Dear Mr Lee
Thank you for your inquiry and for sharing your challenges in reaching potential clients. Firstly, the primary concern is identifying your firm's target segment, as mentioned in your inquiry – B2B clients needing insolvency and restructuring services. Another important question is how to reach these potential clients using a digital marketing strategy effectively. While increasing your business income is the ultimate goal, it's crucial to understand the likely journey your potential clients go through when searching for an accounting firm specializing in insolvency and restructuring practice.
That said, it's essential to understand these potential clients' buying journey. Assuming they are clear about their need for accounting services in insolvency and restructuring, the first stage of their buying journey is to search for information online regarding the availability of these services. Subsequently, they will gather information from a few selected accounting firms and evaluate their offers before choosing one accounting firm. Once you clearly understand your potential clients' buying journey, it's time to decide how to reach out to them at different stages: awareness, information search, consideration, evaluation, and purchase.
As you pointed out, search advertising is commonly used to reach out in Singapore. However, it can be costly and, if not done correctly, may not be effective. For B2B businesses like accounting firms, an effective website design and search engine optimization (SEO) strategy are necessary before implementing search advertising.
A website design strategy in digital marketing is a plan that outlines your website's goals, the target audience you want to reach, and the design elements that will help you achieve those goals. Key elements include layout, tone, content, navigation, and call-to-action. Following this, you need to work on an SEO strategy to drive traffic to your website. SEO (Search Engine Optimization) is a set of techniques and practices designed to improve a website's visibility in search engine results pages (SERPs). The goal is to attract organic (non-paid) traffic by optimizing various aspects of the website to align with search engine algorithms. An effective SEO strategy includes using a sound keyword strategy to help people understand your accounting firm's services, and on-page and off-page optimization to boost traffic.
You might consider starting with the website design and SEO strategy to increase your firm's visibility on Google's search results page and enhance your firm's reputation. Once the website fundamentals are established, you can then explore search advertising. Google has a self-purchase advertising platform, allowing you to purchase search ads without using an advertising agency.
Have a great weekend!
Thanks!
Regards,
Patricia
Answered by Dr Patricia Lui on 12 Sep 2023 17:26