What Digital Marketing Really Looks Like for an Accountancy Firm

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Hi everyone,

Welcome to our exclusive Q&A series, where we dive into the minds of Samera professionals to uncover how they excel in their unique roles, contributing to the success of our all-around, thriving accountancy firm.

Today, we’re featuring Nitika Lakhani, our Digital Marketing Executive, who plays a crucial role in crafting and sustaining Samera's striking social presence. Nitika will shed light on why digital marketing is key for accounting firm success and how it can be the game-changer between building a standout brand and running an average business.

So, let’s get right into what Nitika brings to the table at Samera!

Q1: How have you balanced strategy across social media platforms, like LinkedIn and Instagram, to keep them distinct yet unified under the Samera brand?

Ans: We focus on aligning our social media strategy with Samera's brand goals. On LinkedIn, we share professional, industry-focused content to connect with accounting professionals. Instagram, meanwhile, highlights a more personal, relatable side of our brand.

The key is tailoring content for each platform while maintaining a consistent Samera identity. We work as a team, stick to our plan, and adjust based on feedback to ensure a strong, cohesive presence across all channels.

Q.2. What content forms work best for an accountancy firm, and which ones draw the most engagement?

Ans: Infographics and videos perform best overall. On Instagram, videos engage quickly and suit the platform’s fast pace. LinkedIn benefits from a mix of infographics and videos, appealing to its professional audience.

The content’s value is key, regardless of format—offering clear, actionable solutions is what resonates. We constantly monitor engagement stats and adjust our strategy to keep content effective.

Q.3 You've been driving Samera's digital marketing efforts for over a year. What can you tell us about our followers, their demographics, and our target audience? And, is digital marketing for an accounting firm more about lead generation or brand awareness?

Ans: Since joining Samera, I’ve focused on building a genuine, engaged audience. Our followers are primarily from London, Delhi, the US, Hyderabad, and Mumbai, including CAs, CA firms, financial entrepreneurs, students, finance speakers, and dentists. The 25-34 age group is our most active, followed by 35-44.

For an accounting firm, digital marketing is about both lead generation and brand awareness. Only a balanced focus on both can lead a brand to growth-driven digital marketing results.

 Q.4. Creating quality content requires a lot of interaction with our busy accounting team. How do you manage this, and what challenges have you faced in maintaining synergy and staying organized?

Ans: Collaborating with accountants, who are often swamped, can be challenging. It takes patience and careful planning to get the content we need without adding to their workload.

We stay organized through regular meetings to gather feedback and coordinate content like videos and insights. Open communication is how things get done — we keep things running smoothly by staying patient and proactive, even when waiting for updates.

Q.5. Tell us about yourself—who is Nitika beyond work, how do you enjoy being part of the Samera family, and where do you want to take Samera's digital marketing in the future?

Ans: I’m passionate about my work and approach everything with enthusiasm. Outside of work, I’m an avid traveller who loves exploring new cultures, and I can’t get enough of Indian food!

Being part of Samera has been a wholesome journey of growth and self-discovery. It’s a place that pushes me to be my best, and I value that deeply.

In the future, I want to build a strong, influential social media presence for Samera that not only stands out but also inspires and adds real value to our audience.

Dive deeper into how digital marketing contributes to accountancy firm growth in our Growth course lesson: Digital Marketing for Accountants.

Until next time,

Arun

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