Marketing for Accountants: The Top 26 Strategies

If you’re looking for the best marketing for accountants’ strategies, you’ve come to the right place.

In this post, I’m going to outline 19 of the top strategies working well right now to help you attract clients.

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

Let’s check them out!

Table of Contents

What is Marketing For Accountants?

Why Is it Important?

The Top 26 Marketing Strategies

• #1 Get Blogging
• #2 Start a Podcast
• #3 Show Up on Podcasts
• #4 Send Curated Newsletters
• #5 Viral Marketing for Accountants
• #6 Social Media Marketing for Accountants
• #7 Consider (But Be Wary Of) Paid Ads
• #8 Networking
• #9 Write a Book
• #10 Include Lead Magnets on Your Website
• #11 Partner on Webinars
• #12 Live Stream Q&A Marketing for Accountants
• #13 Build Strategic Alliances
• #14 Land Speaking Gigs
• #15 Run a Giveaway
• #16 Sales Outreach Marketing for Accountants
• #17 Follow Up with Lost Deals Quarterly
• #18 Video Marketing for Accountants
• #19 Ask for Referrals
• #20 Upsell Existing Clients
• #21 Sponsor Events
• #22 Community Outreach/Volunteer
• #23 Get Online Reviews and Testimonials
• #24 Stay Active on Accounting Forums
• #25 Label Your Services Differently
• #26 Edit Your Email Signature

What Is Marketing for Accountants?

Accountants often initially focus on tangible marketing strategies like blogging, Google ads, and social media. However, it’s vital to realize that these are just one aspect of marketing. 

Marketing for accountants goes beyond specific strategies; it’s a multifaceted approach encompassing various activities, institutions, and processes.

Why Is It Important?

Marketing for accountants is indispensable for several reasons. Listed below are the most compelling ones:

Client Acquisition: Helps attract new clients and expand their customer base, contributing to business growth

Visibility and Branding: Builds a strong brand presence that distinguishes accountants from competitors

Trust and Credibility: A good way to showcase expertise and authority

Relationship Building: Provides opportunities and relationships with clients that go beyond transactional interactions

Market Differentiation: Can help highlight what sets you apart from others

The Top 26 Marketing Strategies

And now, in no particular order, let’s jump into 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. 

These posts can be informal or conversational, and cover a wide range of topics, including personal experiences, opinions, industry insights, or informative 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. Here’s an example of one of our articles:

• 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:

The more blog posts you can do, the more traffic you’ll get to your website.

2) Start a Podcast

What

A podcast is a digital audio or video file series that is available for streaming or downloading over the internet. 

Podcasts are typically episodic, with new episodes released regularly.

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 before to my newsletter subscribers:

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 social media, check out this article.

How

This time, I’ll be sharing how I managed to grow my followers on LinkedIn. I used it a couple of months ago in my newsletter.

Sharing value

​This post 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.

Post 2: Appeal to your base

​This post does a few things:

• 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 watch out

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.

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 & most accountants don’t have a very good sales process, meaning, 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.

Check out my in-depth take on paid ads here.

8) Networking 

What

I have written an in-depth guide to accountant networking. 

To give you a brief summary, professional networking in accounting is all about how you build relationships with others.

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: Collaboration with others becomes more likely to happen
• Meet Potential Clients: Networking events are a good way to meet and possibly sign new clients

How

The article I referred earlier has great recommendations on how to network as an accountant. Here are some of the best ones:

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. 

Keep in mind that a professional appearance fosters 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 a book 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 could 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

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, and I would recommend it 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 independently.

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

If you can develop and align yourself with these professionals listed below, you can have a 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 had one alliance in each category and just sent 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 the accountant and their firm
• 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 a presentation of mine 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 100’s of results that may fit your expertise.

For instance, check 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 for Accountants

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 239,000 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…

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 included 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. Get Online Reviews and Testimonials

What

Two of the most powerful forms of marketing today are online reviews and testimonials.

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

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

Here’s a good way to boost your number of reviews.

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]

24. 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

25. Label Your Services Differently

What

You need to be a bit more creative in positioning and presenting your accounting services to stand out in the market.

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
• Appealing to a Niche Audience: You can attract clients with specific needs or preferences

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).

Do this well, and you’ve given yourself a simple way to differentiate.

26. 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 each of my emails 🙂

Which Strategy Should You Start With?

Well, 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. Successful accounting marketing is fully within your reach. 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.

Promotions and advertising are some of the methods that marketing departments use to increase sales. But you can do this without a marketing team or marketing professionals. Make a list of your expertise and sort them out.

Which strategy do you like best?

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

Comment below to let me know!