Marketing for Accountants: Get Leads With These Strategies

Most accountants don’t like marketing.

There’s no formula behind it, it can be unpredictable, and it can take a long time before you see results.

However, high-growth firms don’t get to where they are with referrals alone.

Successful accounting firms not only provide exceptional services…

They also market those services and their value very well.

You can do that in your firm too.

To help you achieve that, I’ll share 29 marketing strategies that will help you attract ideal clients.

(I’ve personally used several of these methods to help take my cloud accounting firm from scratch to sale in just 5 years.)

Let’s go!

Why Do Accounting Firms Need Marketing?

Like I mentioned earlier, referrals are the primary source of leads for a lot of accounting firms.

(I would even say it’s the default in most of the accounting industry.)

I’m not saying referrals are bad.

If you know people who can give you already-warm leads, absolutely go for it.

But that well can only go so deep.

And for high-growth accounting firms, a steady stream of leads finding them is a must.

Which is why they dedicate a good amount of their time in marketing!

Here’s why you should market your accounting firm:

Client Acquisition

This is the biggest benefit.

When done consistently, marketing creates a pipeline that doesn’t depend on who you happen to know or who happens to mention your name at the right time.

You can take on more clients from leads that are already on your door when you want to grow.

But when you’re at capacity, you can ease off.

Market Differentiation

Here’s an uncomfortable truth…

To prospective clients, most accounting firms look, sound, and feel pretty much identical.

Same services, same pricing structure, and same “we’ll handle your books” messaging.

This is actually great news for you.

Because in a sea of sameness, a little differentiation goes a long way!

Marketing forces you to get clear on what actually makes you different.

Maybe you specialize in a specific industry.

In my case, when I ran Xen Accounting from 2013 to 2018, our biggest marketing differentiator was that clients got a super-smooth, completely paperless experience that was nothing like the traditional accounting firm.

Whatever it is, marketing is how you communicate that difference loudly and consistently.

So that when the right client is looking, they find you instead of the guy down the street.

Visibility and Branding

Step into the client’s shoes for a moment.

When tax season rolls around and they’re finally ready to make a switch, who do they think of?

Is it the firm they’ve been hearing from every week for the past few months…

Or is it the firm they vaguely remember seeing once?

Branding isn’t just a logo and a color palette.

It’s the reputation you build over time through every piece of content, email, and interaction.

Firms that show up consistently, whether through a newsletter, LinkedIn, or a thoughtful blog, are the ones prospects see and remember.

Trust and Credibility

Referrals aren’t the only way to generate warm leads.

That’s not to say marketing will give you leads as warm as referrals…

But when you market right, the people who do reach out to you already know you to some extent.

By the time they book a call with you, you’re not a stranger to them.

You’re the person they’re already considering working with.

That’s the power of building trust through marketing over time.

The sales conversation gets a whole lot easier when you’ve already done the work of earning credibility before they ever reach out.

Marketing builds the trust that makes growth easier, but it’s just one piece of the puzzle.

And if you want free, practical strategies to growing a more profitable firm delivered straight to your inbox…

Feel free to join the 11,000+ firm owners in my Future Firm newsletter. 🙂

Without further ado, here are strategies to help you start getting more clients:

Marketing Strategies for Accounting Firms

Marketing is more than a set of individual strategies.

It’s a system that works together to build strong visibility, brand loyalty, and a reputation as an expert in your industry.

In no particular order, here are the top strategies:

1. Get Blogging

What

Blogging is the practice of regularly creating and publishing content on a website, typically in the form of articles or posts.

It’s one of the biggest pillars of SEO for accounting firms.

Blog content can be informal or conversational and cover a wide range of topics — including personal experiences, opinions, industry insights, or educational content.

On a personal note, blogging is my all-time favorite digital marketing strategy. And for good reason.

I’ve built 2 businesses almost entirely off the back of blogging.

Why

• Content Engagement: Provides a platform to share valuable content, engaging audiences and establishing expertise
• SEO Benefits: Regular and relevant posts contribute to improved search engine rankings, increasing the visibility of a website.
• Educational Value: Can serve as educational resources, helping customers understand products, services, and industry trends.
• Lead Generation: May capture leads through calls-to-action, converting website visitors into potential customers

How

You’ll need to write content that the search engines find valuable, which means having a basic understanding of SEO, or search engine optimization.

If you don’t know where to start, I highly recommend you check out my 15-step SEO blog formula. for how you can leverage blogging to get more traffic and visibility.

Here’s a sneak peak:

You don’t have to worry about building an “ultimate” content strategy before you begin.

As long you consistently publish content that’s relevant and valuable to your readers, you’ll eventually get traffic to your website.

2. Start a Podcast

What

A podcast is a series of digital audio or videos available for streaming or downloading over the internet. 

Podcasts are typically episodic, with new episodes released regularly.

For instance, every week, I release a new episode of my Future Firm podcast, where I talk about my valuable experiences and share advice on how to grow your accounting firm.

Why

• Community Building: Can foster a sense of community among your audience, creating a dedicated group of followers who engage with your content regularly
• Diversification of Content: Provides more dynamic to your content portfolio, appealing to different audience preferences and consumption habits
• Visibility: Regular episodes contribute to increased brand visibility as listeners become more familiar with you
• Lead Generation:  A good way to gain new prospects and direct them to your website
• Storytelling and Connection: Allows you to tell stories, share experiences, and convey your message in a compelling way

How

Get the Right Equipment

1. Invest in a good-quality microphone for clear audio.
2. USB microphones are a good starting point.
3. Use headphones to monitor audio quality and prevent feedback during recording. Choose recording software such as Audacity for audio recording.

Plan Your Podcast

1. Plan your episodes by creating outlines or scripts. This helps maintain a flow and ensures you cover all necessary points.
2. Determine how often you’ll release episodes (e.g., weekly, bi-weekly).

Record and Edit Your Episodes

1. Start recording your episodes, following your outlined script or talking points.
2. Edit out unnecessary pauses or mistakes by using an editing software like Audacity

Choose a Podcast Hosting Platform

Finally, select a podcast hosting provider to distribute your podcast episodes. Mine is on PodBean and other popular platforms such as:

You can also check out this episode of my podcast. This is when Blake Oliver and David Leary, the hosts of The Accounting Podcast, shared some great tips on starting your own.

3. Show Up on Podcasts

What

Seize the opportunity to leverage an established audience by guesting on podcasts as an accountant. 

I practice this strategy as I have been a guest on podcasts over the years. Here’s an example:

Why

• Expanded Reach: Allows you to tap into the existing audience of the host
• SEO Benefits: Podcast show notes often include backlinks to your website
• Networking: Build relationships within the industry and foster potential partnerships
• Establishing Authority: Provides a platform to showcase your expertise and insights on a different audience

How

I shared this with my newsletter subscribers before:

1. Develop a list of podcasts that overlap with your target audience
2. Email the podcast hosts and pitch them to be on
3. Mention your services in the first few minutes of the podcast
4. Ask the podcast to include a link back to your website in their show notes

The pitch to podcast hosts is simple:

Your listeners need help with their finances and I can be the subject matter expert you need.

Here’s one Future Firm Accelerate member who saw results after her first “pitch.”

4. Send Curated Newsletters

What

A curated newsletter delivers carefully selected and organized content to subscribers, providing them with valuable and relevant information.

It is a method employed by many firm owners to streamline and enhance the content consumption experience.

Why

• Drives Traffic: Including links to relevant articles or resources in your curated newsletter can drive traffic to your website or blog
• Saves Time for Subscribers: Your subscribers may appreciate the time saved in finding quality content, which could lead to positive interactions
• Builds Credibility: By curating valuable and relevant content, you position yourself or your brand as an authority
• Encourages Social Sharing: Engaging content in the newsletter may prompt subscribers to share it on social media

How

A successful newsletter extends beyond being a lengthy advertisement for accounting firms. To retain subscribers and build trust, offer valuable content. 

Choose a consistent theme to set expectations — whether it’s weekly business tips or curated industry news. 

For instance, my newsletter focuses on a weekly top 5, providing firm leaders with insights on designing modern, scalable firms. 

The positive feedback reflects the value delivered.

Keep it simple!

Some of the most popular newsletters out there completely forego formatting, images, and colors and stick with a newsletter that looks and feels like a regular email. 

This is my approach as well as I feel it helps create a sense of me sending you a personalized email.

The screenshot above is a snippet of what my weekly newsletter looks like. Nothing fancy!

Choose a Reliable Email Marketing Platform

Use a software that provide features for designing, sending, and tracking newsletters.

Popular choices include Mailchimp, Moosend, and Constant Contact. I use ConvertKit due to its overall features and user-friendly interface.

5. Viral Marketing for Accountants

What

First off, this is not easy to pull off.

Viral marketing involves the creation and promotion of content or campaigns that have the potential to rapidly spread and be widely shared among your target audience.

While this marketing strategy often happens organically, strategic efforts can be made to increase the likelihood of content going viral.

Why

• Competitive Edge: It creates a memorable experience that can outshine competitors
• Engagement and Interaction: Users who share your content are actively participating in spreading your message
• Exponential Reach: The potential to rapidly spread content to a large audience brings substantial visibility across various channels
• Data and Insights: May provide valuable information into your audience’s preferences and behaviors

How

As I mentioned earlier, viral marketing is not easy to execute.

You may get some ideas based from my experience:

When I ran my cloud accounting firm, I announced that my firm was the first to accept Bitcoin as payment in 2013 via a press release:

This received a ton of media attention because it was around the time when people first learned about Bitcoin after its massive price increase from only a few dollars to over $1,000.

6. Social Media Marketing for Accountants

What

More and more people spend their time online on social media platforms.

Millions are using LinkedIn, Twitter, Facebook, and so on. With the amount of traffic these mediums have, it would be a waste not to use them as part of your marketing strategy.

Why

• Networking Opportunities: Social media platforms provide opportunities for connecting with other professionals, potential clients, and industry influencers
• Lead Generation: Can attract potential clients who are active on social media
• More Visibility: Participating and providing on trending topics may lead to more exposure
• Cost-Effective: Doesn’t require a large capital to get started

If you want to know more about leveraging this tactic, check out my detailed guide to social media marketing for accountants.

How

This time, I’ll be sharing how I managed to grow my followers on LinkedIn.

Sharing value

Take a look at this LinkedIn post:

​It does a few things:

• Solely focuses on sharing value
• Includes a teaser with a “:”, creating curiosity to click “see more”. Those that click “see more” have a high chance of engaging further.
• Limits the caption to 5 lines
• My best performing posts are typically long (approx 500 words)
• Doesn’t include any links. I share links in the comments.

Now check out this other post:

​Here’s what this other one does:

• Pokes a pain point my target market faces (ie. finding/keeping talent)
• Has a short caption, limited to 5 lines, and has a teaser question, prompting to click “see more”
• Immediately shows the answer (ie. our professional bodies) as soon as you click “see more”
• Is highly opinionated and likely echoes what my target market are feeling, but not comfortable enough saying out loud
• This approach can backfire, so be careful with using it

7. Consider (But Be Wary Of) Paid Ads

What

This type of advertising is common across various online and offline channels and can take different forms. Google Ads is the most common example:

To put it simply, you pay a fee to get more exposure in search engine results, social media platforms, and other mediums.

The problem is that it’s often not the kind of traffic you want, it costs money, and most accountants don’t have a very good sales process,

This often means they’re just burning through leads and do not create potential clients.

Why

• Quick Results: The firm can start reaching a targeted audience almost immediately
• Measurable ROI: Paid advertising provides detailed analytics to measure the ROI more accurately
• Targeted Reach: Precise targeting based on demographics, interests, location, and online behavior is possible

How

Paid ads can be highly effective, but success hinges on key prerequisites. 

Firstly, define a specific target market instead of pursuing a broad client base. A clear target allows for a compelling value proposition and resonant ad copy. 

In a saturated online environment, ads must swiftly connect with the audience’s precise pain points to stand out. 

Therefore, understanding the target market’s mindset is crucial for crafting ads that cut through the noise and make an immediate impact.

8. Networking 

What

Professional networking is a very powerful way to build relationships with key people in your industry.

Why

• Stronger Referral Network: Networking opens doors to valuable word-of-mouth recommendations and referrals
• Stay Up-to-Date: You can keep up to date with the latest news, trends, and innovations in the industry
• Solidifying Existing Relationships: Collaborations or referral-sharing with fellow accounting practice owners become more likely to happen
• Meet Potential Clients: Networking events are a good way to meet and possibly sign new clients

How

You’ll find lots of great tips in my guide to networking for accountants. Here are ones you can start doing right away:

Optimize Your Social Media Profiles

Make sure to update your social profiles before you go out to any networking event. You’ll likely be getting new connections and you want to make a good impression.

At the very least, you’ll need a professional headshot, a nice background banner, and a short sentence about what you do.

Polish Your Elevator Pitch

Before attending networking events, craft a concise 60-second pitch detailing who you are, who you assist, and your role. 

A professional appearance helps builds trust. While it may seem simple, perfecting your pitch requires practice.

Clarify Your Objectives

Define your goals before you do any networking.

Whether it’s acquiring new clients or gaining specific insights, identify your objective and remain sharply focused on it throughout the networking experience.

Prioritize Quality over Quantity

Effective networking isn’t about amassing numerous connections; it’s about identifying the right individuals to connect with.

Seek out connections with whom you can cultivate mutually beneficial relationships instead of trying to partner with anyone you encounter.

9. Write a Book

What

Writing a book is probably something that not all accountants will consider.

However, some people I know wrote a book and shipped out free copies to those that they thought would benefit most from their brand and services.

Why

• Expert Positioning: Authoring a book establishes you as an expert in the industry
• Client Trust and Confidence: Having published work can instill confidence in potential clients
• Differentiation in the Market: It becomes a unique selling proposition that can attract clients
• Brand Building: A book is a tangible representation of your expertise

How

Check out these two books written by accountants who found success to get ideas:

Accounting Made Simple by Mike Piper

There are several personal finance books have been authored by Mike Piper. 

However, Accounting Made Simple is one of his finest works, which explains several accounting topics plainly and without technical jargon.

Real Numbers by Jean E. Cunningham

Jean E. Cunningham, the former CFO of Lantech Inc., co-authored Real Numbers. 

This book is about  the evolution of management accounting, exploring its current state and proposing ways to reintroduce simplicity and clarity, especially within the context of a lean organization.

10. Include Lead Magnets on Your Website

What

Lead magnets are incentives on your website that your firm would offer to potential clients in exchange for their email addresses or contact information.

Examples of lead magnets for accounting websites include eBooks, PDF toolkits, downloadable video training, etc.

Why

• Build an Email List: Lead magnets help grow your email list, providing a direct channel for reaching your audience
• Lead Generation: Getting contact information allows you to build a database of potential leads
• Increase Website Traffic: Promoting lead magnets can attract more visitors to your website
• Targeted Audience Segmentation: Different lead magnets can cater to specific segments of your target audience

How

A CTA (call-to-action) is a clear and actionable statement that prompts the audience to do something, such as making a purchase, signing up for a newsletter, downloading a resource, or contacting a business.

In the example below, visitors have a couple of CTAs, which is a good demonstration of the website’s effectiveness in fostering proactive engagement.

By guiding visitors toward specific actions like “Get a Free Consultation” or “Download Our Financial Planning Guide,” you encourage engagement and initiate meaningful interactions that could turn into conversions.

11. Partner on Webinars

What

A webinar, is a live or prerecorded presentation, lecture, workshop, or seminar conducted online. 

It typically involves an interactive format where participants can engage with the presenter or host through chat, polls, and Q&A sessions.

Webinars are widely used in accounting for marketing purposes.

Why

• Product or Service Promotion: Webinars provide a platform to introduce new services, tools, or solutions offered by the accounting firm
• Interactive Medium: Allow for direct engagement with the audience through Q&A sessions, polls, and chat features
• Content Promotion: Content used on webinars can be repurposed for other marketing channels, such as blog posts, social media updates, or downloadable resources
• Lead Generation: Hosting webinars on relevant and timely topics can attract potential clients who are interested in the subject matter

How

Webinars are a great way to get in front of a larger audience.

The trick is to get partners from firms or others who already have an audience within your target market to introduce your brand and accounting services.

For instance, if your firm has a niche carved out with dental practices, perhaps you can approach the local (or national) dental association that you see running webinars and pitch an idea for a webinar that you think would be helpful for their members.

You also need to make sure that your webinar topic is relevant to what you do as well.

Find associations, firms, partners, or organizations within your target market and pitch them ideas for valuable webinar content. They’re always looking for guests.

Keep this in mind when you plan on doing your first webinar.

12. Live Stream Q&A Marketing for Accountants

What

Similar to webinars, live streaming for accountants involves broadcasting real-time video content online.

This allows accountants and accounting firms to connect with their audience in a live and interactive manner. 

This form of communication has become increasingly popular for various purposes within the industry.

Why

• Real-Time Interaction: Live streaming allows for direct, real-time interaction with the audience
• Enhanced Engagement: More engaging than pre-recorded content
• Efficient Communication: To convey important information to a large audience simultaneously
• Adaptation to Remote Work: Facilitates virtual client meetings, team collaboration, and internal communication

How

You can do your livestreams on a number of platforms.

YouTube is a popular choice to showcase your firm online. It’s great especially if you have a good number of subscribers there.

For my monthly AMA calls, I use Crowdcast.

This is an exclusive livestream I do for Future Firm Accelerate members usually every third week of the month.

I answer every question on the chat. Sometimes, members will join me via Zoom to ask me more intricate inquiries, which makes the livestream more interactive. 

13. Build Strategic Alliances

What

These alliances are formed with the strategic intent of achieving common objectives that may be challenging or impractical to achieve with just your own firm.

In a strategic alliance, risks and rewards are often shared between the partners. This could include joint investments, revenue-sharing agreements, or shared responsibilities.

Why

• Expanded Service Offering: Strategic alliances allow accountants to offer a broader range of services by partnering with firms that specialize in complementary areas
• Access to Specialized Expertise: May acquire additional knowledge and skills without having to develop those capabilities in-house
• Client Retention and Satisfaction: Clients may prefer working with a one-stop-shop that can address multiple aspects of their financial and business needs
• Innovation and Adaptability: Collaborating with diverse partners can bring fresh perspectives and innovative ideas to your firm

How

Developing and aligning yourself with the professionals listed below gives you great way to send business back and forth.

• Insurance brokers
• Human resource specialists
• Estate tax attorneys
• Business consultants
• Executives and leadership coaches
• IT companies
• Bankers
• Investment advisers 

I personally have one alliance in each category and just send all my business there rather than splitting things up between multiple lawyers, for instance.

To secure the right business partner, follow these steps:

1. Assess your firm’s performance, capabilities, and client demographics to understand your value proposition and needs.
2. Clearly define your firm’s vision and strategic goals, specifying how a partnership aligns with growth objectives, market expansion, or service enhancements.
3. Evaluate potential partners based on factors like location, experience, services, and cultural fit. 
4. Initiate a trial collaboration with a small project to assess compatibility, decision-making dynamics, and idea development before committing to a long-term partnership.

14. Land Speaking Gigs

What

Speaking gigs offer accountants a platform to showcase their knowledge, share insights on relevant topics, and establish themselves as industry experts.

These events may be conferences, seminars, workshops, webinars, and other gatherings where pros share their expertise with an audience.

Why

• Thought Leadership: Speaking engagements allow accountants to position themselves as thought leaders in their field
• Brand Exposure: Increases the visibility of accountants and their CPA firms
• Client Acquisition: Engaging presentations can attract new clients who are impressed by the accountant’s knowledge and presentation skills
• Sharing Best Practices: Accountants can use speaking gigs to share best practices, emerging trends, and innovative solutions

How

If you can get invited to speak at different events (and sometimes you need to invite yourself!), you can get in front of an audience that you might not have had access to previously.

For instance, here’s me presenting at Xerocon 2022:

You can combine this with a lead magnet discussed in one of the tactics above.

Basically, you can give away parts of the presentation in the form of an eBook, checklist, or any other kind of downloadable content.

No fancy software or technology is needed! To do this, include a presentation slide that shows a URL where the audience can visit to provide their email address in exchange for the lead magnet.

And voila! You are starting to convert audience members to leads that can be nurtured via your newsletter, which can eventually lead to sales.

15. Run a Giveaway

What

A giveaway campaign for accountants involves a promotional strategy where accountants or accounting firms offer free products, services, or incentives to their target audience.

While giveaway campaigns in accounting may not involve physical products like in other industries, they can include various offerings:

• Free Consultations
• Educational Resources
• Discounted Services
• Workshops or Training Sessions
• Etc.

Why

• Brand Awareness: A well-executed campaign raises awareness of your brand, helping to distinguish your business from competitors
• Increased Visibility: May significantly boost your exposure and reach within your target audience.
• Customer Loyalty: Clients appreciate businesses that go the extra mile to provide value and perks
• Seasonal Relevance: Campaigns can be aligned with seasons, holidays, or special events, making your marketing efforts more timely and relevant

How

I’ve run a few giveaways in my life.

The first one was a horrible failure with my accounting firm.

I posted a draw to win 1 free year of accounting services in exchange for liking the firm’s Facebook page.

It was a massive flop.

But I learned from it.

When I launched a giveaway with Future Firm in 2020, it was a big success that brought in 100’s contacts that joined my newsletter which could later be nurtured.

The big difference is that the first time around I launched a giveaway without any partners. The second time around I partnered with others in the space to coordinate a giveaway campaign.

As you can see below, I partnered with 6 others to pool together all kinds of cool services and products into one giant bundle of value:

I’m not saying you have to make it complicated, but if you’re going to run a giveaway contest, consider partnering with one or two others in the campaign to extend your reach.

16. Sales Outreach Marketing for Accountants

What

This strategy goes beyond passive marketing efforts. 

Sales outreach marketing for accountants involves reaching out directly to prospects through various channels to communicate the value of accounting services and establish a connection.

Why

• Targeted Engagement: Sales outreach enables accountants to target specific industries, businesses, or demographics
• Building Personal Connections: Personalized communication is a key aspect of sales outreach
• Response to Specific Needs: Accountants can tailor their outreach messages to address specific needs or challenges faced by potential clients
• Competitive Differentiation: In a competitive market, sales outreach allows accountants to differentiate themselves

How

You can follow this example but tailor it to your specific goals.

Go to Indeed and type in “Bookkeeper” in Toronto, Canada, you’ll get hundreds of results that may fit your expertise.

For instance, check out this result:

Why not reach out to them and see if they would be open to outsourcing this?

You don’t need software for this, and I guarantee you’ll see growth and get a few hits with this tactic.

17. Follow Up with Lost Deals Quarterly

What

Following up on lost leads is a critical aspect of sales and marketing.

It involves re-engaging with individuals or businesses that have previously shown interest but did not convert into customers.

Quarterly follow-ups strike a balance between staying engaged with leads and avoiding the perception of being too intrusive or aggressive.

Why

• Potential for Conversion: Lost leads may not have converted initially for various reasons, and following up provides an opportunity to address concerns
• Sales Improvement: Understanding why leads didn’t convert provides insights into areas for improvement in your sales process
• Building Relationships: Following up demonstrates persistence and a genuine interest in building a relationship with potential clients
• Improved Conversion Rates: Studies have shown that consistent follow-up efforts lead to improved conversion rates over time

How

You can follow these simple steps below to follow up with your lost deals:

Step 1: Make a list of deals you lost in the past year that you actually wanted as clients

Step 2: Send this email to them every quarter (with minor variations):

Hey {fist name},

Hope all is well since we last spoke.

I just wanted to check in to see how business is coming along. Is everything going smoothly?

Step 3: Engage with their responses to try and find out what’s not working well and how you can help.

Nothing fancy… but it works 🙂

18. Video Marketing

What

Using video content as a strategic tool to promote accounting services, engage clients, and increase visibility is a popular marketing strategy.

The format can take various forms, ranging from educational tutorials and client testimonials to informational videos about the accounting firm’s expertise.

Why

• Complex Concepts Made Simple: Videos allow accountants to break down complex topics into easily digestible and visually engaging content
• Engage and Educate: Offers a dynamic way to educate clients and prospects
• SEO: Search engines often prioritize video content in search results
• Accessibility: People often prefer consuming content in video format

How

Some have had tremendous success in launching Youtube channels in order to share videos with valuable information, developing trust (and business) with their viewers.

Plus, you only need a few resources with this. If you want to take it a step further, hire a content strategist/manager and video editor to help you.

Take Hector Garcia, CPA for instance. He shares all kinds of information and his expertise on how to use QuickBooks.

And guess what?

He has over 302,000 subscribers as of the time of writing:

Think of the exposure he gets every time he releases a video…

19. Ask for Referrals

What

One of the more proactive approaches is asking for referrals.

Referrals can be a powerful source of new business because they often come from satisfied clients who are willing to recommend your services to others.

Why

• Targeted Audience: Since referrals are typically made to people within the referrer’s network, they are more likely to be part of your target audience
• Word-of-Mouth Marketing: Positive word-of-mouth can spread quickly, reaching a broader audience and generating more interest
• Higher Conversion Rates: Leads generated through referrals often have higher conversion rates
• Trust and Credibility: People are more likely to trust recommendations from those they know

How

To get more chances of successful referrals, send this email each time you complete a service for a client (modify as you see fit):

Subject: Just wanted to say thanks…

Hi [first name],

We really appreciate your business and we want to thank you again for selecting us for your tax preparation services [adjust this service accordingly].

I also wanted to let you know that we’re always looking to help clients achieve XYZ [include brief way that you help clients].

Our focus is on with with [include brief overview of clients you like to work with].

Would you happen to know anyone that fits this profile?

Your support for our small business means a lot!

[Your Name]

20. Upsell Existing Clients

What

Upselling for accountants involves offering additional services or features to existing clients that go beyond the scope of their initial engagement.

The goal is to provide added value to clients while increasing revenue for the accounting firm.

Why

• Deepening Client Relationships: By offering additional services that align with clients’ evolving needs, accountants become more integral to their financial success
• Addressing Changing Needs: Businesses and individuals go through different phases and may encounter evolving financial requirements
• Demonstrating Expertise: Can reinforce the perception that they are well-versed in a range of financial matters
• Enhancing Client Value: Upselling is not just about selling more; it’s about adding value to the client

How

Here are the only 2 calls you need that will greatly help you identify and land upsell opportunities (both links below are from my newsletter):

​Call 1: Health Check-Up Calls​

I do these with every single client, allowing me to:

• Charge more
• Deliver more value
• And identify upsell opportunities

​Call 2: Annual Re-Engagement Calls​

You should be doing this with every client every single year.

The link above gives you the 4-step process.

21. Sponsor Events

What

If you have resources, budget, and time to spare, you may choose to sponsor events such as conferences, seminars, workshops, webinars, or industry-specific gatherings.

While there are many factors you need to consider, the most important parts are determining whether the event attracts your target audience and the number of attendees.

Why

• Positive Brand Association: Associating the accounting firm’s brand with reputable and well-organized events can create positive brand associations
• Media Coverage and Public Relations: Sponsoring events may lead to media coverage and positive public relations opportunities
• Community Engagement: Demonstrates a commitment to the community and industry
• Brand Visibility: Logos, signage, and mentions during the event contribute to a stronger brand presence

How

Here’s a 10-step guide on how to effectively conduct event sponsorships:

1. Clearly define your objectives for sponsoring events.
2. Research and identify events that align with your objectives and target audience.
3. Consider not just the sponsorship fees but also additional costs for promotional materials, booth setup, travel, and accommodation if necessary.
4. Choose a sponsorship level that aligns with your budget and goals.
5. Don’t hesitate to negotiate sponsorship packages.
6. Create eye-catching and informative collateral for the event.
7. Maximize your sponsorship by leveraging digital promotion.
8. Prepare and train your team for the event.
9. Plan engagement strategies to maximize interaction with the audience.
10. Follow up with leads and contacts promptly after the event.

22. Community Outreach/Volunteer

What

Community outreach and volunteer efforts for accountants involve active engagement with the community through charitable, educational, or service-oriented activities.

It goes beyond traditional professional roles, fostering positive relationships, enhancing the firm’s reputation, and making a positive impact on society.

Why

• Positive Brand Image: Volunteer activities convey a commitment to social responsibility, which can enhance its reputation
• Word-of-Mouth Marketing: Positive actions can contribute to organic, positive publicity
• Aligning with Client Values: Many clients today consider a firm’s values and social responsibility when making decisions
• Networking Opportunities: Volunteering often involves interacting with other businesses, community leaders, and influencers

How

Here are some ways accountants and firm owners can volunteer:

1. Teach financial literacy courses in schools, community centers, or for local organizations
2. Join mentorship programs for aspiring accountants or entrepreneurs
3. Serve on the board or as an advisor for a nonprofit organization
4. Offer your accounting services pro bono to nonprofit organizations
5. During times of crisis, offer your accounting expertise to assist individuals and businesses affected by disasters
6. Establish partnerships with local community centers, offering to provide accounting workshops, financial consultations, or resources

23. Set Up a Google Business Profile

What

This is one of my favorite online marketing activities because you can do it immediately.

Aside from being the biggest search engine in the world, Google is also the go-to business directory for the majority of users.

Having a Google Business Profile makes you visible to that user base.

For example, Xen Accounting, the firm I founded in the early 2010s (and sold later on), appears when you search for accounting firms in Montreal.

Why

• Puts You on the Map: Many accounting firms struggle with clients — not because their service isn’t good, but because clients simply do not see them.
• Boosts Your Legitimacy: Lots of prospective clients to Google to investigate whether they’d like to work with a firm. If they’ve heard of you but don’t see you there, you’ve lost them.
• Requires a Simple Setup: You don’t need expert knowledge or the help of a technical specialist to set up a Google Business Profile. Google will guide you through the process, and it takes minutes.

How

This process is super easy.

Simply head over to the Google Business Profile sign up page and follow the steps. Google will tell you exactly what to do next.

24. Get Online Reviews and Testimonials

What

Once you’ve set up your Google Business Profile, you’ll unlock one of the most powerful forms of marketing…

Online reviews.

In my opinion, these should be non-negotiable in any marketing plan.

They serve as evidence of your accounting prowess and can influence potential clients’ decisions.

In many cases, clients treat checking reviews as the final step before reaching out to an accounting business.

Why

• Provides Social Proof: Positive testimonials demonstrate that others have had positive experiences with your services
• Humanizes Your Firm: The personal touch helps potential clients relate to the positive outcomes achieved by others
• Enhances Online Presence: Can improve your firm’s ratings on review platforms and may improve SEO
• Addresses Potential Concerns: Reviews can alleviate doubts and provide reassurance about the quality of your services

How

An easy way to get reviews is reaching out to current clients — especially the ones most satisfied with your service.

Here’s a trick: every time you complete a tax return, send this email to your client.

Hi [first name],

We really appreciate your business and we want to thank you again for selecting us for your tax preparation services.

Would you mind clicking this link [insert link] and leaving us a Google review of our services?

Your support for our small business means a lot!

[Your Name]

25. Stay Active on Accounting Forums

What

Despite the dominance of social media platforms in the digital place, forums are still a healthy medium for accounting professionals to communicate.

This involves participating regularly in discussion boards or online groups related to accounting and finance.

Why

• Ambient Promotion: Forums provide an opportunity for subtle self-promotion
• Stay Informed: Being actively engaged allows you to stay on top of the latest developments in accounting
• Client Acquisition: Some forum members may reach out to you for your services based on the expertise you’ve demonstrated
• Enhances Online Reputation: Once other forum members perceive you as an expert, your reputation as an accountant is strengthened

How

Check this blog post of mine and choose which ones you would like to join.

Then be active in the community by:

• Participating in popular discussions
• Sharing valuable resources
• Responding to private messages
• Asking thoughtful questions

26. Put the Value You Provide Front and Center

What

You might have excellent services, but you first need to convince potential clients that they should look into those services.

Clients care about what your work does for them above all else, whether that’s peace of mind, their time back, or lower taxes.

Take Apple’s latest Mac devices for example — they’re packed with powerful hardware and software specifically designed for that.

But they don’t focus on that. Instead, they appeal to what the buyer wants to accomplish:

Why

• Shifts the Conversation to Outcomes: When you focus on results, you’re speaking your client’s language. They want to know what changes when they hire you, not which software you use or how many transactions you can reconcile.
• Distinguishes Your Firm: Every firm offers similar services. But if you position your value around things like “helping real estate firms keep their income predictable” or “giving small business owners peace of mind knowing their taxes are covered,” you’re suddenly different.
• Builds Trust Faster: Clients don’t want to dig through service menus. When they hear you describe the exact problem they’re facing (and how you solve it) they’re more likely to reach out.

How

Start by asking: “How does this benefit my client?”

Make that the headline, not the service name. Then, work your way backwards from there.

• Reword your homepage, emails, and proposals to reflect those outcomes.
• Instead of saying you’re the best at bookkeeping or advisory, speak to the struggles they’ll avoid (e.g., falling behind on taxes, missing growth opportunities, making uninformed financial decisions, etc.).
• Be specific. Generic phrases like “maximize your potential” don’t land. Try framing your value around everyday realities your client wants to escape.

Here are a few examples of homepage headlines:

• Outsourced Bookkeeping And Tax Planning For Freelance Creatives, So You Can Feel Confident About Your Finances And Save As Much As Possible On Taxes
• Freelance Creatives: We Handle Your Bookkeeping And Tax Planning, So You Can Maximize Your Tax Benefits And Stop Stressing About Your Money
• Less Stress. More Control. Bookkeeping And Tax Planning Services For Freelance Creatives.

27. Label Your Services Differently

What

When you’ve got the client’s attention, you need to convince them how your services are better than others.

A lot of that depends on how creative you are in positioning and presenting your accounting services — keep in mind that most firms often service SMB businesses and provide services similar to yours.

Why

• Creating a Story and Identity: Unique labels allow you to craft a narrative around your services and build a distinctive brand identity
• Improved Brand Recall: It increases the likelihood that potential clients will remember your brand
• Attracts Clients With Specific Needs: Clear, branded service names help clients quickly grasp what you do and whether it’s right for them

How

These are some ideas that may help you rename your services:

• Bookkeeping Services –> Automated Bookkeeping Services
• Monthly Financial Statements –> Monthly Growth Reports
• A/R Services –> Cash Collection Services
• Quarterly Check-In Calls –>20-Point Peace of Mind Checklist​

Your service labeling should point out the benefit of the service as much as possible, rather than labeling the service in line with your actual task (which almost all firms do).

28. Pick a Niche (and Focus on It)

What

It might feel counterintuitive, but narrowing your focus often leads to more growth.

While it’s easier to cast a wide net and take on anyone who needs accounting help (like most accounting firms do), your marketing becomes far more effective when it’s directed at a specific type of client.

Why

• Marketing Gets Easier: Because you know exactly what your clients care about, you won’t have to guess what to say in your emails, content, and other marketing materials.
• You Can Charge More: Specialists command higher fees. When you can position yourself as an expert in XYZ industry, you garner more trust from clients. This increases their confidence that you can do the job well, which allows you to charge higher prices.
• Service Delivery Becomes More Consistent: When you’re serving the same type of client, your team gets really good at solving the same kinds of problems. You can standardize your workflows, minimize errors, and deliver a better client experience.

How

You don’t need to overhaul your entire firm overnight — just start narrowing your focus.

Here’s how:

• Look at Your Current Clients: Is there a type of business you enjoy working with? One where you’ve delivered great results?
• Pick One Niche to Lean Into: Think industries like eCommerce, legal, trades, or consultants. Choose one with growth potential and clients you actually like working with.
• Start Speaking Directly to Them: Update your homepage, newsletter, and social posts so it’s clear which clients you specialize in.
• Build Around Their Needs: Refine your services, packages, and content so it solves their specific pain points.

You can still accept work outside your niche, but your marketing should focus on the one group you want more of.

29. Edit Your Email Signature

What

Although this strategy doesn’t really mean much on the surface, it could be a valuable component of your overall marketing efforts.

Editing your email signature may serve as a subtle yet effective promotional tool.

Why

• Dynamic Marketing Messages: An edited email signature allows for flexibility in incorporating dynamic marketing messages
• Showcasing Achievements: Awards, recognitions, or positive testimonials can be strategically incorporated into your email signature
• Promotion of Key Services: Your email signature provides a discreet space for promoting key services or products
• Event Promotion: Flag upcoming events, webinars, or workshops through your email signature can significantly increase attendance

How

Here’s an easy process you can use to use your email signature as a marketing strategy. 

1. Edit your email signature
2. Add a P.S. to the end of it
3. Write 1 sentence that advertises something you want to promote

Example:

P.S. We have 10 slots left to help improve our clients cash flow next month. Book a call to learn more here (insert link).

I’ve used this tactic for years… just see the bottom of all my emails. 🙂

Start Getting More Accounting Leads With These Marketing Strategies

There you have it!

Some of these strategies are easy quick wins that you can use immediately to gain clients, while others take a bit more time to plan.

For the ones that take longer to execute, I’d start with 1 or 2 that you feel mesh well with you, and your accounting firm and get those working right. Once they’re working, you can branch out to others.

The key to having successful accounting marketing is to try to avoid doing too much at once as you’ll get flustered. Besides, you can always come back to this post.

Which strategy do you like best?

Are there any missing? Any tips you want to share?

Comment below to let me know!

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Want Tons Of Leads From
Your Blog?

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that I used to grow my own firm!

I’ll send you a simple guide that will boost your photography skills overnight.
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