Newsletters for Accounting Firms
Newsletters for Accounting Firms
Previously we have covered how accounting firms can build authority and keep in touch with their audience using LinkedIn and by updating their blog. Email newsletters are another effective way to achieve both these goals. They have several benefits over other forms of communication:
- Everyone has email: You can reach people who may not be active on social media sites.
- You own your list: A change to a social media algorithm won’t affect your ability to contact leads.
- People have opted in to receiving the email: This means there is a high chance they find what you say or do interesting.
What are Email Newsletters?
Newsletters typically provide your audience with informational content about your industry and your business. They can include some promotional material, but most of the email should be content the person receiving wants to read and can benefit from.
The main reason to send out a newsletter is to nurture leads and keep your company front-of-mind until the person is ready to buy. It can be especially useful for accounting firms as the sales cycle in the sector can be long.
Typically, you will send out email newsletters at regular intervals, so people know when they will receive them. Exactly how often you send out your email will depend on how much time you have to commit to email and the subject matter you are writing about.
Target Your Emails
If you have already settled on a niche, this won’t be a problem. Those targeting real-estate customers can send updates and content related to real estate; those targeting the self-employed can do the same for freelancers and sole traders.
If you plan to create content about a variety of topics, asking people what type of content they want to receive when they sign up can be an excellent way to segment your audience before sending your emails.
What makes the Smith and Williamson email newsletter sign-up page great is that subscribers can choose exactly what type of content they want to receive.
Types of Content to Include in Your Email
#1. Curated Content on a Specific Topic
Curated content newsletters are those where the company provides links to a variety of articles or resources on a single topic that interests the reader. You can link to stories you have created or third-party content.
The aim is to provide a complete rundown of everything that is going on in the industry you cover. The good thing about curating content is that you don’t have to spend much time creating content; you just need to write the emails – although curation can be time-consuming. The downside is that when people click on third-party links, they will leave your platform.
Accounting Example: KPMG Tax Matters Digest
A good example of a curated newsletter is the KPMG UK “Tax Matters Digest.” This is a bi-weekly email about tax issues and government announcements related to tax. Each email typically covers a specific topic and links out to other useful resources. KPMG also publishes the newsletter online.
Non-Accounting Example: FoundersGrid
FoundersGrid is a weekly newsletter that provides readers with news about startups and investing.
The team behind the newsletter curates all the week’s top stories, providing a resource that makes it easy for subscribers to keep up-to-date with the industry.
What is interesting about the newsletter is that in late 2019 it was bought by venture capital firm Smash.vc.
The company kept the newsletter the same, just adding their own branding. The actual content of the email is not promotional. By continuing to create a useful resource, the company gets its brand in front of a relevant audience.
An accounting firm could implement a similar strategy by creating a targeted newsletter that potential customers would find useful. The key is to find a unique idea.
Imagine a firm that created a newsletter with updates about all the most important small business stories in the local area. This would be incredibly useful to local business leaders.
This could ultimately get your accounting firm in front of a highly targeted group of potential customers.
#2. Your Own Content
Accountancy firms can create newsletters that link to their own blog content and reports. This type of newsletter will typically have a central theme that the email covers. Many of the Big Four firms send out their own content via email. However, for this example, we have chosen a newsletter from a smaller firm.
Example: Knight and Company
In the Knight and Company newsletter, the firm sends out an email that includes stories relevant to small businesses, sole traders, and freelancers. Each newsletter has links to articles on the company’s blog.
It is quite a simple newsletter and could be more interesting if the company added some analysis or comment on the links. Nonetheless, it is a useful resource for small businesses.