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 18 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!

Marketing for Accountants 101

Before we move on, I think it’s important for me to state a few things on the topic of marketing for accountants:

  1. None of these strategies are magic. Most of them will take consistent time and effort on your part. Be wary of anyone promising any kind of magic solution.
  2. The most effective marketing strategies require you to know your ideal client exceptionally well.
  3. Some of these tactics will require a bit of trial and error.
  4. It would be a good idea to create a marketing plan before you immediately jump into any marketing activities. I see too many firms rush from tactic to tactic without any real plan in place.

And now, in no particular order, let’s jump into the top strategies:

1) Get Blogging

If you’ve read some of my other material, you know that blogging is my all-time favorite marketing strategy.

And for good reason.

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

How is this possible?

Because I’ve been able to create blog posts that show up on Google’s first page for the topic that I’m writing about.

When my target market searches for that topic, my article pops up, which then drives traffic to my website.

And a portion of that traffic will convert to leads with a pretty simple mechanism.

Let’s look at an example:

Let’s say that you’re in the US and you want more information on how to complete the PPP forgiveness application form. So you type into Google, “PPP forgiveness application form.”

This keyword brings up a first search result from Bench, an online bookkeeping business:

blog marketing for accountants google

And then when I click on the link, I get brought to their article, which will look something like this:

blog marketing for accountants

Circled in red above is a Call-to-Action (CTA) asking the reader to take some kind of action. Most of the readers will disregard this CTA, though a percentage of them will click through to see how Bench can help them with their books.

The more blog posts you can do this with, the more traffic you’ll get to your website and accordingly, the more leads you can capture through your CTA.

If you’re curious to see my formula for how you can use this method yourself, you can download my 15-Step Blogging Formula guide.

2) Spin Up a Podcast

Podcasting is super hot right now, yet very few firms are doing it. The nice thing about that is you can get a foothold in this space if you get started now.

If you can create a routine around your podcasts and deliver valuable information within them, your audience will get to know you. As such, podcasts are a great way to brand yourself and to create trust with your audience.

The other great thing about podcasting?

It’s super cheap and pretty easy to get started.

My friends over at Kruze Consulting do a great job with their Founders & Friends Podcast where they interview people in their target market on the show. What a great way to make connections with those who you’re trying to do business with!

If you want some more inspiration, you can check out my 21-Must Listen Accounting Podcasts.

3) Send Newsletters

There’s a popular saying in marketing that goes:

“The money is in the list”

I don’t doubt that one bit.

In fact, I wish I would have started building an email list far longer ago. My newsletter has really served as my #1 tool to help remain top of mind among my target audience.

I think there are a few tricks involved for having an effective newsletter that allows you to convert readers into dollars:

Deliver value

Your newsletter should not just be one giant long ad for your firm. The more valuable information you provide, the more people will want to remain signed up, the more trust you’ll build with them = more dollars to your firm.

Pick a theme and stick with it

You want your readers to know what to expect. Perhaps every week you email them your top 3 business tips or you can curate news happening in your niche’s industry, etc.

As an example, the theme of my newsletter is a weekly top 5 which is sent to 1000’s of firm leaders looking to design a modern, scalable firm. Every week I review 100’s of articles and pick the top 5 best ones that I feel will best help my audience to design a modern, scalable firm while adding my own personal comments.

Scheduling consistency is key

I recommend a weekly newsletter that’s sent out on the same day and time of the week. That way, your readers will know what to expect, which helps reduce unsubscribe rates.

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.

Here’s a snippet of what my weekly newsletter looks like. Nothing fancy!

accounting newsletter

4) Viral Marketing for Accountants

This is a tough one to crack, but if you can, the rewards are wonderful.

While viral marketing can take many shapes, the idea is to launch a campaign around something that might be trending at the moment.

For instance, 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:

marketing for accountants viral 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.

You’ll need to be creative with this strategy for it to work…

5) Social Media Marketing for Accountants

Any social media marketing for accountants strategies deployed here will largely depend on who your audience is. That’s because each social media platform tends to cater better to some markets.

For instance, Instagram caters very well to creatives whereas Linkedin caters much better to professionals.

Whatever platform you show up on however, you’ll want to make sure that you post content that is helpful to your audience.

If you share helpful information, you will get likes, comments, and shares. If you just post about advertising your services, you’ll get none of that.

For instance, here’s part of a post I wrote commenting about millennials in accounting firms, which so far has received over 22,000 views:

social media for accountants

And because of the engagement I received on this one post, I was able to get this post trending for popular hashtags I used in the post.

One of such hashtags has over 4,000,000 followers, which means I received a ton of exposure:

linkedin for accountants

6) Consider (But Be Wary Of) Paid Ads

Any time I speak to an accountant that wants to get involved in digital marketing, they talk about Google Ads.

The good thing about paid ads like Google Ads is that you can flip the switch and see instant traffic to your website.

The problem is that it’s often not the kind of traffic you want, it’s expensive & most accountants don’t have a very good sales process, meaning, they’re just burning through leads.

If you have a rock-solid sales process, a highly defined target market and you’re able to send people clicking on your ads to a website that can convert those visitors into leads, then paid ads like Google Ads might be for you.

If you can’t do all of those things, work on the foundations first before plunking money into Google.

7) Networking Meetups

With the world still mostly in a quasi-lockdown due to COVID, there ain’t a lot of in-person networking meetups taking place. But when things get back to normal, networking meetups are a staple of marketing for accountants.

To be clear, it’s not my favorite form of marketing because, in my opinion, the cost-benefit ratio is far superior in some of the other strategies listed in this article.

But if you’re good at schmoozing, you can add this to your list of marketing strategies to make contacts in your desired niches.

To find all sorts of networking events near you, you can check out Meetup:

how to start a bookkeeping business marketing

8) Write a Book

What better way to be viewed as a thought-leader in your space than to write a book on a subject matter of interest to your audience?

In fact, some people I know write a book and ship out free copies to those that they think would benefit most from it.

If you think of your marketing in terms of the cost of acquiring a client, this might actually be one of the cheaper strategies around.

9) Include Lead Magnets on Your Website

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

Examples of lead magnets could include eBooks, PDF toolkits, downloadable video trainings, etc.

Here’s an example of a good lead magnet from my friends over at Avalon Accounting (circled in red):

lead magnet marketing for accountants

The lead magnet in this instance is a PDF guide for entrepreneurs to help them pick an accountant.

Once the email address is provided, your firm can nurture this contact into a customer through something like the newsletter strategy mentioned above.

10) Partner on Webinars

Webinars are a great way to get in front of a larger audience. The trick is to partner with others who already have an audience within your target market.

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. Here you need to keep their audience top of mind in terms of what you think might be helpful to them. You also need to make sure that your webinar topic is relevant to what you do as well.

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

11) Live Stream Q&A Marketing for Accountants

This is a strategy that I discovered during COVID-19. And it worked really well for firms during this time as well.

Basically, you get on a live video stream and answer your audience’s questions in real-time.

It’s great to develop a relationship with your audience and to clear up confusion on a particular topic.

For instance, during COVID, there was a ton of confusion about the various government stimulus programs. So you round up your clients and prospects to answer their questions in real-time.

Here you’ll see what it looks like:

12) Build Strategic Alliances

This is a tried, tested, and true marketing for accountants tactic. If you can align yourself with a banker, a law firm, an insurance broker, and anyone else relevant in your field, you can have a great way to send business back and forth.

There’s really no secret to this tactic. You want people that are going to reciprocate and ones that are sending back quality business.

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.

13) Convert the Audience at Speaking Gigs into Leads

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 2019 on the topic of marketing for accountants:

The trick with speaking gigs is to find a mechanism to convert the audience into leads.

You can do 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. 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.

14) Run a Giveaway

I’ve run 2 giveaways in my life.

One was a horrible failure with my 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.

And I launched a giveaway with Future Firm in 2020 and it was a big success that brought in 100’s of 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:

marketing for accountants giveaway

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.

15) Sales Outreach Marketing for Accountants

If you want an easy & cheap marketing tactic, why not monitor job boards and reach out to companies looking to hire accountants or bookkeepers?

For example, if you go to Indeed and type in “Bookkeeper” in Toronto, Canada, you’ll get 100’s of results.

For instance, check this result:

indeed sales outreach

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

I guarantee you’ll get a few hits with this tactic.

16) Follow Up with Lost Deals Quarterly

Let’s face it. You’re not going to close 100% of the leads you speak with.

Sometimes, you’ll have a really great discussion with a business but for one reason or another, they don’t sign up with you.

Tag those lost deals in a CRM and set a reminder to gently “check-in” on their business every quarter to see how things are going.

You’d be surprised. A percentage of those lost deals can be turned into won deals just by being in the right place at the right time.

17) Video Marketing for Accountants

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

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

And guess what?

He was over 93,000 subscribers as of the time of writing:

youtube video marketing

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

Amazing!

18) Ask for Referrals

Tried, tested, and true.

Asking for referrals works.

Contact your best clients who love what you do and ask them if they know any contacts of theirs that would benefit from your services. You’ll probably get some introductions.

Just be sure not to overdo this strategy. Your clients’ time is precious.

Which Strategy Should You Start With?

Well, some of these strategies are easy quick wins that you can use immediately, 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 firm and get those working right. Once they’re working, you can branch out to others. Try to avoid doing too much at once as you’ll get flustered.

Which strategy do you like best?

Are there any missing?

Comment below to let me know!


Ryan Lazanis

I’m Ryan Lazanis. I’m a CPA by trade but definitely don’t consider myself a normal accountant. I identify more with being an entrepreneur and I love disruptive technologies and business models. My aim is to help modernize the old, traditional accounting profession by giving firms the tools they need to modernize. Each week I send off a curated newsletter recapping the top 5 things on the internet affecting your modern firm. Click here to subscribe to my Future Firm Top 5 Weekly newsletter today!