How CPAs Can Build Their Digital Profile
Download as PPT, PDF1 like77 views
The document discusses the importance of building a digital profile for professionals, particularly CPAs, emphasizing that first impressions increasingly occur online. It outlines steps to create and audit one's digital presence, including utilizing LinkedIn, personal websites, and content marketing strategies to establish credibility and attract potential clients. Additionally, it highlights the significance of maintaining privacy settings and managing online reputations.
How CPAs Can Build Their Digital Profile
- 1. Building Your Digital Profile Maureen Renzi PICPA VP-Communications
- 2. What’s Your Profile Look Like? • Basketball player? • Football coach? • Poet? • Physician? • Emmy-winning network broadcaster? • Mass murderer? • CPA?
- 3. Who Cares? • Potential clients • Potential employees • Potential employers • Your competition • You (should)
- 4. When You Don’t Care • No digital profile • LinkedIn is the top result • Online directories
- 5. You Should Care • First impressions occur online as often as in- person • Digital profiles are making the resume a formality • Your opportunity to tell your story as you want it told • Your knowledge is your asset
- 6. Google Cares • Profile • Articles • Social Media • Videos • Podcasts • Links
- 9. Creating a Digital Profile • Beyond your business affiliation • Define what CPA means to you • What specialty areas do you want a space in? • Does geography matter?
- 10. Creating a Digital Profile • Firm website – Updated profile – Blogs/articles with bylines – Include links to other sites in articles • LinkedIn profile – Engage in some groups – Consider writing on their blog
- 12. Creating a Digital Profile • SlideShare • Don’t forget your pics! Caption and tag them • Share, like, when you are recognized in other media • PICPA activity counts!
- 14. Creating a Digital Profile • Do I need to talk about privacy? – Understand social media channels privacy settings – Don’t vent online when you are angry
- 15. Creating a Digital Profile • Is it your current position? • Is it your right company? • Are you positioned with the right specialty? • How do you look? Really? What pictures appear?
- 16. Auditing Your Digital Self • Clear your browsing history • Google your name • Google your name in quotes and add a few words that would you link you to work or your past times • Google images
- 18. Auditing Your Digital Self • Search name in other search engines – Bing, Yahoo, etc. • Search things about you – your company, your church, alumni, country club, etc. • Search YouTube, #Twitter
- 19. Auditing Your Digital Self
- 20. Delete the Unwanted • Ask Google to Delete Unwanted information https://support.google.com/websearch/troublesh • Ask others to remove inaccurate information about you
- 21. It’s Not All About You: Content Marketing in a Digital Age
- 22. It’s Not All About You: Content Marketing in a Digital Age • “Content marketing is really about providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment.” – Forbes.com
- 23. PICPA’s Content • To provide valuable information (content) for the purpose of building trust, branding, awareness, and positive sentiment toward CPAs.
- 24. What is Your Content Strategy? • Can you define your market? • Can you define their information needs? • Can you provide some answers? • Can potential clients find what you have to offer?
- 25. What Are Your Content Sources? • Evergreen topics • Changes/current issues • Reuse & repurpose articles • PDFs are hidden
- 26. Setting Your Goals • Get started by building a strong digital presence so people find you when they need you – Write down your professional bio that describes your abilities. No titles allowed! – Set a reasonable, specific goal that you will accomplish in the coming year
Editor's Notes
- #2: Importance of it; how to create, enhance; auditing your profile; high-level overview of marketing value; and a game!
- #6: Prior to a meeting or interview, more than 40% of people will look you up.
- #8: Firm directories are a good hit
- #9: Don’t be surprised by how others promote your presence in their digital space
- #12: Use the tools you have – LinkedIn has a platform for you to easily blog about your areas of specialty
- #14: Getting involved in PICPA’s activities appears in your digital profile. We work to make that happen
- #18: Don’t forget to look at your photos specifically
- #20: Another free tool – Google Alerts
- #22: Your digital profile builds your credibility
- #24: Can you help with this goal?
- #26: If you have a pretty piece designed, and posted on your website as a PDF, that’s hidden information. Think about how to effectively use and reuse information.