How To Market An Accounting Firm

Simple strategies and advice to market your accounting firm online in 2023.

Turn your goals into action

If you’ve taken the time to reflect on 2022 and set some goals for your accounting firm in 2023, you’ll now need a way to achieve them. Goals are great, but its the actionable plans that edge you closer towards them. Here’s a few key things you should do to market your accounting firm this year. This guide is based on proven marketing activities that we use with accounting clients to help them grow.

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Strategy

It starts with a clear marketing strategy for your accounting firm. What is your goal? 3 – 5 new client enquiries each month? To grow MRR by $7,500 per month? Streamline workflows and expand your team so that you can focus on growth and client relationships? Whatever your goals are you need a clear strategy that breaks down how you’re going to get accounting clients. Book a discovery call with us if you’d like to put in place a proven strategy to market accounting services.

Once you have your goals you need to work backwards. If your goals equate to 5 new clients per month, then how many website visitors (or advertising clicks) does your CPA firm need to convert a percentage into enquiries and then into accounting clients? How much do you need to spend and where do you need to invest resources and time to make that happen? You can read more about marketing strategies that work for accountants here.

Build a base

If you want to know how to market an accounting firm, start with your website. A great accounting website that ranks well is still one of the best marketing strategies for you to get new accounting clients and should be the cornerstone of your strategy.

The reason? People don’t change their accountant often. When they do start thinking about it, or need answers to business finance issues, where do they go? Google! (Or other search engines). You need a website that can convey your brand and value proposition to prospects, take them on a clear journey, answer their questions and get them to make an enquiry.

Start by building an accounting website that looks great and that can be found online because you have a solid SEO strategy in place.

Create great content

Having a great website is key but its pointless if prospects don’t see it in search results and no-one is visiting it. It’s like building a world-class shopfront, and hiding it off the beaten track, behind scaffolding. Move it to Main Street and let it shine! Good content will do that for you which is why it’s such a critical component in marketing an accounting firm.

But with so many content options out there, where do you start? Create quality content, rather than quantity. Start by drawing up a 3 month content plan that you know is actually achievable. Some of the types of content that you could choose to create include:

web pages
blog posts
PDF downloads
info-graphics
guides
webinars
social media posts
email newsletters

PRO TIP: Before you get carried away with content for your accounting firm, think about how it ties into your strategy. What are topics that people are actually searching for, or interested in? Think about how to market accounting services without being boring or ‘salesy.’ How will you use that content to direct prospects back to your site or to enquire about your accounting services?

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Promote your content

Once again, what’s the point of creating something if no-one sees it. The same with content. Promotion is a key step in learning how to market an accounting firm in the digital age.

If you want people to find and read your website pages or blogs, you need to do good SEO and keyword research to make sure those pages rank well when prospects are searching. Your content needs to be original, unique and authoritative. The same with Youtube videos.

If you want people to see your social media post, download your PDF guides or sign up for your webinars, you need to promote them with some form of paid advertising. Start with a small budget and see how it goes.

And again, quality is key.

Be consistent

Fruit trees are a great analogy for consistency and learning how to market an accounting business. In the early stages of a fruit tree’s life there’s a lot of work involved and very little fruit. But over time, the tree gathers strength and often produces more fruit than one person can handle.

We’ve seen this time and time again when marketing accounting services. In the first few months you can expect slow results, especially if you’re starting from zero and are just planting roots. But after a couple of months of consistently doing quality marketing you’ll have a base and start to see growth and momentum. In time, you’ll start to see a steady stream of new accounting enquiries.

But whatever you feed will grow. So make sure you’ve taken the time to develop a good marketing strategy so that you don’t consistently market your CPA firm in a way that will never yield any fruit. If you need expert advice from someone who knows how to market an accounting firm online, schedule a strategy call with us today.

Measure and adapt

There’s no point marketing an accounting firm if you’re not measuring the results against your strategic goals. Make sure you’ve set up the tools and KPIs and are measuring the effectiveness of your marketing on a monthly basis. Don’t be disheartened by a lack of results in the first few months, so long as you’re seeing growth that can lead to fruit! It’s also important to be adaptable. Be willing to look at the data that’s coming back and learn from it. If your content isn’t working, ask yourself some hard questions and keep improving the way that you market your accounting firm.

Get more clients with online marketing experts

We exist to help accountants grow their businesses and annual revenue, by leveraging the real power of digital marketing.

Why would you waste money and time on strategies that don’t work and agencies that don’t understand your industry?

We know accounting. We understand your prospects. Most importantly, we know what works for accountants.