Are you an accounting professional looking to grow your firm and attract better clients? It’s a common goal. Standing out in a competitive market requires more than just expertise in accounting. It demands a strategic approach to marketing and sales. Many accounting professionals find marketing a daunting task. But the right strategies can make all the difference.

In this blog post, we’ll explore expert insights from Katie Thomas, CPA and owner of Leaders Online. She shares her journey and provides actionable tips to boost your firm’s impact and income on a recent episode of Building the Premier Accounting Firm with Roger Knecht. Whether you’re a solopreneur or part of a larger firm, these strategies will help you market effectively and achieve sustainable growth. Listen to the full episode of the podcast here.

Katie Thomas’s Journey: From CPA to Marketing Leader

Katie Thomas blends her CPA expertise with a passion for marketing. Her story begins with a small family business and early exposure to building websites and SEO as a teenager. This entrepreneurial spirit led her to pursue accounting in college. She viewed it as the language of business.

After earning her CPA and working in the Big Four, Katie noticed a gap. Many accountants excelled technically but struggled with business development. When she expressed interest in helping with marketing, she was dismissed. This experience fueled her decision to help accounting firms grow through digital marketing. Today, Leaders Online supports firms of all sizes. They range from single-partner practices to Top 200 firms.

Why Marketing Matters for Accounting Firms

Marketing is more than just attracting new clients. It’s about shaping public perception and getting better clients. These are clients who value your services, pay well, and respect your staff. Many accountants believe that referrals alone are sufficient. However, a proactive marketing strategy enhances client retention, attracts top talent, and strengthens referral partnerships.

“Marketing is simply putting a message out there and creating a perception to the public in a way that you hope to be perceived,” Thomas said.

Consider the current talent shortage in the accounting industry. Marketing plays a huge role in attracting and retaining talent. Showcasing an innovative and engaging firm culture on social media can attract the best candidates. It also keeps your current staff engaged.

Defining Marketing in the Accounting Profession

Accountants often misunderstand marketing. Some think that inaction means no marketing is happening. This is not true. Your firm’s reputation and presence still send a message.

Referrals are valuable. But marketing goes beyond that. It’s about attracting the right clients and retaining them. It also attracting talent and securing strong referral partnerships. A solid marketing program clarifies the types of clients you work with. It highlights how you can help them. It even offers incentives for referrals. This is vital for creating a profitable and lasting firm.

Remote Growth: Leveraging Social Media

Many accounting firms aim to grow beyond their local area. This makes social media crucial. The key is to choose the right platform and use it effectively. The best platform depends on your services and target audience. Ask yourself: Which platform helps me find my ideal clients? What platform aligns with my content creation strengths?

“If you try to market to everyone, you end up marketing to no one,” she said.

LinkedIn is a great platform for accountants, Thomas said. It allows you to find various business owners. It supports different content formats, including written posts, videos, and photos. Select a platform that supports your content creation style to set yourself up for success.

Deep Dive into One Platform

Commitment is key. Choose one platform and fully immerse yourself in it. Regular posting, engaging with others, and participating in conversations are essential. Join relevant groups and contribute to discussions. Don’t spread yourself too thin across multiple platforms. Doing one platform well is better than doing several platforms poorly.

Start with one platform and follow a structured process. First, choose and optimize your platform. Ensure your bio, tagline, headshot, and headline clearly communicate what you do, for whom, and how you help them. Next, connect with your target audience daily.

The Four C Process for Social Media Success

Here is a brief overview of the Four C process:

• Choose: Select your platform and optimize your profile.
• Connect: Engage with your target audience daily.
• Converse: Have real conversations and ask questions.
• Create: Produce unique content that showcases your expertise.

It’s crucial to converse with them. This means having real conversations, not just spamming them with generic messages. Ask about their journey. Show genuine interest in their goals. Finally, create unique content that showcases your unique perspective and expertise. Share client success stories. Bust common myths. A consistent approach to the Four C’s will bring success.

The Power of Storytelling and Unique Selling Propositions

Potential clients connect with stories. Share narratives of how you’ve helped current clients succeed. Discuss their challenges, your solutions, and the positive outcomes. These stories can resonate deeply with potential clients. It helps them see themselves in a similar journey. It also addresses their needs.

Focus on your unique selling proposition. What makes you different? What unique value do you offer? Highlight these aspects in your content. This helps you stand out from the competition. It shows potential clients why they should choose you.

Leveraging AI for Marketing

AI tools like ChatGPT can assist with marketing. But they should not replace human creativity. Use AI to enhance your content, not to create it from scratch. AI excels at editing and refining content. It can also help with outlining and brainstorming.

Brainstorming with AI

AI can spark your creativity. Use it to brainstorm ideas and refine your messaging. Start by providing clear prompts. Explain your goals and target audience. Then, ask AI to generate different versions of your content. Request different tones, lengths, and formats. Use this as a starting point. Then, edit and personalize the content with your own voice.

However, AI-generated content often lacks authenticity and uniqueness. Always infuse your content with your personal touch, experiences, and insights. This makes your message more relatable. It also shows your unique value.

Short-Term Wins: Meta Ads

While long-term strategies are essential, short-term tactics can provide quick wins. Meta ads (Facebook and Instagram) are effective for attracting new clients. You can turn these ads on and off as needed. This offers flexibility. However, the value is limited to the ad campaign’s duration.

Unlike long-term strategies, Meta ads don’t build lasting brand awareness. But they can drive immediate results. However, what works today may not work tomorrow.

Adapting to Changes in Marketing

Marketing is constantly evolving. Stay updated with the latest trends and best practices. What worked a year or two ago may no longer be effective. For example, lead magnets were once highly successful on Meta. However, people are now inundated with information.

Today, compelling offers and transformation stories in video ads perform better. This drives more direct calls. It’s important to work with someone who has data-driven insights. This is insights to know what strategies work and what don’t. Align your short-term tactics with your long-term goals.

Marketing Funnels and CRM

Marketing funnels are a core part of the process. Funnels and customer relationship management systems offer a way to manage leads. Offering an ebook or white paper in exchange for contact information is effective. This allows you to engage with them directly. You can nurture them through email campaigns and targeted offers.

Controlling the nurturing process is crucial. With a CRM, you can market as frequently as you like. This allows you to guide potential clients toward a sale. Having a database to follow up with is valuable. It also drives more conversions than relying on social media.

Overcoming Accountant’s Marketing Challenges

Accountants often face unique challenges in marketing. One of the biggest hurdles is overcoming self-doubt. Many successful accountants fear putting themselves out there online. They worry about what clients and colleagues will think. This fear can stem from a lack of confidence.

However, success requires stepping outside your comfort zone. It means sharing your expertise and unique point of view. By overcoming these fears, you can inspire others. You can also foster new opportunities.

Acting on Advice: Accountability

Another common challenge is taking action. Accountants may receive advice but struggle to implement it. This often stems from fear or a lack of accountability. Working with a marketing professional provides both strategy and accountability.

The saying “when you pay, you pay attention” holds true. Investing in a service increases your commitment. It makes you more likely to follow through on action items. Having someone to hold you accountable can make a huge difference.

Nurturing Potential Clients Through the Sales Cycle

Nurturing potential clients is crucial. But it often takes a back seat. From the moment someone expresses interest, they should enter a nurturing process. This continues until they become a client. This process can take months or even years.

Some firms only focus on clients who are ready immediately. But this misses many opportunities. Implement systems to follow up with prospects. This includes sending regular newsletters. Set reminders to personally reach out to specific individuals.

Finding the Right Cadence

Finding the right balance is key. Contacting potential clients too frequently can be overwhelming. Contacting them too infrequently can lead to them forgetting you. Aim for a sweet spot. Somewhere between three to six weeks. Adjust your cadence based on how someone entered your world.

Personalization can enhance the nurturing process. For example, follow up quickly with those who requested information. Then, nurture them with case studies. Invite them to webinars. Share relevant blog posts. Tailor your approach based on their engagement level.

Optimizing Selling as Serving in Accounting Strategies

Many accounting professionals struggle with sales. The key is to shift your mindset. Selling is serving. You’re offering clients a chance to improve their business. It can be helpful to address the stigma associated with the term “sales.” This can be done with team members.

Selling is not about convincing someone to do something they don’t want to do. It’s about addressing a need and providing a solution. You are coming together with a client. Two business owners. Two peers. Everyone needs their accounting, bookkeeping, and taxes taken care of. So, it’s not whether the need exists. It’s who will take care of it?

Actionable Advice for Growing Your Business

Want to grow your accounting business? Start with the Four C process. It’s effective for firms of all sizes. It provides a clear roadmap for what to do daily. This helps you achieve your goals. You can expand it over time. Apply the 4 C’s to multiple platforms as your firm grows.

Here’s a recap of the Four C’s:

• Choose a platform
• Connect intentionally
• Converse authentically
• Create valuable content

And remember: You are interesting. What you have to say matters.

Final Thoughts

Marketing can be daunting. But it’s essential for growing your accounting firm. By following these expert tips, you can attract better clients. You can increase your impact.

Like anything new, marketing may feel scary at first. But with practice and persistence, you can master it. You are smart. You are a professional. You can learn marketing and achieve success.

For more information on how you can grow your accounting business and sharpen your marketing approach, call 435-344-2060 to speak with Universal Accounting Center’s team, or listen to the full episode of the podcast here.