A Tax Advisory Firm That Posts Every Week Without Writing a Line

A tax advisory firm knew it had to explain on social media the changes that affect its clients, such as the flat-rate social security fee for new self-employed workers in Spain. It also knew this would help people find it on Google. But nobody at the firm had time to sit down and write it. Today it posts once a week on three channels, and its only job is to approve the month's topics.

The problem

In a professional firm there is no shortage of knowledge. What is missing is time. The advisors master every tax update, but between tax returns, client queries and deadlines, writing a social media post is always left for "when there's a moment". And that moment never comes.

Meanwhile, clients do not see everything the firm does for them. They see the invoice, but not the work of keeping up with every change. And prospective clients searching for an advisor on Google find a profile with no activity.

There was another risk: overdoing it. When someone finally gets round to it, the temptation is to post a lot at once. And then, silence again.

What I did

I set up a content calendar with a fixed rhythm and one clear rule: the firm decides what gets said, and I take care of everything else.

• At the start of each month, the firm receives 4 proposed topics. It approves them, changes one or suggests a new one. Sometimes an advisor brings their own topic, and it becomes one of the four. Approval comes in a single email.
• Each topic becomes a clear infographic and a jargon-free text written for the client, not for another advisor. In October, for example, the series was four infographics on the flat-rate fee for the self-employed: what it is, who can apply for it and what happens when it ends.
• One post goes out every week on Facebook, on LinkedIn and on the firm's Google Business Profile. That last one matters: posting on the profile also counts towards showing up in local searches.
• A fixed, sustainable rhythm: 4 a month, no more, no less. At one point there were weeks with more content than planned, and I put a stop to it. Three posts a week look like more, but they wear people out and cannot be sustained.
• If the month starts late, it is compressed within the month. When approval arrives after the first week has already passed, the four posts are spread over the remaining weeks instead of pushing any into the next month. That way the calendar never gets out of step.

Tone matters too. A text written for another advisor is full of legal articles and acronyms; one written for the client answers three questions: does this affect me?, what do I need to do? and by when? Every infographic is built with those three questions in mind, and the firm checks that the content is correct before giving the OK. I bring the clarity; the firm guarantees the rigour.

Real results

The firm now has a stable monthly calendar: four topics approved by the firm and published on three channels, with its own Google profile active every week.

I do not want to give numbers I have not measured with the firm. What is certain is that it has gone from not posting at all to having a weekly presence, with no more effort than reviewing the topics once a month.

What you can apply in your business

1. Separate deciding from producing. You know what needs to be said; that takes no time. What takes hours is writing it and putting it together, and that can be delegated.
2. Explain what your clients don't see. Regulatory changes, industry news, common mistakes. It is the best way for them to understand the value of your work.
3. Don't forget your Google Business Profile. Posting on it regularly helps people find you when they search for a service like yours in your city.
4. Little and often beats a lot now and then. Four posts a month for a whole year are worth more than twelve in one month and nothing afterwards.

If you want to see the full service, it is at social media and SEO agent. And another example of a consistent calendar: how a live-entertainment bar promotes every show.

This case is UB Asesores, and I thank them for letting me share it.

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Do your clients not know everything you do for them? In 30 minutes we can look at which topics you could share and how your monthly calendar would look.

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