Five Marketing Best Practices for Accountants

Accountant Marketing Strategies

There are many ways to acquire new clients for your CPA firm. While you’ve spent time networking in person over the years, in this day and age, digital marketing is just as essential for accounting businesses to develop into true powerhouses. Let’s explore a few ways to engage potential clients and grow your client base, both on and offline. In the past, we’ve discussed growing your accounting practice through events and seminars. As you can imagine, since 2020, those have become a lot less feasible, which makes the need for online branding and marketing ever more important. 

#1: Every Connection Has Potential to Add Up

As a CPA, recognize that potential clients are everywhere. If you seek them out, you’ll find them. The beauty of marketing for accountants is that your services are in high demand by every other business sector and many individuals. Offline associations, such as boards and committees, can result in a contract if you are appropriately prepared with a business card and a friendly yet knowledgeable demeanor. 

The best method for exploring the webs around your network is Linkedin. We’ve spoken at length about the power of Linkedin and Linkedin marketing for Accountants.

Keep an ear open when you are out and about, as well. Each business you enter is a potential client, so be sure to remain amenable and relaxed during every interaction. Getting to know the owners of local businesses before ever mentioning your profession is a great way to open avenues for future clients. Clients in general turn to those they have personal connections to when they have a need.

Setting up your personal reputation first will assure they will turn to you when they need accounting services. 

#2: Calculate the Perfect Client’s ROI

Every good marketing plan calculates the perfect clientele. While it makes sense to say you’ll take whoever is interested, you must aim for the clients that you are prepared to serve and that yield the best rates. Investigate which clients use your specific services the most and have a workload you find amenable. If you’re looking for a full-time contract, your strategy will be very different than if you want a wide variety of hourly clients. Also, use the CPA network you’ve built to discuss how they engage their prospective clients. This research becomes invaluable as you speak with the prospect in a way that highlights why you are worthy of your fees while showcasing knowledge specific to their needs. 

#3: Happy Clients Generate Referrals

On your search for new clients, don’t set your other clients aside. Previous and current clients know you and trust you. This means that you can end a conversation with a polite request to pass on your accounting services to others in need. People often promote businesses they’ve had a great experience with, especially if you have helped them solve a high-stress problem. Accounting is one of those services that often save the day, especially if your clients have previously tried to do it themselves and then turned to you. 

If you are reaching out for a referral instead, be prepared to return the favor. As a professional CPA, you network with many different businesses, and introducing them can be a valuable strategy to grow your base. Consider asking a well-connected client out for a round of golf to discuss business strategies in general and provide them with potential connections. They will return the favor, and you will both benefit. 

Furthermore, every business that needs a CPA will use other professional services. If you specialize in a specific type of accounting, research the types of firms they will contract. For instance, if you serve the needs of large corporations, they will likely have both a financial advisor and various consultants. By partnering and aligning yourself with multiple financial firms and consultants specific to their company, you will come into contact with prospective clients. Similarly, if you serve smaller businesses, aligning with affiliate marketing companies can be an excellent way to connect, as many small companies use them to promote their ventures. Regardless of the method you choose, be sure the companies you affiliate with are reputable and represent themselves in a way you appreciate. 

#4: Multiple Online Marketing Strategies will Result in the Highest Yield

One of your strongest marketing strategies will be engaging in online platforms such as LinkedIn. A cold pitch isn’t necessary if you pay attention to the online chatter of the connections you have made. This means that you can use your social media marketing strategy in artful ways instead of blatant spiels. If someone asks a question, use your accounting expertise to answer it in a way that promotes your knowledge without promoting your business. You will be pleased to find that this can result in potential clients approaching you instead of you reaching out to them. 

This is also an excellent way to use search engine optimization to your benefit. By using keywords in your answers on LinkedIn posts and Reddit, when someone is looking for a solution to their accounting question, your response is likely to come up. Also, feel free to use your LinkedIn profile as a way to prove your expertise. Sign each post on other platforms with your name and profile, and be sure to keep it up to date so that when potential clients click the link, they are met with credibility and a positive experience.

Keep in mind that your social media presence should not be your only online footprint. Your LinkedIn and professional Facebook profiles should lead directly to your CPA firm’s landing page. For optimal marketing, make sure the web design is notable. A website gets one chance to make a first impression, and the landing page is where that takes place. Consequently, an excellent investment to boost your clientele will be working with a marketing agency or taking a CPA marketing course to help your website and online presence stand out. A good marketing agency will also help you identify and work with affiliate networks to boost your success. 

#5: Stand Out

Going above and beyond to stand out amongst the rest is the best way to ensure a potential client chooses you. Your kindness and consideration, such as a thank-you note after a meeting, will not only make you memorable, it will show that you care for your clients and are invested in serving their accounting needs with a smile on your face. 

You can also use your social media profiles to share information pertinent to their business niche after you’ve connected. New connections trigger the platforms to show your posts in their feeds, so use this to your advantage while the opportunity exists. 

Branching out into Twitter and Tiktok with a clean and generous sense of humor has also become an excellent marketing strategy when competing with your peers for the younger clientele. If you make accounting exciting and relatable, you can garner a following. If you are unsure how to do this, take one of Select Advisors’ marketing courses or ask us for advice.

For other ideas, speak with fellow accountants. It’s essential that you know how to court a client effectively without overdoing it. If you have yet to land the deal, hounding a prospect will turn them off. It’s a careful balance, and your peers will know how best to walk the edge. 

Once you begin to actively implement these ideas to grow your clientele, you will be amazed at how organic the process becomes. Just remember, every step you take and every person you meet has the potential to become more, so always present yourself with care and consideration for your CPA business.