. No indication of whether a prospective client would like the person/people behind the firm or who would service them.

 

What would you say if I asked you who is the site for and what do you want them to do when they visit?

 

Most accountants would say it’s for prospects and to help them decide if it’s worth them getting in touch. And if so, to make it easy for them to do so. I don’t think your site even gets close to that I’m afraid.

Your site looks like thousands of others did ten years ago I’m afraid.

 

I’m sorry to be harsh. As you may know I do not design, sell or promote websites. I am a humble commentator on practice focused matters and an adviser to firms that want to be more successful without spending a fortune on marketing and branding.

 

If you want some further tips re accountants’ websites, I have shared many on my blog in the past. eg:
http://www.bookmarklee.co.uk/websites-for-accountants/

 

I hope that helps and wish you well for the future.

As I have recommended in previous blog posts, all that really matters is whether your website works for you. Having said that I regularly hear accountants saying they get nothing from their website or that they’ve only got one because they were told they needed to have one.

What you ‘need’ to have depends on our objectives. At a minimum I’d suggest it’s worth having a simple website that people can find when they are recommended to you, or if they want to check you out after meeting you. Such websites do not need to be very sophisticated or have loads of pages. Their purpose is to help prospects confirm that you are the sort of person they would like to have as their accountant.

This is all very different to having a website that you want to attract work from strangers who are searching online for an accountant. Which of those strangers are the ones you’d be happy to have as a clients? What can you say to convince them to get in touch? And how easy can you make it for them to find what they want  and to contact you?

You don’t need to spend a fortune on your website. But you do need to be clear what you want it to do for you.

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