The Accountant’s Guide to Marketing

If you’re looking to attract new clients but the words ‘marketing strategy’ makes you break into a sweat, you’ve come to the right place. We’ve spent years listening to accountants and bookkeepers alike complain that marketing their services online is just a waste of time. They’ve tried posting on social media and interacting with local businesses, but they just don’t get any traction. That’s why the Bright marketing wizards have gathered their top tips and created the ultimate guide to marketing your practice. You’re an accountant after all, not a marketer – so where can you begin?

Analyse the market

Ready to get started? Great! Let’s first take stock of the market. What are companies currently struggling with – and how can you match your services to these challenges? Comparing and contrasting issues across local, national, or even global boundaries can give you valuable insights. While you’re at it, check out if other firms have found success utilising certain software.

Analyse your firm

Take an in-depth look at your top referral sources. For example, while a great quantity of conversions may come from Google, client references may provide the best quality conversions. This information can help you decide how much to invest in each source.

Get a decent perspective on where your firm sits by carrying out a SWOT analysis. Look hard (and honestly) at your strengths, weaknesses opportunities and threats – then you’ll have the intel you need to steer your firm in the right direction.

Outline your marketing goals

A marketing goal is a specific objective to help determine the success of your firm’s wider marketing and business goals. If you want to make sure your business is successful, it’s essential that you set the right goals for your firm. Generic targets such as ‘growing a practice’ or ‘posting on LinkedIn’ are broad and don’t provide much insight into what real success for your firm looks like. Instead, focus on setting specific objectives that push both your firm and your marketing strategy forward.

Break it down. For example, ‘grow my practice by 15% over the next twelve months’ is much more specific than simply aiming to ‘expand’. To make progress towards these objectives measurable, think about how you’ll reach them. ‘I’ll send out emails to my most engaged clients, thanking them for their continued support and will add a link to review my firm. I’ll then offer a 10% discount for the next three months if they leave a review on Google.’

Stay on top of your marketing goals with timely check-ins too to help you stay within budget and reach your targets. Plus, it offers insight into potential areas for improvement. For example, if engagement on your social content seems low despite a good number of views, try spicing it up with more humorous or thought-provoking posts.

Just remember that your firm’s success is your ultimate destination, and marketing can be the vehicle that gets you there.

Define your target client

Do you have a clear idea of who you’re targeting with your marketing? Take some time and define your ideal clients.

Ask yourself:

• What services are they seeking?

• How much would they have set aside for an accountant?

• What services would they benefit from the most?

• What would their primary communication tools be?

• How many employees do they have?

• How much revenue do they bring in each year?

• What demographics are they part of?

• What would make them choose you over their competitors?

• What would make them turn away from your firm?

In our ultimate marketing guide, we share how you can implement an effective marketing strategy into your firm.

The ultimate marketing guide for busy accountants

This content may have been developed with the assistance of AI tools. Content is reviewed by a member of the Bright team before publication. Guidance on legislation can be obtained from your industry body.